Compare creators
When two profiles look equally good, the comparison view puts them side by side: metrics head to head, audiences overlaid, and a verdict on who wins each indicator.
How many profiles it takes
The comparison view puts two to four creators head to head. You always start with two and, once inside, you can add a third and a fourth with Add another creator to the comparison. With three or more, the view switches to parallel columns and each creator gets their own colour so you can keep track of who is who.
How to open it
From a selection of results
From a creator's profile
In a creator's side panel, the More options menu includes Compare with…. That creator is pinned and the modal asks you With whom?: you pick the rival with the Search @username on Instagram… search box. On that same screen you'll find your agency's Recent comparisons, so you can repeat one in a click.
The comparison tabs
The comparison is organised into four tabs: All, Summary, Audience and Content. All shows them one after another; the other three isolate a single block.
Summary: the verdict
At the top you have the Verdict: how many indicators each creator wins, shown as @a wins N. When you're comparing two profiles it comes with a radar chart that gives you the whole picture at a glance.
The Compare in focus block lets you single out one metric and see it large, with the winner marked (@handle wins) and the gap as a percentage.
Metrics head to head
Each indicator is drawn as opposing bars, with the word Tie when there's no meaningful difference:
| Metric | What it pits against what |
|---|---|
Followers | The size of each community. |
Engagement | Average interaction relative to followers. |
Avg. likes and Avg. comments | Average likes and comments per post. |
Reels plays and Reels views | How the reel format performs. |
Estimated reach | Each creator's real followers: their follower count minus the ones credibility flags as fake. See Metrics and calculations. |
No. posts | Publishing volume. |
Growth | How the community evolved over the period analysed. |
Real audience and Credibility | What share of the audience is considered genuine. |
Fake followers | Followers showing signs of being fake or inactive accounts. Here the lower number wins. |
Paid performance | How their sponsored posts perform against their organic ones. |
What each number measures exactly, and which ones are estimates, is covered in Metrics and calculations.
Audience
The most useful block for deciding who to hire. It overlays Age and gender, Audience quality, Reachability, Top countries, Top cities, Languages, Ethnicities, Audience interests and the Notable followers of each audience.
Brand affinity is presented by separating the brands Shared by both from the ones that are Only @handle: it tells you whether two creators bring you the same brand territory or different ones.
Content
It pits each creator's Popular hashtags and Popular mentions against each other, separating the ones they share from the ones exclusive to one of them. It's the quick way to see whether they talk about the same thing or cover different niches.
Partial comparisons and waiting times
The comparison relies on each profile's audience report, and not every profile has one. If one is missing, it says so and carries on with what it has:
- If one is missing, it warns you that only the side with data is being shown.
- If neither of the two has one, the comparison is flagged as partial: you'll see the profile metrics, but not the audience analysis.
Next steps
- Pick your candidates in Discover and refine them with the filter reference.
- Group the ones that come out on top into a list.
- Once you have your pick, take them to a campaign and its casting.