As you probably know, Meta doesn’t provide the exact views and reach on Instagram. That’s why we have developed our own estimations based on our large dataset and our experience in influence marketing.

At Kolsquare we strive to provide you with up-to-date and accurate data, which means staying tuned to the constantly-evolving algorithms. The latest surveys have shown an underestimation of Post impressions and an overestimation of Stories, which is why we are going to update these estimates with a new, even more precise methodology!

After long and complex analyses of millions of data points, and with the use of linear regression formulas, we arrived to the conclusion that we should split the index used to estimate views and reach, to calibrate it to the KOL’s typologies. We decided not to include engagement rate, credibility score, or deliverability score in our approach because there is no clear correlation between these criteria and the impression of content.

As a result, the formulas in the new version of the algorithm are now dependent on the KOL’s community size:

With these new formulas, our estimation of Impressions and Reach will be more precise and in line with the evolving Instagram algorithm.

Here are some examples Before/After the update:

Views of Stories for Nano KOLs ( < 5K followers) (Before/After the update)

Views of Stories for Micro KOLs ( 5K-100K followers) (Before/After the update)

However, it's crucial to remember that estimations are not absolute truths but rather an approximation based on the information and assumptions at hand. As new data emerge or circumstances evolve, these estimations may be revised to provide better results. We study these graphs every 6 months to be able to update our formulas and provide ever more precise data.

We don't need to make an estimate because the Plays (similar to Impressions) are public and visible on Instagram.

In terms of impact on the application, these new estimation indexes will be applied to the KOL’s stats page and directly in your campaigns.
Don’t worry, for your past and ongoing campaigns, you will have the possibility to choose between old and new indexes. As for the campaigns created after this refresh, they will automatically integrate the new indexes.

Regarding the other social networks, the algorithms have moved less and our estimates are still quite precise.

In order to measure and calculate the EMV of your favorite KOLs' content and their impact, we are using social media specialist market studies.

The social indexes are designed to provide insights and metrics to gauge the impact and effectiveness of social media marketing efforts. These indexes are developed using sophisticated algorithms and data analysis techniques, which take into account various factors such as engagement, reach, brand sentiment, and audience demographics. They are continuously updated to reflect the changing dynamics of social media platforms and user behaviours.

Examples of Social indexes:

To make sure you have the most up-to-date prerequisites to evaluate the impact of your KOL campaigns, we will start updating regularly the social indexes for all of our available Social media platforms (Instagram, Youtube, Facebook, TikTok).

Here are the new indexes applied from January 20th, 2025 (in USD):

* Data ignored, as the metric has little meaning for the network

Here are the new indexes that applied from September 12th, 2023 until January 20th, 2025 (in USD):

* Data ignored, as the metric has little meaning for the network