Social Media X-ray of an Influencer
Maximizing an Artist’s audience through the power of cross media measurement
Barney King
Senior Analyst, Custom Client InsightsComscore
Roberta Cavalcante
Senior Corporate Marketing ManagerComscore
Rodrigo Ceron
Senior Director, Global MarketingComscore
In this analysis, we want to show how digital and social data combined can help content creators to make informed decisions to better understand and promote an artist or influencer. By analyzing online metrics such as the volume of content, the demographic of the audience, and cross-over with other artists, a label can gain a comprehensive understanding of the artist's potential reach and impact.
If we focus on the music industry, having a solid understanding of the artist's data can also help the label effectively target and engage with its fanbase, ultimately leading to a successful and profitable partnership.
By combining Comscore’s digital and social data we analyzed Little Mix, a British girl group formed on The X Factor UK which is cited for helping the girl band renaissance in the UK. When analyzing their YouTube channel, we can see that 68% of the viewers were females and a quarter of their audience was between 25 and 34 years old.
When analyzing a publisher or an influencer, it’s important to know the affinity of their brand with other brands that may result in future partnerships or collaboration. After reviewing the affinities that Little Mix viewers have with other artists, we can see that Taylor Swift tops the list of viewers. 50% of Little Mix viewers also watched a Taylor Swift video in November 2022 followed by Jessie J and Sean Kingston.
If we jump to Instagram and focus on Jade Thirlwall, one of the members of Little Mix that won The X Factor TV Show, we found very high affinity with Bella Paige from The Voice Australia, Mollie King from The Saturdays, Talking Heads and Ella Henderson from X-Factor.
An influencer or content generator needs to be known, and social platforms are the perfect showcase for their personal brands. We analyzed Jade’s growth, popularity and engagement with her audiences and found a spike in the actions in December 2022. We can see the post that triggered this.
We were also able to show the top posts and discovered that over the last 90 days, Jade’s fans showed a strong interest in her outfits. This corresponds with the fact that one of her fans' top interest categories is Fashion/Style.
One important point of view for the content creator, influencer and publisher is to determine industries where they have a higher affinity and in case of Jade Thirlwall, she has the highest affinity with Entertainment brands as well as beauty and apparel.
With Comscore, now content creators and brands can see not only their digital audience and engagement but their social interaction with their audiences to define better monetization strategies. Contact us if you want to learn more.
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