In this article, you will find explanations and calculations of the data on Kolsquare so that they have no more secrets for you.

Views are the number of times a piece of content has been viewed. Following the change made by Meta, this replaces Impressions as well as Plays on Instagram Reels and Facebook content. This is private data that we can only access if the KOL authorizes the sharing of their data with Kolsquare. In this case, we provide an estimate of the number of Views.

Views are estimated based on community size. This is a percentage of the number of followers that varies depending on the type of KOL (micro, macro, nano, or mega).

Like Views, reach is private data that we can only access if the KOL authorizes the sharing of their data with Kolsquare. At the same time, you will also find estimates of reach. Reach is the number of unique accounts that have seen a piece of content.

Here is a summary table of the percentages used for Impressions and Reach estimation of Instagram posts and stories:

If you would like to ask KOLs to share their private statistics to go beyond the estimate: 🔥Kolsquare Data Connect: even more data and statistics directly from Instagram

A detailed article regarding EMV and its calculation is available here:

🧮 All you need to know about estimation of Impressions and calculation of EMV

EMV is an equivalent of media impact.

It represents the value of the influencer's posts in media investment. Meaning what you should spend on paid advertising to get the same visibility, engagement, and notoriety as you could have with that influencer.

Key information: The values of engagement (likes, comments, or impressions) are defined by an expert firm in influence and social media: Ayzenberg. The defined values we use are as follows:

The estimated cost represents the price a KOL could ask for one content. It is estimated based on EMV. It is a range between 80% and 110% of EMV.

If your EMV is 1000€, the estimated cost will be between: 800€ (80% of 1000) and 1100€ (110% of 1000).

The credibility score reveals the "health" of the influencer's audience.

Bots, inactive followers, buying likes, or followers are criteria we consider to determine this score between 0 and 100% of the community.

Criteria we can consider: the number of posts, the follower/following ratio, whether the follower has a profile picture, if content has engagement, the location of the follower, or if the follower has a biography.

Plays are only available for TikTok: they represent the number of times a piece of content has been viewed.

The formula used for ROI calculation is: Earned Media Value / Invested Budget.

ROI is a percentage because it represents an evolution. It is interpreted as follows: EMV is an evolution of XX% of the invested budget, and this evolution is ROI.

The invested budget is the budget you indicate per KOL in the Delivery or Media Plan.

The formula used for the engagement rate is: total number of engagements (likes, comments, shares) / community size.

The potential target audience in your reporting is the sum of the communities on social networks where there has been at least one piece of content related to your campaign.

For example: if a KOL has posted content for your campaign on both Instagram and TikTok, we will then add up their Instagram and TikTok communities. This applies to all KOLs in your campaign.

CPM is the cost per 1,000 Views. It is calculated as follows: (Budget invested for the KOL / Number of Views for that KOL) x 1,000. In order for the CPM to be calculated, it is therefore necessary to enter the budget invested per KOL.

CPV is the cost per view. It applies to Reels and YouTube videos and is calculated as follows: Budget Invested / Number of Views. In order to calculate the CPV, it is therefore necessary to enter the budget invested per KOL.