We’ve created a SlideShare of 20 personas ranging from Digital Marketers, WWE Fans, Sports Dads, Fashionistas, to Lady Gaga fans all created using interest graph analysis.

1. 20 Data-Driven Personas
You Need To See
....

2. Affinio is an advanced marketing intelligence platform
that leverages the interest graph to understand today’s
consumers. Behind Affinio is an advanced, incredibly
powerful, and award-winning technology that mines the
billions of relational network connections that exist within
any given audience. Using our deep learning and custom
network engine, Affinio can analyze these relationships to
develop a cultural fingerprint for each user. Analyzing
what people choose to follow extracts knowledge and
cultural insights from your entire audience. This sheds light
for the first time on who each audience segment is, what
they are influenced by, what they talk about, share, and
ultimately care most about.
[Learn more at Affinio.com]
How Affinio Analyses Work
....

3. Digital Marketers
....

4. 25-34
Years 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.

5. ....What are they passionate about?
Top Celebrities
Top Brands
Top Media Outlets
Top Bio Keywords
Top Hashtags
Marketing 9 times morelikely
Digital 9 times morelikely
Tech 8 times morelikely
Creative 7 times more likely
Design 16times more likely
ContentMarketing 48 times morelikely
IOT 33 times morelikely
Marketing 31 times morelikely
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

6. Disney Fanatics
....

7. ....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.

8. ....What are they passionate about?
Top Celebrities
Top Brands
Top Media Outlets
Top Bio Keywords
Top Hashtags
Vacation 27 times morelikely
Parks 15 times more likely
Wife 9 times morelikely
Mom 8 times morelikely
Travel 8 times more likely
WDW 30 times morelikely
DisneyWorld 25 times more likely
WaltDisneyWorld 20 times more likely
Rogueone 12 times more likely
Moana 9 times morelikely
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

9. WWE Fans
....

10. ....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.

11. ....What are they passionate about?
Top Celebrities
Top Brands
Top Media Outlets
Top Bio Keywords
Top Hashtags
Wrestler 16 times morelikely
Pro 12 times morelikely
Wrestling 11 times more likely
Huge 6 times morelikely
WWE 5 times morelikely
NXT 16 times morelikely
Luchaunderground 15 times more likely
WWENXT 11 times morelikely
WWEHOF 10 times more likely
WWEDivas 5 times more likely
WWE Network | WWE Shop | PlayStation | Rockstar
Games | SUBWAY
Jim Ross | Mick Foley | Chris Jericho | Rob Van
Dam | Nattie
WWE Publishing | YouTube | ESPN | Twitter | TMZ

12. Surfers
....

13. 25-34
Years 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.

14. ....What are they passionate about?
Top Celebrities
Top Brands
Top Media Outlets
Top Bio Keywords
Top Hashtags
Surf 76 times morelikely
Surfing 61 times morelikely
Skate 46 times more likely
Surfer 34times morelikely
Paddle 28 times morelikely
BigWaveTour 200 times morelikely
Peahichallenge 107 times morelikely
Surf 62 times more likely
Surfing 35 times morelikely
Waves 22 times morelikely
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

15. Country Music Fans
....

16. 25-34
Years 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.

17. ....What are they passionate about?
Top Celebrities
Top Brands
Top Media Outlets
Top Bio Keywords
Top Hashtags
Bryan 16 times more likely
Luke 12 times morelikely
Carrie 10 times morelikely
Underwood 9 times morelikely
Nashville 9 times more likely
TheWeightOfTheseWings 15 times more likely
Opry 12 times morelikely
CMTAOTY 9 times morelikely
TheStorytellerTour 7 times morelikely
CountryMusic 8 times morelikely
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

18. Fashion Lovers
....

19. 25-34
Years 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.

20. ....What are they passionate about?
Top Celebrities
Top Brands
Top Media Outlets
Top Bio Keywords
Top Hashtags
Jewelry 28 times morelikely
Style 21 times morelikely
Fashion 13 times morelikely
Design 7 times morelikely
PR 7 times morelikely
Style 20 times morelikely
Fashion 15 times more likely
OOTD 15 times morelikely
NYC 6 times more likely
TBT 2 times morelikely
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

21. Rap & Hip-Hop Fans
....

22. 25-34
Years 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.

