How Do I Compare Demographics Between Multiple Projects?

Knowing how much attention a brand receives is valuable. Understanding the audience behind that attention helps you make better decisions about your messaging, positioning, and campaigns.

The Demographics comparison lets you explore audience differences across projects side by side. Compare age, gender, and interests to discover where your audiences overlap, what makes them different, and which audience segments deserve a closer look.

From the main menu, open Comparison to access the comparison setup.

Under Choose your perspective, select Demographics.

This option focuses on audience profiles and interests. To compare mentions, reach, engagement, and sentiment, select Analytics instead.

Under How would you like to compare?, select Compare projects to analyze different projects over the same period.

Under Choose projects & dates, your current project is already selected.

Click + Add projects to choose another project. You need at least two projects to run a comparison.

For example, compare your brand with a competitor to explore differences in the audiences represented in each project.

Use the When? dropdown to select the period you want to analyze.

The same date range applies to all selected projects, so you can compare audience profiles within a consistent timeframe.

Once you’ve selected your projects and dates, use the button at the bottom of the setup to open your comparison.

Use the options at the top of the comparison dashboard to share your findings:

Click Get AI insights in the Summary section to generate an on-the-spot analysis of your demographics comparison. Get help interpreting audience similarities and differences, identifying key takeaways, and deciding which patterns deserve a closer look without reviewing every chart manually.

Get a quick overview of each project’s audience, including the share of people participating in conversations, the largest estimated age group, gender breakdown, customer share, and top interest. Use this summary to spot key similarities and differences before exploring the detailed charts.

Compare the mix of people, brands and shops, media, and bots and spam behind each project’s mentions. This helps you understand whether conversations are driven mainly by individuals, commercial accounts, or media coverage.

Explore the estimated gender composition and age distribution across projects. Identify which age groups are most represented and how audience profiles differ. The gender breakdown also includes unidentified audience signals.

See where conversations are coming from by comparing mention shares across countries and cities. Use these insights to identify geographic differences and markets worth exploring further.

Compare how the people mentioning each project relate to it. The categories include existing customers, prospects, affiliated individuals, press and reviewers, and observers.

This view helps you distinguish conversations involving customers or potential buyers from broader commentary.

Explore how positive, neutral, and negative sentiment differs between the women and men mentioning each project. Use these patterns as a starting point for investigating differences in audience response.

Discover the topics associated with each project’s estimated audience, such as music, technology, sports, or beauty and fashion. Compare shared interests and distinct preferences to inform content ideas and potential partnerships.

Compare the estimated mix of employed people, business owners, students, homemakers, retired people, and unemployed people. These signals add context to your understanding of each audience.

Explore estimated income levels and educational backgrounds across projects. Use these distributions alongside the other demographic categories to build a broader picture of audience composition.

Note: Demographics are aggregated estimates based on public signals and statistical modeling. No individual profiles are created, and coverage varies by project and metric. These comparisons describe audience composition, not project performance.

Choose Analytics to compare mention activity, visibility, engagement, and sentiment across projects.

Choose Compare time periods to explore how one project changes between two periods.