Flipboard’s AI topic extraction algorithms, defined by intricate data used to personalize each user’s feed, power our unique Interest Graph. Based on interactions with over 30,000 topics, Flipboard’s Interest Graph is able to surface content individualized to each user based on learned interests, keeping readers up to date with the topics and stories that matter most to them while giving brands the ability to connect with interest-based audiences.
Our proprietary Interest Graph is constantly evolving as our AI and machine-learning capabilities continuously gain insight into the millions of content engagement signals on our platform. Whether you read, like or follow any given topic, our Interest Graph will dynamically update to ensure the most personalized experience. For example, this visual representation of my Interest Graph shows the topics and passions I care most about.
This is why the same Interest Graph can help brands understand their audiences on a deeper level. By analyzing patterns and trends surrounding specific campaigns, brands are able to discover new insights related to target audiences while also discovering adjacent audiences. This in-depth understanding of an audience’s interests complements the usual ad performance metrics such as views and clicks. Brands can use this additional knowledge to refine and enhance their strategy.
Our audience analysis capabilities, based on our Interest Graph and powered by 1P data, help brands in the following ways:
- Unlock content creation strategies and increase audience engagement
- Identify new audience groups interested in a brand’s product or service beyond their original target market
- Build new lookalike audiences
How VISIT FLORIDA Identified New Relevant Audiences
Florida was awarded its first Michelin Guide in 2022 and partnered with Flipboard to drive awareness of their new culinary status, reaching foodies through a strategic program. VISIT FLORIDA leveraged Flipboard’s Interest Graph to gain new insights about their culinary aficionados and understand this audience on a deeper level.
First, our team created a custom audience for the campaign from our #Michelin topic and also from topics culinary enthusiasts are actively reading on Flipboard. Additionally, we enabled VISIT FLORIDA to learn more about their target audience’s most read culinary topics on Flipboard that engaged with and saw their advertisements throughout the campaign.
These new insights allowed VISIT FLORIDA to expand beyond their initial target audience to reach new relevant users without compromising the relevancy of their ads. Moreover, this new knowledge also helps inform future culinary campaigns on Flipboard.
— Claudia Chau, client solutions lead, is curating Cantonese Recipes