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20 Data-Driven PersonasYou Need To See
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Affinio is an advanced marketing intelligence platformthat leverages the interest graph to understand today’sconsumers. Behind Affinio is an advanced, incrediblypowerful, and award-winning technology that mines thebillions of relational network connections that exist withinany given audience. Using our deep learning and customnetwork engine, Affinio can analyze these relationships todevelop a cultural fingerprint for each user. Analyzingwhat people choose to follow extracts knowledge andcultural insights from your entire audience. This sheds lightfor the first time on who each audience segment is, whatthey are influenced by, what they talk about, share, andultimately care most about.
[Learn more at Affinio.com]
How Affinio Analyses Work
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Digital Marketers
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25-34Years Old*
60% 40%
....Who are Digital Marketers?
....] High affinity to social
media influencers, thought leaders, and high-profile professionals.
They spend lots of time online sharing and consuming content.
Political views skew Democratic based on audience interests.
Passionate about all things tech, social, and digital.
....What are they passionate about?
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Top Celebrities
Top Brands
Top Media Outlets
Top Bio Keywords
Top Hashtags
Marketing 9 times more likely
Digital 9 times more likely
Tech 8 times more likely
Creative 7 times more likely
Design 16times more likely
ContentMarketing 48 times more likely
IOT 33 times more likely
Marketing 31 times more likely
Startup 23 times more likely
Socialmedia 17 times more likely
HubSpot | eMarketer | Amazon | Forrester | Starbucks
Elon Musk | Richard Branson | Bill Gates | Guy Kawasaki |Marissa Mayer
BuzzFeed | Mashable | Fast Company | TechCrunch | WIRED
Disney Fanatics
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....Who are the Disney fanatics?
....25-34
Years Old*
67% 33% ] High propensity to follow Comedians and Actors.
8x more likely to self-describe with “Mom.”
3x more likely to follow people in the Travel/Food Twitter Category.
Excessively passionate about all things Disney.
....What are they passionate about?
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Top Celebrities
Top Brands
Top Media Outlets
Top Bio Keywords
Top Hashtags
Vacation 27 times more likely
Parks 15 times more likely
Wife 9 times more likely
Mom 8 times more likely
Travel 8 times more likely
WDW 30 times more likely
DisneyWorld 25 times more likely
WaltDisneyWorld 20 times more likely
Rogueone 12 times more likely
Moana 9 times more likely
Disney Cruise Line | Disney Store | Starbucks Coffee | Southwest Airlines | Disney Baby
Ellen DeGeneres | Neil Patrick Harris | Jimmy Fallon | Tom Hanks | J.K. Rowling
Disney | Walt Disney Company | Disney Careers | Marvel Entertainment | Disney Channel PR
WWE Fans
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....Who are the WWE fanatics?
....25-34
Years Old*
71% 29% ] Their top content shared, domains, and likes are all centered around WWE.
High affinity to fast food brands and gaming technology.
High concentration of fans who self-describe as living in the USA, UK, and “Parts unknown.”
High affinity to retired professional wrestlers.
....What are they passionate about?
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Top Celebrities
Top Brands
Top Media Outlets
Top Bio Keywords
Top Hashtags
Wrestler 16 times more likely
Pro 12 times more likely
Wrestling 11 times more likely
Huge 6 times more likely
WWE 5 times more likely
NXT 16 times more likely
Luchaunderground 15 times more likely
WWENXT 11 times more likely
WWEHOF 10 times more likely
WWEDivas 5 times more likely
WWE Network | WWE Shop | PlayStation | RockstarGames | SUBWAY
Jim Ross | Mick Foley | Chris Jericho | Rob Van Dam | Nattie
WWE Publishing | YouTube | ESPN | Twitter | TMZ
Surfers
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25-34Years Old*
70% 30%
....Who are surfers?
....] Passionate about
photography and travel.
Most influenced by pro-surfers and surfing publications.
Passionate about the environment and climate change.
Excessively passionate about all things Surfing.
....What are they passionate about?
