Below is a map representing the interests of Nothing’s Twitter followers. It’s not a geographic map but a cultural map - interests with similar followers are brought closer, while different ones are brought apart.
It represents the cultural landscape of your followers in one picture.
https://drive.google.com/file/d/1iH9293ysPbq4wQVYJ3VEhJ0OqRVGiuXy/view
Each dot is a profile that the “followers of Nothing” follow. If the same people follow two profiles, they’re pulled close together. If different people follow two profiles, they’re being pushed apart. The bigger the dot, the more unique a given profile is to your audience - they’re much more likely to follow it than an average Twitter user. With this simulation, we can identify groups of interests and communities within your social audience (which is often a good proxy for brand audience).
This particular map was made using a sample of 500 of your Twitter followers. Similar maps based on Instagram or TikTok can also be done - although that takes more time!
Before diving into the segments, let’s look at what the map and the top profiles tell us about your audience. Your audience is quite cohesive and unified, with minimal segmentation beyond regional differences (India, Nigeria, Japan vs US/UK). There aren’t many clear UNIQUE segments, meaning your brand is neither divisive nor diverse. The content you put out is likely to appeal to 80-90% of your audience at any given time and is unlikely to create a split or controversy among it. Now let’s look at some of your audience qualities:
Nothing’s audience is bound and rallied around one interest - technology. From programming humor, to Linus Tech Tips, to Android influencers and web development tools, to crypto - they LOVE tech.
They’re 3.5x more likely to follow Binance and 4x more likely to follow BitCoin than an average Twitter user. In their top profiles are crypto billionaires, investors, and crypto memes like “dogecoin”. They went all in on NFTs back in the day.
They also follow RockStart, Minecraft, Xbox, Google Play, and Electronic Arts. They love gaming in all aspects - from mobile, to building gaming PCs (AMD, NVIDIA, ROG, Corsair, Intel, NZXT) to indie game creators like Toby Fox. They watch Twitch, many of them are (aspiring) streamers and love flashy gadgets in the space.
They’re also obsessed with tech news and rumors. They follow Android Authority, MacRumours, Android Central, Huawei, Xiami - they care about it all. They also follow a large host of smaller mobile influencers - that’s likely how they came to hear about Nothing. OnePlus is obviously among their top most-liked pages too!
Lastly, they follow many tech channels - from smaller Android news outlets, to big tech reviewers like Linus Tech Tips, Unbox Therapy, Arun Maini, or Marques Brownlee
Slightly inappropriate memes, tech YouTube, Video Games, expensive tech hardware, a little bit of sports, and not a lifestyle, art, fashion, parent, or beauty influencer in sight.
They like Marvel Beast and Tesla. They follow famous CEOs and entrepreneurs like Tim Cook, Jeff Bezos, and Sundar Pichai at huge rates. They’re a little above average in politics - both left and right. They LOVE football (as much as 3x more than the average Twitter user) but don’t like the NFL at all (and don’t care much for NBA).
They’d rather go to a Comicon or an (e)sports event over any concert. They don’t really care for movies except for an action/superhero summer hit. They actively dislike most female pop stars - there is only marginal overlap with Demi Levato, Katy Perry, or Shakira.
Any famous queer or queer-related figures on Twitter are also prominently ignored - with 50 to 75% fewer followers from Nothing’s audience than expected from Twitter’s averages (they dislike Ellen DeGeneres or Neil Patrick Harris)
Lastly, they dislike many “previous generations celebrities” like Conan O'Brien or Bruno Mars, as well as Twitter's “topic aggregators” like @Sports, which are followed by those 40/50+.
This audience is above average (for Twitter) involved in politics, both on the left and the right. However, they primarily represent the “fiscally conservative, socially centrist, still vote democrat” mindset.
They display a lot of typical right-wing audience markers. They like conservative talking heads, with Andrew Tate, Tucker Carlson, Tom Cruise, or Ben Shapiro receiving up to 5x the following from Nothing that from a typical Twitter account. They also follow CEOs of tech companies and subscribe to the “zero to a tech billionaire” mindset - especially in India. They love The Economist, Bloomberg, and Finance Times.
However, those of voting age still seem to mostly prefer the Democratic candidates. They’re almost 2x as likely to Follow Biden as Trump (compared to Twitter average) and are 1.7x more likely to Follow Alexandra Ocasio Cortez, Bernie Sanders, or Kamala Harris. They’ll complain about “woke culture” but they’re not ready for Project 2024.
While Nothing’s audience has a unique strong regional influence from India and to a lesser extent from Nigeria. there is very little overlap with LATAM audiences. Nothing’s audience follows almost no Spanish-speaking accounts. They don’t care for FC Barcelona at all and they underindex on Spanish internet celebrities (like @IbaiLlanos).
Similarly, they heavily underindexed on key MENA accounts, like @AJArabic. The overall media footprint is very US-focused - yet with a strong mix of Indian and Nigerian audiences. This leaves an interesting segmentation, highlighting that many regional markets have blended together perhaps too closely for a cohesive, regionally relevant brand identity, while others remain completely unexplored.
