How To Measure Influencer Audience Demographics Like A Pro

October 4, 2024
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Nicole Ryder
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How To Measure Influencer Audience Demographics Like A Pro

Using influencer marketing to boost brand presence and generate revenue is a strategy employed by businesses of all sizes across platforms like Instagram, YouTube, TikTok, and more. However, choosing the right influencers is an art.

Beyond simply aligning content and niche with your goals, it's crucial to ensure the influencer's audience aligns with your target demographics. No sales will come from a mismatched audience. Conducting a thorough analysis of an influencer’s audience demographics—such as age, gender, location, and interests—can ensure maximum alignment with your marketing goals.

Key Demographic Factors to Consider in Influencer Partnerships

When establishing partnerships with influencers, make sure to consider these demographic factors to ensure the campaign aligns with your target audience:

1. Age

Different age groups engage with content in unique ways. Partnering with influencers whose followers align with your target age group helps you tailor messaging and product offerings more effectively.

2. Gender

Gender can significantly impact consumer preferences and buying behaviors. Influencers often have audiences that skew male, female, or gender-neutral.

3. Location/Geography

Understanding where an influencer's audience is based is crucial for targeting specific regional markets and ensuring your product or service is available in that region.

4. Income Level

Products often appeal to specific income levels. High-end brands might focus on influencers whose audiences are affluent, while budget-friendly brands may target influencers with a broader, more budget-conscious following.

5. Education Level

Education level can influence how people engage with certain types of content or products. If your product requires more in-depth knowledge or understanding, you’ll want influencers whose audience matches that profile.

6. Interests

An influencer’s audience often has common interests, such as fitness, fashion, gaming, etc. Aligning your brand with influencers whose followers share similar passions ensures your product appeals to their lifestyle.

Why Should You Measure Audience Demographics  

Understanding influencer audience demographics can help:

  • Improve ROI: Targeting audiences most interested in your brand increases purchase intent, improving your conversion rate.
  • Enhance brand relevance: Engaging with an audience aligned with your product drives higher engagement rates and relevance.
  • Foster brand loyalty: Consistently appearing in front of an interested audience builds positive sentiment and familiarity, which fosters loyalty.
  • Learn more about your consumers: By analyzing the needs, interests, and habits of the influencer’s audience, you gain valuable insights into your brand’s ideal consumer base and spending behaviors.

3 Effective Ways to Measure Influencer’s Audience Demographics

1. Use Audience Demographics Tools

With tools like Influencer Hero, you can easily access to key influencers’ audience data for free. You can also learn information about their content, engagement rate, and follower trends, as well as growth rate. It can be used in any profile to check their stats on Instagram, TikTok, and YouTube.

The generated report will provide a breakdown of the following:

  • Audience Location: It will provide a percentage of the five top countries in which the influencer’s audience is located
  • Age: A broken-down graph will show the percentage for each age group, as well as the average age of the audience and the age group that’s most predominant. It is broken down into the following categories:
  • 18-24 year olds
  • 25-34 year olds
  • 35-44 year olds
  • 45-65+
  • Gender: Understanding the distribution of the audience can help better target a product. For example, at the moment, there are more male Instagram users than females by 2%, according to this 2024 guide (Sprout Social, 2024), and in X, males represent 63% of the platform accounts.
  • Fake follower check: Influencer Hero’s report also shows the amount of fake followers the account has. Knowing if an influencer has a high number of inactive accounts, bots, and suspicious followers will help select better profiles, despite the content they put out. An average of up to 20% fake followers is acceptable.
  • Engagement rate: This will help understand the relevance of the influencer’s content and if what they’re making resonates with their audience. It is calculated by:
  • For the general profile: Adding all the interactions from all the posts and dividing it by the total number of followers.
  • For a specific post: Adding the total number of interactions for that post and dividing it by the number of followers. It is important to give a post a period of time to be shown to the audience. 7 days is typically considered a good measure. You nalso check their sponsored and popular posts.

With Influencer Hero, you’ll also get an analysis of the trends in following and growth, as well as a sales potential breakdown to understand if a collaboration could be beneficial.

2. Asking Influencers For Their Audience Data

Many influencers are used to getting requests for their demographics and have a media kit or rate card ready. The most common information to include is age, gender, location, and engagement rate. If you ask an influencer to share their audience data with you, they won’t consider it as a strange request.  

Instagram

For creator and professional accounts, there’s an analytics insights dashboard available. This includes metrics such as age, gender, location (which is broken down by city), and most active accounts. Other metrics to request, which pertain mostly to Instagram stories, are reach and interactions.

TikTok

On TikTok Academy, users can find insights about their followers (not overall audience). Besides the basic data, creators can also see lookalike content that their followers are currently engaging with and the main words with which they have interacted recently.

