Explore this article:
- What are Profile Groups?
- How to Create a new Profile Group?
- How to manage Profile Groups
- How to interpret Profile Groups
What are Profile Groups (formerly Custom Ranking)?
Profile groups are tailored lists of profiles (brands and people) that you can create in order to get a better understanding of how they rank amongst your audience.
These lists consist of X handles and will be visible and customizable across all your reports, serving as a valuable reference point for comparison. They can be applied to any report to analyze interest alignment across clusters.
By leveraging Profile Groups, you can evaluate potential influencers, sponsorships, partnerships, and brand positioning, gaining deeper insights into audience preferences and market trends.
How to Create a new Profile Group?
Go to the Influencers and brands tab. There you will find a menu with two options, where the influencers and brands will be ranked by: “Top Profiles”, and "My profile groups".
- Click on "My profile groups" and select "New Profile Group +".
- There you can indicate the name you want to choose for the Profile Group and add up to 1000 handles. You can also paste handles from another file, such as an Excel spreadsheet or a Google Docs. Once added, click Create.
Once you have created a Profile Group, it can be applied to any audience or cluster from any of your reports, just by clicking on the Profile Group when you are navigating that audience or cluster.
Applying these Profile Groups will result in that list being ordered (ranked) in importance for the target audience. This way you can know the brands and people the members of the audience have more affinity with.
How to manage Profile Groups
Adding New Handles to a Profile Groups
- Click the dropdown arrow next to the Profile Group title.
- Select Edit, then type or paste additional X @handles.
- Click Save.
Delete a Profile Group
- Click the dropdown arrow next to the Profile Group title, in the Actions column.
- Select Delete to remove the entire Profile Group.
Removing Handles from a Profile Group
- Click the (X) next to any handle you wish to remove.
- Click Save after making changes.
Export a Profile Group
- Click on the ‘Actions’ drop-down, and select ‘Export influencers to XLS - Profile Groups applied’.
- When applying a Profile Groups in combination with other filters, (such as bio-keywords, type, influence, countries, categories, content creators) you will see this in the selection, e.g. ‘Export influencers to XLS - 1 filter applied - Profile Groups applied’
How to Interpret Profile Groups
Navigating the Profile Groups Page
When you access "my Profile groups page", you’ll see several key actions and sections:
- Switch button from list to heatmap: This button allows you to switch easily between the list and the heatmap view. The heatmap allows you to compare Affinity (following percentage) or Uniqueness (relevance score from 0-100) across your report clusters with your profile groups.
- Add a “New Profile Group” button: Easily create new Profile Groups and save them here for future use. This allows you to build and manage multiple groups as needed.
- Name: This column gives you the name for each of your profile groups. It helps you quickly identify and organise your groups.
- Average affinity: View the average affinity of the selected audience or cluster with that a profile group expressed in percentage
- Average Uniqueness: View the average uniqueness of the selected audience or cluster with that profile group to understand how unique it is, compared to the rest.
- Profiles added: This shows the number of X @handles included in your Profile Group. It gives you an overview of the size of your group.
- Created: Here, you can see the date when your Profile Group was created, helping you keep track of when each group was set up.
- Actions: In this section, you can edit or delete your Profile Groups. Simply choose the action you want to take to make adjustments or remove a group.
List View of Profile Groups
Click on "My profile groups"to view the group names along with their average Uniqueness and Affinity scores. These initial insights help you assess the relative impact of each pre-created profile group, taking into account the number of X handles (profiles) included in each.
Heatmap View of Profile Groups
Clicking on "Heatmap" allows you to visually compare your previously created Profile Groups against both the full audience and its clusters. This tool highlights how each Profile Group performs across different audience segments in your report.
For each comparison, you’ll see two key metrics:
- Affinity (%), how strongly the Profile Group aligns with the audience.
- Uniqueness Score, how distinct the Profile Group is within the audience.
🔎 These are sorted by their highest Affinity with the full audience. By default, the heatmap displays the 10 most recently created Profile Groups which may differ from the order in the list view.
Keep in mind, results vary depending on the relevance of the audience to the selected Profile Groups. For example, applying a Videogames related Profile Group to a finance-oriented audience may result in lower affinity scores.
Clicking on a specific group (e.g., the Console Gaming related group) will reveal the detailed list of X @handles (profiles) that make up that group.
In this view, you will only find the profiles that are part of your Profile Group.
Bear in mind that the Profile Group is acting as a filter in the influencers and brands tab. This is the reason why we might not have scores for those profiles that are not in the audience’s top 20K interests
🔄 And of course, you can always switch back to the ranked list of that group.
For more detailed information on how to interpret and use the heatmap effectively, check out our Cluster Comparison Heatmap guide.