Audience Insights let you understand who a creator reaches. You can filter search results or view insights on individual profiles to ensure your campaign targets the right people.

Data sources

Audience data comes from three sources:

• Instagram Audience Insights (for creators with authenticated Instagram Business accounts).
• TikTok Audience Insights (for creators with authenticated TikTok Creator Marketplace accounts).
• Third-party enrichment (aggregated predictions from multiple sources, used when platform-level data is missing or limited).

Enriched audience data takes precedence when multiple sources are available. Not all creators will have audience insights.

How to view insights at the creator level

1. Open a creator’s profile (Lightbox) → Insights tab.
2. If data isn’t already available, click Request to import it.
3. Wait 1–3 minutes and refresh
4. Once imported, insights are also included in Influencer Shareable Links.

How to filter by audience when searching

1. From the Influencers tab in Later Influence
2. From the filters side bar → Instagram or Tiktok Audience
3. Apply your filters

Audience filters use “mostly logic.” A creator will appear if the majority of their audience matches the filter you select.

You can combine multiple filters, but using too many filters may limit results, so start broad.

Available audience categories

Demographics

• Gender → Male, Female
• Age Ranges → 13–17, 18–24, 25–34, 35–44, 45–54, 55–64, 65+
• Ethnicity → African-American, Asian, Hispanic, White
• Marital Status → Married, Single
• Parental Status → Parent, Not a parent

Location

• Country
• State / Province
• City

Education & Income

• Education Status → No higher education, School student, University student, University graduate
• Personal Income (USD) → Under $10k, $10k–$19k, $20k–$29k, $30k–$39k, $40k–$49k, $50k–$74k, $75k–$99k, Over $100k

Language

• 35+ language options available

Interests & Affiliations

• Likes & Interests → hobbies, subcultures, topics
• Brands → brand affinities
• Media → media outlet influence
• People → celebrity or public figure influence

Professional & Academic

• Industry
• Occupation
• University
• Employer

Culture & Lifestyle

• Music Preferences → genre, solo artist, band
• Sports → sport followed, team supported