@starwars_general May

20, 2018 © 2018 Deep Social

Star Wars General Tyler Audience Data

12,321 225,671 98.62% 3.49%

Engagements Followers Audience Credibility Notable Engagements

Age and Gender Split Female 8.88% Male 91.12%

38.99%
27.93%
16.96%
3.06% 3.74% 6.35%
1.42% 0.61% 0.03% 0.60%

13 — 17 18 — 24 25 — 34 35 — 44 45 — 64

Popular # and @ Influencer Brand Affinity Audience Brand Affinity Location by Country
#Starwars Grand Theft Auto Star Wars 31.14%

United States of A… 50.94%
@Battlefront_captures Rockstar Games DC Entertainment 15.26%
#Starwarsmemes Star Wars: Battlefr… Walt Disney 14.54%
Germany 6.25%
@Starwars_general Electronic Arts (EA) Marvel Entertainm… 10.84%

#Starwarsfan Fallout Pokemon 8.58% United Kingdom 4.25%
@Starwars_khanscollections
Influencer Interests Audience Interests Location by City
#Hansolo @Bellisafashions
Electronics & Computers Television & Film 55.65% Los Angeles 3.23%
#Lightsaber @Starwars1980
Shopping & Retail Gaming 29.70% New York City 1.78%
#Darthvader @Thegalactichub
Television & Film Toys, Children & Baby 27.18% London 0.92%
#Thelastjedi @Swshriv
Toys, Children & Baby Sports 26.21% Anaheim 0.59%
#Rey @Power_converters
Camera & Photography Restaurants, Food … 23.90% Sydney 0.59%
#Kyloren @Kyleeannart
 GENDER, AGE AND ETHNICITY

Gender split Age split
Gender Percent Followers Engagements Age Percent Followers Engagements

Female 8.88% 20,037 1,094 13-17 30.99% 69,946 3,819

Male 91.12% 205,634 11,227 18-24 42.74% 96,442 5,265

25-34 18.38% 41,483 2,265

Ethnicity
35-44 6.96% 15,710 858
Group Percent Followers Engagements 45-64 0.63% 1,412 77

Hispanic American 10.12% 22,847 1,247 65+ 0.3% 678 37

White / Caucasian 79.6% 179,644 9,808

African Descent 6.42% 14,487 791

Asian 3.85% 8,692 475

Female Age Split Male Age Split
Age Percent Followers Engagements Age Percent Followers Engagements

