OwlScran guides
Audience demographics for your media kit
Audience demographics in a media kit should identify whose audience is being measured, the source and the reporting period. A follower breakdown and a viewer breakdown can describe different groups. Use this worksheet to prepare the available age, gender and location figures without turning missing data into a claim.
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Download the template (.txt)Record the audience behind each percentage
Start with the question in the brief. A brand selling only in the UK may need location evidence. A wider campaign may care about viewers across several markets. Send the relevant breakdown, with enough context to interpret it.
| Field | What to record |
|---|---|
| Platform and account | The account the report describes. |
| Population | Followers, subscribers, viewers, reached accounts or another named group. |
| Breakdown | Age, gender, country, city or other available dimension. |
| Reporting period | Exact dates, or an explicit point-in-time snapshot where applicable. |
| Value and unit | Percentage or count, copied with the platform’s labels. |
| Source and capture date | Platform report or export, and when it was collected. |
| Coverage and gaps | Omitted categories, unavailable data or limits noted by the platform. |
The download provides a row you can repeat for each breakdown. Keep a screenshot or export as supporting evidence. Do not include private details unrelated to the question.
Keep follower and viewer evidence separate
Fictional example. A creator’s available reports show that 60% of followers are in the UK, while 40% of viewers in a selected month are in the UK. Neither percentage replaces the other. One describes the follower base; the other describes the viewers covered by that report.
| Statement | Is it supported? |
|---|---|
| 60% of this account’s followers are in the UK | Yes, if that is the report’s population and label. |
| 40% of the viewers in this report are in the UK | Yes, with the period and source beside it. |
| 60% of next month’s sponsored views will be in the UK | No. The follower breakdown does not forecast delivery. |
| 60% of the audience is UK women aged 25 to 34 | No, unless a report actually measures that combined group. |
Separate country, age and gender percentages do not tell you their overlap. If 60% are in the UK and 50% are aged 25 to 34, multiplying them assumes a relationship you have not measured. Do not present that calculation as observed audience data.
Explain gaps without filling them in
YouTube says some demographic and other audience reports may be limited when the available data does not meet its thresholds. It also explains that visible rows can sum to less than a report total when some rows are withheld. Read YouTube’s limited-data guidance.
Use “not available in this report” when the source does not supply a figure. Do not enter zero, infer location from your own address or copy a demographic breakdown from a different platform.
If you change the date range to obtain more data, label the new period. A wider window may help explain the audience, but it is no longer evidence for the original shorter period. Keep the missing-data note when it affects the brand’s decision.
YouTube’s Audience tab describes people watching the channel and contains several audience measures. Check the report definition before labelling a figure as subscribers or followers.
Show platforms as separate sources
Someone may follow you on both Instagram and TikTok. Adding platform follower counts does not produce a unique person count. Likewise, two country breakdowns do not become a combined demographic profile simply because both accounts belong to you.
Give each platform its own evidence row. If a brand needs a cross-platform deduplicated audience, explain whether that is available. A media kit can be useful while acknowledging that a particular measurement is missing.
OwlScran connects Instagram professional accounts, TikTok, YouTube and Facebook Pages. Available audience data depends on the platform and account. TikTok demographics are creator-provided where that feature is available; they are not imported automatically from TikTok. Keep the source clear when adding them.
Choose which evidence belongs in each share. Your bio, selected work and a relevant case study can support the brief without making up an unavailable breakdown.
Answer a brand’s audience question precisely
A useful reply is: “I have attached the available UK breakdown for Instagram followers, captured on [date]. I do not have a measured UK, age and gender overlap for this account. The kit also includes relevant work for the brief.” Replace the placeholders and change the wording to match your actual evidence.
Before sending, check that the percentage in your email matches the evidence and kit version you share. OwlScran standard links contain saved snapshots and expire after seven days. Make a fresh share link when you need to send updated information.
If you need the broader checklist for profile, work and rates, use what to include in a media kit. This worksheet is for the audience evidence behind those sections.
Free media kits
Put the available audience evidence beside your work.
Connect your socials and OwlScran brings in your stats and content automatically. Choose what to share, then send your kit to a brand.
Questions
A few things to know
Should I put unavailable demographics as zero?
No. Zero describes a measured result. Mark unavailable data as unavailable and explain the source limitation when it matters to the brief.
Can I combine Instagram and TikTok demographics?
Keep them separate unless you have a method and data that support the combined measure. Account followers may overlap, and each platform may describe a different population or reporting period.
Can I promise a campaign will reach the same demographic mix?
A historical audience breakdown is context for the discussion, not a guarantee of who will see the next sponsored post. Keep the period and population visible.