How to use Audience Overlap

1. Insert Influencer Handles: Copy and paste the handles of the influencers you plan to work with into the designated field. You can analyze the overlap for up to 100 handles.

2. Insert Brand Accounts: Add your brand's handle and the handles of your competitors to retrieve affinity data between each influencer and the brands in your industry. You can add up to 20 brand handles.

3. Enter an Email Address: Provide an email address where you’d like to receive the Excel file containing the audience overlap data. 

How to Read the Audience Overlap Report

Getting the data is easy, but analyzing and understanding it correctly is crucial for drawing the best insights!

1. Data tab: Displays basic information about the profiles, such as their handles and follower count.

2. Conclusions tab: Provides relevant information on how each influencer’s audience interacts and how this could impact your campaign.

• • Total followers: The sum of followers across all influencers.
  • Unique followers: The net potential reach of your campaign, showing the unique followers after removing any overlap.
  • % Unique followers: The percentage of your potential audience reach. This helps determine if adjustments are needed to better meet your campaign goals.
  • Exclusive followers: Followers who follow only one of the influencers in the pool, offering a unique reach opportunity.
  • Expected Frequency Unique Followers: The average number of times each unique follower is expected to see the content.
  • Expected Frequency Exclusive Followers: The average number of times each exclusive follower is expected to see the content.

3. Overlap 1vs1 / Overlap 1vs1 %: Shows how audiences of different influencers overlap, both in numbers and percentages. This helps you evaluate if collaborating with multiple influencers is beneficial or if adjustments are needed to optimize campaign reach and avoid unnecessary duplication.

4. Brand affinity: Displays how the audiences of selected influencers overlap with the audiences of the brands you’re interested in. This helps assess whether your target audience is already familiar with your brand or is more attuned to your competitors. Tracking brand affinity before and after the campaign can reveal which influencers brought the most attention to your brand.

Assessing Unique or Exclusive Followers

Whether the number of unique or exclusive followers is suitable for your campaign depends on your specific goals:

• If your focus is on reach, you may prefer more unique followers with lower frequency.

• If you prioritize repetition, you might aim for higher frequency even if that means more overlap.

There’s no definitive right or wrong approach; it depends on your campaign objectives, marketing strategy, and the decisions you make as a team.

If you need further details about this topic or have any additional questions, don't hesitate to reach out to our Support team at support@primetag.com. We're here to help!