13-17 3.06% 6,914 377 13-17 27.93% 63,032 3,441

18-24 3.74% 8,444 461 18-24 38.99% 87,997 4,804

25-34 1.42% 3,202 175 25-34 16.96% 38,281 2,090

35-44 0.61% 1,381 75 35-44 6.35% 14,330 782

45-64 0.03% 63 3 45-64 0.6% 1,349 74

65+ 0.01% 30 2 65+ 0.29% 648 35

© 2018 Deep Social May 20, 2018 — @starwars_general 1

 INFLUENCERS POPULAR #HASHTAGS AND @MENTIONS

Top recent #Hashtags Top recent @Mentions
Hashtag Percent Mention Percent

#starwars 67.69% @battlefront_captures 9.84%

#starwarsmemes 50.71% @starwars_general 8.20%

#starwarsfan 33.02% @starwars_khanscollections 6.56%

#hansolo 32.78% @bellisafashions 4.92%

#lightsaber 31.37% @starwars1980 4.92%

#darthvader 31.13% @thegalactichub 3.28%

#thelastjedi 31.13% @swshriv 3.28%

#rey 31.13% @power_converters 3.28%

#kyloren 30.90% @kyleeannart 3.28%

#bobafett 30.66%

© 2018 Deep Social May 20, 2018 — @starwars_general 2

 LOCATION BY COUNTRY

Category Criteria Percent Followers Engagements

Location: by Country United States of America 50.94% 114,962 6,277

Location: by Country Germany 6.25% 14,097 770

Location: by Country United Kingdom 4.25% 9,600 524

Location: by Country Spain 3.82% 8,628 471

Location: by Country Italy 3.5% 7,899 431

Location: by Country Canada 2.58% 5,833 318

Location: by Country Indonesia 2.1% 4,739 259

Location: by Country Australia 1.88% 4,253 232

Location: by Country Mexico 1.67% 3,767 206

Location: by Country India 1.45% 3,281 179

Location: by Country Netherlands 1.35% 3,038 166

Location: by Country France 1.35% 3,038 166

Location: by Country Argentina 1.29% 2,917 159

Location: by Country Brazil 1.29% 2,917 159

Location: by Country Austria 1.24% 2,795 153

© 2018 Deep Social May 20, 2018 — @starwars_general 3

 LOCATION BY COUNTRY

Category Criteria Percent Followers Engagements

Location: by Country Chile 1.18% 2,674 146

© 2018 Deep Social May 20, 2018 — @starwars_general 4

 LOCATION BY US STATE

Category Criteria Percent Followers Engagements

Location: by United States of America state California 10.12% 22,847 1,247

Location: by United States of America state Florida 3.93% 8,871 484

Location: by United States of America state New York 3.77% 8,507 464

Location: by United States of America state Texas 3.61% 8,142 445

Location: by United States of America state Washington 1.83% 4,132 226

Location: by United States of America state Pennsylvania 1.67% 3,767 206

Location: by United States of America state Georgia 1.45% 3,281 179

Location: by United States of America state Illinois 1.29% 2,917 159

Location: by United States of America state Virginia 1.29% 2,917 159

Location: by United States of America state Michigan 1.24% 2,795 153

Location: by United States of America state Tennessee 1.18% 2,674 146

Location: by United States of America state Ohio 1.18% 2,674 146

Location: by United States of America state North Carolina 1.08% 2,430 133

Location: by United States of America state Utah 0.97% 2,187 119

Location: by United States of America state Colorado 0.97% 2,187 119

© 2018 Deep Social May 20, 2018 — @starwars_general 5

 LOCATION BY US STATE

Category Criteria Percent Followers Engagements

Location: by United States of America state Minnesota 0.86% 1,944 106

Location: by United States of America state Maryland 0.86% 1,944 106

Location: by United States of America state Arizona 0.81% 1,823 100

Location: by United States of America state Indiana 0.7% 1,580 86

Location: by United States of America state New Jersey 0.65% 1,458 80

Location: by United States of America state Oregon 0.59% 1,337 73

Location: by United States of America state South Carolina 0.59% 1,337 73

Location: by United States of America state Massachusetts 0.59% 1,337 73

Location: by United States of America state Alabama 0.54% 1,215 66

© 2018 Deep Social May 20, 2018 — @starwars_general 6

 LOCATION BY CITY

Category Criteria Percent Followers Engagements

Location: by City Los Angeles 3.23% 7,291 398

Location: by City New York City 1.78% 4,010 219

Location: by City London 0.92% 2,066 113

Location: by City Anaheim 0.59% 1,337 73

Location: by City Sydney 0.59% 1,337 73

Location: by City Chicago 0.48% 1,094 60

Location: by City Bay Lake 0.48% 1,094 60

© 2018 Deep Social May 20, 2018 — @starwars_general 7

 LANGUAGES OF AUDIENCE

Category Criteria Percent Followers Engagements

Native language English 74.66% 168,485 9,199

Native language Spanish 6.4% 14,450 789

Native language German 5.79% 13,067 713

Native language Italian 2.08% 4,689 256

Native language Portuguese 1.19% 2,690 147

Native language Dutch 0.99% 2,229 122

Native language Indonesian 0.82% 1,845 101

© 2018 Deep Social May 20, 2018 — @starwars_general 8

 INFLUENCER BRAND AFFINITY

Category Criteria

Brands:Gaming Grand Theft Auto

Brands:Gaming Rockstar Games

Brands:Gaming Star Wars: Battlefront

Brands:Gaming Electronic Arts (EA)

