At a glance
Campaign audience
Each metric was given a goal before the roster was built.
In-market audience is the share of the audience the data can place inside the market. The true local share runs higher, because a follower is only placed in a city when their account gives the platform enough signal to do it. This number is deliberately conservative.
At a glance
Performance
Total views counts content actually watched, not audience that could have seen it.
Where the engagement came from
Content delivered against contract
Pieces of contentViews by creator
Content published by creator
At a glance
Value
What the same delivery would have cost through Meta and TikTok ads.
Reading this number
GlossaryPaid social value answers one question: if this exact result had been bought through Meta and TikTok ads instead, what would the invoice have been?
The model is repriced every quarter against live ad rates, so these figures are never compared across years without naming which model each one used.
Views can exceed total audience, because content travels past a creator's own followers. That is the mechanism this channel is bought for.
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Blended paid and organic
Content that read as native to the feed while still carrying the message.
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Content that hit home
The posts that landed emotionally, judged on comments and shares rather than views.
Now that you see how our creators delivered
Let's talk about doing it again
Recommendations for the next cycle, including which creators to re-sign and where the roster should grow, are ready whenever you are.