Screen Shot 2015-05-27 at 10.34.52 PM Today, Twitter announced a new tool called Audience Insights that aims to help marketers and advertisers alike better understand their audiences on Twitter. The tool will now provide advertisers extremely detailed information about their customers, ranging from lifestyle and interests to TV viewing behavior.

Since Audience Insights provides valuable details about the people who are engaging with a brand’s tweets, marketers can use this data to improve their content strategy and find the best times to post these updates while still targeting the right demographic.

Comparable audiences is yet another new feature included in this new Twitter tool. For example, a brand who tweets a lot of sports-related content can see what percentage of their followers are interested in sports, and then compare that number to all Twitter users.

You can read the full announcement here.