Our client, in spirituality, sought to gain deeper insights into the audience within the Mindfulness space. They wanted to understand not only who these individuals are but also what other interests they have and what truly matters to them in life.
We recommended Network Analysis as the most effective method to explore these audiences meaningfully. This technique allowed us to map a web of interconnected communities based on shared interests. Using Reddit data, we started with the r/Mindfulness subreddit and gathered data on thousands of highly engaged users. For each user, we analysed their posting history across various subreddits, helping us identify the diverse range of interests they contribute to.By performing this analysis at scale, we calculated the overlap strength (Jaccard Similarity) between related subreddits. This revealed six distinct segments branching out from the core mindfulness community, each representing a different network of like-minded individuals, including ‘Bodily Health’ and ‘New Age’. Additionally, we compared our client’s subreddit with the broader network we had mapped, as well as with another organisation’s subreddit, which served as a control. This allowed us to determine which segments the client was already engaged with strongly, and which were untapped, in comparison to their control.
The findings were used to inform the organisation’s content team. With the new insights, they developed a content strategy that expanded their reach by creating tailored content for the newly identified audience segments, while maintaining a strong connection to the core of mindfulness.
