Audience & measurement
Audience measurement for an IB is the discipline of stating what a following is actually worth: which accounts carry the reach, how engaged it is, and what has not been measured at all. This topic covers the methods and the traps.
The guide
Follower counts are the vanity figure. What an IB needs before choosing a partner is how engaged an audience is, where it sits, and what nobody has measured yet.
More on audience & measurement
A sub-IB brings you their audience and their habits with it. Nine checks to run before you agree terms, from the follower count to what they promise the people who follow them.
Terms in this topic
- Audience concentration
- How evenly a following is spread across accounts: the sum of each account's squared share of total followers, known as the Herfindahl–Hirschman index.
- Engagement rate
- The share of an audience that interacts with a post — commonly likes plus comments on a post, divided by the account's followers.
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