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Top Celebrities
Top Brands
Top Media Outlets
Top Bio Keywords
Top Hashtags
Surf 76 times more likely
Surfing 61 times more likely
Skate 46 times more likely
Surfer 34 times more likely
Paddle 28 times more likely
BigWaveTour 200 times more likely
Peahichallenge 107 times more likely
Surf 62 times more likely
Surfing 35 times more likely
Waves 22 times more likely
Quiksilver | Hurley | Billabong | O’Neill | Rip Curl
Kelly Slater | Mick Fanning | Taj Burrow | Joel Parkinson | Julian Wilson
SURFER | Surfline | SURFING Magazine | The Surfer’s Journal | World Surf League
Country Music Fans
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25-34Years Old*
66% 34%
....Who are country music fans?
....] High affinity to
celebrity gossip and news.
High concentration of country music fans living in the Southern USA.
High affinity to country stars and music publications.
Passionate about country music, live events, and awards shows.
....What are they passionate about?
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Top Celebrities
Top Brands
Top Media Outlets
Top Bio Keywords
Top Hashtags
Bryan 16 times more likely
Luke 12 times more likely
Carrie 10 times more likely
Underwood 9 times more likely
Nashville 9 times more likely
TheWeightOfTheseWings 15 times more likely
Opry 12 times more likely
CMTAOTY 9 times more likely
TheStorytellerTour 7 times more likely
CountryMusic 8 times more likely
Country Outfitter | Ticketmaster | Cabela’s | Starbucks | Duck Commander
Dierks Bentley | Thomas Rhett | Carrie Underwood | Keith Urban | Luke Bryan
Nash Country Daily | MusicRow Magazine | The Big 98 | Billboard | People Magazine
Fashion Lovers
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25-34Years Old*
89% 11%
....Who are fashion lovers?
....] High affinity to
celebrity gossip, rumors and behind the scenes content.
High affinity to fashion brands, designers, and fashion media outlets.
High concentration of Fashion fans living on the far east and west coasts.
Excessively passionate about design.
....What are they passionate about?
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Top Celebrities
Top Brands
Top Media Outlets
Top Bio Keywords
Top Hashtags
Jewelry 28 times more likely
Style 21 times more likely
Fashion 13 times more likely
Design 7 times more likely
PR 7 times more likely
Style 20 times more likely
Fashion 15 times more likely
OOTD 15 times more likely
NYC 6 times more likely
TBT 2 times more likely
DVF | Bergdorf Goodman | Oscar de la Renta | Barneys New York | Michael Kors
Lauren Conrad | Rachel Zoe | Whitney Port | Nicole Richie | Nina Garcia
Who What Wear | InStyle | Elle | WWD | Harper’s Bazaar
Rap & Hip-Hop Fans
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25-34Years Old*
54% 46%
....Who are rap & hip-hop fans?
....] High concentration of
fans on the east coast of the USA.
3x more likely to use the hashtag #BlackLivesMatter.
High affinity to Music Publications, Streaming Services, and Media.
Passionate about music and having access to the latest songs and music.
....What are they passionate about?
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Top Celebrities
Top Brands
Top Media Outlets
Top Bio Keywords
Top Hashtags
Booking 11 times more likely
Hop 11 times more likely
Contact 7 times more likely
DJ 6 times more likely
Money 5 times more likely
Hiphop 17 times more likely
Soundcloud 15 times more likely
NP 13 times more likely
Hiphopawards 10 times more likely
Tupacshakur 5 times more likely
Jordan | Nike | Foot Locker | SoundCloud | Beats By Dre
Meek Mill | T.I. | Fabolous | J. Cole | Kendrick Lamar
XXL Magazine | BET | Hot 97 | Vibe Magazine | The Source Magazine
Sneakerheads
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25-34Years Old*
71% 29%
....Who are sneakerheads?
....]
Passionate about rap and hip-hop music.
33x more likely to self-describe with ”sneaker.”
High affinity towards basketball players.
Passionate about fashion, menswear, and sneakers.
....What are they passionate about?
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Top Celebrities
Top Brands
Top Media Outlets
Top Bio Keywords
Top Hashtags
Sneakers 33 times more likely
Sneakers 19 times more likely
Shoes 10 times more likely
RIP 9 times more likely
Money 3 times more likely
KicksDealsBTS 50 times more likely
Jordan 19 times more likely
YeezyBoost 18 times more likely
Yeezy 14 times more likely
Nike 9 times more likely
Footlocker | Nike | Finish Line | Jordan | Eastbay
Kanye West | LeBron James | Kevin Durant | Kobe Bryant | Drake
Complex | Sneaker Freaker | ESPN | Bleacher Report | XXL Magazine
Teen Girls Who Love Humour
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75% 25%
....Who are teen girls who love humour?
