What are Discovery Reports and how do you use them?
Discovery Reports are detailed reports that help you thoroughly analyze influencer profiles on platforms like Instagram, TikTok, and YouTube. With these reports, you can access key metrics and data to make informed decisions for your influencer marketing. The reports give you an overview of different areas such as channel statistics, audience analyses, and engagement data to evaluate an influencer’s performance.
The reports are divided into several sections that provide you with precise insights. For example, you can see numbers such as follower count, engagement rate, and interactions like likes, comments, and shares, as well as more information on a channel’s growth, the development of interactions, and detailed data on audience demographics. These data points help you understand a creator’s reach and impact, and allow you to plan your campaigns accordingly. They also provide a solid basis for price negotiations.
By the way: You can also view Discovery Reports directly while browsing Instagram, TikTok, and YouTube in the Google Chrome browser. You can learn how to download and use our extension in this article.
The different sections of a Discovery Report
Discovery Reports are structured into areas such as Channel, Audience, and Posts. The Channel section shows you basic statistics like follower numbers and interaction metrics, which are visible in the document. In the Audience section, you can analyze the data basis of all followers as well as the engaged community — these are the followers who actively interact with the content, e.g., through likes, comments, or shares. This helps you better assess an influencer’s actual target audience.
A useful feature are the small question marks next to many fields. When you hover over or click them, you receive additional information to help interpret the respective data. For example, the question mark next to the Engagement Rate explains how this value is calculated, or in the Audience section, which demographic data is included. This allows you to better understand the numbers and use them effectively.
Tips for using the reports
Make sure to compare both audience views — all followers and the engaged community (switch available in the top right) — to identify the actual interaction rate, which is crucial for your social media marketing. In some cases, switching to the engaged community is not possible (the button is grayed out, as shown in the screenshot). This may be because the influencer has hidden their likes or the data is not representative enough — for example, if the influencer is relatively new or does not post regularly. In this case, try again at the beginning of the following month with an updated Discovery Report.
If a value is unclear, use the question marks to dive deeper into the details. This feature saves you time and provides clear insights to help you select the right influencers for your campaigns and boost your engagement rate.
With Discovery Reports, you can identify the best influencers as a client and optimize your strategy. They provide you with the tools to make data-driven decisions and strengthen your social media presence.