When a creator is not authenticated, we estimate Reach and Impressions – in Campaigns – by multiplying followers by a multiplier.
For example – if a creator has 100k followers and the Impressions multiplier is 15.7%, their post will most likely receive an estimated 15.7k estimated Impressions.
New 2022 multipliers update!
For any newly created environments made on or after November 9, 2022, the multipliers above will be automatically set as the default. No changes will be made to environments that were created before this date. However, these defaulted multipliers can be updated by your team's admin.
For any Campaigns that have ended on or after this date, the data will not change. Active Campaigns' data, on the other hand, will change accordingly.
Note: Multipliers can be configured at the Campaigns level and used in Campaign Planner.
Methodology
The default multipliers are based on 43.6k authenticated accounts and 365k posts from Q3 2021-Q2 2022 from Facebook, Twitter, Instagram, and Pinterest. To create this benchmark, the median of Impressions/Followers and Reach/Followers were taken.
Below is a breakdown:
- For Twitter and Pinterest, Reach was estimated based on the Frequency (Impressions/Reach) of similar platforms.
- For TikTok and Twitch, we multiply views by the multiplier.
The Views Based multipliers are per post while the Followers Based multipliers are at the account level.
For YouTube, to remain compliant – the Impressions and Reach multipliers will be set to zero/null. YouTube considers Impressions and Views to be separate. Nevertheless, your team has the option to add multipliers.
For TikTok, similar to YouTube, multipliers will also be set to zero/null as we understand not all teams would like to have Impressions reported. We recommend using TikTok: Multipliers in Campaign Settings as a resource if you're planning to add in Impressions and Reach values!
Note: If there's been a decrease in your Impressions multipliers for Instagram, learn more about this update at Multipliers: FAQs.
Glossary
| Estimated Impressions/Reach |
When no authenticated or manually entered data is available for a creator, we automatically calculate Estimated Impressions and Reach in Campaign Reporting. ✖️ Calculation: Followers * Multiplier |
| Forecasting Multipliers | The practice of using historical benchmarks to estimate Reach and Impressions in Campaigns. |
| Projections | Applies only to Campaign Planner. When forecasting Reach and Impressions in the planner, we take a haircut off of Estimated Impressions by multiplying it by Projections (80% is the default). For example – if a creator has 1k followers and the Impressions multiplier is 10%, their estimated Impressions would be 100. Then, in Campaign Planner, the predicted Impressions would be 100 * 80% or 80 Impressions. |
Have questions? Don’t hesitate to contact us!
