Create an Interests Project in Projects (Classic)
Learn how to create an Interests Project in Projects (Classic to analyze audiences based on shared interests and uncover actionable marketing insights.
Overview
Follow this article to learn about Interests Projects in Projects (Classic).
An Interests Project allows you to explore audiences based on topics, interests, or areas of engagement rather than a specific brand. This project type is useful when your goal is to understand people who share a common interest, regardless of which brands they follow.
By building a project around interests, you can identify audience characteristics, explore shared behaviors, and generate marketing recommendations that support campaign planning, audience targeting, and strategic decision-making.
Once generated, an Interests Project produces a comprehensive audience report that includes audience insights, marketing recommendations, visual guidance, personas, and additional AI-powered analysis.
When Should You Create an Interests Project?
An Interests Project is a good choice when your analysis is centered around a topic, hobby, lifestyle, or area of interest instead of a single organization or company.
For example, you may choose to create an Interests Project when you want to:
- Better understand people who share a particular interest.
- Explore audiences before developing a marketing campaign.
- Research potential customer groups around a specific topic.
- Discover opportunities for audience expansion.
- Generate strategic recommendations based on audience interests.
Because the project begins with interests rather than a brand, it provides a broader view of the audience and can help uncover opportunities that may not be immediately associated with a single organization.
How Interests Projects Work
When you create an Interests Project, Projects (Classic) analyzes the selected interests and generates an audience report based on the people most closely associated with those topics.
Rather than producing a single summary, the report organizes audience intelligence into multiple sections that help you better understand who your audience is and how to engage them.
Depending on your project, you can explore:
- Audience Segments that represent groups associated with the selected interests.
- Marketing Recommendations designed to support campaign planning.
- Visual Guidance to inspire creative development.
- Influencer insights related to the audience.
- Targeting Descriptors that help define audience characteristics.
- Content Strategy recommendations based on the audience analysis
Explore Your Audience
Once your Interests Project has been generated, you can begin exploring the audience in greater detail. Each section of the report contributes to a broader understanding of the people connected to your selected interests. Rather than viewing each insight independently, Projects (Classic) combines audience intelligence, recommendations, and AI-powered analysis into a single report that supports strategic decision-making.
As you review your results, consider how different sections of the report complement one another to build a complete picture of your audience.
Continue Your Analysis
Generating an Interests Project is often the starting point for deeper audience research.
After reviewing the report, you can continue exploring the audience using the AI-powered features available within Projects (Classic). These tools allow you to investigate audience characteristics, better understand personas, and continue building on the insights generated by your project. By combining the structured report with AI-assisted exploration, you can move beyond surface-level audience analysis and gain a more complete understanding of the people connected to your selected interests.