Why are my Fohr Audience Insights different than my Instagram Insights?

Fohr uses a service called Demographics Pro for our information, since Instagram doesn't allow us or any other third party access to theirs. Both services, however, have their own methodology and conjecture- another reason for the discrepancy.

Read on for more information on how Demographics Pro calculates audience data below, and why we feel so confident in their data.

Demographics Pro relies on their core ability to estimate or infer the likely demographic characteristics (gender, age, marital status, interest, occupation, location, etc) of local consumers based purely on their social media presence/usage.

Their methodology is data-centric, relying on multiple data signals from three primary areas: networks, consumption and language. Data signals are filtered and amplified using large, proprietary knowledge bases of established correlations between data points and demographic characteristics. Finally, they combine multiple amplified signals using a series of algorithms to estimate or infer likely demographic characteristics.

They require confidence of 95% or above to make an estimate of a single demographic characteristic for any given local consumer. Their success relies on the relatively low covariance of multiple amplified signals: iterative evaluation using established samples allows them to calibrate the balance between depth of coverage (i.e. the number of demographic estimates they make) and their required accuracy.