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Our Influencer Intelligence offering represents the ability to understand and/or identify accounts across a variety of social networks that we don’t otherwise support in depth, including TikTok, YouTube, and Instagram. Each report is provided at a network-specific level rather than blended across networks. The offering is managed by a third-party as an add-on complement to the core Audiense portfolio. There are two types of analysis that can be performed - Account level Audience Data reports (i.e. a snapshot of a specific social account’s metrics) or Influencer Identification (i.e. a listing of influential people around a specified topic).
We provide you with access to a dashboard where you can use two key tools:
The Audience Data tab allows you to create reports for any public account on TikTok, Instagram, or YouTube. You can generate reports for influencers, your brand, or even competitor brands by simply inputting the profile URL, User ID, or @handle. Additionally, you have the option to apply filters to refine the results and focus on specific criteria.
The Influencer Identification tab where you can search for influencers or other influential accounts by topic and use comprehensive filters to match your specific search criteria before you either export a list of key influencers, or create individual Audience Data reports.
Audience Data reports cover data on over 100 million Instagram, 50 million TikTok and 6.6 million YouTube influencers. Their purpose is to generate detailed insights about a single brand, competitor or influencer and their audience on either Instagram, TikTok or YouTube, with in-depth demographic & psychographic data covering metrics like engagement, followers, interests, and lookalikes.
Note: Influencer Audience Data is based on estimated data that is updated on a monthly basis, and not necessarily reflective of the actual data on each network at the time of report creation.
Audience Data
You can access Business Account Audience Data for any public account registered on Instagram, YouTube or TikTok with over 1,000 followers/subscribers. If you don’t get results for a known account, it means they do not meet this threshold.
Estimated audience data is updated on a monthly basis, however the following data points are updated at different stages:
Sample size varies from 10,000 to 20,000. The sample is refreshed every month.
The history of your reports is saved below the search bar in the Audience Data tool.
You can scroll through the history to find the reports you have recently run; you can view those reports by clicking on View Report (Please note: no tokens will be charged for viewing your old reports); and you can export the whole history by clicking on Export List in the top right corner.
The location of an influencer (Location) or their audience (Location by City; Location by Country) is determined by analyzing the respective location tags, the languages of their bio descriptions and captions under their recent posts.
The location tags and captions are gathered from the latest 150 posts; or more than 150 posts if they have been published within the last two months.
Based on location tags, a time-map is created for both influencers and their audiences: it shows what location (country or city) covers the largest timeframe. That way we make sure that even if a person travels a lot (like celebrities or travel bloggers do), but keeps coming back to the same place - this particular country or city will be determined as their location.
Audience gender, age and ethnicity are determined by analyzing profile pictures and latest selfies with photo analysis technology; checking names, bio descriptions and language (where relevant). These metrics are available as an aggregated percentage.
Language is determined by analyzing bio descriptions and captions of recent posts.
Please note: the gender, age group, and ethnicity of influencers is available in the reports in JSON format when downloaded.
Understanding key metrics inside your Audience Data reports In all reports, regardless of channel, you will be able to navigate through 3 sections: Influencer data, Audience data, and Posts.
It is the average number of likes divided by the number of followers.
It is calculated based on the likes gathered within the last two months, but no more than 500 posts in total. If the influencer/account does not post often, we may take the posts older than two months, but no more than 10 in total.
These represent the average sum of likes/comments/views of videos under the influencer's latest posts.
It is calculated based on the likes, comments and views gathered within the last two months, but no more than 500 posts in total. If the influencer does not post often, we may take the posts older than two months, but no more than 10 in total. The latest 150 posts are stored in the database.
Paid Post Performance shows how the disclosed sponsored posts of an influencer perform compared to his or her organic posts, in terms of the average number of likes those posts receive.
Example: if you see Paid Post Performance at 90%, it means that this influencer's sponsored posts get 10% less likes than their organic posts. If you see 110%, it means the influencer's sponsored posts get 10% more likes than their organic posts.
You will be surprised that Paid Post Performance can largely differ from 11% to 276%, which means that you can overpay for a post if you base your pricing on the average number of likes. For instance, instead of the 10,000 engagements that the influencer gets on average and that you expect of their sponsored posts as well, you might get only 1,100 likes on your sponsored post.
The example below shows the athlete Dina Asher Smith's Paid posts at 48%, meaning her sponsored posts get 52% less likes than her organic posts!
The Popular Hashtags and Mentions that have been most frequently used under the latest 30 posts.
The Audience data section shows the audience type with a percentage of the audience that we can certainly define as real people (not bots or fake accounts).
To establish the audience credibility score, multiple factors are taken into consideration: profile pictures, bio descriptions, the number of posts, as well as the follower vs following ratio.
