Each row follows one campaign's participants into later campaigns.
Everyone who follows the brand. Age, gender and city come straight from Instagram Insights. TikTok publishes none of this, so every demographic figure on this page is Instagram only.
The narrower set who actually did something: liked, commented, saved, shared. Instagram breaks these down the same way it breaks down followers, so the comparison on this page is two measured aggregates, not a measurement against an estimate.
People who made something. What they did is exact, from our own records, and needs no platform API. Who they are, we do not know, and we do not estimate it from their handle, their photo or their writing. Taking part requires engaging first, so participants sit inside the engaged accounts, and that breakdown is reported in place of theirs.
What this rules out. No age or gender is ever attached to a named person here, and none is guessed from a profile. The three populations are never averaged together. Where a figure needs the participant breakdown specifically, it uses the engaged-audience one and says so, which is a substitution you can check rather than a number you have to trust.