If you are new in the influencer marketing world, or you simply want to know how we calculate it at Stellar, keep reading because this article is for you! 😉
The Estimated Reach, which can be seen in the Reports module, refers to the potential number of unique people who saw a post or story from the campaign.
That's why it's called Estimated and sometimes, you see numbers with a comma; for example, 908,5 ER means there are between 908 and 909 people who saw that content. Thus, it is an estimation, unlike the Actual Reach, which is a specific and real number.
Based on historical data and market standards, we estimate that:
On Twitter and Facebook, published posts are seen by 30% of the influencer's followers.
On YouTube, 75% of the video views are unique viewers.
On TikTok, 68% of the video views are unique viewers.
For Instagram (posts/stories/reels), our unique machine-learning system uses a combination of factors to estimate the reach of an influencer campaign:
- The post or influencer engagement rate.
- The number of followers.
- The audience credibility score.
- The publication frequency.
This model is created on a set of data from previous influencer campaigns, in order to learn the links between these factors and the reach. In this way, it can predict the reach of future campaigns.
*Actual reach - which is private data that can be shared by the influencer(s) - can be added manually at any time on the Reports > Posts section.