We determine brand affinity by analyzing the captions, @mentions, #hashtags and location that are used by either the influencer (Influencer Brand Affinity) or their audience (Audience Brand Affinity).
Within the Audience Brand Affinity data point, the weight of a brand is measured as a percentage of the audience showing interest in this particular brand. The affinity of a brand is a measure of how much this audience is interested in the brand compared to Instagram users on average - with 1.0 affinity meaning they are just as interested as an average user; 2.0 meaning they are twice as interested; 0.5 meaning they are half as interested, etc.
Example: Athlete Dina Asher Smith’s followers and likers are both just as interested in Netflix as Instagram users on average. Not surprisingly, both her followers and likers express strong affinities for sports-related brands like the Olympics and sneaker makers (ASICS and New Balance). On the other hand, it seems a brand like Starbucks is less relevant to this audience than the average person.
Interests are categorized based on the captions, @mentions, #hashtags and location tags in the latest 150 posts; or more than 150 posts if they have been published within the last two months.
We then categorize the data from captions, etc. into interests such as Sports; Beauty & Cosmetics; Travel, Tourism & Aviation, and so on. A full list of the 28 possible categories is provided below, although these can change from time-to-time.
Within the Audience Interest Affinity data point, the weight of an interest is measured as a percentage of the audience interested in this particular topic. The affinity of an interest is a measure of how much this audience is interested in the topic compared to Instagram users on average - with 1.0 affinity meaning they are just as interested as an average user; 2.0 meaning they are twice as interested; 0.5 meaning they are half as interested, etc.
Example: Dina Asher Smith followers and likers are three times more interested in Sports than Instagram users on average:
These are the followers with the biggest audience; in other words, the most followed or influential followers. You can click on View More to see the full list, or download to PDF.
TopicTensor® is a unique technology that creates clouds of relevance based on the content posted by an influencer.
Analysis of the keywords used by an influencer in their bio, captions, hashtags, paid partnerships, mentions, etc. form TopicTensor® clouds that can help you get an insight into the main topic of an influencer's profile:
Lookalikes are the influencers/accounts that either post similar content (Influencer Lookalikes) or have a similar / overlapping audience (Audience Lookalikes),
1) Influencer Lookalikes are based on our TopicTensor® technology: they are the influencers whose cloud of interest overlaps with the cloud of the influencer in question. Use lists of these lookalikes with influencers that performed well in the past and build your new campaigns around the influencers with similar interests and content.
2) Audience Lookalikes are based on the accounts that follow similar pages, meaning that the followers of audience lookalikes are very likely to follow the influencer in question. This feature can be used either to target the same audience you have been successful with in the past, or to diversify your targeting and help you understand what influencers you should not work with if you are trying to find new audiences.
Audience Reachability shows the percentage of mass-followers within the audience of an influencer. It shows the percentage of the audience that follows more than 1,500 accounts; from 1,000 to 1,500 accounts; from 500 to 1,000 accounts; and less than 500 accounts.
The audience following more than 1,500 other accounts is unlikely to see the sponsored posts created by the influencer in question since they would already have a lot of noise in their feed. They are also quite likely to be bots or fake accounts.
Sponsored Posts are the posts that:
Popular Posts are the influencer's posts that gathered the largest absolute number of likes. They are shown based on the likes gathered by the latest 150 posts; or more than 150 posts if they have been published within the last two months.
Influencer Identification
The Influencer Identification option flips the Audience Data model on its head by helping you first uncover influencers that you want to then study more about. It helps you find influencers across Instagram, TikTok, or YouTube, based on specific topics or search filters. This is useful if you're trying to discover new influencers to partner with or analyze further.
This tool allows you to find influencers based on a topic search including numerous demographic and psychographic parameters. There are over 133,642,219 Instagram accounts, 108,845,320 TikTok accounts and 7,518,164 YouTube accounts in the Influencer Identification database. Please note that the database is updated on a monthly basis.
Thanks to the numerous Audience / Influencer filters, this option helps you find both influencers and audiences based on your specific criteria.
Once you have performed your search, and applied all your desired filters, you can export your results, or click on the Analyze button beside any applicable account to run an assessment of them (report). This will take you to the Audience Data section, where you can download your report as PDF or JSON formats.
Remember, tokens are consumed for each separate Audience Data report you choose to run from your results.
The search bar allows you to identify influencers based on the content they post. For example, try searching for “wellness”.
Note: you can search for keywords, or hashtags without the # symbol, and combine multiple terms as long as these are entered and selected one at a time. This will add them as tags to the Filters section below the search bar.