23. ....What are they passionate about?
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 morelikely
DJ 6 times morelikely
Money 5 times more likely
Hiphop 17 times morelikely
Soundcloud 15 times morelikely
NP 13 times more likely
Hiphopawards 10 times morelikely
Tupacshakur 5 times morelikely
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

24. Sneakerheads
....

25. 25-34
Years 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.

26. ....What are they passionate about?
Top Celebrities
Top Brands
Top Media Outlets
Top Bio Keywords
Top Hashtags
Sneakers 33 times more likely
Sneakers 19 times morelikely
Shoes 10 times more likely
RIP 9 times more likely
Money 3 times morelikely
KicksDealsBTS 50 times morelikely
Jordan 19 times morelikely
YeezyBoost 18 times morelikely
Yeezy 14times morelikely
Nike 9 times morelikely
Footlocker | Nike | Finish Line | Jordan | Eastbay
Kanye West | LeBron James | Kevin Durant | Kobe
Bryant | Drake
Complex | Sneaker Freaker | ESPN | Bleacher
Report | XXL Magazine

27. Teen Girls Who Love Humour
....

28. 75% 25%
....Who are teen girls who love humour?
]
18-24
Years Old*
Engageswith 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.

29. ....What are they passionate about?
Top Brands
Top Media Outlets
Top Bio Keywords
Top Hashtags
SC 5 times morelikely
❤ ️ 4times morelikely
Live 3 times more likely
Smile 3 times morelikely
Fun 3 times morelikely
MannequinChallenge 11 times more likely
RIPVine 9 times morelikely
VineHallOfFame 7 times more likely
Halloween 2 times morelikely
AMAs 2 times morelikely
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)

30. EDM Fans
....

31. 25-34
Years 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.

32. ....What are they passionate about?
Top Celebrities
Top Brands
Top Media Outlets
Top Bio Keywords
Top Hashtags
Techno 76 times morelikely
EDM 61 times morelikely
DJ 19 times more likely
Bass 17 times morelikely
House 11 times morelikely
Techno 43 times morelikely
Housemusic 28 times morelikely
House 26 times more likely
EDM 23 times morelikely
SoundCloud 7 times morelikely
Beatport | Insomniac Events } SoundCloud |
Ableton | Native Instruments
Diplo | Dillon Francis | United Hairline |
FLOSSTRADAMUS | Deadmau5
Mixmag | DJ Mag | The Fader | BBC Radio 1
|Rolling Stone

33. Gamers
....

34. 25-34
Years 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.

35. ....What are they passionate about?
Top Celebrities
Top Brands
Top Media Outlets
Top Bio Keywords
Top Hashtags
Gaming 26 times morelikely
Gamer 24 times more likely
Games 19 times morelikely
Game 11 times morelikely
YouTube 8 times morelikely
Overwatch 52 times more likely
PS4Share 32 times more likely
GearsofWar4 21 times morelikely
NationalVideoGamesDay 13 times more likely
Batman 10 times morelikely
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

36. Runners
....

37. 25-34
Years 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.

38. ....What are they passionate about?
Top Celebrities
Top Brands
Top Media Outlets
Top Bio Keywords
Top Hashtags
Endurance 70 times morelikely
Ultra 63 times morelikely
Trail 19 times more likely
Triathlete 24 times morelikely
Running 18 times morelikely
TNF50 349 times morelikely
Triathlon 50 times morelikely
Trailrunning 37 times morelikely
Runchat 34times morelikely
Running 22 times morelikely
The North Face | Salomon Running | Brooks
Running | REI | Arc’teryx
Scott Jurek | Ryan Hall | Meb Keflezighi | Ksra
Goucher | Shalane Flanagan
Outside Magazine | Runner’s World | Bicycling
Magazine | Velo News | Triathlete Magazine

39. Beauty Fans
....

40. 25-34
Years 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.

