Glossary · Vetting and audience
Audience demographics
The age, gender and location mix of a creator's followers. Audience demographics describe who actually follows a creator, as opposed to who the creator is. A 30-year-old creator in Austin can have an audience that is mostly 18 to 24 and abroad.
Why it matters
Audience fit is the first check before any spend. The brief defines the buyer; the demographics say whether this creator reaches them.
How Zaver measures it
The insight report estimates age split, gender split, country and city split from public signals and labels them as estimates.