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Expected topic formatting |
Input: Single-term keyword or hashtag without a symbol Drop-down selection: no hashtag symbols will appear, but these keywords in content are taken into account. |
Input: Single-term keyword or hashtag without a symbol Drop-down selection: shows hashtags |
Input: Single-term keyword or hashtag without a symbol Drop-down selection: no hashtag symbols will appear, but these keywords in content are taken into account. |
The search technology mirrors that of Google: you will see a cloud of relevance (of everything related to the topic) with results arranged according to their relevance to this topic.
TopicTensor technology filters out the most relevant results and presents them on top of the list to save you time and effort.
The same as Google, it applies a relevance score. For instance, for the keywords “influencer marketing” Google finds “approx. 750,000 results (in 0.73 seconds)”. Although it would be useful to see the entire 750K results, only the top results would be helpful.
Using the Instagram Account Type filter you can choose what type of accounts - Regular, Business or Creator you would like to see in your search results.
In the 91,750,335 Influencers database there are approx. 27,503,814 business accounts and 7,510,994 creator accounts.
Using the Bio filter, you can discover influencers based on the keywords mentioned in their account description.
Example: If you insert the keyword "stylist" in the Bio filter you will find 175,997 Influencers who have used the word stylist in their bio description:
Yes, you can. By using the Contacts filter, you can identify the influencers that have accounts in other social media: Snapchat, Facebook, Twitter, YouTube, TikTok, etc.
The actual links to these accounts can be fetched by exporting your results with the contact details box selected:
Note: Please keep in mind that people who can be viewed as influencers in one social network and have an account in other networks, are not necessarily influencers there as well. For instance, an Instagram influencer may have a TikTok account, but may not be considered a TikTok influencer due to the lack of followers/engagements, etc.
Find influencers that either post similar content (Influencer Lookalikes) or have a similar / overlapping audience (Audience Lookalikes).
1) Influencer Lookalikes are based on our TopicTensor® technology.
Use this feature with influencers that performed well in the past and refine your results by applying influencer and audience filters. For example, if @Leomessi has shown great results on your campaigns, you can find 47,045 influencers whose content is similar to his.
2) Audience Lookalikes help you find influencers with overlapping audiences, so if the audience of @Niomismart has reacted well to your campaigns, you can find at least 1,173 influencers with similar / overlapping audiences that can give the same positive results.
The latter feature can be used to diversify your targeting and help you understand which influencers you should not work with if you are trying to find new audiences.
The Partnerships filter allows you to identify the influencers who have published at least one sponsored post with a brand of your choice.
Example: if you introduce Nike in the Partnerships filter you can see the list of influencers who have collaborated with this brand.
If you choose Any in the Partnerships filter, the results will be influencers who have done at least one sponsored post with any brand.
The filter helps you identify the accounts of the active Instagram influencers who are open to being involved in a marketing campaign, since they have already done so in the past.
The Verified Accounts are the influencers who have a verified or “badged” or “official” Instagram account:
There are currently over 260,000 verified accounts in the Instagram database.
You can use this filter to find only verified Influencers:
The Credible Accounts are the influencers whose Audience Credibility is above 80%.
There are currently approx. 61,445,222 credible accounts in the Instagram database.
With this search filter, you can also select: only verified, previously exported, exclude private accounts, and only those that have audience data.
Using this filter you can find influencers who have grown by a certain percentage in the last few months.
For Example: You can find influencers who have grown by 20% in the last one month or more. Different parameters can be applied for Followers, Likes, & Views.
In the below example, you can see we have applied a location filter and now we can select a time range from 1-6 months to see the influencers with growth (incl. Months and % of growth).
Using the Contacts filter in the Influencer Identification tool, you can find the influencers with contact information including email, phone, Snapchat, Facebook, YouTube, Twitter, Telegram, WhatsApp, LinkedIn, VK, BBM, Kik Messenger, WeChat, Viber, Skype, Tumblr, Twitch, KaKao, Pinterest, Apple Music, Weibo, and TikTok.
The list of these influencers along with their contact details can be exported in JSON/CSV reports.
Example: we currently provide emails of 23,677,106 influencers on Instagram.
Note: You will see under Cost, if this is Free or if it will consume tokens. For instance, as you increase the number of influencers to export, the cost may require more tokens, especially when you apply “Include contact details and demographic data”.
As you make selections, be mindful of the displayed token consumption before proceeding.
By ticking the “Include contact details and demographic data” box you choose the extended Data Export, which also includes contact details (i.e. Email Address, Phone Number, WhatsApp, Telegram, etc.) and additional information about the influencers, such as Brand Affinity, Interests, Bio, Age, Gender, Language, Ethnicity, and Geo.
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