In this Article:
A media kit created with Later makes it easy to share Instagram and/or TikTok analytics and keep them updated.
Important:
- Media kit is available on current paid plans
- Media kit analytics are taken directly from Instagram and/or TikTok
- The reporting period for media kit analytics are from the last 90 days before the media kit data was updated
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)
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Engagement rate: Average engagement from posts published in the reporting period
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Engagement formula for Instagram:
(Likes+Comments+Saves+Shares) ÷ (Reach for Reels + Reach for static posts)
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Engagement formula for Instagram:
- 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
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Avg Post Engagement: Average engagement from posts published in the reporting period.
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Engagement formula for Instagram:
(Likes+Comments+Saves+Shares) ÷ (Reach for Reels + Reach for static posts)
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Engagement formula for Instagram:
- 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
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Average Engagement Rate: Average engagement from posts published in the reporting period
- Engagement formula for TikTok:
(Likes+Comments+Shares) ÷ Reach
- Engagement formula for TikTok:
- 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)
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Average Likes: Average number of likes in the reporting period
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Average Comments: Average number of comments in the reporting period
- Average Shares: Average number of shares in the reporting period
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Average Post Engagement: Average engagement from posts published in the reporting period
- Engagement formula for TikTok:
(Likes+Comments+Shares) ÷ Reach
- Engagement formula for TikTok:
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