Introducing FollowGraph

Lyden Foust


July 11, 2023

Have you ever considered what it means to follow an account on social media? You are essentially raising your hand and saying, “I like this and want to see more of it.” You are declaring your interests. And what’s more, billions of people are doing this everyday. 

The power of the ‘Follow’ button lies in its ability to signal interest in activities and brands. Yet, no company has converted these signals at scale into a useable format. Until now. proudly presents its groundbreaking geosocial dataset: FollowGraph.

Watch the live webinar to see FollowGraph in action.

What is FollowGraph?

FollowGraph is an AI-driven dataset that quantifies consumer interest in brands, influencers, media, and more at a geographic level. It contains indexes for over 2,000 social media accounts and variables for every US block group to provide a comprehensive view of consumer preferences. With a training set comprising millions of public accounts, we've created a model that seamlessly blends physical and digital behaviors to predict followers.

FollowGraph consists of over 700 influencers, 600 marketing channels, 350 interests, and 270 major brands to help you locate precise target audiences. And while the dataset is ideal for anyone mapping intent by geography, we fined-tuned FollowGraph for 12 industries, including Advertising, CRE, Retail, and Urban Planning.

How FollowGraph Was Built

We built FollowGraph by adopting techniques used to create the PersonaLive and Proximity datasets. Here’s how it works:

  1. Connect. We connect public social media accounts to location to form a bridge between online social behaviors and geography.
  2. Calibrate. We integrate billions of data points from social, mobile, and demographic variables to calibrate AI models.
  3. Categorize. We predict each block group's likelihood to follow any of the 2,000+ social media accounts and interests.
  4. Calculate. We calculate an index for every block group compared to the nation to provide a precise view of population behaviors.

How To Use FollowGraph

The beauty of FollowGraph is its simplicity. There are two basic approaches to using the dataset:

  1. Map an account or interest over an area to see where it is most prevalent. For example, as a property owner in Nashville, you can map the account @lululemon to quickly identify residents 2.57x more likely to follow Lululemon.
Map of Lululemon social media followers. An index of 100 is average.
  1. Rank the top accounts or interests for an area to uncover its ‘interest profile.’ In the same example, you can just as easily identify the top Food & Drink interests for a 5-minute drive-time trade area in Nashville. We immediately see that ‘Farm-to-Table Cooking’ is 3x the national average.
The top-ranking Food & Drink interests in a 5-minute drive-time trade area.

The value of this dataset is straightforward but the applications are endless. Whether you’re a marketer, real estate investor, or urban planner, understanding people’s interests on a deep level allows you to make better decisions.

Follow The Compass

Along with the PersonaLive and Proximity datasets, FollowGraph empowers businesses to go beyond mere demographics. Together, they provide a picture of the people (PersonaLive), activities (Proximity), and interests (FollowGraph) that matter most to your brand. 

FollowGraph turns the 'Follow' button into a compass that directs businesses to their target audiences. It's another leap by as we seek to merge the physical and digital worlds for precise, efficient targeting. 

To learn more and browse sample data, visit the FollowGraph product page.

Watch the live webinar to see FollowGraph in action.

How PersonaLive Segmentation System Works

Personalive segmentation uses social media, mobile foot traffic, online activity, and individual-level demographics to organize every US household into one of 80 behavioral segments. These segments provide visibility to the online and offline preferences of the customers visiting any US property.

01 Append

Draw a polygon around a property to identify the behavioral segment of every visitor.

02 Analyze

Rank the top customer types visiting a location. Then match retailers based on online and offline activities of visitors.

03 Activate

Demonstrate visitor brand affinity to close deals. Activate marketing campaigns to drive target segments to your location.

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