Using the audience insights data available in Later Influence™ (formerly Mavrck), you can select influencers to work with whose followers closely match your ideal audience.
Audience data is comprised of three sources: Instagram Audience Insights, for influencers with authenticated Instagram Business accounts, TikTok audience insights, for influencers with authenticated TikTok Creator Marketplace accounts, and a third-party platform that gathers insights from a variety of sources and combines them to give the best available prediction of an influencer's audience.
Instagram Audience Insights are detailed below. For more information on other audience insights, see Audience Insights.
Available Data
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Age
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The proportion of Instagram followers in each age bracket from:
- 13-17
- 18-24
- 25-34
- 35-44
- 45-54
- 65+
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The proportion of Instagram followers in each age bracket from:
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Country
- The five most common countries where Instagram followers live
- % of followers living in each of the top five countries
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City
- The five most common cities where Instagram followers live
- % of followers living in each of the top five cities
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Gender
- The proportion of Instagram followers that are male or female
Viewing Audience Insights Data
Click on an influencer's profile picture. Audience insights data is visible in the Insights tab on the right side of the screen.
Filtering by Audience Insights Data
When searching for influencers, use the Audience tab in the filters menu.
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