The IROIN® Influencer Marketing Suite provides powerful filters to precisely analyze the location and language of influencers as well as their audience. These features are essential for finding influencers who can effectively reach your target group and for targeting your campaigns. Here, you’ll learn how the filters in the “About the Influencer” and “About the Audience” sections work, how location and language are determined, which benchmarks you can include, and how to use this data to optimize your strategy.
Location and Language Filters for Influencers
In the influencer search of the IROIN® Suite, you can filter by age, gender, location, and the language of influencers under “About the Influencer.” In the “Country” filter, you can select a specific country, such as Germany, or go more granular with “City” and choose, for example, Berlin. For TikTok, no city-level data is available — neither for creators nor for their audiences. The “Language” filter allows you to select influencers who post in a specific language, e.g., German.
It is also possible to enable the contact availability filter to only display profiles that have publicly provided contact information.
Location and Language Filters for the Audience
Under “About the Audience”, you can analyze an influencer’s followers based on various criteria, as shown in the screenshot on the left. Select one or more countries or cities and set a minimum share. For Germany, we usually recommend not going below 70% — for Austria and Switzerland, 20% can already be considered strong values.
Another important parameter is the authenticity of the audience, so you avoid targeting mass followers, bots, and inactive users, which could otherwise result in a misallocation of your budget.
Our filters for other demographic data, such as age and gender, are also commonly used, as well as the interests filter when you want to focus on specific audience cohorts.
How IROIN® Determines Location and Language
The classification of location and language is based on a combination of direct and indirect data points that IROIN® extracts from publicly available information. For locations, the platform uses geo-tags (e.g., when an influencer or follower tags a post with “Hamburg”), profile information (such as “Residence: Munich”), and interactions (e.g., comments referencing a location like “I’m from Cologne”).
Language is derived from text analysis: posts, bio texts, and comments are examined for linguistic patterns, such as whether an influencer primarily posts in German or if followers use German in comments. These methods are not always perfect, as users may not provide accurate data or may disable geo-tags. Nevertheless, IROIN® achieves high accuracy by combining multiple data sources.
Combine filters strategically
We recommend combining filters and adjusting them in small steps. This way, you can easily determine if, for example, the audience criteria are set too narrowly or if certain hashtags are not as prevalent as initially assumed.