Brands:Gaming Fallout

Brands:Toys, Children & Baby Walt Disney

Brands:Television & Film Star Wars

Brands:Television & Film Lucasfilm

Brands:Electronics & Computers Apple

© 2018 Deep Social May 20, 2018 — @starwars_general 9

 AUDIENCE INTERESTS

Category Criteria Percent Followers Engagements

Interest Television & Film 55.65% 125,592 6,857

Interest Gaming 29.7% 67,029 3,660

Interest Toys, Children & Baby 27.18% 61,346 3,349

Interest Sports 26.21% 59,143 3,229

Interest Restaurants, Food & Grocery 23.9% 53,924 2,944

Interest Friends, Family & Relationships 23.54% 53,113 2,900

Interest Cars & Motorbikes 21.12% 47,662 2,602

Interest Music 21.02% 47,430 2,590

Interest Camera & Photography 20.25% 45,691 2,495

Interest Pets 17.47% 39,429 2,153

Interest Art & Design 17.37% 39,197 2,140

Interest Travel, Tourism & Aviation 16.86% 38,037 2,077

Interest Clothes, Shoes, Handbags & Ac… 15.47% 34,906 1,906

Interest Electronics & Computers 14.7% 33,166 1,811

Interest Coffee, Tea & Beverages 10.89% 24,585 1,342

© 2018 Deep Social May 20, 2018 — @starwars_general 10

 AUDIENCE INTERESTS

Category Criteria Percent Followers Engagements

Interest Fitness & Yoga 10.38% 23,425 1,279

Interest Beauty & Cosmetics 8.48% 19,134 1,045

Interest Beer, Wine & Spirits 8.43% 19,019 1,038

Interest Shopping & Retail 8.27% 18,671 1,019

Interest Activewear 8.17% 18,439 1,007

Interest Wedding 5.4% 12,176 665

Interest Healthy Lifestyle 3.6% 8,118 443

Interest Home Decor, Furniture & Garden 3.55% 8,002 437

Interest Jewellery & Watches 3.08% 6,958 380

Interest Luxury Goods 2.21% 4,987 272

Interest Business & Careers 1.85% 4,175 228

© 2018 Deep Social May 20, 2018 — @starwars_general 11

 AUDIENCE BRAND AFFINITY

Category Criteria Percent Followers Engagements

Brands:Television & Film Star Wars 31.14% 70,276 3,837

Brands:Television & Film DC Entertainment 15.26% 34,442 1,880

Brands:Friends, Family and Relationships; To… Walt Disney 14.54% 32,819 1,792

Brands:Television & Film Marvel Entertainment 10.84% 24,469 1,336

Brands:Toys, Children & Baby; Gaming; Tele… Pokemon 8.58% 19,366 1,057

Brands:Gaming PlayStation 6.47% 14,612 798

Brands:Television & Film Marvel 6.37% 14,380 785

Brands:Music; Electronics & Computers Apple 6.12% 13,800 753

Brands:Gaming Activision Blizzard 5.7% 12,872 703

Brands:Toys, Children & Baby Lego 5.19% 11,713 639

Brands:Television & Film Netflix 5.09% 11,481 627

Brands:Electronics & Computers; Gaming Xbox 4.98% 11,249 614

Brands:Electronics & Computers; Gaming Nintendo 3.96% 8,929 488

Brands:Television & Film Harry Potter 3.85% 8,697 475

Brands:Activewear; Clothes, Shoes, Handba… Nike 3.34% 7,538 412

© 2018 Deep Social May 20, 2018 — @starwars_general 12

 AUDIENCE BRAND AFFINITY

Category Criteria Percent Followers Engagements

Brands:Coffee, Tea & Beverages Starbucks 3.19% 7,190 393

Brands:Television & Film HBO 2.98% 6,726 367

Brands:Gaming Pokemon Go 2.88% 6,494 355

Brands:Gaming Fallout 2.77% 6,262 342

Brands:Activewear Adidas 2.77% 6,262 342

