Performance
Engagement - Indicates the average number of engagements per post for the last 2 calendar months.
The average number is calculated based on the likes, comments, or views gathered within the last two months, but no more than 500 posts.
If the influencer does not post often, posts older than two months may be used but no more than 10 months.
Engagement rate - Indicates how engaged the influencers audience is. A high engagement rate indicates that the creator is effectively capturing their audience’s attention and fostering interaction.
The Engagement Rate calculation is based on the last 2 months with the following formula: Median Likes / Followers
Avg. likes, views, comments, and reel plays - Averages are calculated the same way across Instagram, TikTok, and YouTube.
The average number is calculated based on the likes, comments, or views gathered within the last 2 months, but no more than 500 posts.
If the influencer does not post often, posts older than two months may be used but no more than 10 months.
Total Posts/Total Videos- The total number of posts or videos an influencer has published. This number is directly from Instagram, YouTube, or TikTok.
The following metrics are only available on the Instagram report:
Fake Followers - The share of the influencer's audience that's suspicious. These could be mass followers, bots & fake accounts. Up to 25% is expected.
Interests - Indicates the interest of the followers based on the captions, mentions, hashtags and locations tags that the followers used.
Brand Affinity - Brand affinity is based on the captions, mentions, hashtags and locations of the influencer.
Audience
Age Split - Age is determined by analyzing photos and profile images posted by the account.
Gender split - Gender estimation is determined by analyzing photos, captions and names. For example, a creator who has the first name “Sarah” and who posts photos of a woman's face will be categorized as female.
Location by country or city - To determine this, location tags, languages, descriptions, captions, bios and more are analyzed. Correcting for travel is done by mapping the location consistently over time. Then, most common location is determined.
Languages - Language is determined by analyzing the text the influencer uses in their captions, bio, etc.
The following metrics are only available on the Instagram report:
Credibility - Audience credibility shows how many followers are authentic/credible or to put it the other way, not fake. The fake follower number shows you the exact opposite.
Brand affinity - Brand affinity is based on the captions, mentions, hashtags and locations the Influencer's followers use.
The product images shown are for illustration purposes only and may not be an exact representation of the product.