Introducing the 87% report - how to reach the country outside of London
What is the 87%?
This number refers to the amount of the UK population that lives outside London. We are fascinated by how lifestyles and attitudes differ from place to place throughout the country, so shining a light on the 87% is our way of demonstrating fresh ways for brands to connect with audiences.
The first report features a week of social listening data from news sites and TikTok from Manchester, Liverpool, Leeds, Newcastle, Birmingham, Sheffield, Glasgow, Edinburgh and Cardiff.
Specific mentions of football, football teams or football players have been removed in order to highlight other talking points, and it is also one thing that London and the 87% absolutely have in common.
Further editions of the 87% will turn the spotlight on town vs country, the north south divide, and attitudes towards emerging trends.
Social Listening Breakdown
Data soured from 5th-11th of September
Manchester has the largest share of voice on TikTok and news
What matters most... the big stories in online news by city
Key story themes in the news by city
What matters most… TikTok content by city
Key content themes in TikToks by city
Judging the mood of each city
Unlock the 87%
At Democracy, we super-charge our clients with campaigns that truly resonate with the 87%.
Helping you to understand the importance of local v national in terms of:
Channel choice
Messaging
Spokespeople & influencers
Cultural references
Local initiatives
TOV
Habits
Unlocking the potential of the regions beyond the basics of disposable income and shopping habits.
