Generated reports
One-click Audience Insights and Competitor Analysis reports — polished enough to send to your boss.
Generate Reports (in the left sidebar under Analytics) is for when a dashboard isn't enough and you need a document you can hand to a stakeholder. Scrollmark runs the report async, you come back when it's done, you download the PDF.
The two report types
Audience Insights
Demographics and behavior analysis of your followers.
Competitor Analysis
Deep dive on one of your accounts vs. a few named competitors.
Instagram only (for now)
Both report types currently run on Instagram accounts only. The account picker in the form filters out non-Instagram accounts automatically.
Generating a report
Open Generate Reports
From the left sidebar, click Generate Reports. You'll see a table of every report you've ever run, with status, date range, and a View or Retry button.
Click Generate Report
Top-right corner of the page. A modal opens with the report form.
Pick a report type
Audience Insights lets you pick multiple Instagram accounts. Competitor Analysis is single-account only — you pick one of your own accounts as the baseline, then enter the competitors to compare against.
Pick accounts
The dropdown shows only your connected Instagram accounts. For Audience Insights, select one or more. For Competitor Analysis, pick exactly one.
Set the date range
Defaults to the last 30 days. Use the start and end date pickers to widen or narrow it. End date can't be in the future.
For competitor analysis — add usernames
Type competitor Instagram handles separated by commas, no @ sign
(e.g. nike, adidas, puma). Only letters, numbers, periods, underscores,
commas, and spaces are allowed.
Click Generate Report
The modal closes and the report appears at the top of the list with
status PENDING, then RUNNING, then COMPLETED. Audience Insights
reports typically take a few minutes; Competitor Analysis takes longer
because it has to pull data on the competitor handles too.
Reading the reports list
The reports table has six columns:
| Column | What it shows |
|---|---|
| Report Type | Audience Insights or Competitor Analysis |
| Account | The handle you ran it for (e.g. @yourbrand), plus the competitor handles underneath for competitor reports |
| Date Range | The start and end dates you picked |
| Status | PENDING, RUNNING, COMPLETED, or FAILED |
| Created | When you kicked it off |
| Actions | View once it's done, Retry if it failed |
Scroll the list and it fetches the next page automatically. No pagination buttons.
Viewing and downloading
Click View on a completed report and a wide modal opens with the full document inline. There's a spinner for the first few seconds while the report renders — that's expected.
From the modal you can:
- Read the report inline — scroll through every section without leaving Scrollmark
- Download as PDF — a progress bar shows while the file generates
Retry instead of regenerate
If a report fails, use the Retry button in the Actions column. It reuses the exact same parameters — no need to re-enter accounts, competitors, and dates.
The two templates in detail
Audience Insights
A demographics and behavior report for one or more of your Instagram accounts. Good for:
- Monthly or quarterly board decks
- Understanding who's actually engaging with you
- Spotting audience shifts after a campaign
Pick multiple accounts if you want a consolidated view across a brand family. Pick one if you want a tight deep-dive.
Competitor Analysis
Compares one of your Instagram accounts against up to several competitors you name by handle. Good for:
- New business pitches where you need to show a gap vs. incumbents
- Quarterly strategy reviews
- Deciding whether to copy a competitor's format
Single account only
Competitor Analysis locks the account picker to a single selection. If you switch from Audience Insights (where you had multiple accounts selected) to Competitor Analysis, Scrollmark drops all but the first one.
When a report fails
FAILED shows in the Status column with a Retry button. Common causes:
- Instagram rate-limited the fetch — try again in 10-15 minutes
- A competitor handle is private or doesn't exist — check the spelling
- The date range has no data — widen the window
Retry runs with the exact same parameters. If it keeps failing, try shrinking the date range first, then reach out to support.