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Creator Metrics
When you view a creator's profile, the platform displays a range of metrics that help you evaluate whether a creator is a good fit for your campaign. This page explains what each metric means and how to interpret it.
Profile Metrics
These metrics are refreshed daily for tracked creators and updated when a creator is first added to your pool.
| Metric | Description |
|---|---|
| Followers | Total follower count on the creator's primary platform. |
| Engagement Rate | The ratio of total engagements (likes, comments, shares) to follower count, expressed as a percentage. Higher is generally better, but benchmarks vary by platform and audience size. |
| Platform | The social media platform the creator is active on (TikTok, Instagram, or YouTube). |
| Languages | Content languages detected from the creator's recent posts. |
| Region | Geographic region associated with the creator's audience or profile. |
Video Performance Metrics
Video metrics are calculated as medians over a rolling window, giving you a more stable picture than averages (which can be skewed by a single viral post).
| Metric | Window | Description |
|---|---|---|
| Video Views (14d) | Last 14 days | Median view count across videos published in the last 14 days. |
| Video Views (30d) | Last 30 days | Median view count across videos published in the last 30 days. |
| Video Count (14d) | Last 14 days | Number of videos published in the last 14 days. Indicates posting frequency. |
| Video Count (30d) | Last 30 days | Number of videos published in the last 30 days. |
Image Performance Metrics
For platforms that support image/carousel posts (primarily Instagram), similar median-based metrics are available.
| Metric | Window | Description |
|---|---|---|
| Image Likes (14d) | Last 14 days | Median like count across image posts published in the last 14 days. |
| Image Likes (30d) | Last 30 days | Median like count across image posts published in the last 30 days. |
| Image Count (14d) | Last 14 days | Number of image posts published in the last 14 days. |
Collaboration History Metrics
These metrics summarize a creator's past collaboration performance with your organization. They only appear after you have completed at least one collaboration with the creator.
| Metric | Description |
|---|---|
| Avg Rate | Average fixed rate (in USD) across all completed collaborations with this creator. |
| Completed Collaborations | Total number of collaborations that reached the "Completed" status. |
| Completion Rate | Percentage of collaborations that were completed (vs. cancelled or abandoned). |
| Total Spent | Total amount your organization has spent on this creator across all collaborations. Only shown when greater than zero. |
| Avg Content Views | Average view count across content delivered in completed collaborations. |
Engagement Rate Benchmarks
Engagement rates vary significantly by platform and audience size. Use these rough benchmarks as a starting point:
| Platform | Typical Range | Strong |
|---|---|---|
| TikTok | 3 -- 9% | 10%+ |
| 1 -- 5% | 6%+ | |
| YouTube | 2 -- 5% | 6%+ |
TIP
Micro-influencers (10K -- 100K followers) typically have higher engagement rates than macro-influencers (100K+). A lower follower count with a high engagement rate often indicates a more engaged, niche audience.
Why Medians Instead of Averages?
A single viral video can dramatically inflate an average, giving a misleading picture of a creator's typical performance. Medians are more resistant to outliers and give you a better sense of what to expect from a creator's next post.
For example, if a creator published 10 videos and 9 of them got ~2,000 views but one went viral at 500,000 views:
- Average: ~51,800 views (misleading)
- Median: ~2,000 views (realistic expectation)
Using Metrics Effectively
- Compare within tiers: Compare creators with similar follower counts. A 5% engagement rate means something very different for a 10K-follower creator vs. a 1M-follower creator.
- Look at posting frequency: High views but infrequent posting (e.g., 1 video in 30 days) may indicate inconsistency.
- Check both windows: If 14-day metrics are significantly higher or lower than 30-day metrics, the creator's performance may be trending up or down.
- Collaboration history matters: A creator with a high completion rate and consistent content views is generally a safer bet for future campaigns.
See Creator Filter to learn how to use these metrics to find the right creators for your campaigns.