Brand affinity and audience affinity work slightly differently, but it’s worth factoring both into your influencer sourcing strategy.
Brand affinity refers to how much an influencer’s values and beliefs overlap with your brand. For example, if you’re an athleisure company, a fitness influencer will likely have a strong brand affinity british student data with you.
Audience affinity refers to how much an influencer’s audience qualities and interests overlap with those of your brand’s audience. For example, if you’re in the gaming industry, a Twitch streamer should have a strong audience affinity with your brand’s audience.
Paying attention to both of these qualitative metrics will help you find the right influencers for your brand’s niche.
Audience demographics
Audience demographics help you identify an influencer’s audience. This demographic data can be diverse, but usually includes information like:
Location
Gender
Language
Age
Make sure an influencer’s audience demographics are similar to your brand’s target audience, so your campaign reaches the right people.
For example, Cadbury partnered with Xiensscran, a London-based food influencer with an audience of millennials and Gen Z. Because of these audience demographics, Cadbury knew what to expect when partnering with her and could create a campaign tailored to the target audience they wanted to reach–younger consumers.