This article defines all of the filters, data, and metrics available in Discover search and influencer reports.

Note:

If you have access to the CRM and Campaigns tools, please visit our article on Data and Metrics in CRM and Campaigns for metrics available in those tools.

Search filters and metrics

The following table describes which metric filters are available in Discover search and for which social networks.

Filter/Metric	Description	Instagram	YouTube	TikTok
Follower/Subscriber count	Search for influencers by their follower count. Custom entry rounds to the nearest 5,000.	✓	✓	✓
Account type	Search for influencers based on their account type. For Instagram, you can search for specific Instagram account types (e.g. Regular, Creator, or Business), use the checkboxes options in search to search Instagram verified accounts, Instagram certified accounts (i.e. with audience Like credibility greater than 90%), exclude private Instagram accounts, and/or only include influencers with audience demographic reports available. For YouTube, you can search for only verified YouTube accounts, only include influencers with audience demographic reports available, and/or exclude official artist channels. For TikTok, you can search for only verified TikTok accounts, exclude private TikTok accounts, and/or only include influencers with audience demographic reports available.	✓	✓	✓
Average engagement	Average number of likes and comments on recent posts. (Recent posts include everything Instagram puts into the common user’s feed. If you open anybody’s Instagram page, you’ll see what Instagram returns in the common feed, including photo/video posts).	✓	✓	✓
Engagement rate	The average number of likes plus comments on the influencer's latest posts divided by the number of followers. Engagement is calculated based on the likes/comments gathered within the last two months, but no more than 500 posts in total. Both post and video content are included in the Engagement rate calculation.	✓	✓	✓
Reels plays	The average number of plays on the influencer's Instagram reels.	✓
Growth	Allows you to search for influencers with a certain percentage increase in followers, subscriptions, views, or likes over different periods of time.	✓	✓	✓
Audience location	Determined by analyzing location tags, language, post text, and bio text. Location tags and captions are gathered from the latest 150 posts, or more than 150 posts if they have been published within the last two months.	✓	✓	✓
Influencer location	Determined by analyzing location tags, language, post text, and bio text. Location tags and captions are gathered from the latest 150 posts, or more than 150 posts if they have been published within the last two months.	✓	✓	✓
Audience language	Determined by analyzing bio descriptions and the captions of recent posts. 165 languages are supported in Discover, please refer to our FAQ article for a full list.	✓	✓	✓
Influencer language	Determined by analyzing bio descriptions and the captions of recent posts. 165 languages are supported in Discover, please refer to our FAQ article for a full list.	✓	✓	✓
Audience age	Determined by analyzing profile photos and posts.	✓	✓	✓
Influencer age	Determined by analyzing profile photos and posts.	✓	✓	✓
Audience gender	Determined by analyzing profile photos, name, bio, and posts.	✓	✓	✓
Influencer gender	Determined by analyzing profile photos, name, bio, and posts.	✓	✓	✓
Keywords	Allows you to include or exclude keywords when searching for influencers. Searches for keywords used in captions, mentions, and hashtags within the post text of the account’s last 100 posts that are available in Influence’s database (updated quarterly). Will search for influencers who have posted at least one post that includes all of the keywords you input. Will not include influencers who have used all of the input keywords if they were used in separate posts.	✓	✓	✓
Topics	Topics are determined by analyzing influencers’ content, such as their bios, captions, hashtags, descriptions, paid partnerships, mentions, etc. When searching for a topic, the system will analyze how much the influencers’ topics overlap with your search. The more relevant the influencer is to the topic, the higher it will be on the list of search results.	✓	✓	✓
Interests	Available for audiences or influencers. Determined by analyzing post text, mentions, hashtags, and location tags.	✓
Brand affinities	Available for audiences or influencers. Determined by analyzing post text, mentions, hashtags, and location tags.	✓
Ethnicity	Available for audiences. Determined by analyzing profile photos and posts.	✓
Partnerships	Available for influencers. Identifies influencers who have published at least one sponsored post with the brands selected from the drop-down menu. Determined by analyzing "sponsored" or similar hashtags, official paid partnership tags, and brand tags and mentions.	✓
Audience type	Allows you to select which part of the influencer’s audience type you want your filters to apply to. Selecting “Followers” will keep anyone that might be passively following the influencer, while selecting “Likers” or “Commenters” will target people who are specifically interacting with the influencer’s posts.	✓
Lookalikes	Finds lookalikes for audiences or influencers. Lookalikes are influencers that either post similar content to another influencer or have a similar/overlapping audience as another influencer.	✓	✓	✓
Account & Bio Text	Username or keywords contained in bio.	✓	✓	✓
Email and other platforms	Search for influencers with an email address available and/or a presence on other platforms including Pinterest, Snapchat, Facebook, Twitch, etc.	✓	✓	✓
Publishing activity	Search for influencers who have published a new post within a certain time period. For Instagram, search analyzes the posts from the influencer’s main feed, including photos, videos, carousels, and reels.	✓	✓	✓
Views	Average number of views on recent videos.		✓	✓
Any prior brand work	Influencers have published at least one sponsored post on behalf of any brand.	✓
Creator categories	Creator categories that you want to filter the results by.			✓
Responsiveness	Creators that usually respond to brands within 48 hours.	✗	✗	✓

Influencer report data and metrics

The following table describes which metrics are available in influencer reports and for which social networks.

