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ktg-plugin-marketplace/plugins/linkedin-thought-leadership/assets/audience-insights/demographics.md
Kjell Tore Guttormsen 39f8b275a6 feat(linkedin-thought-leadership): v1.0.0 — initial open-source import 
Build LinkedIn thought leadership with algorithmic understanding,
strategic consistency, and AI-assisted content creation. Updated for
the January 2026 360Brew algorithm change.

16 agents, 25 commands, 6 skills, 9 hooks, 24 reference docs.

Personal data sanitized: voice samples generalized to template,
high-engagement posts cleared, region-specific references replaced
with placeholders.

Co-Authored-By: Claude Opus 4.6 <noreply@anthropic.com>
2026-04-07 22:09:03 +02:00

6.3 KiB
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Audience Demographics

Track WHO is actually engaging with your content. LinkedIn Analytics provides this data for free - use it to understand your real audience vs. your intended audience.

How to Access This Data

  1. Go to LinkedIn Analytics: https://www.linkedin.com/analytics/
  2. Click on any post
  3. Navigate to "Demographics" tab
  4. Review data monthly and update this file

Current Demographics (Last Updated: [Date])

Industries (Top 10)

Based on LinkedIn Analytics → Post Analytics → Demographics

Rank Industry % of Engagement Trend
1 [Industry name] [X]% [↑/→/↓]
2 [Industry name] [X]% [↑/→/↓]
3 [Industry name] [X]% [↑/→/↓]
4 [Industry name] [X]% [↑/→/↓]
5 [Industry name] [X]% [↑/→/↓]
6 [Industry name] [X]% [↑/→/↓]
7 [Industry name] [X]% [↑/→/↓]
8 [Industry name] [X]% [↑/→/↓]
9 [Industry name] [X]% [↑/→/↓]
10 [Industry name] [X]% [↑/→/↓]

Key insights:

  • [Observation 1 - e.g., "60% from government sector, higher than expected"]
  • [Observation 2 - e.g., "Tech companies underrepresented vs. my assumptions"]
  • [Implication - e.g., "Should increase public sector case studies"]

Job Functions (Top 10)

Rank Function % of Engagement Trend
1 [Function] [X]% [↑/→/↓]
2 [Function] [X]% [↑/→/↓]
3 [Function] [X]% [↑/→/↓]
4 [Function] [X]% [↑/→/↓]
5 [Function] [X]% [↑/→/↓]
6 [Function] [X]% [↑/→/↓]
7 [Function] [X]% [↑/→/↓]
8 [Function] [X]% [↑/→/↓]
9 [Function] [X]% [↑/→/↓]
10 [Function] [X]% [↑/→/↓]

Key insights:

  • [Who is actually engaging]
  • [Implication for content framing]

Seniority Levels

Level % of Engagement Change vs. Last Month
Entry level [X]% [+/-X%]
Individual contributor [X]% [+/-X%]
Manager [X]% [+/-X%]
Director [X]% [+/-X%]
VP [X]% [+/-X%]
C-level [X]% [+/-X%]
Owner/Partner [X]% [+/-X%]

Key insights:

  • Dominant level: [Which level engages most]
  • Decision-maker presence: [% at Director+ level]
  • Content implication: [How technical/strategic should content be?]

Geographic Distribution (Top 10 Countries)

Rank Country % of Engagement Trend
1 [Country] [X]% [↑/→/↓]
2 [Country] [X]% [↑/→/↓]
3 [Country] [X]% [↑/→/↓]
4 [Country] [X]% [↑/→/↓]
5 [Country] [X]% [↑/→/↓]
6 [Country] [X]% [↑/→/↓]
7 [Country] [X]% [↑/→/↓]
8 [Country] [X]% [↑/→/↓]
9 [Country] [X]% [↑/→/↓]
10 [Country] [X]% [↑/→/↓]

Key insights:

  • Primary market: [Where most engagement comes from]
  • Time zone implications: [Optimal posting times]
  • Regional context: [Does content need localization?]

Company Size (Of Engagers)

Size % of Engagement Trend
1-10 employees [X]% [↑/→/↓]
11-50 [X]% [↑/→/↓]
51-200 [X]% [↑/→/↓]
201-500 [X]% [↑/→/↓]
501-1000 [X]% [↑/→/↓]
1001-5000 [X]% [↑/→/↓]
5001-10000 [X]% [↑/→/↓]
10000+ [X]% [↑/→/↓]

Key insights:

  • Dominant segment: [Enterprise/Mid-market/SMB]
  • Content implication: [Scale of examples, budget assumptions]
  • Opportunity: [Underserved segment to target]

Intended vs. Actual Audience

Who I Thought My Audience Was

  • Industries: [Your original assumptions]
  • Roles: [Your original assumptions]
  • Seniority: [Your original assumptions]
  • Geography: [Your original assumptions]

Who My Audience Actually Is

  • Industries: [Reality from data above]
  • Roles: [Reality from data above]
  • Seniority: [Reality from data above]
  • Geography: [Reality from data above]

Strategic Implications

Content adjustments needed:

  1. [Adjustment 1 - e.g., "Increase public sector examples, decrease startup references"]
  2. [Adjustment 2 - e.g., "Frame for Director-level, not just technical ICs"]
  3. [Adjustment 3 - e.g., "Add European regulatory context"]

Opportunities identified:

  1. [Opportunity 1 - e.g., "Large enterprise segment underserved by competitors"]
  2. [Opportunity 2 - e.g., "Growing Nordic audience interested in topic X"]

Follower vs. Engager Analysis

Important distinction:

  • Your followers = who follows you
  • Your engagers = who actually interacts with content

Often these are different groups. LinkedIn prioritizes showing your content to engagers, not just followers.

Follower Demographics

[If you have LinkedIn Premium, note follower demographics here]

  • [Key differences from engager demographics]

Insight

[What the difference between followers and engagers tells you]

Competitive Audience Analysis

How does your audience compare to key competitors/peers?

Peer Their Primary Industry Their Seniority Level Difference from Mine
[Name] [Industry] [Level] [What's different]
[Name] [Industry] [Level] [What's different]
[Name] [Industry] [Level] [What's different]

Content gap opportunity: [Where your unique audience positioning creates content opportunities]

Month-over-Month Trends

[Current Month] vs. [Previous Month]

Industry shifts:

  • [What changed and why]

Seniority shifts:

  • [What changed and why]

Geographic shifts:

  • [What changed and why]

Analysis: [What these trends indicate about content resonance and audience evolution]

Update Schedule

  • Monthly: Update all demographics from LinkedIn Analytics
  • Quarterly: Deep analysis of trends and strategic implications
  • Yearly: Major review of intended vs. actual audience fit

Update Log

  • [Date]: Initial demographics captured
  • [Date]: Observed [significant change] in [demographic category]
  • [Date]: Shifted content strategy based on [insight]