Brands:Gaming Call of Duty 2.57% 5,798 317

Brands:Sports; Television & Film WWE 2.57% 5,798 317

Brands:Electronics & Computers; Gaming Ubisoft 2.36% 5,334 291

Brands:Electronics & Computers Sony 2.36% 5,334 291

Brands:Shopping & Retail Walmart 2.31% 5,218 285

Brands:Television & Film AMC 2.16% 4,871 266

Brands:Television & Film BBC 2.16% 4,871 266

Brands:Cars; Cars & Motorbikes Ford 2.16% 4,871 266

Brands:Camera & Photography GoPro 2.16% 4,871 266

Brands:Restaurants, Food & Grocery McDonald's 2% 4,523 247

© 2018 Deep Social May 20, 2018 — @starwars_general 13

 AUDIENCE BRAND AFFINITY

Category Criteria Percent Followers Engagements

Brands:Cars; Cars & Motorbikes Honda 1.95% 4,407 241

Brands:Cars; Cars & Motorbikes Nissan 1.95% 4,407 241

Brands:Cars; Cars & Motorbikes Lamborghini 1.9% 4,291 234

Brands:Gaming Star Wars: Battlefront 1.85% 4,175 228

Brands:Cars; Cars & Motorbikes Chevrolet 1.85% 4,175 228

Brands:Clothes, Shoes, Handbags & Accesso… Vans 1.85% 4,175 228

Brands:Toys, Children & Baby; Television & Fi…Transformers 1.8% 4,059 222

Brands:Television & Film Lucasfilm 1.75% 3,943 215

Brands:Gaming Grand Theft Auto 1.7% 3,827 209

Brands:Coffee, Tea & Beverages Coca-Cola 1.64% 3,711 203

Brands:Cars; Cars & Motorbikes Ferrari 1.54% 3,479 190

Brands:Cars; Cars & Motorbikes Toyota 1.54% 3,479 190

Brands:Music Spotify Music 1.54% 3,479 190

Brands:Sports NFL 1.49% 3,363 184

Brands:Electronics & Computers Amazon 1.44% 3,247 177

© 2018 Deep Social May 20, 2018 — @starwars_general 14

 AUDIENCE BRAND AFFINITY

Category Criteria Percent Followers Engagements

Brands:Sports; Gaming FIFA 1.39% 3,131 171

Brands:Coffee, Tea & Beverages Pepsi 1.39% 3,131 171

Brands:Gaming Battlefield 1.34% 3,015 165

Brands:Cars; Cars & Motorbikes Volkswagen 1.34% 3,015 165

Brands:Television & Film Warner Bros 1.28% 2,899 158

Brands:Cars; Cars & Motorbikes Audi 1.28% 2,899 158

Brands:Music SoundCloud 1.28% 2,899 158

Brands:Camera & Photography; Electronics … Canon 1.28% 2,899 158

Brands:Sports; Gaming NBA 1.23% 2,783 152

Brands:Gaming Counter-Strike 1.13% 2,551 139

Brands:Toys, Children & Baby Hasbro 1.13% 2,551 139

Brands:Cars & Motorbikes Yamaha 1.13% 2,551 139

Brands:Electronics & Computers Samsung Group 1.13% 2,551 139

Brands:Activewear; Clothes, Shoes, Handba… Converse 1.13% 2,551 139

Brands:Restaurants, Food & Grocery Nutella 1.13% 2,551 139

© 2018 Deep Social May 20, 2018 — @starwars_general 15

 AUDIENCE BRAND AFFINITY

Category Criteria Percent Followers Engagements

Brands:Sports The Olympic Games 1.08% 2,435 133

Brands:Cars; Cars & Motorbikes BMW 1.03% 2,319 127

Brands:Cars; Cars & Motorbikes Porsche 1.03% 2,319 127

Brands:Shopping & Retail; Gaming GameStop 1.03% 2,319 127

Brands:Television & Film Pixar 0.98% 2,203 120

Brands:Television & Film Power Rangers 0.98% 2,203 120

Brands:Gaming Bethesda Softworks 0.98% 2,203 120

Brands:Cars; Cars & Motorbikes Mercedes-Benz 0.98% 2,203 120

Brands:Cars; Cars & Motorbikes McLaren 0.98% 2,203 120

