What is Audience Overlap?
Audience overlap refers to marketing to the same audience through different ads. In the case of influencer marketing, audience overlap is an important factor to consider.
When running influencer campaigns, it’s important to determine how much unique reach you’re getting from your collaborations. Are you:
- Trying to reach as many new followers as possible?
- Using different creators to reach the same followers?
- Unsure how to find this information out?
Audience overlap is measured by Total Overlapping Followers and Total Unique Followers.
Low Audience Overlap
When the audience overlap is low (as shown in the image), only a small percentage of the audience overlaps. This works well if you want to reach as many consumers as possible. The smaller the audience overlap, the more unique followers you’ll reach.
If you use multiple influencers to reach completely unique audiences, you’ll get your message in front of more people. In this case, you’d want a high number of unique followers and a low overlapping percentage.
Please also review a list of overlaps per creator. By excluding or adding the creators with the most overlap, you can gain control over the total audience overlap.
High Audience Overlap
On the other hand, if you’re using multiple influencers who are being followed by the same audiences, you can really drive your message/product into that audience. Seeing several people that they follow promoting the same product can fill consumers with confidence that the product is worth buying.
A strong audience overlap can amplify the impact of the campaign. When different influencers with overlapping audiences share the same message, it can create a snowball effect that increases the overall visibility and strength of the campaign. This can lead to greater brand awareness and greater intent to purchase, resulting in a stronger return on investment.
What's best?
Deciding whether you want a high or low audience overlap ultimately depends on your end goal. Are you looking to reach as far and wide an audience as possible, or are you trying to positively reinforce your message to the same audience?
In conclusion, audience overlap is a critical factor to consider when running influencer marketing campaigns. It helps to ensure that the campaign is targeted, credible, and impactful, leading to better engagement and ultimately, better results.
How can I check Audience Overlap?
With indaHash, you can search through millions of influencer profiles, add relevant influencers into lists, and check their audience overlap with just one click. This is just one way that indaHash can help you run truly data-driven and impactful influencer campaigns.
How-To?
- Search for appropriate creators
- Prepare a list
- Start Audience Overlap report
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