The Affinity Report provides a visual way to better understand your audience’s interests and so make more informed decisions about future content which will resonate with and engage this audience. Run an Affinity Report to see who the audience follow most and least on Twitter, what their interests are, and what TV Genres and TV shows they watch.
Limitations: you can add any public account, no matter the size. Protected accounts cannot be accessed by Audiense. The account used doesn’t affect your plan’s social contacts and doesn’t need to be added as a source to your Audiense account. If you add members of a source then this source has to have been added to Audiense previously, which obviously does affect your social contacts. Similarly a monitoring needs to have been created previously.
Create an Affinity Report
Use the configure data for template drop-down menu to select the account, source or monitoring the report will be based on and modify the settings as required.
The report is based on a random sample of users from the audience returning accurate and statistically significant results. 150 tiles are shown in the report.
View an Affinity Report
The affinity treemap shows the accounts that the selected audience are following, with the segments sized by frequency and coloured by uniqueness, i.e. the larger the segment, the more of this audience are following that account and the darker the colour, the more unique to this audience that account is.
Note that the size of the text is variable to fill the tile and not representative of any change in frequency or uniqueness.
Click on each account tile to see the percentage of the audience who follow that account. Click add to an audience to open the Audience Manager where the account you selected is automatically added as criteria to a query.
At the bottom of the treemap there are two sections:
- Arrangement options
You can select order by uniqueness or order by affinity (default setting).
If you select order by affinity the accounts are ordered based on the percentage of the audience which follow these accounts.
If you select order by uniqueness the accounts are ordered based on the uniqueness to this specific audience in comparison with the wider Twitter community, i.e. ‘very common’ accounts (pale blue) have the most followers and ‘very unique’ (dark blue) have the least followers in the wider Twitter community. So, in the above images (click to expand) we can see that Hootsuite is the account with the highest number of followers of our audience and that it is also relatively more unique to this audience than YouTube is, i.e. YouTube is followed by many more people than is Hootsuite. We can also see that Adele, although she has many followers, is followed by relatively few of our audience.
Uniqueness is calculated based on the most followed account in the audience. For example, let’s say that @YouTube is the most followed account with 62.3M followers. The uniqueness for @YouTube is set to 0 and the uniqueness for an account with 1 follower set to 1. All the other accounts are assigned a uniqueness value between 0 and 1 depending on their relative position based on account followers. These values are then represented by 4 colour variations corresponding to 4 percentiles (0-0.25; 0.25-0.5; 0.5-0.75; 0.75-1) on the treemap.
- Visualisation options
You can select show all accounts (default setting) or filter to show brands only.
Show brands removes accounts which we have identified as non-corporate based on our proprietary algorithm that is under constant revision to ensure accurate results. However, if you notice any anomalies with this beta feature then please get in touch at firstname.lastname@example.org.
Below the treemap is the Interests section of the Affinity Report which shows interests, TV shows and TV genres that the audience have an affinity for in bar chart form. This percentage is derived from a Twitter algorithm based on who a user follows, the content they Tweet and engage with and bio information. You can use the Affinity Report to understand which media your audience consume, the celebrities that influence them, and the brands they follow.
The panels on this report are:
Interests are reported at two different levels separated by the / symbol (mouseover the text to see hidden sub-interests):
- A top-level interest family, e.g. Books and literature.
- A sub-interest within a family, e.g. Books and literature/Biographies and memories.
Note that a maximum of 75% and minimum of 10 % is returned from Twitter for any given interest category. Interests are updated monthly and are based on the life span of user activity on Twitter.
- TV shows
TV shows are updated daily and are based on activity over a multi-week period.
- TV genres