Brands:Television & Film Universal 0.87% 1,971 108

Brands:Toys, Children & Baby; Gaming Bandai Namco 0.87% 1,971 108

Brands:Beer, Wine & Spirits Busch 0.87% 1,971 108

Brands:Gaming Bungie 0.82% 1,855 101

Brands:Cars; Cars & Motorbikes Subaru 0.82% 1,855 101

Brands:Cars; Cars & Motorbikes Chrysler 0.82% 1,855 101

© 2018 Deep Social May 20, 2018 — @starwars_general 16

 AUDIENCE BRAND AFFINITY

Category Criteria Percent Followers Engagements

Brands:Camera & Photography Nikon 0.82% 1,855 101

Brands:Art & Design DeviantArt 0.82% 1,855 101

Brands:Television & Film Columbia Pictures 0.77% 1,739 95

Brands:Electronics & Computers Microsoft 0.77% 1,739 95

Brands:Sports Los Angeles Lakers 0.77% 1,739 95

Brands:Television & Film Cartoon Network 0.72% 1,624 89

Brands:Gaming Treyarch 0.72% 1,624 89

Brands:Gaming The Witcher 0.72% 1,624 89

Brands:Coffee, Tea & Beverages Red Bull 0.72% 1,624 89

Brands:Shopping & Retail; Clothes, Shoes, H… Hot Topic 0.72% 1,624 89

Brands:Home Decor, Furniture & Garden; Sh… IKEA 0.72% 1,624 89

Brands:Gaming Mortal Kombat 0.67% 1,508 82

Brands:Gaming Halo 0.67% 1,508 82

Brands:Cars & Motorbikes Great Wall 0.67% 1,508 82

Brands:Cars; Cars & Motorbikes Suzuki 0.67% 1,508 82

© 2018 Deep Social May 20, 2018 — @starwars_general 17

 AUDIENCE BRAND AFFINITY

Category Criteria Percent Followers Engagements

Brands:Cars; Cars & Motorbikes Dodge 0.67% 1,508 82

Brands:Friends, Family and Relationships; To… LEGOLAND 0.67% 1,508 82

Brands:Restaurants, Food & Grocery OREO 0.67% 1,508 82

Brands:Beer, Wine & Spirits Jack Daniels 0.67% 1,508 82

Brands:Travel, Tourism & Aviation Boeing 0.67% 1,508 82

Brands:Travel, Tourism & Aviation; Electronic… Google 0.67% 1,508 82

Brands:Gaming Clash Royale 0.62% 1,392 76

Brands:Gaming League of Legends 0.62% 1,392 76

Brands:Electronics & Computers Beats Electronics 0.62% 1,392 76

Brands:Sports; Gaming NHL 0.62% 1,392 76

Brands:Television & Film Comedy Central 0.57% 1,276 70

Brands:Gaming Tomb Raider 0.57% 1,276 70

Brands:Gaming Life Is Strange 0.57% 1,276 70

Brands:Gaming Injustice: Gods Among Us 0.57% 1,276 70

Brands:Toys, Children & Baby Nerf 0.57% 1,276 70

© 2018 Deep Social May 20, 2018 — @starwars_general 18

 AUDIENCE BRAND AFFINITY

Category Criteria Percent Followers Engagements

Brands:Toys, Children & Baby Gundam 0.57% 1,276 70

Brands:Cars; Cars & Motorbikes Bentley 0.57% 1,276 70

Brands:Clothes, Shoes, Handbags & Accesso… Supreme 0.57% 1,276 70

Brands:Coffee, Tea & Beverages Monster Beverage 0.57% 1,276 70

Brands:Camera & Photography Polaroid 0.57% 1,276 70

Brands:Luxury Goods; Luxury Apparel; Cloth… Gucci 0.57% 1,276 70

Brands:Television & Film CBS 0.51% 1,160 63

Brands:Gaming Bloodborne 0.51% 1,160 63

Brands:Toys, Children & Baby; Television & Fi…Nickelodeon 0.51% 1,160 63

Brands:Cars & Motorbikes Mitsubishi 0.51% 1,160 63

Brands:Cars; Cars & Motorbikes Aston Martin 0.51% 1,160 63

Brands:Restaurants, Food & Grocery Chipotle Mexican Grill 0.51% 1,160 63

