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Understanding the Content Tab

Learn how to use the Content tab in Audiense Insights to discover the topics, media, hashtags, keywords, and content formats that resonate most with your audience.

Overview

Follow this guide to learn how to use the Content tab in an Audiense Insights report.

The Content tab helps you understand the types of content your audience creates, shares, and consumes across X (formerly Twitter). By analyzing both the content published by your audience and the content shared by the accounts they follow, Audiense provides valuable insights into the conversations, trends, and media that matter most to your audience.

These insights can help inform content strategy, campaign planning, influencer partnerships, and creative development.

Understanding the Content Tab

The Content tab analyzes X data to identify the most popular and relevant content associated with your audience. This analysis includes content shared directly by audience members, as well as content published by the accounts they follow. The Content tab is generated using a sample of real-time global X activity and includes content shared from both X and external sources.

The information is organized into two sections:

  • Shared Content
  • Influential Content

Shared Content

The Shared Content section focuses on the content published by members of your selected audience. This includes the posts, links, hashtags, keywords, media, and conversations that audience members actively share with their own communities. Audiense analyzes the original authors within your audience and identifies the most popular content they have published using X's Decahose data. Understanding Shared Content can help answer questions such as:

  • What topics is my audience discussing?
  • Which hashtags are they using?
  • What types of content are they publishing?
  • Which websites are they sharing?

Influential Content

The Influential Content section focuses on the content your audience is exposed to through the accounts they follow.

Rather than analyzing content created by your audience, this section examines the content published by influencers and brands that appear within the top 20,000 accounts identified in the Influencers & Brands tab.

These insights provide visibility into:

  • What influential accounts are discussing
  • Which topics are trending among industry leaders
  • What content your audience is likely consuming within their feeds

This perspective helps you better understand the conversations shaping your audience's interests.

Content Panels

Both Shared Content and Influential Content include the same collection of content panels.

Each panel highlights a different aspect of audience engagement.

Links

The Links panel displays the most frequently shared URLs found within the analyzed content.

These links may direct to:

  • Websites
  • News articles
  • Forums
  • Blog posts
  • External social media platforms such as Instagram

Results are ranked according to how frequently each link appears.

Hashtags

The Hashtags panel displays the hashtags most frequently used within the analyzed content.

Results are generated by aggregating hashtag usage and ranking hashtags according to how often they appear.

You can also view search results for each hashtag across supported social platforms, including:

  • X
  • Facebook
  • Instagram
  • LinkedIn

Keywords

The Keywords panel highlights the most common words and phrases found throughout the analyzed content. Keywords are ranked according to their frequency within the selected audience or influential content.

Emojis

The Emojis panel identifies the emojis most frequently used throughout the analyzed content. Emoji usage can provide additional context about the tone, sentiment, and style of audience conversations.

Posts

The Posts panel displays a sample of content published within the selected dataset. Depending on which section you're viewing:

  • Shared Content displays posts published by audience members.
  • Influential Content displays posts published by influential accounts followed by your audience.

Domains

The Domains panel identifies the websites most frequently referenced within shared or influential content. This helps reveal which online sources your audience regularly visits and shares with others. Domains are ranked according to how frequently they appear throughout the analyzed content.

Media Formats

The Media Format panel provides a breakdown of the types of media included within the analyzed content. Supported formats include:

  • Videos (including native X videos, YouTube, Vimeo, Instagram, TikTok, and Twitch)
  • Images
  • GIFs

This distribution helps you understand the content formats your audience engages with most often.

Mentioned Users

The Mentioned Users panel displays the X handles most frequently mentioned throughout the analyzed content. Results are ranked according to the number of times each account is referenced. This insight can help identify influential individuals, organizations, or brands that frequently appear within audience conversations.

Refreshing Content Data

The Content tab analyzes activity from the 30 days preceding the creation of the report. If you need more recent information, you can refresh both the Shared Content and Influential Content sections. When refreshed:

  • The Content tab analyzes the most recent 30-day period.
  • A refresh can be requested once every 48 hours.
  • During this waiting period, the refresh option is temporarily disabled.

Baseline Behavior

Unlike many other Insights tabs, the Content tab is not affected by the selected baseline. Changing the baseline does not alter the content displayed because the information is based entirely on the audience members being analyzed and their own online activity. However, content will naturally differ between the full audience and individual audience clusters.

Browser Compatibility

If you're using Mozilla Firefox, you may notice that some Content panels—such as Popular Posts, Media, or Emojis, do not load correctly. This behavior is typically caused by Firefox's Enhanced Tracking Protection feature.

To resolve this issue:

  1. Click the shield icon located to the left of the browser's address bar.
  2. Disable Enhanced Tracking Protection for Audiense.
  3. Refresh the page.

Once disabled, all Content panels should load normally.

Recent Platform Changes

The Liked Content section is no longer available in newly generated Insights reports.

This change follows X's decision to make Likes private for all users.

Reports created before this platform update may still display the Liked Content tab. However, regenerating those reports permanently removes that section.

The Shared Content and Influential Content sections remain fully available and are not affected by this change.