When you navigate to the Audience Demographics tab in BrandMentions, the top of your dashboard displays four high-level scorecard metrics. These summary cards provide an immediate, executive-level snapshot of who is talking about your brand before you dive into deeper chart analyses.
Breakdown of Key Scorecard Metrics
1. People (%)
What it shows: The percentage of total mentions originating from individual human accounts (such as personal social media profiles) rather than commercial brands, news media outlets, or automated channels.
Why it matters: A high People percentage indicates that your brand buzz is driven by genuine word-of-mouth recommendations and individual creators. A lower score suggests that discussions are mostly driven by press coverage, corporate announcements, or scrapers.
2. Top Country
What it shows: The primary geographical market generating the largest share of your total mentions (e.g., US 13.3%).
Why it matters: This identifies your core geographic footprint. It helps you verify whether your audience aligns with your primary target markets or if an unexpected regional market is driving brand interest.
3. Male / Female Split
What it shows: The primary inferred gender ratio across talking authors (e.g., 61% / 33%).
Why it matters: Derived from profile author signals, platform outlet audiences, and statistical modeling, this metric highlights significant demographic skews. It allows you to evaluate whether your overall campaign messaging and creative assets align with your dominant audience segments.
4. Customers (%)
What it shows: The share of mentioning authors identified as active paying users or existing customers.
Why it matters: This metric helps differentiate general brand awareness from post-purchase engagement. Tracking customer participation allows you to balance acquisition efforts against retention and community advocacy strategies.
Strategic Applications
Ad Audience Alignment: Feed your Top Country and Male/Female split directly into your paid advertising setup to ensure budget is spent on engaged demographic groups.
Community Benchmarking: Use the People % and Customers % metrics to measure how effectively public discussions translate into actual customer advocacy.
Understanding these top scorecard indicators at a glance gives you the context needed to analyze the rest of your Audience Demographics report effectively.