Brands:Beer, Wine & Spirits Guinness 0.51% 1,160 63

© 2018 Deep Social May 20, 2018 — @starwars_general 19


#AwakenYourInnerJedi with Star Wars: Jedi
Challenges! There's been a price drop and
#JediChallenges is available at a discount
through today only at $179.99! They also …
just had an update with new content from
Star Wars: The Last Jedi like dueling the
pretorian guards and new planets, it's so
Likes Comments
amazing! Time to get your #JEDI on! LINK
4,963 32
in Bio OR Bit.ly/BestJedi to get yours now! -
#JediChallenges #AwakenYourInnerJedi
#LightSaber #AugmentedReality
Date (UTC)
#Sponsored #Ad
24 February 2018 05:59
© 2018 Deep Social May 20, 2018 — @starwars_general
SPONSORED POSTS
#AwakenYourInnerJedi with Star Wars: Jedi
Challenges! There's been a price drop and
#JediChallenges is available for a limited
time only at just $179 until 2/24! Time to…
get your #JEDI on! Bit.ly/BestJedi to get
yours now! - #JediChallenges
#AwakenYourInnerJedi #LightSaber
Likes Comments
#AugmentedReality #Sponsored #Ad
4,201 39
Date (UTC)
22 February 2018 08:06
20
 POPULAR POSTS

Who else noticed this? #darthsidious One of the greatest scenes in all of Star Luke, I am your father lol. #starwars
#palpatine #starwars #starwarsmemes Wars. #starwars #starwarsmemes #starwarsmemes
#starwarsmeme #starwarsmeme

by @starwars_general by @starwars_general by @starwars_general

Likes Comments Likes Comments Likes Comments

24,253 1,191 20,256 138 19,261 374

Date (UTC) Date (UTC) Date (UTC)

30 March 2018 10:50 03 April 2018 02:26 02 April 2018 05:10

© 2018 Deep Social May 20, 2018 — @starwars_general 21

 POPULAR POSTS

Happy Birthday Ewan McGregor #starwars I can see this triggering someone. You can only save one Jar Jar or Rose?
#ewanmcgregor #obiwankenobi #starwars #starwarsmemes #starwars #starwarsmemes
#starwarsmeme #starwarsmeme

by @starwars_general by @starwars_general by @starwars_general

Likes Comments Likes Comments Likes Comments

17,796 115 17,353 350 17,033 874

Date (UTC) Date (UTC) Date (UTC)

31 March 2018 08:34 31 March 2018 05:38 02 April 2018 10:39

© 2018 Deep Social May 20, 2018 — @starwars_general 22

 POPULAR POSTS

One thing I hope from future Star Wars He rose that day and declared we shall have What do you guys think about little Benny!
projects is that Disney knows that we want a stand alone movie... GIVE THANKS AND #starwars #bensolo #kyloren #hansolo
to makes memes out of everything lol. PRAISE HIM. #obiwankenobi
#prequelmemes #starwarsmemes … #starwarsmemes #starwars
by @starwars_general
#starwarsmeme #starwars by @starwars_general by @starwars_general

Likes Comments Likes Comments Likes Comments

16,892 731 16,209 133 16,056 174

Date (UTC) Date (UTC) Date (UTC)

30 March 2018 09:17 01 April 2018 09:20 03 April 2018 06:33

© 2018 Deep Social May 20, 2018 — @starwars_general 23

 GLOSSARY & FAQ

Deep Social. An influencer ranking, discovery and analytics platform providing in-depth insights into demographic &
psychographic data of 43,388,760 Instagram influencers and their audience.

