influData calculates its metrics from publicly available data; for audience reports it analyzes the complete follower base. The models have been calibrated through extensive testing and comparison with real values. The methodology in short:
- Audience demographics (gender, age, location) are determined per follower from profile information and post captions; audience analyses are based on the creator's complete follower base.
- Reach and performance estimates combine the engagement of each individual post, the profile's quality score and — where available — audience data.
- Focus on the active audience — influData mainly evaluates real, active and engaging accounts, whereas the platforms' own statistics include every account.
The data is therefore not 100% identical to the "true" values, and individual figures can deviate — but it provides reliable guidance on all advertising-relevant metrics. For important decisions we additionally recommend looking at the profile itself and reading the comments under its posts: no algorithm can replace that impression.