Media Kit Analytics

A media kit includes key data from Instagram and/or TikTok analytics to make it easy for creators to share a snapshot of their account performance with brands.

The reporting period for media kit analytics are from the last 90 days before the media kit data was updated. The date that data was last updated is shown in the footer of the media kit. If you haven't posted within the last 90 days, no data will be pulled in for that profile

Analytics data for Instagram posts and Stories can vary widely. To provide a more accurate view of account performance, we use a median formula that removes outliers instead of an average formula.

Instagram Analytics

Overview

Followers: Follower count on the last day of the reporting period (the same day data was last updated)
Engagement rate: Average engagement from posts published in the reporting period
- Engagement formula for Instagram:
  (Likes+Comments+Saves+Shares) ÷ (Reach for Reels + Reach for static posts)
Profile views: Total number of users who viewed the profile in the reporting period

Instagram Audience

Top Countries: Countries with the most followers on the last day of the reporting period
Audience by Gender: Percentage of followers who are male, female, or prefer not to say
Audience by Age: Ages of followers

Instagram Feed Performance

Avg Post Reach: Average number of unique accounts that viewed posts published in the reporting period
Avg Post Impressions: Average number of times posts published in the reporting period were viewed
Avg Post Engagement: Average engagement from posts published in the reporting period.
- Engagement formula for Instagram:
  (Likes+Comments+Saves+Shares) ÷ (Reach for Reels + Reach for static posts)
Top 3 Performing Posts: Posts with the highest reach from the last 30 posts in the reporting period

Instagram Reels Performance

Avg Reel Reach: Average number of unique accounts that viewed Reels published in the reporting period
Avg Reel Plays: Average number of times Reels published in the reporting period were viewed
Avg Reel Likes: Average number of times Reels published in the reporting period were liked
Top 3 Performing Reels: Reels with the highest reach from the last 30 posts in the reporting period

Instagram Story Performance

Avg Story Reach: Average number of unique accounts that viewed stories published in the reporting period
Avg Story Impressions: Average number of times stories published in the reporting period were viewed
Avg Story Replies: Average number of replies to stories published in the reporting period
Top 4 Performing Stories: Stories with the highest reach from the last 30 stories (includes stories from the last month of the reporting period, excluding the last day)

TikTok Analytics

Overview

Follower count
Average Engagement Rate: Average engagement from posts published in the reporting period
- Engagement formula for TikTok:
  (Likes+Comments+Shares) ÷ Reach
Number of profile views: Total number of users who viewed the profile in the reporting period

TikTok Audience

Top Countries: Countries with the most followers on the last day of the reporting period
Audience by Gender: Percentage of followers who are male, female, or prefer not to say

TikTok Post Performance

Top 3 posts: Top 3 TikTok posts based on reach (the number of unique accounts that viewed each post in the reporting period)
Average Likes: Average number of likes in the reporting period
Average Comments: Average number of comments in the reporting period
Average Shares: Average number of shares in the reporting period
Average Post Engagement: Average engagement from posts published in the reporting period
- Engagement formula for TikTok:
  (Likes+Comments+Shares) ÷ Reach

Related Articles:
How to Create Your Media Kit

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