Audience Insights

Within Influencer Discovery you will find the Audience Intelligence scores and you can see the % and bars. This means that, when you search an influencer by an audience data parameter, you will see the following:

This means that 70% of this influencer’s following has an annual income of less than $50,000. However, the bars to the right of the percentage show a multiplicity score. This score signifies how closely an influencer’s audience meets this income criteria relative to other influencers.

Why does this matter?

As a marketer, it certainly matters how many people in an influencer’s audience meet your target demographic. However, if you’re hoping to target influencers who have an interest in the television show Anger Management, for example, you can be fairly sure that most influencers aren’t going to have a large percentage of followers with an affinity for it (nothing against the show!). However, you still may want to enlist influencers who have an audience with a stronger affinity for this show than any other influencer out there:

How is the Multiplicity Score calculated?

The Multiplicity Score has five bars, representing a score of 1-5. We don’t show any audience insights that have multiplicity scores lower than 3 because they are then no longer significant. Scores 3, 4, and 5 are measured as follows:

3 = 4.5x greater than the Audience %/Average Audience % of all influencers
4 = 8x greater than the Audience %/Average Audience % of all influencers
5 = 12x greater than the Audience %/Average Audience % of all influencers

As always, reach out to your account manager or our support team if you have questions about this feature and the measurement powering Audience Insights!

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