ktg-plugin-marketplace/plugins/linkedin-studio/assets/audience-insights/demographics.md

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

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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"]

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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]

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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?]

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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?]

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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]

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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"]

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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]

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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]

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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]

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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

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Update Log

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