Introduction

This report provides an in-depth analysis of the audience demographics and preferences of @kikagoodhair, a prominent influencer on Instagram. The analysis is based on various data points, including gender distribution, marital and parental status, average age and income, top cities, occupation, interests, brand affinities, education, and media consumption patterns.

Demographic Profile

  1. Gender and Marital Status: The majority of @kikagoodhair's audience is female (70.2%), with a significant proportion being married (69.6%). This suggests a content strategy that resonates with women's interests, particularly those in marital relationships.
  2. Parenthood: A smaller segment of the audience (11.5%) are parents, indicating potential for family-oriented content.
  3. Average Age and Income: The average age of the followers is 31.6 years, with an average income of $26.4k per year. This demographic is likely to be in a stable phase of their careers and personal lives, with discretionary spending power.
  4. Geographical Distribution: The top cities include Lagos, London, Accra, Johannesburg, and Abuja. This geographical diversity offers opportunities for localised content and collaborations.

Occupational Insights

The followers are predominantly engaged in industries like Pharmaceuticals, Personal & Household Goods, and Clothing & Accessories. Professions such as Web Designers, Fashion Designers, Creative Directors, Fashion Stylists, and Makeup Artists are common. This suggests a content strategy that aligns with fashion, design, and personal care interests.

Interests and Brand Affinities

  1. Interests: The audience shows a keen interest in dancing, dating/romance, political news, and music, indicating diverse content themes that can be explored.
  2. Brand Affinities: Popular brands among the followers include MAC Cosmetics, Bobbi Brown, Mercedes-Benz, FashionNova, and Versace. Collaborations or endorsements with these or similar brands could resonate well with the audience.

Educational Background and Media Consumption

The educational background of @kikagoodhair's followers is characterised by an average level of higher education, with notable attendance at universities such as the University of Lagos, Delta State University, Southern Illinois University Carbondale, and Texas State University.

In terms of media consumption, these followers show a strong preference for platforms like The Shade Room, E! News, Business Insider, Channels TV, Breaking News, and Fashionista.com. Music tastes include artists like Omawumi, G FrSH, Sneakbo, Jidenna, Mahoota, and Maggz, indicating diverse interests across R&B, Reggae, and Dance-Pop genres.

Strategic Recommendations

  1. Content Creation: Focus on creating content that aligns with the interests and lifestyle of a predominantly young, female, and professionally oriented audience. Themes around fashion, beauty, luxury, and lifestyle would likely engage this audience effectively.
  2. Collaborations and Partnerships: Collaborate with brands and industries that mirror the audience's preferences, such as fashion, beauty, and luxury sectors.
  3. Geographical Customisation: Leverage the diverse geographical spread by creating content and campaigns that cater to the cultural nuances of the top cities.
  4. Engagement Strategies: Utilise interactive content like polls, Q&A sessions, and contests to engage the audience, especially on topics related to their interests and brand preferences.