When configuring a campaign, you can choose to assign a topic and/or an audience. The topic impacts where the content appears in feed-based views such as the member experience and microapps. Audience determines the targeting of notifications.
Note: If you have assigned a topic to your campaign, then your content will always appear in feed-based views immediately upon publishing. Feed-based views include Latest, Featured, and Trending in the member experience, and microapps.
When you assign an audience to your campaign, the priority, duration, and rules determine when and what notifications go out. If you have Engagement Boost enabled, notifications will be staggered over time and to the appropriate channel for a specific user. This intelligent distribution will minimize notification fatigue and optimize engagement. Adding an audience is necessary in order to enable additional channels (i.e. email, Assistant, and push notifications) and attempt retargeting.
If you choose to leave the topic blank but do specify an audience, you will still reach your mobile app and web experience users via the For You section.
Topics for Email-Only
An email-only community can still use topics to organize content internally and for publishing without sending communications. For example, if you want to create a bunch of stories to then feature in a newsletter, you can publish those stories first without an audience to avoid sending an email about them. You can then pull those separate stories into one newsletter and then send it out to your distribution list.
When to Use Topics Versus Audiences
| Desired Outcome | Targeting |
| A post in the member experience that can be passively discovered by users and you already have a topic that aligns with the people who should see the post. | A topic only campaign. |
| A post in member experience that can be passively discovered by users; you don't have an existing topic that aligns with the people who should see the post and it is not worth creating a topic. | An audience only campaign, and disable Email, Push, and Assistant as channels. The campaign will live in For You. |
| Users in a targeted topic to be able to see the content (no need for notifs) and you want some other group of users not in the targeted topic to also be able to see the content (no need for notifs). | Add the targeted topic, and then the separate group of users as an audience. Disable Email, Push, and Assistant as channels. The campaign will live in the targeted topic for users who have access to it, and for those that don't, the content will live in For You. |
| To send an email, push, or assistant notif to only a specific group of users and there is no topic, open or targeted, that makes sense for the content to be in. | An audience only campaign, with those specific set of users. Depending on the other campaign settings, those users will be eligible to receive a notif delivery for the campaign, and they will also be able to access the campaign from For You (if enabled). |
| To send an email, push, or assistant notif to only a specific group of users and there is an open topic where it makes sense for the content to live and be accessible to everyone. | Add the open topic and the desired audience for the campaign. Everyone will be able to see the content in the open topic, but only the audience will be eligible for an email, push, or assistant. |
| All users in a targeted topic to be able to see the content and you want some subset of those users of the targeted topic to receive a notification (email, push, assistant). | Add the targeted topic to the campaign, and add the subset of users as the audience. The campaign will live in the targeted topic for everyone, but only the subset of users in the audience will be eligible for an email, push, or assistant. |
| All users in a targeted topic to be able to see the content and You want some other group of users not in the targeted topic to also be able to see the content, and receive a notification (email, push, assistant). | Add the targeted topic to the campaign, and add the other group of users as the audience. The campaign will live in the targeted topic for those users with access to it, but it will live in For You for that other group of users in the audience. Only the audience members will be eligible for an email, push, or assistant. |
| All users in a targeted topic to be able to see the content and you want all topic followers to be able to receive a notification (email, push, assistant). | Add the targeted topic to the campaign, and add the subscribed to: topic as the audience. The campaign will live in the targeted topic for everyone, but only the topic followers in the audience will be eligible for an email, push, or assistant. |
| All users in a targeted topic to be able to see the content and you want all users with access to the targeted topic to be able to receive a notification (email, push, assistant). | Add the targeted topic to the campaign, and add the same audience that the topic is targeted to as the audience. The campaign will live in the targeted topic for everyone, and everyone in the audience will be eligible for an email, push, or assistant. |
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