When looking at an Instagram influencer’s profile, you see all the metrics that matter to advertisers when they plan an advertising campaign and choose relevant Insta-influencers. So, what are the metrics and how does the BuzzGuru AI calculate them?
The header
Here is the basic information:
- the number of subscribers;
- the average number of likes;
- the average number of comments;
- opportunity-to-see – the possible coverage as estimated by the BuzzGuru AI;
- the average engagement rate of the influencer’s posts.
The channel quality
BuzzGuru estimates the Instagram account quality with an indicator from 1 to 100. This metric shows the overall quality, counting the influencer’s activity and the engagement rate on the account.
The median engagement rate and likes to subscribers ratio are estimated considering the data on the last 10 posts.
The median number of comments is counted as for the comments to 1000 likes ratio considering the data on the last 10 posts.
The distribution of likes is counted as the difference in the number of likes between posts considering the data on the last 10 posts. If this score is too low, the influencer might have purchased some likes.
All the metrics are compared to those of the accounts from the same league.
The activity on the account
Next, you can see the account activity dynamics. It shows whether the account is growing and if yes, then how fast. The account growth chart shows what the Instagram creator’s audience has been doing on the creator’s account for the last 7 months. You can analyze how the number of subscribers and the average number of likes have been changing for this period of time. Also, BuzzGuru shows the average number of subscriptions per month and the difference between the number of the influencer’s subscribers in the current and previous month.
Then there is the chart that shows you the activity for the last 10 posts of the Instagram creator. See how many likes and comments they got and what are the average numbers.
The cost
BuzzGuru shows the maximum, the minimum, and the average price that the influencer may set for an advertising post on Instagram. The AI estimates the cost based on the region’s CPM (cost per thousand views) and also shows the CPM for advertisers to consider. There’s also information on the number of interactions (likes, comments, reposts, saves) the posts of the influencer get on average.
The audience statistics
The BuzzGuru AI evaluates the audience and likes credibility for you as some influencers may buy subscribers and likes: it makes their accounts seem more attractive for advertisers, but this is a fraud. Also, this table contains the information about the likes left by non-followers of the influencer: the higher this metric is, the more chances there are for the influencer and their posts to reach out to more people outside of their followers count and become viral.
Next, BuzzGuru gives you information on the influencer’s audience demographics. Here are the charts that show the segmentation of the audience by country of residence and spoken language.
To unroll the lists, click the View all counties (or languages) button.
Choose the Likes statistics tab to see this information on those who liked the posts. Choose By subscribers to go back to the Instagram influencer’s subscribers data.
The next charts show how the audience of the Insta-influencer is segmented by gender and age.
For these charts, you can also choose the Likes statistics tab above to see this information on those who liked the posts. Choose By subscribers to go back to the Instagram influencer’s subscribers data.
The Brand Affinity chart shows the brands that the audience of the Instagram creator interacts the most frequently with.
Click the View all categories button to see more brands.
BuzzGuru analyzes the interests of the influencer’s audience, the topics they post about and interact with on Instagram, and shows you the segmentation by the most popular categories.
Click the View all categories button to see more categories the audience is interested in.
The content analytics
The BuzzGuru AI analyzes the metrics that usually are vital for planning and running advertising campaigns on Instagram, compares them to the average metrics of similar Instagram accounts, and shows you the results in the form of simple and easy to evaluate at once charts:
- likes count shows the average number of likes for the last 10 posts;
- distribution of likes shows the difference in the number of likes between posts: if this metric is low, some of the influencer’s posts may be viral, but they also might have purchased likes for some of them;
- comments count shows the average number of comments to 1,000 likes ratio for the last 10 posts;
- engagement rate shows the median audience engagement for the last 10 posts.
