FAQ: Why isn’t the influencer affinity 100%?

Overview

It's normal for the affinity percentages shown in the Influencers & Brands tab to total less than 100%. This occurs because Audiense calculates affinity using a representative sample of accounts and excludes users that cannot be analyzed. As a result, the displayed percentages represent the analyzed portion of the audience rather than every account in the original dataset.

Protected and Suspended Accounts

Protected and suspended X accounts are excluded from affinity calculations because their data is unavailable for analysis. These accounts typically represent between 5% and 15% of the sampled audience, which means they contribute to the difference between the displayed percentages and 100%.

Audience Sampling

Affinity calculations are also affected by audience sampling. When analyzing followers from one or more X accounts, Audiense uses a representative sample of up to 250,000 users. If the selected accounts have significantly different audience sizes, the resulting affinity percentages may be weighted toward the larger audiences.

This is especially noticeable when:

• Comparing multiple accounts with very different follower counts.
• One or more accounts have audiences that exceed the sampling limit.

Because the calculation is based on a sample rather than every follower, affinity percentages may not add up to exactly 100%.

Interpreting Affinity Scores

Affinity percentages are designed to help you compare the relative relationship between your audience and the influencers or brands shown in the report. Rather than expecting the percentages to total 100%, focus on how the affinity values compare across influencers and how strongly each influencer is associated with your audience.