In this article
Learn how to use the Follower Insights page to understand your audience, including how to:
View audience breakdowns by location, age, and gender
Explore age-by-gender segments for deeper insights
Track how your audience is changing over time
Use follower data to guide content, targeting, or reporting
Overview
Follower Insights shows you who’s paying attention to your account. You’ll see where your audience is located, how they break down by age and gender, and how your following is changing over time. It’s an easy way to align your content, targeting, and reporting with the people actually engaging with your brand.
How to Use Follower Insights
To open Follower Insights:
Go to Profile Analytics
Select the account you want to analyze
Click Followers in the left-hand menu
Inside, you’ll find:
Charts showing follower location (country and U.S. state views)
Demographic breakdowns by age, gender, and combined age/gender groups
A snapshot of overall follower growth
Basic stats like total followers, following, and post count
Each section gives you a clearer picture of who your audience is—so you can align your content, targeting, and reporting with the people actually engaging with your account.
Basic Profile Stats
At the top, you’ll find basic stats about the profile you’re monitoring:
Total Followers – How many people follow the account
Total Following – How many accounts the profile is following
Total Posts – The number of posts published by this profile
These give you quick context before you dig into the audience details.
Follower Location
This section includes a heatmap and a ranked list of top countries.
You’ll see:
A global heatmap showing where your followers are
Toggle between global and U.S. state-level views
A country-by-country breakdown with follower counts and percentages
Key insights to look for
Top regions: Use top-ranking countries or states to guide content localization or paid targeting.
Unexpected clusters: If you’re seeing interest from outside your usual markets, consider what might be drawing them in.
Audience shifts: Compare location mix before and after campaigns to spot expansion or repositioning.
Follower Gender
This section uses a pie chart to show the gender breakdown of your followers:
Male
Female
Unspecified
Key insights to look for
Audience match: Check whether the gender breakdown aligns with your intended audience.
Gender skew: A significant lean toward one group might suggest where your content resonates or where it needs adjustment.
Segment opportunity: Underrepresented groups may be worth exploring through new creative or campaigns.
Follower Age
This bar chart breaks down followers by age bracket, from 13–17 up to 65+.
Key insights to look for
Age concentration: Dominant age ranges can help define tone, pace, and platform fit.
Audience lifecycle: A younger audience often reflects early-stage awareness, while older groups can indicate long-term loyalty or intent.
Growth alignment: Age group shifts after promotions may reflect who your campaigns are actually reaching.
Follower Age & Gender
This combined chart shows how your audience breaks down across both gender and age groups.
Key insights to look for
Demographic hotspots: Look for concentrations (like 25–34 Female) that might represent your core audience.
Creative fit: If a specific group leads, you can tailor visuals or messaging to better match their preferences.
Under-tapped groups: Smaller audience segments may be ideal for testing targeted messages or offers.
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