Account data/metrics

Metric	Description	Instagram	YouTube	TikTok
Contact information	All of the contact information that the influencer has made public on their social media profiles.	✓	✓	✓ (Link to TikTok profile)
Analytics	Followers count Followers credibility: A percentage that represents an influencer’s followers’ reliability in terms of engagement and follower activity (i.e. the percentage of the audience that can be defined as real people, not bots or fake accounts). The Audience Credibility score is based on several factors, such as profile pictures, bio descriptions, number of posts, as well as the follower vs. following ratio. Scores closer to 100% indicate that follower activity is healthy and normal, compared to lower percentages that indicate suspicious follower activity. Paid post performance: Shows the performance of sponsored content compared to organic content posted within the last 30 days. For example, if the Paid Post Performance of an influencer is 90%, it means that this influencer's sponsored posts get 10% less likes than their organic posts. Average views: A ratio between the total number of views from the influencer’s video content over the last 30 days divided by the number of videos made during this timeframe. Average comments: A ratio between the total number of comments an influencer’s content received over the last 30 days, divided by the number of content pieces made during this timeframe. Average likes: A ratio between the total number of likes an influencer’s posts received over the last 30 days, divided by the number of posts made during this timeframe. Followers growth chart: Measures the total number of new followers on the influencer’s Instagram account since the report’s generation, or shows the percentage follower growth compared to the previous month. Engagement rate chart: A ratio based on the average likes plus comments made on posts in the last 30 days, divided by the number of followers. The median is an indication of the engagement rate that profiles with a similar follower count have.	Includes: Followers count, Followers credibility, Paid post performance, Average views, Average comments, Average likes, Followers growth chart, Engagement rate chart.	Includes: Followers count, Average views, Average comments, Average likes, Followers growth chart, and Engagement rate chart.	Includes: Followers count, Average views, Average comments, Average likes, Followers growth chart, and Engagement rate chart.
Account brand affinity	The brands that the influencer has an affinity for, based on their post text, hashtags, geotags, and mentions.	✓
Account interests	The topics that the influencer has an interest in, based on their post text, hashtags, geotags, and mentions.	✓
Account lookalikes	Profiles that are similar to the analyzed influencer, based on the topics of their content.	✓	✓	✓

Audience data/metrics

Metric	Description	Instagram	YouTube	TikTok
Audience types	Sorts total followers by: Real followers: Standard social media account users. Influencers: Accounts or people that have more than 1,000+ followers, whether they are a brand, blogger, an organization, etc. Mass followers: Accounts that follow more than 1,500 accounts. Such accounts will have low engagement since they're following so many other accounts. An influencer's posts will get lost in their feed. Suspicious: Non-credible but not mass-follower audience. Likely to be bots.	✓
Audience quality	Includes: Followers count Likers/Followers Credibility: Toggle by Likes or Followers for Instagram. A percentage that represents an influencer’s followers’ reliability in terms of engagement and follower activity (i.e. the percentage of the audience that can be defined as real people, not bots or fake accounts). The Audience Credibility score is based on several factors, such as profile pictures, bio descriptions, number of posts, as well as the follower vs. following ratio. A higher percentage indicates that follower activity is healthy and normal, compared to lower percentages which indicate suspicious follower activity. Audience Reachability: Toggle by Likes or Followers for Instagram. Shows how likely it is for followers to see the influencer’s posts based on the number of accounts followed. Instagram and TikTok followers who are following more than 1,000 accounts are less likely to see the influencer’s posts due to more traffic in their feed.	✓		Includes followers count and audience reachability
Age & gender	Toggle by Likes or Followers for Instagram, Subscribers or Commenters for YouTube. Shows a chart and table that breaks down Likes/Followers by age group and gender.	✓	✓	✓
Location	Toggle by Likes or Followers for Instagram, Subscribers or Commenters for YouTube. Shows a world map and table that breaks down the percentage of followers by country and by city.	✓	✓	✓
Ethnicity & language	Toggle by Likes or Followers for Instagram, Subscribers or Commenters for YouTube. Shows a table that breaks down the number of followers and percentage by ethnicity and language.	✓	✓	✓
Audience brand affinity	Shows the brands the influencer’s audience has an affinity for, based on their post text, hashtags, geotags, and mentions. Table includes likes, likes affinity, followers, and followers affinity by brand. The importance of a brand is calculated based on a percentage of the audience showing interest within each particular brand. The affinity of a brand is a measure of how much this audience is interested in the brand compared to Instagram users on average. For example, when the affinity is displayed as 1.0, this means the audience is just as interested in this brand as an average Instagram user.	✓
Audience interests	Shows the brands the influencer’s audience has an affinity for, based on their post text, hashtags, geotags, and mentions. Table includes likes, likes affinity, followers, and followers affinity by topic.	✓
Notable followers	Shows the most notable followers/channels that have followed the influencer or liked their content.	✓	✓	✓
Audience lookalikes	Influencers have a similar/overlapping audience as the analyzed influencer.	✓	✓	✓

Posts data/metrics

Metric	Description	Instagram	YouTube	TikTok
Earned media value (EMV)	Average sum of earned media value on the account's last 30 posts.	✓	✓	✓
Average shares	Average sum of shares on the influencer's last 30 posts.	✓		✓
Average saves	Average sum of saves on the influencer's last 30 posts.			✓
Estimated average reach	An estimated average of people who sees the influencer's new posts.	✓
Estimated average views	An estimated average of times the influencer's new posts are seen.	✓
Popular posts	The influencer’s most popular posts/videos, determined by likes and comments performance. For Instagram, they are shown based on the likes gathered for the latest 150 posts, or more than 150 posts if they have been published within the last two months. For TikTok, all posts are taken into consideration.	✓	✓	✓
Sponsored posts	The influencer’s posts that were marked as “sponsored” by Instagram’s Brand Partnerships feature, or used the #sponsored hashtag or similar (e.g. #ad).	✓
Frequent tags	The most frequent hashtags the influencer used in their content, sorted by percentage of coverage within the influencer’s total posts.	✓

Product Updates | March 2024

Product Updates | June 2023

Product Updates | April 2023

TikTok Content Metrics in Measure

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