Audience Planner Playbook

Audience Planner Playbook

Your step-by-step guide to crafting smarter campaigns with rich audience insight
Built for planners, strategists, and media teams who want to unlock actionable inspiration from audience data.

Why Audience Planner?

Audience Planner is not just a media tool—it’s your audience insight engine. It helps you:

• Get inspired by real audiences, not just segments or demos

• Turn insight into messaging, channel, and activation decisions

• Build smarter campaigns from the ground up

Step 1. Start With a Prompt: Align to Funnel Stage 

Audience Planner works best when your prompt reflects your campaign’s funnel stage.

👉 If you have a product brief from the client, you can drop that in directly — Audience Planner will interpret and build from it. This works especially well when you have the who/what/why but aren’t sure how to target it yet. Audience Planner works best when your prompt reflects your campaign’s funnel stage.

💡Pro Tips:

• Try a few different prompts until you get a good feel about the persona cards.

Step 2. Hunt for Insights: Use Index & Audience Share 

This section gives you much more than data — it gives you a 360-degree view of the human behind the persona.

You’ll uncover:

• Brands the persona gravitates toward

• What they're actively shopping for

• Cultural and lifestyle markers

Here’s how you can start digging the insights- Clock on the interests and shopping section and , explore two key metrics:

1.  Index = Affinity

   1. How much more likely this group is to take your desired action than the average person.

2. Audience Share = Size

   1. The percent of your potential audience that this persona represents.

 Example:

Hims and Hers Hair Loss Treatment

• "Men 25–40, Wellness Seekers"

  • Index: 6.2X

  • Audience Share: 20% 

The audience is Highly relevant, how moderate scale

• "Gen Z, Fitness Enthusiasts"

  • Index: 3.1X

  • Audience Share: 50% 

The Audience is great for scale campaigns

💡Pro Tips:

• High Index + High Share = Core Target

• High Index + Low Share = Niche Opportunity

• Low Index + High Share = Evaluate for scale

Save the best-fit audiences to a working plan as you go.

Take a moment to observe patterns. Ask yourself:

• Are men seeking hair loss treatment more likely to enjoy football?

• Do Gen Z fitness enthusiasts prefer cooking their own meals?

Use these clues to shape your creative, platform choices, and value propositions.

Step 3. Save It: Build & Save Your Audience 

• Save your plan for reuse and collaboration

  • Saving a persona means it's visible only to you. It's your private workspace.

• Publish if you want others to view and reuse the persona

  • Publishing makes it visible to anyone visiting the page.

  • You can unpublish anytime to remove it from shared view.

  • You can also archive a persona after unpublishing if it’s no longer relevant to a customer or campaign.

This flexibility lets you manage personas over time without cluttering your workspace

Step 4: Unlock Niche Insight with Ask Me Anything (Our Differentiator) 

Ask Me Anything (AMA) is where Audience Planner truly shines.

Use AMA to go beyond surface-level data and discover human insights about your audience.

What to Ask AMA:

✔ Lifestyle & Interests

• "Does my audience like football?"

• "Would this group be more into wellness retreats or sports bars?"

✔ Ad Resonance

• "Here’s my current ad copy. Would this resonate with this persona?"

• "How should I rewrite this to better connect with them?"

• Create a keyword list that would resonate with the persona

✔ Tone & Messaging

• "What tone should I use for this audience?"

• "Should we sound bold, playful, serious, or empathetic?"

✔ Discovery Habits

• "Where would I typically find this persona?"

• "What platforms do they spend time in?"

Use AMA to fuel your creative brief, brand messaging, and even media placements.

Step 5. Reach, Frequency & Media Planning 

Now that you have a clear understanding of your audience personas and insights, head over to Estimated Reach by Platform.

This section provides real-time data on the actual addressable audience size across each platform (Meta, YouTube, TikTok, etc.).
➡️ None of our competitors offer this kind of live, cross-channel insight.

Here’s how it works:

• Based on your selected persona(s), Audience Planner auto-selects the most relevant categories and interests for each platform.

• You’ll see potential reach numbers that dynamically change as you edit your selection.

What You Can Do:

• Remove or add interest categories for each platform.

• Play with combinations to see how audience size shifts.

• Refine until the potential reach is in your ideal range.

This tool allows you to:

• Compare expected reach across platforms

• Tailor categories per channel

• Land on a data-backed size before activation

Step 6: Final Activation Step:

Once satisfied with your potential audience:

• Manually go into each ad platform (Meta, YouTube, TikTok, etc.)

• Match the selected categories or interests to create the audience

In addition:

• Make sure any important signals from the tool are communicated to the right team

  • If the creative is being developed in-house, pass the insights (e.g. interests, tone, discovery channels) to the appropriate creative lead.

  • If the client handles their own creative or media, share the audience insights and AMA findings with them directly.

As emphasized in the Ask Me Anything section, this is also the time to:

• Review and refine your ad copy

• Ensure it aligns with the persona’s tone, interests, and expectations

This is the final move from insight to live targeting and execution.

Step 7: Repeat for Every Campaign

Audience Planner is not a one-and-done tool — it’s designed for every campaign.

Before launching a new initiative:

1. Check if you need new personas — Does the campaign target a different segment or market?

2. If yes, start again from Step 1 with a new prompt or product brief.

3. If no, use Ask Me Anything to explore:

   • New signals

   • Shifts in tone

   • Updated behaviors or media habits

Audience behavior evolves — so should your insights.

 Quick Summary Table