While Nothing’s audience is very homogenous, we can still see a few unique segments on the map above. While the segments are usually the longest part of any such report, we’re keeping it shorter here and focusing more on the overall profile audience. However, it’s still imporant to look at these highlights:
(electric green)
Usually when creating such audience maps, we primarily see topic interests over regional ones. However, you have a strong presence in India and Nigeria, based on profiles such as local news, local entertainment pages or hyper-local influencers. These audiences are very localized and while they share some interests with other segments, they have a very unique footprint.
For India, it’s a very clear segment with one unified interest - tech. From entrepreneurs (Ravisutanjani, Sejal Sud) to tech deals & news (DealzTrendz, Smartprix) to Indian space Agency (ISRO) → This group is clear proof of your success of the India branch and their marketing. While this audience generally has their own localized content and many sub-groups, their generally represented by young tech enthusiasts.
Most unique profiles: Asus India, DealzTrendz, BeeBom
Most cross-followed: Narendra Modi, Virat Kohli, ISRO
(forest green)
This segment follows a lot of hardware, but primarily from the gaming perspective - from AMD, Nvidia, Intel to Razer and Corsair to niche mechanical keyboard makers. They watch Twitch and YT gaming. They also love game studies and CELEBRITIES - Rockstar, Steam, Hideo Kojima, or Toby Fox.
This segment seems particularly interested in high-quality gaming-friendly experiences, as well as high-tech home living, ergonomics, and productivity. They also showcase very unique interest in gaming-culture-related interiors, following Nanoleaf (smart lights), Edifier (home speaker systems), Benks (accessories for at-home mobile device users), or Karnox - gaming chairs & furniture.
Most unique profiles: Keychron, Benks, Edifier
Most cross-followed: Rockstar Games, Playstation, Xbox, Steam, Marvel
(pink & surrounding nodes)
This segment gets tech and what it can do for them. From AI Enthusiast to Web Developers to Productivity Lovers, they scour the internet to discover amazing digital tools. Many of them also share an interest in crypto, space, and silicon valley celebrities.
This segment loves great, innovative software solutions and can truly appreciate an in-depth deep-dive into technology. Integrating AI into devices, and making open-source drivers or special toolkits for makers and developers will get them excited about any product.
Most unique profiles: DrizzleORM, Eleven Labs, tldraw, The Browser Company
Most cross-followed: Sam Altman, Binance, Lex Fridman
Note that with a full report we deep-dive into 2 chosen segments, generating a two-page report with top 20 best influencers to engage to grow the segment, as well as a one-page profile of the segment’s culture, interests, politics & trending topics (much like for the overall audience).
We look at famous topics and profiles within Twitter (or Instagram) to understand the audience in these easily quotable numbers. A score of 2+ interprets high affinity. The score of 0.7 or less is a very low affinity.
We average out the 5 biggest space-related accounts on the list to get the space score - in this case, Nothing’s audience is 2.92 more likely to follow space-related content than an average Twitter user.
Users who follow space tend to enjoy many aspects of science, look towards the future, and/or be drawn to the engineering behind it.
| 2.86 | SpaceX |
|---|---|
| 1.30 | NASA |
| 2.43 | Hubble |
| 3.53 | ISS |
| 4.49 | ISRO |
Nothing’s audience is significantly more than average and more likely to follow Elon Musk on Twitter. The max score for Elon Musk is around 2 because half of Twitter follows him, so 1.3 is actually quite high. However, they are 22.7 times more likely than average to follow Elon Musk parody account, so we can assume that most of it is ironic.
While they follow a lot of profiles typical for “Musk fanboys” they’re mostly disillusioned with the tech billionaire and don’t care about his content beyond the meme value (we can also see that the profile is mostly followed by users who follow many meme pages).
Nothing’s followers are only 0.46 as likely to follow Taylor Swift as an average Twitter user. This means that Nothing’s audience is brutally disinterested in Taylor Swift, leading them to be mostly male and disinterested in pop culture.
This number is 0.32 for Katy Perry, 0.41 for Rhianna, and 0.39 for Lady Gaga. Generally speaking, Nothing’s audience appears overwhelmingly male and the “old-school geeky”, when they enjoy traditionally masculine content - primarily from other men.
Nothing’s audience does engage heavily with anti-feminist / men-empowerment right-wing content. Despite mixed political views, they do enjoy these types of speakers and content creators. They also are much more likely to follow speakers like Ben Shapiro or Tucker Carlson (as well as Joe Rogan).
Nothing’s audience consists of younger men, with geeky interests, often having some controversial views around women. While they usually vote Democrat/liberal, they’re still a primary audience for this type of “anti-woke, men-first” motivational speakers.
We average top 5 biggerst gaming related accounts on the list to get this score. In this case, Nothing’s Audience is over 3.6 more likely to follow mainstream gaming content than an average Twitter user. They’re REALLY into this hobby.
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Note that for each report we select 5-10 unique topics that a client is interested in and create scores around these. The 5 above are just examples. We might have internet culture scores, meme affinity scores, Netflix scores, actor scores, A24 movie scores, Political involvement scores, Football scores, niche vs mainstream score, Fox vs CNN score, and so on. These are primarily a fun to read illustration (although they are very accurate and telling!).