Explaining the impact score
What is the Impact Score?
The Impact Score is our way of helping you understand how influential and effective an influencer and their content is—based on real performance data, not just follower count. It is a number that reflects the overall strength and quality of content’s performance based on that influencer's social media. A higher score means stronger engagement, consistent posting, and a more authentic connection with their audience.
We show it on each piece of content, the full collaboration as well as the entire campaign.
The Impact Score is based on a weighted formula that considers a range of metrics:
✅ Engagement Metrics
We look at how well an influencer’s audience interacts with their content:
Average likes, comments, shares, and saves
Engagement rate (relative to follower size)
Trends over time (growing or declining engagement)
📈 Views & Reach
We assess how many people are actually seeing the influencer’s content:
Average views on posts and stories
Reach per post compared to follower count
Recent spikes or drops in visibility
🌎 Demographics
We assess where people are seeing the influencer’s content, and checking if the post demographics match the demographics your brand is trying to reach.
Country the audience is seeing the content in.
Gender distribution of the audience.
Age range of the audience.
Interests of the audience, based on other content they consume
Recent changes in demographics compared to the creators other posts.
We also take into account the gender and age of the influencer itself and how it matches the target demograpfics of your audience.
📅 Activity Level
Consistency matters:
Posting frequency
Gaps in activity
Story activity and interaction levels as well as the date and time of the campaign the content is included in to account for seasonality and peak times of posting based.
🚫 Ad Saturation
Audiences can tune out if every post is sponsored:
Ratio of branded vs. organic content
How recently the influencer did a paid post
Whether sponsored posts still generate good engagement
Why does it matter?
The impact score is a quick and powerful data point that shows how influencers and their content perform in relation to your goals and audiences. It eliminates the need to compare multiple metrics and data points, providing a relative data point for comparing and measuring influencers and campaigns. By rewarding creators who maintain strong, authentic engagement, share content consistently, and avoid overloading their audience with ads, the impact score becomes your new go-to influencer metric.
Questions?
Please do not hesitate to contact your influencer marketing specialist if you have any questions.