YouTube

Age, gender, and location are all metrics available in YouTube’s audience insights for professional accounts. But content format preference, watch time, and popular channels from the audience are also available, same with impressions, likes, and views.

After contacting an influencer and checking their interest in working with you, mentioning if they could share their demographics’ insights before you move forward, is an accepted practice. And if there are specific metrics that you’d like to see, let them know so they don’t miss those!

3. Manually Checking The Audience

To get a general idea of an influencer’s audience, although it is more tedious, you can always check their followers, likers, and comments. You can open a few of the profiles that commented on recent posts and check who’s engaging with them. After reviewing a good number of profiles, you can decide if they’re similar to the audience you want to reach or discard the collaboration.

Note that this is more manual and may not show you the entire picture of the audience’s characteristics, but it can be a good place to start before contacting an influencer, generating reports or asking for information.

And remember, audience demographics are just a part of the influencer marketing metrics you should look out for. The influencer’s views, likes, and engagement are very important. But so is CPM, follower growth, and reach. You can view a breakdown of the main influencer metrics in this comprehensive guide.

Pro Tips For Evaluating Influencer Audience Demographics

1. Explore Platform Analytics

Utilize built-in tools like Instagram Insights, YouTube Analytics, and TikTok Pro to access detailed demographic information, including age, gender, location and engagement.

2. Use Third-Party Tools

Tools like Influencer Hero, Modash, and HypeAuditor offer deeper audience insights, cross-platform analysis, and follower authenticity checks.

3. Check Audience Alignment

Ensure the influencer's audience demographics align with your brand's target market, focusing on key metrics such as age, location, and interests.

4. Monitor Engagement vs. Reach

Go beyond just follower count; assess the engagement rate within the influencer's core demographic to gauge the authenticity and effectiveness of their audience.

5. Evaluate Growth Trends

Analyze the influencer's follower growth over time to ensure they have a healthy, authentic, and consistently growing audience.

Free Influencer Audience Demographics Tools

1. Influencer Hero

Influencer Hero stands out as a top-tier, free influencer marketing tool designed to empower brands by providing deep insights into influencer audience demographics. This tool is specifically tailored for brands looking to connect with influencers whose followers match their target market, helping them make informed decisions to maximize ROI on collaborations.

With Influencer Hero you have access to:

  • Detailed Audience Insights - Get comprehensive demographic data on age, gender, location, and interests to ensure influencer audiences match your brand’s target market.
  • Cross-Platform Tracking - Analyze influencers across multiple platforms like TikTok, Instagram, and YouTube for consistent audience data.
  • Fake Follower Detection - Advanced algorithms identify fake followers and bots, ensuring authentic engagement with influencers.
  • Real-Time Campaign Analytics - Track campaign performance live and adjust strategies based on real-time audience feedback.
  • Completely Free - Access premium features like demographic analysis and fraud detection at no cost, making it ideal for small to mid-sized brand.

2. Modash

Modash is a powerful tool that helps brands access detailed influencer demographic insights, ensuring more informed and targeted partnerships.

With Modash, you can easily analyze an influencer's audience by age, gender, location, and interests, allowing you to align your campaigns with the most relevant audience and optimize your marketing strategy.

You’ll get access to influencers’ data regarding their audience:

  • Age
  • Gender
  • Cities
  • Countries
  • Interests
  • Language

3. HypeAuditor

HypeAuditor works by using AI-driven analytics to provide in-depth insights into influencers' performance and audience demographics. It allows brands to evaluate influencers by analyzing follower authenticity, engagement rates, and audience demographics such as age, gender, location, and interests.

With HypeAuditor, you can also monitor influencer performance, detect fake followers, and benchmark against competitors, helping brands make data-driven decisions for influencer partnerships.

HypeAuditor also has the Audience Quality Score feature that allows you to see the overall quality of the account.

Final Insights on Measuring Audience Demographics

To wrap up, measuring influencer audience demographics is a crucial step for brands seeking to optimize their influencer marketing strategies. By understanding the detailed characteristics of an influencer’s audience—such as age, gender, location, and engagement levels—you can make informed decisions that align with your marketing goals and resonate with your target market.

Utilizing tools like our Influencer Hero Analytics extension simplifies the process of gathering valuable insights while also allowing you to identify potential red flags, such as fake followers. Additionally, requesting audience data from influencers and conducting manual checks enhance the depth of understanding needed for successful partnerships.

By combining these strategies, you can boost ROI, increase engagement, and build lasting relationships with your audience, ultimately paving the way for more effective and impactful marketing campaigns. Embracing the practice of audience analysis will not only improve collaboration outcomes but also foster a deeper connection with consumers, ensuring that marketing efforts yield real results in today’s competitive landscape and save you time and money.

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