How is the "age segmentation" calculated?

Age is sensitive personal data, so we don’t retrieve it directly from social media accounts.

Instead, we estimate age using visual recognition, just like we do for trends. Our in-house model was trained on a dataset representative of the global population (IBM’s Diversity in Faces) to visually estimate age ranges.

On Heuritech, age insights show how a trend performs across four age groups: 16–25, 26–35, 36–45, and 45+.

Each group is scored from 0 to 100, where 100 represents the group where the trend is most popular. If another group gets a a value of 50, it means the trend is half as popular in that age group, compared to the one with the 100 score.

Important: these scores reflect the relative share of trend-related content in each group, not the total number of posts.