The Affinity Index also called the ‘efficiency indicator’, describes the degree to which a target audience matches the entire population of an analyzed platform.

Sotrender uses the Affinity Index mainly in reports like our “Audience Scan”. It demonstrates how much a selected feature/category matches the target audience and how much it corresponds to all of Facebook.

How do we measure the Affinity Index?

AI =% of interested target group / % of interested people in Facebook’s entire population * 100

So if the value is greater than 100, it means that the category fits the selected audience better. This provides a qualitative perspective so we can understand the target audience’s preferences. We recommend taking a look at the Listonic case study to fully understand the benefits of using the Affinity Index.

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Author

Iva Djukic

Junior Marketing Specialist

Graduated from University of Warsaw with a Master's degree in psychology. Can be found binge-watching Netflix, reading, or spending time on social media.