....]
18-24Years Old*
Engages with trending hashtags like #MannequinChallenge.
High affinity to parody / humour accounts like “Common White Girl.”
Addicted to their smart phones, including apps like Instagram and Snapchat.
High affinity to celebrity gossip, rumors and behind the scenes content.
....What are they passionate about?
....Top Brands
Top Media Outlets
Top Bio Keywords
Top Hashtags
SC 5 times more likely
❤ ️ 4 times more likely
Live 3 times more likely
Smile 3 times more likely
Fun 3 times more likely
MannequinChallenge 11 times more likely
RIPVine 9 times more likely
VineHallOfFame 7 times more likely
Halloween 2 times more likely
AMAs 2 times more likely
Starbucks | Victoria’s Secret | McDonald’s | Forever21 | Victoria’s Secret PINK
Typical Girl | Common White Girl | Relationships | Sarcasm | B**** Problems
Instagram | MTV | YouTube | Twitter | E News!
Top Interests (Parody Accounts)
EDM Fans
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25-34Years Old*
65% 35%
....Who are EDM fans?
....] High affinity to DJs,
music publications, and underground musicians.
76x more likely to self-describe with ”techno.”
Passionate about sharing the latest songs and content on their favourite musicians.
Passionate about EDM, Techno, and House Music.
....What are they passionate about?
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Top Celebrities
Top Brands
Top Media Outlets
Top Bio Keywords
Top Hashtags
Techno 76 times more likely
EDM 61 times more likely
DJ 19 times more likely
Bass 17 times more likely
House 11 times more likely
Techno 43 times more likely
Housemusic 28 times more likely
House 26 times more likely
EDM 23 times more likely
SoundCloud 7 times more likely
Beatport | Insomniac Events } SoundCloud | Ableton | Native Instruments
Diplo | Dillon Francis | United Hairline | FLOSSTRADAMUS | Deadmau5
Mixmag | DJ Mag | The Fader | BBC Radio 1 |Rolling Stone
Gamers
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25-34Years Old*
52.5% 47.5%
....Who are gamers?
....]
26x more likely to describe as a “Gamer.”
Loves streaming content from YouTube and following gamer accounts.
High affinity to follow action stars and comedians.
Loves to stay up to date on the latest gaming news, releases, and stats.
....What are they passionate about?
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Top Celebrities
Top Brands
Top Media Outlets
Top Bio Keywords
Top Hashtags
Gaming 26 times more likely
Gamer 24 times more likely
Games 19 times more likely
Game 11 times more likely
YouTube 8 times more likely
Overwatch 52 times more likely
PS4Share 32 times more likely
GearsofWar4 21 times more likely
NationalVideoGamesDay 13 times more likely
Batman 10 times more likely
PlayStation | Rockstar Games | Xbox | Ubisoft | Steam
Neil deGrasse Tyson | Bill Nye | Robert Downey Jr. | Stan Lee | Seth MacFarlane
IGN | Game Informer | Twitch | Vice News | GameSpot
Runners
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25-34Years Old*
64% 36%
....Who are runners?
....] Passionate about
living a healthy lifestyle.
Loves to stay up to date on the latest running news, tips, and gear.
Highly influenced by Olympic athletes.
Passionate about the outdoors, running, and cycling.
....What are they passionate about?
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Top Celebrities
Top Brands
Top Media Outlets
Top Bio Keywords
Top Hashtags
Endurance 70 times more likely
Ultra 63 times more likely
Trail 19 times more likely
Triathlete 24 times more likely
Running 18 times more likely
TNF50 349 times more likely
Triathlon 50 times more likely
Trailrunning 37 times more likely
Runchat 34 times more likely
Running 22 times more likely
The North Face | Salomon Running | Brooks Running | REI | Arc’teryx
Scott Jurek | Ryan Hall | Meb Keflezighi | KsraGoucher | Shalane Flanagan
Outside Magazine | Runner’s World | Bicycling Magazine | Velo News | Triathlete Magazine
Beauty Fans
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25-34Years Old*
92% 8%
....Who are beauty fans?
