Overview
Follow this article to learn about the Influencers & Brands tab in Audiense Insights.
The Influencers & Brands tab helps you identify the people and organizations that are most relevant to your audience. By analyzing the accounts your audience follows, Audiense surfaces the influencers and brands that are most popular—or most unique—within your selected audience. These insights can help you discover potential influencers, identify brand partnerships, analyze competitors, and better understand the communities that shape your audience.
Understanding the Results
Each profile displayed in the Influencers & Brands tab includes several metrics that help you evaluate its relevance to your audience.
For every profile, you'll find:
| Metric | Description |
|---|---|
| Name | The display name of the account. |
| Biography | The X (formerly Twitter) biography associated with the account. |
| Affinity | The percentage of your audience and baseline that follow the account. |
| Uniqueness | A measure of how distinctive the account is for your audience compared to the selected baseline. |
| TML (Times More Likely) | Indicates how strongly the account characterizes your audience compared to the baseline. |
| Reach | The number of followers the account has on X. |
| Social Media | Links to the account's presence on other supported social platforms. |
Refine the Results
The Influencers & Brands tab includes several filters that help you narrow your results and focus on the accounts most relevant to your analysis.
You can filter the list by country, biography keywords, category, influence level, account type, or supported social platforms. For example, you might filter the results to identify finance influencers in the United Kingdom, or limit the results to individuals rather than brands.
The Content Creators filter also allows you to identify accounts that maintain a presence on platforms such as YouTube, Instagram, LinkedIn, Facebook, Medium, Pinterest, TikTok, Twitch, and Snapchat.
Note: The Content Creators filter is available only for reports created after September 16, 2020.
Sort by Affinity or Uniqueness
By default, profiles are ordered by Affinity, but you can also sort the results by Uniqueness depending on the type of insight you're looking for.
When sorting by Affinity, accounts are ranked according to the percentage of your audience that follows them. This is useful when identifying the most popular brands or influencers within your audience.
When sorting by Uniqueness, accounts are ranked using Audiense's uniqueness algorithm, which compares your audience against the selected baseline. This helps identify the accounts that are particularly distinctive within your audience, even if they are not the most widely followed overall.
Choosing between these sorting methods allows you to answer different research questions. Affinity helps identify broad popularity, while Uniqueness highlights what differentiates your audience from others.
Export Your Results
If you'd like to perform additional analysis or share your findings, you can export the Influencers & Brands list to Microsoft Excel.
Simply select the download option located in the lower-right corner of the results list.
Create Profile Groups
You can also organize influencers and brands into Profile Groups.
Profile Groups make it easier to save, organize, and reuse collections of accounts for future analysis or ongoing audience research.
Important Notes
When reviewing your results, it's important to remember that protected, suspended, or temporarily unavailable accounts may affect the displayed percentages.