Choosing the Right Report Type

Overview

Demand Intelligence is built around four types of reports, Creator Discovery, Demand Reports, Influencer Reports, and Overlap Reports. Each one answers a different question.

This article helps you pick the right one before you start, so you don't run a Demand Report when what you actually needed was an Overlap, or a Creator Discovery when you already had the account in mind. 

Start with a question

The fastest way to pick the right report type is to map what you're trying to find out to one of these four questions:

• "I don't yet know which creators matter in my space, I need to find them." → Use Creator Discovery.
• "I want to compare multiple brands, celebrities or IPs across channels and markets." → Use Demand Reports.
• "I want to know everything about one specific account." → Use Influencer Reports.
• "I want to see how much audience two or more accounts share." → Use Overlap Reports.

At a glance

A side-by-side comparison of what each report type does, what you give it, and what you get back.

A closer look at each report type

Creator Discovery

A search engine for creators on Instagram and TikTok. You apply filters, followers, engagement rate, audience and creator location, keywords, lookalikes, and more, and get back a ranked list of matching accounts.

Use it when you don't yet know which creators matter in your space and need to build a shortlist from scratch.

Not the right tool when you already have the creators in mind. If you do, jump straight to Influencer Reports (for deep profiling) or Overlap Reports (for audience comparison).

Demand Reports

Multi-entity, fully multichannel reports across celebrities, brands, or IP. Choose a basket, say, the top streaming services, and Demand produces comparable scores, demographics, interests, and search trends across all supported channels.

Use it when you want a macro view of multiple entities side-by-side: which brand is winning in India, which IP is rising in Brazil, how a celebrity stacks against their peer set.

Not the right tool when you only care about a single account (use an Influencer Report) or you don't yet have a basket of entities in mind (use Creator Discovery first to surface candidates).

Influencer Reports

Zoom into a single account on Instagram, TikTok, or YouTube and get its full audience profile, age, gender, location, language, reachability, plus a content analysis and what else its audience cares about.

Use it when you already have a specific account in mind and need to validate fit before partnership, sponsorship or activation, or simply to understand who follows them in depth.

Not the right tool when you want to compare multiple accounts side-by-side (use a Demand Report) or you need to compare audience overlap between accounts (use an Overlap Report).

Overlap Reports

Pick two to five accounts on Instagram, TikTok, YouTube, or X, and Demand tells you exactly how much of their audiences are shared.

Use it when you need to answer audience-relationship questions: "should we sponsor both of these creators or is that redundant?", "which competitor is closest to us in audience terms?", "how much overlap is there between two artists' fanbases?".

Not the right tool when you want to profile each account individually (use Influencer Reports) or you want to compare them across channels and markets at scale (use a Demand Report).

Combining report types

The four report types aren't mutually exclusive, most real workflows pair two or three of them. A few typical patterns:

• Creator Discovery → Influencer Report. Use Creator Discovery to build a shortlist, then run an Influencer Report on the top candidates to validate before activation.
• Demand Report → Overlap Report. Use a Demand Report to identify the top-performing entities in your category, then run an Overlap Report on a subset to understand the audience relationships between them.
• Influencer Report → Overlap Report. Deep-dive two accounts individually, then run an Overlap Report on the same pair to see how much of their audience is shared.
• Creator Discovery → Overlap Report. Surface a list of relevant creators, then compare their audiences to avoid investing in accounts that reach the same people.

Where to go next

Once you've decided which report type fits your need, head to the relevant section to learn how to create it:

• Creator Discovery → Creating a Creator Discovery search.
• Demand Reports → Creating a Demand Report.
• Influencer Reports → Creating an Influencer Report.
• Overlap Reports → Creating an Overlap Report.