Demand is your trusted ally, helping you not only identify trends but also validate them.
Demand aggregates signals and provides insights from Instagram, X (formerly Twitter), TikTok followers, YouTube subscribers, URL traffic, Google search volume, and YouTube search volume.
This multichannel approach gives a more comprehensive picture of brand and talent perception, reducing noise by leveraging insights across datasets, rather than relying on a single source.
Take your time to explore the data and make informed decisions. By capturing signals and combining them, we eliminate biases, noise, and misassumptions, so as to expand your analysis to make it richer and more accurate.
When accessing a report, below the report name, you’ll see three navigation options: Channels, Countries, Search Trends, Demographics, Interests and Engagement. Each provides a unique way to explore demand:
- Channels: Popularity across channels.
- Countries: Relevance in specific markets.
- Search Trends: Stability of demand over time.
- Demographics: Age and gender breakdown of any entity’s audience
- Interest: Uncover what your audience cares about most
- Engagement: How actively an audience interacts with a creator or brand’s content
Understanding Absolutes vs. Scores in the Data Visualization
Before diving into data visualization, it’s important to understand the distinction between Absolutes and Scores. In your report, you’ll find these two options for visualizing the results on the right-hand side.
Absolutes
Absolutes represent the raw numbers for each metric, segmented by channel and country. This view focuses on straightforward data presentation without additional interpretation. As the name suggests, it provides the absolute values tracked for each entity on each channel.
Scores
Scores, in contrast, add a layer of interpretation and contextualization to the raw data. They create a ranking of entities by applying a weight system to the metrics from each channel and country.
Here’s how Scores are calculated and why they’re valuable:
-
Channel Weights:
Each channel is assigned a weight based on its relevance. For example:- Instagram (IG) might have a weight of 100 if it’s deemed highly relevant.
- A website’s URL traffic might have a weight of 0 if it’s less significant in the analysis.
Example:
- An entity with a large community on IG but low website traffic would rank higher than an entity with strong URL traffic but a weaker IG presence (assuming IG is weighted more heavily).
-
Country Weights:
Weights are also assigned to countries for each channel (e.g., IG US, IG ES, IG IN). This means the demand signal can vary by both location and channel, depending on the associated weights.
Why Scores Matter
Scores help uncover the signals of demand within the data. By factoring in channel and country relevance, scores refine the perception of demand, ensuring that entities with strong demand signals in key locations or channels rank higher. This interpretation is crucial for surfacing meaningful insights from the raw numbers.
Channels
By default, your report opens in the Channels tab. Here, you can view the breadth of demand for entities across all channels - a great starting point to understand the broader online landscape.
Key data points include:
- Followers: Social media followers (as of the last month).
- YouTube subscribers: Total subscribers (as of the last month).
- Website traffic: Visits in the last month.
- Search metrics: Average monthly Google and YouTube searches (last 12 months) and Google search variance (last 24 months).
The top 10 entities are ranked by their demand score, reflecting their cross-channel popularity. Use the legend below the graph to understand the color codes for each entity. The Cross-Channel column shows the score calculation across all channels (weighted total).
The view we’re proposing here is meant to help you drive discovery analysis.
Use case questions to explore:
- Which entities have the highest audience sizes?
- Which are consistently relevant across channels?
- Are my key entities relevant to channels I hadn’t considered?
Activate filters to customize your analysis:
- Track specific entities.
- Focus on a particular country or region.
- Compare local versus global demand.
Switch to scores to interpret data qualitatively. Scores incorporate weighted rankings, reflecting relevance across channels and countries.
Countries
The Countries tab enables a market-specific analysis, answering key questions:
- Where is the audience located?
- Are there overlapping countries across channels?
- Are there strong communities in unexpected regions?
By default, this tab shows a heatmap of entities ranked by their cross-channel score. Use filters to refine results for specific countries or channels.
This section defaults to Scores, not Absolutes. To view absolute numbers, apply a channel filter and switch modes.
You can:
- Identify key entities for your markets.
- Explore potential markets for expansion.
As you play with those filters, you’ll be identifying the most relevant entities for your markets, or you can identify potential markets to explore. When analyzing the entities that are key for your markets, you can also identify which other markets they can influence.
Search Trends
The Search Trends tab provides a dynamic view of demand over time. It helps answer:
- Is demand for an entity rising or falling?
- Does the entity have a consistent, long-term interest?
Key features:
- Google Search: Covers 36 months.
- YouTube Search: Covers 12 months.
- Combined or standalone, these metrics highlight strong demand signals.
Insights:
- Rising demand may indicate a trending entity—ideal for short-term campaigns.
- Stable demand suggests longevity, which may suit long-term strategies.
To better analyze these trends over time, the Search Trends graph now includes an improved zoom experience. Instead of using click-and-drag, users can select specific date ranges directly, making it easier to focus on relevant periods. Additionally, zooming can be done using the mouse scroll (up/down), offering a more intuitive and flexible way to explore demand patterns.
Filters let you:
- Focus on specific entities or countries.
- Zoom into a time frame.
- Customize visualizations by removing unnecessary entities.
Example: For an influencer with a large audience but declining search interest, focus on long-term relevance. For a trending entity, capitalize on its rising popularity for event-based campaigns.
Please note, applying filters will show the results on both Google and YouTube search - you cannot itemize the filters for each.
The Demographics tab
The Demographics tab provides a breakdown of the audience engaging with a given entity, helping you understand who is behind the demand. It includes details like gender distribution, age brackets, country-level data, and top languages. This insight is essential for tailoring messaging, identifying cultural relevance, and refining campaign targeting based on the actual audience composition.
Interests
The Interests tab highlights the top interest categories and specific topics that resonate most with the audience engaging with an entity. This view helps uncover shared passions, affinities, and niche communities, allowing you to shape more relevant and impactful content, partnerships, and targeting strategies.
The Engagement Rate
The Engagement Rate shown in Demand Reports represents how actively an audience interacts with content related to an entity across key digital channels. It’s calculated based on metrics like likes, shares, comments, and other platform-specific actions, offering a quick view of how compelling or resonant the content is. This indicator helps identify which entities are not just being seen, but driving interaction. A valuable layer of insight when evaluating potential partnerships or trends.