Brand Affinity: What is it? How to use it?

What SparkToro's brand affinity data measures, familiarity and trust, not just visitation, and how to use it for positioning, ads, and content.

Let's talk about brand affinity, one of SparkToro's most unique features. Inside the keywords and prompt section, you will see under the dropdown three items: AI prompt topics, which of course is topics that people look for inside of their AI tools or query about, and we'll show you some example prompts as well. Search keywords for Google, and brand affinity.

When you click on brand affinity, what you're seeing is the propensity with which an audience is aware of, familiar with, potentially uses and buys from particular brands. So in this case, I've looked for premium chef's knife focused cooks. I said my audience description was, I want you to tell me about people who are looking for a great chef's knife and they're a home cook.

Wusthof, All-Clad, Japanese knife imports, Zwilling of course is a big brand. These are all places that sell knives. But then you see Food and Wine and America's Test Kitchen, Cook's Illustrated down here.

These are publications, brands that this audience is familiar with. They know them, like them, trust them. Of course, you can go to the website section and you can look for press and media sites.

You'll likely find those domains. But what this data is saying is not just visitation, but brand familiarity. If you are trying to understand what is the brand ecosystem space of an audience, what do they have higher and lower affinity for?

What are they more familiar with and less familiar with? What should I probably know if I am an agency or consultant who's pitching a client in this space, or if I'm crafting advertising, a campaign, any type of content marketing, social campaigns, I should probably be familiar with what these brands in this space are doing. And that's why you can click on any of these and open a Twitter search or LinkedIn search or Google search or Reddit search or Facebook search for that particular brand and we'll show you information about them.

So this can be of course used to build lists. If you'd like to use the list functionality, you can do that. You can export this data, of course, and it is available in MCP if you want to connect with Claude, ChatGPT, Gemini Enterprise, and do your marketing tasks inside your AI tool using this great data.