Each Influencer Marketing Profile has an Overview tab; the default page that opens when navigating to an Influencer Marketing Profile.
The Overview tab provides a summary of the content and metrics contained within the rest of the Profile.
Social Platforms
Social Platforms summarizes the selected Profile's overall engagement and growth rates for any connected social platforms with available APIs (Instagram, X, Facebook, TikTok, and Youtube).
To gain an in-depth understanding of these metrics, explore the Profile's Growth and Content Health sections.
Platform Tiers
There are nine defined Tiers based on follower size. Profiles are assigned to each Tier based on where they fall in the following table:
Micro | Mid | Macro |
Tier 3: 0-4,999 | Tier 3: 25k-149,999 | Tier 3: 1M-5M |
Tier 2: 5k-9,999 | Tier 2: 150k- 499,999 | Tier 2: 5M-10M |
Tier 1: 10k-24,999 | Tier 1: 500k- 1M | Tier 1: > 10M |
Hover over the Platform icon within the Social Platforms section to find Platform Tiers.
Content
This section contains the most recent content from influencers across linked social platforms. By default, the content is sorted by "Latest" but you can also sort it by engagement rate. To make this change, click Latest, and then Most Engaged.
Audience Demographics
Audience Demographics reveal a more detailed picture of the selected Profile's audience, breaking down components like age and gender. To understand the spectrum of audience demographic information offered by Sprout Social Influencer Marketing, navigate to the Analytics tab and click Audience.
The Audience tab contains additional demographic data such as language, race, and location metrics. Influencer Marketing provides in-depth demographic data if social profiles meet the required criteria on Instagram, X, and Youtube.
Affinity
Affinity data is a proprietary metric used to accomplish two tasks: find and display look-alike Profiles, and determine a Profile's Category or interest.
Use Affinities to find similar Profiles by analyzing overlapping mentions, hashtags, and phrases used between creator Profiles. If a high level of overlap occurs between these data points, the two Profiles are safely assumed to be talking about the same topics and, therefore, similar.
Individuals They Talk About
This element is a sample of individual Profiles that the selected Profile mentioned to develop a deeper understanding of the individuals that the target Profile talks about in the Mentions tab.
Brands They Talk About
This section of the Overview tab highlights brands the selected influencer mentions across their social profiles.
Left-Hand Pane
On the left side of Influencer Marketing Profile is a panel that helps you find features and statistics about Creators, such as:
Creator Name: Name assigned to the selected Profile.
Category: Category assigned to the Profile.
Social Handles: All social media usernames or handles linked to the selected Influencer Marketing Profile.
Export to Report Report Builder: Click this button to export a selected Profile to Report Builder.
Add to a Campaign: Select this button to add the selected Profile to an existing Campaign.
Profile Location: The assigned location of the selected Profile.
Profile Type: Choose between Individual or Brand.
Profile Bio: A Profile's bio is pulled in from one of their linked social accounts.
Authentic Follower Analysis: Authentic Follower Analysis (AFA) is a calculation used to determine the authenticity of a Profile's follower base.
Authentic Follower Analysis
This analysis provides insight into the authenticity of a given profile's audience to help you make more informed decisions. Authentic Follower analysis only calculates a profile's Instagram audience.
Click Run Analysis for a Profile to get an analysis within five minutes. This methodology doesn't penalize creators for random, low-quality accounts that follow them. Influencer Marketing's primary focus is identifying inauthentic followers and their profiles by analyzing profile pictures, bio descriptions, number of posts, and follower/following ratios.
Non-Business/Non-Creator Instagram Accounts
For Influencer Marketing to automatically pull in data through Instagram's API, Influencers must have a Business or Creator Instagram Account. If an influencer doesn't have one of these account types, an alert message appears on the left-hand side of their Profile
There will not be up-to-date Instagram information, including likes, growth metrics, and health metrics, for any Creator Profiles displaying the highlighted messages.
Snapchat Authorization Status
Influencers on Snapchat can choose to share their first-party metrics with Snapchat's Influencer Marketing Partners. For this group of creators, Influencer Marketing can display additional Snap Insights data about their post performance. Information about the Snapchat Authorization Status is present on the Profile Overview.
The Snap Insights metrics available for authorized creators include:
Likes
Views
Shares
Total Watch Time
Average Watch Time
Reach
Followers Gained
Completes
Interactions
Screenshots (Spotlights only)
Swipe Downs
Swipe Ups
Unique Sessions