....]
High affinity to celebrity gossip, rumors and behind the scenes content.
High affinity to fashion brands, designers, and fashion media outlets.
These girls will spend hours watching and sharing beauty tutorials and articles.
Passionate about the beauty and fashion industry.
....What are they passionate about?
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Top Celebrities
Top Brands
Top Media Outlets
Top Bio Keywords
Top Hashtags
Makeup 26 times more likely
Beauty 11 times more likely
Artist 6 times more likely
Blogger 5 times more likely
Lifestyle 5 times more likely
Mua 40 times more likely
Makeup 19 times more likely
Beauty 8 times more likely
Ad 4 times more likely
Tbt 1 times more likely
Sephora | Urban Decay | NYX | Benefit Cosmetics | Ulta Beauty
Jaclyn Hill | Nicole Guerriero | Kandee Johnson | Marlena | Carli Bybel
E News! | Glamour | InStyle | Allure | Cosmopolitan
Tech Executives
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35-44Years Old*
71% 29%
....Who are tech executives?
....] Values family life and
self-describes with terms like “Dad,” “Husband,” and “Family.”
They will spend hours reading up on news, politics, and markets.
Entrepreneurial. Passionate about building successful businesses.
High concentration of Executives living in San Francisco and New York City.
....What are they passionate about?
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Top Celebrities
Top Brands
Top Media Outlets
Top Bio Keywords
Top Hashtags
Technology 4 times more likely
investor 4 times more likely
Founder 4 times more likely
CEO 4 times more likely
Dad 3 times more likely
Tech 6 times more likely
Leadership 6 times more likely
Social Media 5 times more likely
Business 4 times more likely
Quote 3 times more likely
Goldman Sachs | BlackRock | SpaceX | Morgan Stanley | The Boeing Company
Donald Trump | Richard Branson | Elon Musk } John Legere | Bill Gates
Wall Street Journal | Bloomberg | Forbes | Inc. | The Associated Press
Film Fanatics
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25-34Years Old*
62% 38%
....Who are film fanatics?
....] Online conversations
are dominated with trending movie hashtags, TV shows, and movie events.
High affinity to gaming platforms.
High affinity to film stars, film studios, and celebrity news publications.
Passionate about movies, filmmaking, and television.
....What are they passionate about?
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Top Celebrities
Top Brands
Top Media Outlets
Top Bio Keywords
Top Hashtags
Cinema 18 times more likely
Star 7 times more likely
Films 6 times more likely
Movie 7 times more likely
Movies 6 times more likely
Kongskullisland 21 times more likely
TheFlash 14 times more likely
Supergirl 15 times more likely
WonderWoman 12 times more likely
lalaland 8 times more likely
Netflix | PlayStation | Rockstar Games | Ubisoft | Xbox
Chris Evans | Robert Downey Jr. | Ben Affleck | Chris Pratt | Chris Hemsworth
Marvel | The Hollywood Reporter | HBO | Empire Magazine | Entertainment Weekly
Sports Dads
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85% 15%
....Who are sports dads?
....]
35-44Years Old*
They share content from domains such as Sports Illustrated, The Bleacher Report, and Barstool Sports.
High affinity to professional athletes and sporting organizations.
Loves all things sports.
Values family life and self-describes with terms like “Dad,” and “Husband.”
....What are they passionate about?
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Top Celebrities
Top Brands
Top Media Outlets
Top Bio Keywords
Top Hashtags
Golf 9 times more likely
Sports 7 times more likely
Baseball 5 times more likely
Husband 4 times more likely
Father 4 times more likely
Football 5 times more likely
Game 3 times more likely
Year 2 times more likely
Play 2 times more likely
😂 2 times more likely
Nike | Jordan | Foot Locker | PlayStation | EA Sports
Richard Sherman | Russell Wilson | Kevin Durant | Adrian Peterson | LeBron James
NFL Network | ESPN | Bleacher Report | Fox Sports | NBC Sports
Lady Gaga Fans
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....Who are the Lady Gaga fanatics?
....25-34
Years Old*
50% 50% ]High affinity to pop music stars.
