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Audience Insights let you understand who a creator's followers are, including their age, location, gender, interests, and more. You can view insights on individual creator profiles or use them as search filters to find creators whose audiences match your campaign targets.
Data Sources
Audience data comes from six sources:
- Instagram Audience Insights: available for creators with authenticated Instagram Business or Creator accounts
- TikTok Audience Insights: available for creators with authenticated TikTok Creator Marketplace accounts
- Snapchat Audience Insights: available for creators who have granted data access permissions
- YouTube Audience Insights: available for creators who have granted data access permissions
- Facebook Audience Insights: available for for creators who have granted data acccess permissions
- Third-party enrichment: aggregated predictions from multiple sources, used when platform-level data is unavailable or limited
When multiple sources are available, first-party networks takes precedence.
View Insights on a Creator Profile
- In Later Influence, select a creator's profile image to open the Lightbox
- Select the Insights tab
- If data isn't yet available, select Refresh Creator to import it
- Wait 1–3 minutes, then refresh the page
Once imported, insights are also included in Influencer Shareable Links.
Filter by Audience When Searching
- In Later Influence, select Influencers from the left sidebar
- Select View All Filters
- Open the Instagram Audience or TikTok Audience filter group and apply your filters
Most audience filters use "mostly logic,” which means a creator appears in results if the majority of their audience matches the filter you select. You can start with one or two filters then broaden if you find results are too narrow.
Audience Location filters for both Instagram and TikTok support a custom minimum percentage threshold. Instead of a fixed model, you can set any minimum from 0–100% to control how concentrated a creator's audience needs to be in a specific country, state, or city.
Instagram Audience Data
Instagram Audience insights are available for creators with authenticated Instagram Business or Creator accounts.
| Category | Available Data |
| Age | Proportion of followers by age bracket: 13–17, 18–24, 25–34, 35–44, 45–54, 65+ |
| Gender | Proportion of followers that are male or female |
| Location | Top 5 countries and top 5 cities, with percentage of followers in each |
| Demographics | Ethnicity, Language, Marital Status, Parental Status |
| Education | Education Status, University, Job Industry, Employer, Occupation, Personal Income Range |
| Other | Brand Affinity, Audience Authenticity Flag |
TikTok Audience Data
TikTok Audience insights are available for creators with authenticated TikTok Creator Marketplace accounts. Creators who authenticate with Later but aren't Marketplace members can use the platform but won't have audience insights.
| Category | Available Data |
| Age | Proportion of followers by age bracket: 18–24, 25–34, 35+ |
| Gender | Proportion of followers that are male or female |
| Location | Proportion of followers by country and state |
| Device Brand | Proportion of followers by device brand (e.g., Apple, Samsung) |
| Demographics | Ethnicity, Language, Marital Status, Parental Status |
| Education and Work | Education Status, University, Job Industry, Employer, Occupation, Personal Income Range |