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 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, and Search Trends. Each provides a unique way to explore demand:
- Channels: Popularity across channels.
- Countries: Relevance in specific markets.
- Search Trends: Stability of demand over time.
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:
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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).
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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 on 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 the top 10 entities, ranked by their cross-channel score. Use filters to refine results for specific countries or channels.
Unlike the Channels tab, this section defaults to Scores, not Absolutes. To view absolute numbers, apply a channel filter and switch modes.
You can:
- Add multiple countries
- Identify key entities for your markets.
- Explore potential markets for expansion.
You can add as many countries as you want, and you can set up to 10 entities between the full list of entities of your report. As you play with those filters, you’ll be identifying the most relevant entities for your markets, or you can identify potential markets to explode. When analyzing the entities that are key for your markets, you can also explore which other markets they can influence.
When applying a Channel filter, a new column appears, but the cross-channel Weighted Total remains visible. This ensures you maintain a global perspective, even when zooming into specific countries.
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 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.
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.
Check out our complete interactive walkthrough to dive into this in more detail!