Introduction
Data is important to find the right creators, determine whose a fit, and make informed decisions about running your campaign. With Fohrs’ unique access to connected creators our data is more powerful than other platforms. Below you can find information about how things are calculated and how to explain it.
Quick notes before you dive in
Data can be confusing to novice creator marketers, if you are ever interested in more information to help explain these terms to clients chances are you're not alone. Please comment with any questions you have as they come up!
Whats coming up next?
- As updates are made to formulas they will be shared clearly with the Fohr team
- In new reports, tooltips will be used more frequently to explain the formulas
Training Materials
this section holds all the training materials you need to understand Fohr Data.
Formula Summary
For more information about our social connections check out our specific guide to social platforms Untitled
| Metric | Calculation | Explainer |
|---|---|---|
| Avg Multiplier | Average views to follower ratio across all viral content for example 9.2x means the post received 9.2x the creators follower count. | |
| EMV | Total estimated media value for posts, based on platform and follower size. | |
| Engagement Rate | =(interactions)/(follower count at) * 100 | It shows how much an audience actually cares, not just how many follow. |
| ERV | = (( interactions)/(total views)) * 100 | Average engagement rate per view of non-story posts with views>0. This metric shows how engaging the content is relative to how many people viewed it |
| Followers | = sum of all followers | |
| Growth Rate | (current followers − followers 30 days ago) / current followers. | The percentage change in a creator’s Instagram followers over roughly the last month. It compares the current follower count to the snapshot from about 30 days ago and outputs (current − past) ÷ current, so you see how fast (or slowly) the audience is growing month over month. |
| Interactions | = likes + comments | |
| Reach | = unique views | The number of unique people who saw a post. One person = one count, even if they saw it multiple times. |
| Views Count | = total number of times a piece of content was viewed | We prefer "views count" over "impressions" because it reflects actual watches, not just passive appearances. Instagram and TikTok favor this term too, because a view is a view, not just a blink. In fact, Instagram doesn’t report impressions for organic video content, it only reports views, making this the clearest and most relevant metric. |
| Viewership Rate | =(views count)/(follower count) | A strong indicator of how many followers are actually watching. |
How to Calculate Earned Media Value (EMV)
Follow these three simple steps to determine the EMV for a creator's content.
Step 1: Determine the Creator's Tier
Creators are grouped into tiers based on their follower count:
| Tier | Follower Count |
|---|---|
| Nano | 0 – 10,000 |
| Micro | 10,001 – 100,000 |
| Mid | 100,001 – 500,000 |
| Macro | 500,001+ |
🔹 Example: A creator with 15,000 followers falls into the Micro tier.
Step 2: Identify the CPM (Cost Per Thousand Views)
Each tier has an associated CPM (Cost Per Thousand Views), which can be found in the CPM_RANGE table.
| Platform | Nano | Micro | Mid | Macro |
|---|---|---|---|---|
| Instagram In-Feed | 38 | 31 | 29 | 15 |
| Instagram Story | 23 | 12 | 10 | 20 |
| Instagram IGTV | 43 | 30 | 31 | 23 |
| Instagram Reels | 43 | 30 | 30 | 23 |
| YouTube Integrated | 33 | 23 | 23 | 20 |
| TikTok | 43 | 30 | 30 | 25 |
| 18 | 10 | 10 | 10 | |
| Other | 18 | 10 | 10 | 10 |
🔹 Example:
A TikTok creator in the Micro tier has a CPM of 30.
An Instagram creator in the Micro tier has a CPM of 31.
Step 3: Apply the EMV Formula
Use the following formula to calculate Earned Media Value (EMV):
EMV=(Views/1,000)×CPM
🔹 Example Calculation:
A Micro-tier Instagram creator with 15,000 views and a CPM of 31:
(15,000/1,000)×31=15×31=465
✅ EMV = $465
🔹 Summary
- Find the creator’s tier based on follower count.
- Look up the CPM for that tier and platform.
- Apply the EMV formula to get the final value.
Viral Content
A post is considered a viral post when:
- 1 – 10k followers: 15,000+ views
- 10k – 29,999 followers: 50,000+ views or 2× follower count (whichever comes first)
- 30k – 49,999 followers: 75,000+ views or 2× follower count
- 50k – 99,999 followers: 150,000+ views or 2× follower count
- 100k – 249,999 followers: 300,000+ views or 2× follower count
- 250k – 499,999 followers: 750,000+ views or 2× follower count
- 500k – 999,999 followers: 1M+ views or 2× follower count
- 1M+: 3M+ views or 3× follower count