Brand and audience affinity

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Track these metrics across an influencer’s social media platforms because success on YouTube can look very different from success on TikTok, or X (formerly Twitter).

By tracking influencer performance benchmarks and content health on your platforms of choice, you’ll also get specific insight into their popularity across particular platforms. This will help you partner on more targeted and effective campaigns.


If you’re marketing a health product, it’d be counter-productive to partner with an pakistan mobile database influencer known for reviewing fast food. Tracking affinities makes sure you avoid situations like this and hire influencers within the same niche as your brand.

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 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.