Methodology and How to read this:

We look at a public Instagram profile, and then get a sample of around 300 of their followers that have non-private accounts. The sample is based on the entire following, but statistically it skews towards the more recent audience.

Once we got the sample, we look at what ELSE they follow and care about. This is a very good approximation to what they see in their social media feeds every day!

The 300 sample allows us to be very accurate about accounts down to 3-4% overlap.

All Instagram accounts in the writeup are presented with the following two stats:

• Followers is how many followers an account has on Instagram
• Uniqueness is how much MORE likely is the sample to follow this account compared to an average Instagram users. Uniqueness of 70 means that our sample is 70x more likely to follow an account than an average person on Instagram. Uniqueness of less than 1 means they’re less likely to follow these than an average Instagram user.

Community overview/characteristics

• This audience is mainly Gen Z and Gen Alpha boys and their Millennial parents. This mix is clear from their interest in both modern gaming creators like IShowSpeed (@ishowspeed) and classic technology brands like SEGA (@sega), which appeal to different generations.
• Their interests are a perfect reflection of global trending youth culture. The audience follows a wide range of current topics, including popular rappers like flame (@travisscott), K-pop groups like Stray Kids (@realstraykids), and blockbuster comic book content from Marvel Entertainment (@marvel).
• They are enamored by the hyper-superstars of the creator economy. This audience is highly engaged with the biggest personalities online, such as MrBeast (@mrbeast) and IShowSpeed (@ishowspeed), indicating a deep connection to influencer-led entertainment and its celebrity figures.
• They follow entire creator ecosystems, not just individuals. Their interest in a main channel like MrBeast is complemented by follows for his on-screen collaborators like Nolan Hansen (@nolanhansen) and creator groups such as the Sidemen (@sidemen), showing loyalty to a whole media universe.
• This audience loves TikTok, YouTube, and Netflix, and prefers short, high-energy content. Their follows for platforms like YouTube (@youtube) and creators of fast-paced spectacle like Zach King (@zachking) show they enjoy content that is visually stimulating and already trending online.
• They engage directly with streaming platforms as brands. This audience follows the main accounts for Netflix US (@netflix) and Disney+ (@disneyplus), indicating they see these platforms themselves as primary entertainment sources and stay updated directly from them.
• They LOVE sports, with their primary interests in Football, F1, and the NBA often being stronger than their interest in LEGO's franchise partners. Following the official accounts for the Premier League (@premierleague) and the NBA (@nba) are central to their media habits.
• Gaming is a huge interest, but it seems to be split between parents and kids. The parent-aged group shows interest in tech brands like RΛZΞR (@razer) and studios like Rockstar Games (@rockstargames), while the younger audience is focused on games like Fortnite (@fortnite).
• The audience's key cultural interests go beyond LEGO's typical collaborations. A significant, trend-aware part of the audience is deeply into K-pop groups like LE SSERAFIM (@le_sserafim), Kawaii culture, and trending Netflix US (@netflix) series and stars.