An audience report is an in-depth analysis of a creator's followers: demographics (age, gender, country, language), audience quality (credibility, reachability), notable followers, and the accounts the audience engages with.
You unlock a report directly on the creator profile; it costs 1 report credit and then stays available for everyone in your organization. The number of credits included depends on your package; account owners can buy additional credit packages in the Admin Console under Billing or from a locked report (see "How do report credits work?").
Report credits form one shared balance within your organization. A Creator Report combines brand safety and community analysis for 4 credits. Standard annual plans include a report-credit allowance for the year; your contract and billing settings show your allowance and renewal date. Additional one-time credit packs are available immediately and valid for 12 months. AI assistance follows a separate fair-use policy and does not consume report credits.
An unlocked report is not frozen in time. For Instagram creators, the Audience Report shows its report date ("Report from ..."); if several reports exist for a creator, you can step between them with Newer / Older, and the charts mark the changes compared with the previous report. When the newest report is older than 3 months, a note appears together with a Refresh Audience Report button: click it and the refresh is requested, the new report is available shortly (an outdated profile is updated first). You can also check the report date before you compare two creators, so you are not reading data that nobody has requested in a long time.
How to read changes between two reports: small shifts are normal and reflect the natural fluctuation of a follower base. Large jumps within a short period usually mean that many followers, often fake or mass followers, were lost or removed, or that many followers from a different target group joined, for example after a viral post or a big collaboration.