💡 Tip: To learn more about forecasting multipliers, visit Multipliers 101.
Data Source
Why have the new Impression multipliers for Instagram decreased?
The data source used to calculate multipliers has changed because there's been an overall decreasing trend in Instagram's Impression rates over the last several years. As a direct result, the numbers have decreased substantially.
Previously, anonymized and aggregate campaign data was being used as the source. Now, we are using all of the data in our Discovery database for posts that contain a brand mention and ad disclosure (e.g. #sponsored, #ad, etc).
What is the methodology being used to identify sponsored and branded posts?
To identify sponsored posts, we take posts that contain at least one of the 55 ad disclosures. These ad disclosures are in the form of hashtags or words like #ad, #sponsored, and "advertisement".
Thus, the posts must contain a word or hashtag related to one of the 9,500 brands in our database to be able to be identified.
Why did we change the data source?
This new source reflects a real picture of paid branded content outside of our clients. Therefore, offering a broader representation of the industry.
What pool of data wasn't represented in the previous methodology?
This larger pool of data includes posts picked up by creators in our broader Discovery database – which might not have been part of any campaign run in our client's CRM's.
We believe this represents a broader portrayal of the industry rather than a glimpse of aggregated CRM data.
Decrease in Multipliers
What do we do when the new multipliers make our results look worse?
As the industry evolves, it is important to use the most up-to-date data possible to make estimations and manage expectations accordingly. These numbers will provide a more accurate picture and be closer to actual Impressions and Reach from authenticated creators.
Why have Instagram Impressions been decreasing over time?
A theory is in the competition of the availability of more social platforms and an increase in creators in each of those platforms. Thus, making it harder for creators to get the attention of their audience/followers.
Facebook, on the other hand, might be declining due to a decrease in younger users on the platform – which is leading to less competition for attention from users.
Have additional questions? Don’t hesitate to contact us!
