When you click on the Interest tab on your Intelligence report you will see the option to order the accounts your audience is interested in by affinity, and also by uniqueness.
What are Affinity and Uniqueness?
Affinity: Affinity is a proprietary metric that intents to help our customers to understand the interest that an audience has towards a person, a brand or an organization.
How is it calculated?
Our algorithms are constantly evolving. Through machine learning, Audiense infers the affinity of the audience according to the interactions (tweets, posts, follows, likes, etc.) of audience members on social media. One of the most important inputs to calculate the affinity is the follower graph because it allows us to know more about how people are interconnected and therefore help us better understand their affinities.
When you are ordering by affinity you will be able to see the highest interests for that audience. For example, people like Barack Obama will be usual suspects when you are ordering by this - 31.01% of this audience has an affinity for Barack Obama, meantime 16.4% of the global audience follows this account as well (see image). In order to find more relevant accounts for your audience, you may want to order them by uniqueness.
Uniqueness: Uniqueness is simply the difference between the affinity’s percentage that an audience has towards a person or a brand and the affinity of the baseline towards that same person or brand. This metric helps to surface relevant entities for your audience in comparison with the baseline.
When ordering by uniqueness, you will be able to see relevant accounts to your audience. As an example, Kelly Slater will be the most appropriate influencer for this community - only 0.18% members of the global audience has an affinity with Kelly Slater, while within this audience, 21,22% of members have an affinity with this account (see image).