How to Check an Influencer’s Audience Demographics on Instagram

You’re a marketing manager tasked with finding the right influencer for an upcoming campaign targeting young professionals interested in fitness. You need to quickly assess potential influencers’ audiences without access to detailed analytics tools. How would you do it? And if you are thinking to neglect checking audience insights for a moment, let us tell you that you will ruin your marketing campaign.

With AI advancement, you might think how would you check this data without any tools. You can still get a valuable snapshot of an influencer’s audience by using a few simple, tool-free methods. In this blog, we’ll walk you through quick and effective techniques to gauge an influencer’s audience demographics. From analyzing their content and engagement to assessing their follower profiles and brand affiliations, these strategies will help you shortlist some top-performing influencers in the niche you’re looking for. Let’s learn how it could be done without any external help!

Influencer’s content comes first
The moment you land on an influencer’s profile, the first thing you see is the content and story highlights on their feed. One of the fastest ways to collect insights into an influencer’s audience demographics is by examining their content and the comments they receive. Likes and comments will give you a glimpse on what type of content their audience is loving and on what they are engaging the least.

Key Factors:
Identify Common Themes and Interests:
Start by reviewing a selection of the influencer’s recent posts. Pay attention to the topics they cover, the style of their content, and any recurring themes. For instance, if the influencer regularly posts about fitness routines, healthy eating, and wellness tips, it’s likely their audience shares these interests. Look for specific topics or trends that might indicate demographic information, such as age-specific advice or references to career-related issues.

Note Demographic Indicators in Comments:
Next, check the comments section of these posts. Look for patterns in the language used, the questions asked, and the topics discussed. Are commenters primarily discussing professional challenges, personal fitness goals, or family-related topics? Such details can hint at the age range, professional status, or lifestyle of the audience.

For example, if you find that many comments focus on balancing work and fitness, it could suggest that the influencer’s followers are young professionals with busy schedules. Similarly, comments that mention parenting or family life might point to a slightly older demographic.

Check for Brand Affinity
An influencer’s brand collaborations can provide valuable clues about their audience demographics. By assessing the brands they work with, you can know the types of products or services that relate with their followers and understand the demographic profile that these brands target.

Key Factors
Assess Types of Brands Collaborated With-
Review the brands the influencer has partnered with recently. Look for patterns in the types of products or services promoted. For example, if the influencer frequently collaborates with tech brands, it might suggest that their audience has a strong interest in technology. Similarly, partnerships with beauty or fashion brands could indicate an audience interested in those areas.

Consider Brand Target Audiences
Research the target demographics of the brands the influencer works with. If the brands are aimed at young professionals or specific lifestyle segments, it can give you insights into the influencer’s audience profile. For instance, an influencer collaborating with high-end fitness gear brands may attract a more affluent, health-conscious audience.

Look for Overlapping Brand Associations
Check for any recurring brand partnerships. If an influencer consistently collaborates with brands in the same industry or niche, it can suggest that their audience is related with those industry demographics. For example, if the influencer’s partnerships involve travel and adventure brands, their followers are likely to be aspiring travelers or the ones who prefer being outdoors.

Look at Engagement Metrics
Engagement metrics are another quick way to assess an influencer’s audience demographics. By evaluating how followers interact with the influencer’s content, you can earn insights into the level of audience engagement and their likely characteristics. High engagement can often correlate with a more targeted and relevant audience.

Key Points:
Evaluate Likes, Comments, and Shares
Start by examining the likes, comments, and shares on the influencer’s posts. High levels of engagement can indicate that the influencer’s audience is actively interested and invested in their content. Look for patterns in the types of posts that receive the most interaction. For example, posts about career development might attract more engagement from young professionals, while posts about parenting tips might engage a more mature audience.

Compare Engagement Rates
Compare the engagement rates across different types of content. If certain posts consistently receive higher engagement, it might suggest that the content goes very well with specific demographic groups. For example, if fitness-related posts get more comments and shares compared to lifestyle posts, it may indicate that the audience is particularly interested in health and wellness.

Analyze Engagement Trends
Look for trends over time. Are there spikes in engagement during specific periods or after particular types of posts? Trends can provide insights into what catches the audience’s attention and help you understand their preferences and demographics.

Example:
If an influencer’s posts about entrepreneurship receive significantly more likes and comments compared to other topics, this might indicate that their audience consists primarily of aspiring entrepreneurs or young professionals interested in business. Such insights can help you tailor your campaign to align with the interests of this engaged audience.

In a situation where high-budget tools and in-depth analytics might not always be within reach, there are still ways to assess an influencer’s audience demographics. By using the methods discussed—reviewing content and comments, analyzing follower profiles, examining engagement metrics, and checking brand partnerships—you can earn valuable insights without breaking the bank.

These approaches provide a practical alternative for those working with limited resources. So, if you’re in the domain of influencer marketing on a tight budget, Marqeting can help you explore the demographic insights of the audience you want to target for your next sponsored campaign.