Audience demographics
What are audience demographics?
Audience demographics are the characteristics of the people who follow an account: their countries and cities, age ranges, gender split and languages. Creators can see them in their platform analytics and often share them in a media kit.
Brands cannot see another account’s analytics directly, so they ask the creator for a screenshot, or infer fit from the creator’s language, location and content.
Why audience demographics matter
A big audience in the wrong country or age group is wasted spend. Checking demographics before a deal is one of the simplest ways to avoid paying for reach you cannot use.
Related marketing terms
A media kit is a creator’s one-page profile for brands: audience size and demographics, engagement, past partners and how to work together.
A buyer persona is a short, research-based description of a typical buyer: their role, goals, problems and how they make decisions.
Reach is the number of unique people who saw a piece of content or a campaign at least once, as opposed to impressions, which count views.
A micro influencer is a creator with a mid-sized following, usually between about 10,000 and 100,000 followers, in a focused niche.