Following the merger of Inflead and Kolsquare, Kolsquare platform is evolving to enable Inflead clients getting the estimating Reach and Impressions from both companies.

This gives you flexibility in how you analyze your influencer marketing performance.

What's available to you:

You can switch between methodologies using the toggle in campaign module under the tab “Reporting”.

⚠️ Everywhere in the platform a part in Campaign Reporting, Kolsquare's methodology is used as the standard.

⚠️ Share button in Campaign Reporting is available with Kolsquare’s data only.

If a KOL (Key Opinion Leader) has connected their Instagram account to the platform, you'll receive real performance data rather than estimates.

👉🏽 You can find all about it in this blog posts here and see how to invite new creators to connect in this short video tutorial.

Benefits of Instagram Connected KOLs:

Important note: all KOLs who have previously opted in and connected the Instagram via Inflead will automatically be connected in Kolsquare as well - no action is required from your side.

As a reminder, here is explained how Inflead estimates the Reach (number of unique users exposed to a piece of content) and Impressions (number of views on a piece of content, including multiple views by the same user), and how Inflead processes the Earned Media Value (EMV).

Inflead uses an AI-powered model to estimate Reach based on comprehensive content and creator metrics. The model analyzes multiple data points to provide accurate estimations, including:

The AI model has been trained on proprietary data to deliver the most precise reach estimations.

Impressions are estimated using the same AI-powered approach as Reach. The model considers the same comprehensive set of metrics (including likes, comments, views, follower counts, following counts, verification status, and other relevant data) to provide accurate impression estimates.

Inflead uses a streamlined formula to calculate Earned Media Value of a content:

Where:

To provide a standardized and reliable view of content performance, Kolsquare utilizes a methodology built on large-scale data analysis and industry benchmarks.

The Kolsquare algorithm estimates the Reach from the KOL’s community size (called typologies) and the performance of the post in terms of Impressions which gives the following formula:

You can find more information on the Reach Index defined for each KOL typology here

Similar to Reach, Kolsquare uses a formula focussing on the KOL’s community size but, in this case, leverages the number of followers:

You can find more information on the Impression Index defined for each KOL typology here.

Kolsquare uses a granular, multi-factor formula to calculate Earned Media Value leveraging the Ayzenberg indexes (Industry standards for EMV calculation, more info here):

Where:

Depending on the social where the analysis has been done, the CPs are different.

This methodology attributes value to each type of engagement individually, providing a more detailed breakdown of content performance.

When switching between methodologies, you may notice some variable variations for the following metrics:

Differences will be visible in the following tabs: Overview, KOLs Performance and Content

Given the metric update when switching between methodologies, charts in the Overview tab of the Campaign Reporting are being updated too:

Use Kolsquare methodology (recommend) if:

Use Inflead methodology if:

In campaign reporting, can I export data using both methodologies? No, you can export data from Campaign Reporting with Kolsquare data only.

Will my historical data change? All your historical data regarding the lists, the campaigns and the brand analysis should be maintained. Here is a document to get more details about it.

If Kolsquare is the platform standard, why do I see different numbers when I toggle?

The toggle allows you to compare current performance using Inflead’s methodology for historical consistency. However, all other areas of the platform (search, profiles, analytics) use Kolsquare's methodology by default.

How do I choose which methodology to use for my reports?

We recommend using Company B methodology for all new reports to maintain consistency with the rest of the platform. Use Company A methodology only when you need to compare with historical pre-merger data.

When will Inflead methodology be deprecated, if at all? Inflead technology will be merged into Kolsquare’s technology to build the best estimations in the influencer marketing industry. Once this integration will be done, every user will get the same estimation and both Inflead’s and Kolsquare’s methodology will be deprecated.