Running 10 creators with massive overlap? You could be reaching the same followers over and over without realising it. The Unique Audience feature in Manage shows you exactly how many distinct people your creator list actually reaches on Instagram - so you can make smarter decisions about who to work with and maximise your campaign's true reach.
How to check unique audience
Open Manage and select the list you want to analyse.
Click Check unique audience below the list name.
Review the results:
Total unique audience: The number of unique followers your list of creators can reach
Percentage of unique audience: How much of the combined follower count is actually unique
That's it - two clicks and you've got a clear picture of your real reach.
When to use it
This feature is a game-changer in a few key situations:
Lookalike influencers: Working with creators in the same niche? Their audiences probably overlap more than you think. Check before you commit.
Small or targeted regions: Running a local campaign? Audience overlap can be even more pronounced when you're targeting a specific city or country.
Budget optimisation: If two creators share 80% of the same followers, you counld be essentially paying twice to reach the same people. Use unique audience data to allocate budget where it actually expands your reach.
FAQs
FAQs
Does unique audience work for TikTok or YouTube?
Not yet. Unique audience checks are currently available for Instagram only.
Why did my unique audience calculation time out?
Very large lists (100+ creators) or lists containing accounts with millions of followers can cause timeouts. Try splitting your list into smaller groups and checking each one separately.
What does the unique audience percentage mean?
It tells you how much of the total combined follower count across all creators in your list is unique. A lower percentage means more audience overlap between your creators.
Can I check unique audience across multiple lists?
The feature works on one list at a time. To compare across lists, you'd need to combine the creators into a single list and run the check.
Why is the "Check unique audience" button greyed out?
This usually means one or more creators in your list have hidden their follower lists. Remove those creators and try again.