We’re already one month into 2017, and many of us started the year with a resolution in mind. At the beginning of the year, digital marketing agency iQuanti compiled a list of the most popular New Year’s Resolutions based on Google searches from 2016. Their list features the usual suspects: lose weight, get organized, get your financial house in order, and others.

It’s one thing to make a resolution, but it’s another thing to keep it. Unfortunately, those who made them are more likely than not to have faltered by now. Marketers invest many dollars into advertising campaigns designed to encourage people to get started, but very few exist to keep people going. Providing encouragement is an area where social affinity can shine: reaching the right people in the right place at the right time.

First, let’s have a look at how social engagers have grown or declined for four different types of resolutions:

Based solely on the number of engaged fans, we find that perhaps people are sticking with getting healthy and reading more, but falling off a bit with their finances and their traveling. A drop in social engagers can also indicate an opportunity for brands in the category to generate interest. Identifying new TV show or website affinities – those that have seen their social affinity skyrocket with the category, rather than those that are consistently at the top of the list – is a great way of connecting with what matters to the consumer right now.

In that case, NBC’s new game show, The Wall, alongside YouTube channel Wanderlustyle, are the right context and content in which to pitch to stragglers in financial fitness and travel resolution makers, respectively. Social affinity, used in this way, serves a purpose that not only generates business but also respects consumers as people. Motivating consumers to become better as people can make a marketer’s ad dollars effective in more ways than one. Programmatic and data-driven modeling solutions like Affinity Answers provide can help take your advertising campaigns to the next level.

Looking to inspire the next customers of your brand? Contact us today.