Data on audience age, gender, language, and location: want to understand how it's calculated? You've come to the right place!

In the Performance & Audience section of a KOL's profile, you can find data on the age, gender, location, languages, and main interests of that KOL's audience. This data is calculated for Followers, the entire community, and the Engaged Audience, i.e., followers who will like and comment on content.

In this section, you can choose to view either Kolsquare audience data or Instagram audience data.

You can ask KOLs to Kolsquare Data Connect so that audience data from Instagram is shared directly with Kolsquare via API.

You will then find audience data from Instagram for the last 30 days and you can view the Followers and Engaged Audience at any time, as well as the Reached Audience based on the Reach of the KOL's content.

To ask a KOL to Kolsquare Data Connect, make sure to add them to a campaign, then click on the three small vertical dots to the right of each KOL name in your campaign and then on Request Instagram statistics:

✅ In the next few hours, you will be able to find the updated and complete audience data!

More information about Kolsquare Data Connect: 🔥Kolsquare Data Connect: even more data and statistics directly from Instagram

With regard to Kolsquare data, we determine the audience and gender of an audience based on several criteria:

Age and gender data are grouped together in a single graph:

This graph is available for Followers AND Engaged Audience.

On the side, you will find the overall distribution between women and men, but you can also see the percentage distribution between the different age groups available.

For example, here, the most represented age group is 25-34, which represents 46.3% of the overall audience.

If the KOL is connected to Instagram, you can find the age and gender data of their audience over the last 30 days, taken directly from Instagram. You will find more detailed age ranges and gender broken down into male, female, and unknown (users who do not declare their gender or brands/organizations).

This graph is available for Followers AND Reached Audience AND Engaged Audience.

Here, we offer you a Top 5 list of locations for a KOL's audience. By clicking on See more, you can access even more details!

This graph is available for Followers AND Engaged Audience.

Regarding Kolsquare data, we determine this data based on several criteria:

If the KOL is Kolsquare Data Connect, then you can find location data for the last 30 days, coming directly from Instagram.

This graph is available for Followers AND Reached Audience AND Engaged Audience.

For Instagram accounts, we offer you a Top 5 list of the main interests of the audience.

We determine interests by analyzing captions, @mentions, #hashtags, and locations that are used either by the influencer (KOL interests) or by their audience (audience interests).

Interests are ranked based on captions, @mentions, #hashtags, and location tags in the last 150 posts; or more than 150 posts if they were published in the last two months.

We then categorize the data into interests (sports; beauty and cosmetics; travel, tourism, and aviation, etc.).

We analyze the language used in the most recent posts of followers/likes to provide this information.

Whether it's Instagram or Kolsquare, the audience data presented is accurate and reliable. However, there are several reasons for a difference:

1. We provide audience data over much longer periods of time and across the influencer's community.

2. Instagram provides statistics on who has engaged with their content over a shorter period of time. So, on this point, you will see on Kolsquare, if you look at the audience data for Likers, that the data is more similar.

3. We do not use exactly the same methods as Instagram to calculate this data, which can sometimes explain certain variations. For location, for example: Instagram uses the IP addresses of followers' accounts to determine their location, while we use the location tags on followers' photos/stories + the language used in their bios.

4. We deliver this audience data from a representative sample of a KOL's community. Instagram also works with samples. So there may be some differences in the followers present in the respective samples, but overall they tend to overlap in a similar way.

It is possible that you may not find Instagram audience data on some KOL profiles. This indicates that followers are hidden for that KOL. This can happen when the KOL's profile is verified on Instagram. You can go to Instagram to check and click on the KOL's followers. A message will then indicate that only the KOL can see all of their followers.

In this case, we recommend looking at the audience data for Likers, which will show you the audience data for users who like and comment on the KOL's content.