41. ....What are they passionate about?
Top Celebrities
Top Brands
Top Media Outlets
Top Bio Keywords
Top Hashtags
Makeup 26 times morelikely
Beauty 11 times morelikely
Artist 6 times more likely
Blogger 5 times morelikely
Lifestyle 5 times morelikely
Mua 40 times morelikely
Makeup 19 times more likely
Beauty 8 times morelikely
Ad 4 times morelikely
Tbt 1 times morelikely
Sephora | Urban Decay | NYX | Benefit Cosmetics |
Ulta Beauty
Jaclyn Hill | Nicole Guerriero | Kandee Johnson |
Marlena | Carli Bybel
E News! | Glamour | InStyle | Allure | Cosmopolitan

42. Tech Executives
....

43. 35-44
Years 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.

44. ....What are they passionate about?
Top Celebrities
Top Brands
Top Media Outlets
Top Bio Keywords
Top Hashtags
Technology 4 times morelikely
investor 4 times more likely
Founder 4times morelikely
CEO 4 times morelikely
Dad 3 times morelikely
Tech 6 times morelikely
Leadership 6 times more likely
Social Media 5 times more likely
Business 4 times morelikely
Quote 3 times morelikely
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

45. Film Fanatics
....

46. 25-34
Years 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.

47. ....What are they passionate about?
Top Celebrities
Top Brands
Top Media Outlets
Top Bio Keywords
Top Hashtags
Cinema 18 times more likely
Star 7 times morelikely
Films 6 times more likely
Movie 7 times morelikely
Movies 6 times morelikely
Kongskullisland 21 times morelikely
TheFlash 14times morelikely
Supergirl 15 times more likely
WonderWoman 12 times more likely
lalaland 8 times morelikely
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

48. Sports Dads
....

49. 85% 15%
....Who are sports dads?
]
35-44
Years 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.”

50. ....What are they passionate about?
Top Celebrities
Top Brands
Top Media Outlets
Top Bio Keywords
Top Hashtags
Golf 9 times more likely
Sports 7 times morelikely
Baseball 5 times more likely
Husband 4 times more likely
Father 4 times morelikely
Football 5 times more likely
Game 3 times more likely
Year 2 times morelikely
Play 2 times morelikely
😂 2times morelikely
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

51. Lady Gaga Fans
....

52. ....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.

53. ....What are they passionate about?
Top Interests
(Fan Accounts)
Top Brands
Top Media Outlets
Top Bio Keywords
Top Hashtags
#PerfectIllusion 263 times more likely
@ladygaga 100 times morelikely
#Joanne 71 times more likely
Monster 70 times more likely
Gaga 65 times more likely
GagaOnXFactor 72times morelikely
EMABiggestFansLadyGaga 65 times more likely
JoanneAMAs 59 times morelikely
ShareKindness 50 times morelikely
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

54. Football Fans
....

55. ....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.

56. ....What are they passionate about?
Top Brands
Top Media Outlets
Top Bio Keywords
Top Hashtags
Liverpool 29 times morelikely
Arsenal 22 times morelikely
Football 21 times more likely
FC 14times morelikely
Sport 6 times more likely
TeamGB 46 times morelikely
NUFC 44 times morelikely
MOTD 42 times morelikely
Bringonthegreat 41 times morelikely
LFC 20 times morelikely
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

57. Fashionable Yogis
....

58. ....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.

59. ....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 morelikely
Mother 2 times more likely
Music 2 times more likely
NYFW 6 times morelikely
Emmys 5 times morelikely
VMAS 5 times morelikely
Fashion 2 times morelikely
NYC 2 times more likely
Daily Cup of Yoga | YogaWorks | lululemon
athletica | 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

60. Health & Fitness Fans
....

61. ....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.

62. ....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 morelikely
Runchat 35 times morelikely
Running 14 times more likely
Exercise 12 times morelikely
Nutrition 11 times morelikely
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

63. How Our Customers Use Affinio
Head to Affinio.com to Request a Demo Today!
....

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....

66. ....
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