The Demographics tab in Brand24 helps you understand the audience behind your brand mentions across different markets.
Understanding who's talking about your brand is just as important as knowing what they're saying. The Demographics tab gives you detailed insights into the audiences engaging with your brand across different countries and markets.
What is the Demographics tab?
The Demographics tab in Brand24 provides comprehensive audience insights by analyzing demographic characteristics of people who encounter mentions of your brand and your competitors' brands online.
It breaks down your audience by age, gender, location, occupation, education, declarative income level, and interests, helping you understand who's really paying attention to your brand in different markets.
Why is it important?
The Demographics tab is essential for making strategic decisions about market focus and resource allocation. It helps you:
Answer Key Business Questions
Are we reaching the people we want to reach?
What are the most significant audience groups for our brand?
Who is our competition reaching?
Make Data-Driven Decisions
Identify high-value markets with audiences that match your ideal customer profile
Optimize marketing spend by focusing resources on regions with the right demographic mix
Understand how your audience composition evolves over time
Make informed expansion decisions using real demographic data instead of assumptions
Tailor messaging and communication strategy based on actual audience characteristics
Why you need it
Here are key use cases for the Demographics tab:
Marketing Budget Optimization: Stop wasting budget on markets that don't match your ideal customer profile. Focus resources where they'll have maximum impact.
Competitive Analysis: Understand who your competitors are reaching and identify underserved demographic segments in your market.
Product Development: Verify that your brand reaches the demographic segments you're building products for, and discover unexpected audience groups.
Content Strategy: Tailor your content, messaging complexity, and topics based on the education level, interests, and professional background of your audience in each market.
Regional Marketing Strategy: Adapt your approach for different markets based on actual audience characteristics rather than assumptions about age, income, or occupation.
Resource Allocation: Prioritize markets with the right mix of demographics, interests, and social media presence for your brand's goals.
Global Expansion Planning: Identify which markets have demographics that align with your target audience before committing resources to new regions.
We hope you found this article helpful! If you have any more questions or need assistance, feel free to reach out.
Availability
This feature is available for our Pro, Business and Enterprise customers. If you want to upgrade, here's where you can do it:
Overview
Navigate to the Demographics tab in your Brand24 panel to explore detailed audience insights for each monitored brand.
Key features at a glance
At the top of the page, you'll find essential controls:
Date filter to analyze different time periods
Filters button to apply standard Brand24 filters and refine your analysis
Export to PPTX for easy sharing and reporting
The Demographics tab displays data for each monitored brand individually, allowing you to compare audience profiles across your brand portfolio.
Age & Gender
Interactive visualizations show:
Age distribution chart: See which age groups engage with your brand, broken down by gender with color-coded bars
Gender breakdown: A donut chart displaying the total reach split between female and male audiences, with exact percentages
This helps you understand if you're reaching your target demographic and identify potential new audience segments.
Distribution by countries
An interactive map and detailed table show your geographic reach:
View data by Reach, Mentions, or Interactions
Two-column country list showing top markets
See percentage and absolute numbers for each country
Interactive world map with highlighted regions
Note: Geographic distribution uses data from both web sources and social media platforms, providing the most comprehensive view of where your brand is being discussed.
Occupation breakdown
Discover who's paying attention to your brand with a horizontal bar chart showing:
Employment status/work situation, e.g. full-time work, business owner, student
Percentage of reach with absolute numbers for each occupation group
This insight is crucial for B2B brands and helps you understand whether you're reaching decision-makers, practitioners, or end users in your target industries.
Income level
A bar chart shows what percentage of your reach comes from different income levels:
High income audiences
Middle income audiences
Low income audiences
Note: Income levels are descriptive and based on survey responses. This insight is invaluable for pricing strategies, market positioning decisions, and understanding your audience's purchasing power.
Education level
Understand your audience's education background with a horizontal bar chart displaying:
School (high school or less)
University (Bachelor's degree)
Postgraduate (Master's degree)
PhD / Doctorate
None completed
Others
This metric helps you tailor the complexity and tone of your messaging to match your audience's sophistication level.
Interests
Discover what topics matter to your audience beyond your brand with a horizontal bar chart showing interest categories, e.g.:
Online Services
Mass Media
Retail
Finance
Newspaper
And more
Note: The sum exceeds 100% because audiences can have multiple interests. Understanding broader interests helps you identify partnership opportunities and content themes that resonate with your audience.
Social Media Presence
See how much of your reach is present on top 8 social media platform with percentage bars for e.g., YouTube, Facebook, TikTok, Instagram, Reddit, X (Twitter), LinkedIn, Pinterest and more.
Note: The sum exceeds 100% as audiences may be active on multiple platforms. This data helps you prioritize your social media strategy and identify which platforms offer the best opportunities to reach your target audience.
Filtering options
The Demographics tab works seamlessly with Brand24's standard filters:
Apply standard Filters to refine demographic analysis by source, sentiment, or other criteria
Use the date filter to analyze different time periods and track demographic shifts over time
Focus on specific sources or channels to understand audience composition by platform type
Important notes
Data Sources
Geographic distribution uses data from both web sources and social media platforms
All other demographic data comes from web sources only (not social media)
Coverage may vary depending on data availability
Reach Differences
The reach shown in Demographics may differ from your total reach in the Analysis tab because:
Demographics focuses primarily on web sources (with exceptions noted above)
Not all domains provide demographic data
This ensures higher data quality and accuracy for demographic insights
Per Brand Analysis
Demographics are displayed for each monitored brand individually. There are no cross-brand comparisons available within this tab.