Love all things Lady Gaga and are most influenced by her fan accounts.
High propensity to follow high-end fashion brands.
70x more likely to describe as a Monster.
....What are they passionate about?
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Top Interests (Fan Accounts)
Top Brands
Top Media Outlets
Top Bio Keywords
Top Hashtags
#PerfectIllusion 263 times more likely
@ladygaga 100 times more likely
#Joanne 71 times more likely
Monster 70 times more likely
Gaga 65 times more likely
GagaOnXFactor 72 times more likely
EMABiggestFansLadyGaga 65 times more likely
JoanneAMAs 59 times more likely
ShareKindness 50 times more likely
MillionReasons 40 times more likely
Haus Laboratories | Versace | Alexander McQueen | Louis Vuitton | Tom Ford
@LadyGagaHooker | @LadyGagaDaily | @ColinClark1995 | @BTWFoundation | @nicagboi21
Hits FM | Billboard | V Magazine | MTV | MTV News
Football Fans
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....Who are the football fans?
....25-34
Years Old*
70% 30% ]High affinity to football players as well as British comedians.
High affinity to other sporting organizations including the NFL and the UFC.
Obsessed with all things football, including players, teams, and media.
High concentration of fans who self-describe as living in the United Kingdom.
....What are they passionate about?
....Top Brands
Top Media Outlets
Top Bio Keywords
Top Hashtags
Liverpool 29 times more likely
Arsenal 22 times more likely
Football 21 times more likely
FC 14 times more likely
Sport 6 times more likely
TeamGB 46 times more likely
NUFC 44 times more likely
MOTD 42 times more likely
Bringonthegreat 41 times more likely
LFC 20 times more likely
Paddy Power | Amazon UK | OptaJoe | Adidas UK | Netflix UK & Ireland
Gary Lineker | Jeremy Clarkson | James Cordon | Chris Kamara | John Bishop
Sky Sports | BBC Sport | Sky Football | TheLADbible| BBC Breaking News
Top Celebrities
Fashionable Yogis
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....Who are fashionable yogis?
....25-34
Years Old*
83% 17% ] High affinity to yoga publication, fashion designers, high-end retailers.
Passionate about the practice of yoga as well as fashion.
Passionate about living a healthy lifestyle.
High affinity to celebrity gossip, rumors and behind the scenes content.
....What are they passionate about?
....Top Brands
Top Media Outlets
Top Bio Keywords
Top Hashtags
Fashion 5 times more likely
Beauty 4 times more likely
Wife 3 times more likely
Mother 2 times more likely
Music 2 times more likely
NYFW 6 times more likely
Emmys 5 times more likely
VMAS 5 times more likely
Fashion 2 times more likely
NYC 2 times more likely
Daily Cup of Yoga | YogaWorks | lululemonathletica | Whole Foods | Michael Kors
Ellen DeGeneres | Oprah Winfrey | Jimmy Fallon | Anderson Cooper | Zooey Deschanel
Yoga Journal | Yoga Dork | Yoga International | Huffington Post | The New York Times
Top Celebrities
Health & Fitness Fans
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....Who are health & fitness fans?
....25-34
Years Old*
79% 21% ] High affinity to celebrity trainers, doctors, and fitness competitors.
9x more likely to self-describe with “Nutrition.”
Passionate about living a healthy lifestyle.
Passionate about all forms of exercise including running, cycling, yoga, etc.
....What are they passionate about?
....Top Brands
Top Media Outlets
Top Bio Keywords
Top Hashtags
Nutrition 9 times more likely
Running 7 times more likely
Healthy 7 times more likely
Trainer 6 times more likely
Fitness 6 times more likely
Runchat 35 times more likely
Running 14 times more likely
Exercise 12 times more likely
Nutrition 11 times more likely
Workout 8 times more likely
Lululemon athletica | Whole Foods | Brooks Running | Nike Women | TRX
Jillian Michaels | Bob Harper | Dr. Mehmet Oz | Kelly Olexa | Kara Goucher
Runner’s World | Shape Magazine | Women’s Health | FITNESS Magazine | SELF Magazine
Top Celebrities
How Our Customers Use AffinioHead to Affinio.com to Request a Demo Today!
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