👬 Insights by segment

Segmentation allows you to see how trends perform across specific audiences, so you can understand adoption in a more precise context. Insights are calculated only within the chosen segment, helping you adapt your strategy to the communities that matter most.

Available segments:

  • Trendsetters → Accounts handpicked by our fashion experts

  • Running → Profiles with running-related bios and audiences strongly interested in running

  • Training → Profiles focused on strength training, CrossFit, HIIT, Hyrox, and related communities

  • Yoga & Pilates → Profiles with keywords such as yoga, pilates, stretching, reformer, vinyasa, and audiences engaged in these practices

On each segment page, insights focus exclusively on people with a strong interest in that activity. We analyse all images from their accounts, not just those directly tied to the activity (e.g., not only during a run or a yoga session).

You can explore these audiences directly in the Insights by Segment feature, accessible through the side bar menu. For trends that include segmented insights, the same information is also available in the In-Depth Segment Analysis section of their Trend Detail pages. Note that the main metric at the top of the Trend Detail page reflects the General Population — scroll down to In-Depth Segment Analysis to find the segment-specific metrics. All growth metrics are calculated year-over-year (vs. same period last year).

Segmentation helps answer questions like:

  • Which trends are emerging among early adopters?

  • How is trend adoption evolving in specific sport communities?

  • Which product and marketing decisions should I tailor for each audience?

This feature is currently available in the USA and Europe (BETA) geozones.