Overview
Follow this article to learn how the Influencers & Brands feature works and how it can help provide a detailed understanding of your audience’s micro interests
Influencers & Brands are designed to surface specific examples of the people and things that your audience cares about. This granular approach complements the Interest Categories tab results which identifies broader themes of interest. The results found here will serve as specific applied examples of those broader category themes.
What Are Influencers & Brands?
Influencers & Brands are the named entities that your audience cares about – spanning people (e.g. athletes, musicians, etc.), products, services, media properties, and more. There are over 2000 possible results all organized under the 3 broader categories of Brand, Media, and Influencers. You can further filter down to a sub-category within each of these pillars. Here is an example of the sub-categories found under the Media pillar:
Why Influencers & Brands Matter
Influencers & Brands results are useful as persona-building insights for personalization strategy, and as dedicated targeting criteria when looking to activate similar audiences in a campaign. Understanding the specific influences of an audience can generally help with various facets of marketing strategy including content and partnership ideation.
How Influencers & Brands Can Be Used
Per the available filters, you can quickly sort the results by any combination of: Penetration (% of audience), Affinity (the index relative to baseline), Sub-category, and/or Reach (the absolute number of audience members). Results are generally considered over-indexing when the affinity score for the studied audience exceeds 1x the likelihood of occurrence in the baseline audience.
