LinkedIn follower demographics break down your Page followers by industry, seniority, job function, or location. On LinkedIn, these numbers always show your audience as it is today. Whatagraph saves a copy every day, so your widgets can show what your audience looked like at the end of any past period and compare it with an earlier one.
How the numbers are calculated
Total followers in a demographics widget shows the follower count for each row on the last day of your report’s date range. For example, with the date range set to 1 to 31 October, the widget shows the counts on 31 October.
The percentage next to each number compares it with the same row at the end of the comparison period. For example, 0.00% means that the industry’s follower count didn’t change between the two periods.
Why the numbers differ from LinkedIn
LinkedIn’s Follower demographics view always shows today’s counts, even if you pick a different period. Your widget shows the counts on the last day of your date range. If someone followed your Page after that day, LinkedIn shows one follower more than your widget.
To check that the two match, set your widget’s date range to end today. The numbers will then match LinkedIn’s view.
Why the comparison shows +100%
Whatagraph only has daily copies from the day you connected your LinkedIn source. If the comparison period starts before that day, there’s no earlier value to compare against, so each row shows +100%. The numbers themselves are still correct.
The same applies to any breakdown that started being saved later than your follower data. For example, page views by industry may have a shorter history.
To keep the +100% from confusing anyone reading the report, turn off the comparison on that widget:
Step 1. Click the demographics widget to open its settings in the right-hand panel.
Step 2. In the Data tab, turn off Comparison, which is located in the calendar settings.
Turn it back on once your saved history covers the full comparison period.
Important: A comparison is like-for-like only when both the current and comparison periods fall after your source was connected.
Frequently asked questions
Can I see demographics for a period before I connected my LinkedIn source? No. LinkedIn only shares today’s audience, so Whatagraph can only save copies from the day you connect the source onward.
Why is there an “Others” row in my widget? “Others” holds the followers LinkedIn counts in your total but doesn’t assign to any of the listed values. It is your total follower count minus the sum of the listed rows.