Audience Data. Our data is based only on active engaged audience (likes) for the last 30 days from the date specified at the
bottom of this report. Engaged users are the ones who actively engage with the influencer content and are more likely to react to
promotions and take actions such as purchase. Hence, our data could be different from official Instagram audience insights as
Instagram user insights for audience-related metrics are based on historical followers, only available for business accounts and
only for lifetime timeframe. Moreover, according to our research of Instagram audience half of historical followers just passively
follow and either don't use Instagram anymore or use it under a different account. Please note that audience data for influencer
accounts is updated each month for free. Audience Data is also available via API in JSON format. Please refer to API
documentation at https://docs.deep.social/.

Influencers. Instagram accounts with more than 1,000 followers.

Engagements. The average sum of likes and comments on the last 30 posts.

Rankings. Currently Deep.Social ranks most influential Instagram accounts by the absolute size of their active engaged audience
for 5,276 different locations, gender and location-gender segments. Rankings are also split by account size like weight categories
in boxing ranging from 1k to >1m followers. According to our research of Instagram audience in April 2018 there are [459,000]
Instagram accounts that have ranked in top 100 in different categories. You can find out how your friends and favourite
Instagrammers rank by entering their Instagram @handle at https://ranking.deep.social/

Audience Credibility. To establish the audience credibility score for active engaged audience we take into account factors such as
account’s avatar and bio description, number of posts, number of accounts followed vs following ratio, number of likes received vs
number of likes given ratio. Please note that the audience credibility is based only on active engaged audience (likes) i.e. a high
credibility score does not necessarily indicate "real followers" - the account may still have bought fake followers, the engagement
rate could be very low but those few engagements are real and therefore the credibility score could still be high. Influencers with
genuine audience will attain scores of 80 or above.

© 2018 Deep Social May 20, 2018 — @starwars_general 24

 GLOSSARY & FAQ

Notable Engagements. Shows what percentage of engagements is from influencers. Notable Engagements for 0.99 quantile can
largely differ from 3% to 61%

Paid Post Performance. Shows how disclosed sponsored posts perform compared to organic posts in terms of average number of
engagements they receive. Paid Post Performance for 0.99 quantile can largely differ from 11% to 276% which means that
sometimes you can overpay 9 times for a post if you base your pricing on average engagements as, for example, instead of usual
average 10,000 engagements you might get just 1,100 on your sponsored post. Please note that we take into account disclosure
both by Instagram Paid Partnerships feature and by 38 sponsored posts including #ad, #sponsored, #paid and others.

Brand Affinity. We determine brand affinities by analyzing posts for caption texts, @mentions, #hashtags and location tags.

Interests. We determine brand affinities by analyzing posts for caption texts, @mentions, #hashtags and location tags.

Ethnicity. We determine engaged audience ethnicity by analyzing profile picture, text in profile description (bio) and selfies in the
recent posts. Only available for the audience as an aggregated percentage.

Age. We determine engaged audience age by analyzing profile picture, text in profile description (bio) and selfies in the recent
posts. Only available for the audience as an aggregated percentage.

Gender. We determine engaged audience gender by analyzing profile picture, name, text in profile description (bio) and selfies in
the recent posts.

Location. We determine engaged audience location (country, state, city) by analyzing location tags, language and caption of the
recent posts and text in profile description (bio).

Language. We determine engaged audience language by analyzing caption of the recent posts

Popular #hashtags. Most frequently used #hashtags on the last 30 posts.

© 2018 Deep Social May 20, 2018 — @starwars_general 25

 GLOSSARY & FAQ

Popular @mentions. Most frequently used @mentions on the last 30 posts.

Sponsored Posts. Posts disclosed either by Instagram Paid Partnerships feature or by 38 sponsored posts’ hashtags including
#ad, #sponsored, #paid and others.

Popular Posts. Most popular posts by the absolute number of engagements they received.

Influencer contact details. Access to influencer contact information including email, phone, WhatsApp, Skype, Snapchat,
Facebook, Twitter, YouTube, Viber, BBM, Telegram, WeChat, Kik Messenger, LINE and such. Feature is only available through API
to those subscribed to 1,000 accounts or more. Please note that contact details might be not available for some influencers as we
display only public information that can be found on Instagram profile.

Have any further questions? Please refer to our FAQ section at https://help.deep.social/.

© 2018 Deep Social May 20, 2018 — @starwars_general 26