Why produce an affinity mapping when creating an influencer casting?
Collaborating with an influencer leads to creative and engaging images, but this content needs to reach the right audience for your brand. With the reviewed algorithm of the different social media platforms, the content posted by the influencers will reach on average 20% of the total audience? Out these 20%, how much of the audience would be your target customer?
Looking at individual audience criteria or KPIs when casting influencers is always a good indication of affinity but may sometimes lead to missing some weaker points that could add up for an influencer profile.
Identifying the part of the audience (through gender, geography and point of interest) you are trying to reach will flag the influencers that will best answer your objectives and improve the ROI of your influencer program.