Audiense: Exploring The Leading Audience Intelligence Platform

28 May, 2024 7 Mins Read

Audiense provides valuable insights into consumer segments by analyzing shared beliefs, interests, lifestyle choices, and affinities, which can significantly enhance communication strategies and customer experiences. Let’s explore what this platform offers and check if it is worth the investment. 

Overview of Audience

Audiense is an advanced audience intelligence platform that empowers businesses and individuals to dive deep into the demographics, behaviors, and preferences of their target audiences. It leverages robust data analytics to provide actionable insights, enabling users to tailor their marketing strategies effectively.

Here are three key features of Audiense:

  • Data-Driven Audience Segmentation: Audiense uses sophisticated data analysis to segment audiences based on a variety of factors, including demographics, interests, and online behavior. This allows for precise targeting and personalization of marketing campaigns.
  • Influencer Discovery and Engagement: The platform identifies influencers who resonate with your brand’s target audience. It provides detailed profiles that include engagement rates and audience demographics, making it easier to choose the right influencers for your campaigns.
  • Integration with Cognitive Computing: By integrating with IBM Watson, Audiense offers cognitive insights into the audience’s personality traits, consumer preferences, and content engagement patterns, enhancing the depth of audience understanding.


The official website outlines three pricing options for the service called XMarketing, which are detailed as follows:

  • FREE Plan: This plan is available at no cost and does not require a credit card. It offers limited access to Audiense Connect, which includes basic community management tools. Under Support Services, users have self-service options and access to the help centre.
  • PRO Plan: Priced at £23/month, the PRO plan provides full access to Audiense Connect, encompassing analytics, audience insights, and engagement features. The support services for this plan are similar to those of the FREE plan, including self-service and help centre access.
  • API Access Plan: Like the FREE plan, this option does not require a credit card. It grants full access to Tweet Binder, which provides user metrics and hashtag analytics. The support services for this plan include a dedicated agent.

Let’s now explore the pricing options for Audiense Audience Intelligence. These plans cater to different needs and offer varying levels of features:

  1. Audiense Insights: This plan starts at  €1199/month and offers social segmentation and profiling. It includes 60 reports per year and provides unlimited seats. With Audiense Insights, you can instantly understand who makes up your target audience. The plan covers demographics (such as countries, cities, self-descriptions, and names), interests in brands, celebrities, influencers, and categories (e.g., Music, Tech). It also incorporates content from social channels (Facebook, Instagram, and Twitter) and the websphere. You can create benchmarks with different segments, countries, or even other competitors. Monitoring and listening capabilities are included, with 100,000 tweets.
  2. Affinio: This plan is based on the number of seats. It offers Affinio, which provides insights into audience segments. Support services include complete onboarding and a dedicated account manager.
  3. Soprism – Meta: Access to the full Meta data pool is included in this plan. It also offers support services, complete onboarding, and a dedicated account manager.
  4. Audiense Demand: This plan is based on the number of entities. Audiense Demand helps you understand any audience’s demand for talent, brands, and IP. It can be used with your business intelligence (BI) tool or for reporting purposes. The plan includes support services and a dedicated solutions expert.

Who can benefit from Audiense?

Audience Intelligence can benefit a wide range of users, including marketers, brand managers, social media managers, and researchers. Marketers can use it to understand their target audience better, while brand managers can gain insights into brand perception. Social media managers can optimize their social media strategies, and researchers can analyze audience segments for various purposes.

Why Choose Audiense?

Choosing Audience Intelligence is a strategic move for any entity looking to deepen customer engagement and drive targeted marketing efforts. It offers actionable insights into consumer behavior, preferences, and trends, enabling businesses to tailor their products and campaigns to meet the precise needs of their audience, resulting in enhanced customer experiences and improved ROI.

Common Pitfalls for Audiense

While Audiense is a leader in audience intelligence, some drawbacks are worth noting before you commit:

  • Steep Learning Curve: Navigating the platform’s interface can be tricky for new users.  The dashboard layout and transition between screens and metrics might feel unintuitive, requiring some effort to master.
  • Potentially Costly Investment: Audiense’s pricing structure may be out of reach for smaller businesses and freelancers.  The higher price point makes it a more suitable option for medium-sized businesses and larger enterprises with more budget flexibility.
  • Focus on Twitter Data:  Although Audiense excels at gleaning insights from Twitter data, it currently lacks the same depth of analysis for other social media platforms. Users report limitations in its ability to integrate data beyond Twitter, potentially hindering its comprehensiveness for broader social media strategies.

Here are three alternative companies to consider, along with a comparison table based on their G2 ratings:

While Audiense is a recognized leader in audience intelligence, it’s crucial to consider other valuable options before making a decision. Here’s a closer look at three powerful alternatives, each catering to specific needs:

1. Brandwatch Consumer Intelligence: Brandwatch Consumer Intelligence goes beyond just Twitter data, offering a comprehensive platform for social media monitoring and analysis. It empowers you to leverage the power of social conversations across the entire web.

Key Features:

  • Unmask Industry Influencers: Identify influential voices and thought leaders shaping your industry. Brandwatch equips you with the tools to discover valuable partners and amplify your brand messaging.
  • Unlock Social Reporting Power: Gain comprehensive social media reports that track performance metrics and trends over time. Measure the effectiveness of your social media strategies and identify areas for improvement.
  • Become a Social Listening Master: Brandwatch enables you to listen intently to conversations across various social media channels. Unlock valuable insights into customer sentiment and brand perception, allowing you to refine your approach and build stronger relationships with your audience.

2. Meltwater: Meltwater is a data-driven powerhouse optimized for fast response and streamlined PR program management. It empowers PR professionals to measure and manage their efforts with unparalleled efficiency.

Key Features:

  • Hyper-Targeted Search Engine: Meltwater equips you with a powerful search engine designed to pinpoint relevant conversations across a vast sphere of media sources, journalists, and influencers. Find the perfect targets for your outreach efforts and maximize their impact.
  • Effortless Pitching and Media Relations: Streamline your pitching process and build stronger relationships with journalists. Meltwater provides the tools to connect with the right people in the right way, maximizing your media coverage opportunities.
  • Actionable Social Media Analytics: Go beyond vanity metrics. Meltwater offers insightful social media analytics that reveal valuable insights into audience engagement and performance, enabling you to fine-tune your social media strategy.

3. Sprout Social: Sprout Social is an intuitive platform designed to deliver faster, smarter business results from your social media efforts. It empowers teams to collaborate effectively and unlock the full potential of social media marketing.

Key Features:

  • Uncover Audience Insights with Clarity: Sprout Social provides detailed audience insights, helping teams gain a deeper understanding of their target market. Leverage these insights to tailor your content, messaging, and overall strategy for maximum impact.
  • Seamless Collaboration and Publishing: Streamline your social media publishing workflows and foster real-time collaboration across your team. Sprout Social ensures everyone is on the same page, enabling efficient content creation and publication.
  • Data-Driven Decision Making: Sprout Social goes beyond basic metrics. It delivers the social media insights that truly matter, empowering businesses to make informed strategic decisions at scale. Optimize your social media presence based on data-driven insights and achieve your marketing goals with greater efficiency.
Product / RatingG2
Brandwatch4.4 / 5
Audiense4.5 / 5
                                Meltwater4.0 / 5
Sprout Social4.4 / 5

Is Audiense Worth the Investment?

Due to a potentially complex interface, high price point, and limited scope beyond Twitter data, Audiense might not be the best fit for all businesses. Explore alternatives like Brandwatch for broader social listening or Sprout Social for a more user-friendly experience, depending on your specific needs and budget.