Full Screen

Audience Research Tools

More Free Lessons in

Social Media Marketing View All →

Get cutting-edge digital marketing skills, know-how and strategy

This micro lesson is from one of our globally recognized digital marketing courses.

Start a FREE Course Preview Start a FREE Course Preview
Global Authority

The Global Authority

12 years delivering excellence


245,000+ Members

Join a global community


Associate Certification

Globally recognised


Membership Included

Toolkits, content & more

Digital Marketing - Study Notes:

Tools of the trade

Let’s look at the free social media analytics tools that are out there on platforms like Twitter, YouTube, Facebook, and LinkedIn.

Twitter Analytics

Twitter has some of the most fascinating and robust analytics around. Your analytics home opens in a new tab or window. There, you will see a 28-day summary and highlights of your most popular tweets, mentions, number of new followers, profile views, etc. The tab at the top of the page called Audiences defaults to an overview and provides a lot of excellent data about your audience and their interests.

YouTube Analytics

YouTube’s analytics are pretty extensive. To access them, go to your Creator Studio by, once again, clicking on your profile image in the top right corner and choosing Creator Studio. Then click on Analytics in the left-hand column to expand the options and then demographics.

Demographics aren’t really very useful. However, you can take note of the fact that your audience seems to follow similar patterns to your Twitter followers. So you can probably assume that many of your Twitter followers are also subscribed to you on YouTube, and that the audience crosses over quite a bit.

Facebook Analytics

When you’re on your page, click on the Insights tab at the top of the page, below the search bar. Then click on the People menu along the left-hand side to open up your demographics insights. Much like YouTube, there isn’t much more here other than the demographics, information like age, country, and gender.

LinkedIn Analytics

Different analytics are provided depending on the type of page you have, whether it is a personal profile, a company page, or a group. If you are personally connected to a lot of people on LinkedIn, you should get a lot of interesting data from just your personal profile. You can actually start to scroll down this page and see the individuals who’ve looked at your profile. Or you can look at the statistics in the overview at the top, which will show you the titles and industries of the people that have looked at your profile.

If you have a business page, just click on the Analytics tab below the company name and logo bar. If you scroll down, you’ll be able to get similar demographics for your page followers. Understanding the industry that your audience is in, their seniority and job title, can give you a great jumping off point for digging deeper.

Google Analytics

If your website gets a lot of traffic, Google Analytics will offer up some data on the interests of your audience. You can click into those categories as well to find out deeper behaviors like how much time they spend on your site and - if you have your Google Analytics set up right - whether or not they convert. This may help you understand who those valuable customers are and what they want.

Back to Top
Tara Hunt

Tara Hunt is an executive-level digital marketing professional with over 20 years of experience. She is the founder of Truly Inc., the author of one of the first books on how the social web is changing business, and a professional public speaker. Tara has created and executed proven digital and social strategies across multiple industries. She specializes in relationship and inbound marketing, with a passion for data-driven strategy.

Data protection regulations affect almost all aspects of digital marketing. Therefore, DMI has produced a short course on GDPR for all of our students. If you wish to learn more about GDPR, you can do so here:

DMI Short Course: GDPR

The following pieces of content from the Digital Marketing Institute's Membership Library have been chosen to offer additional material that you might find interesting or insightful.

You can find more information and content like this on the Digital Marketing Institute's Membership Library

You will not be assessed on this content in your final exam.


    Social Research
    Tara Hunt
    Skills Expert

    The Social Research module introduces key social media concepts, including the Digital Marketing Institute’s 3i Principles for successful digital marketing, and the role and responsibilities of the social media marketer. It then dives into the topic of social research and explains its importance to digital marketers. It equips marketers with the research tools and techniques needed to engage in effective audience research, competitive and industry research, and cultural research. It also explains how marketers can gain valuable insights from their research data.