Review all the social and platform terms you need to know!
Key Terms in Zoomph
Authenticated Accounts
Social accounts that have been connected to Zoomph through their respective platforms. Typically, these are your owned accounts, allowing Zoomph to pull true impressions and any boosted/promoted post metrics.
Note: Instagram Stories and TikTok posts are only available for authenticated accounts.
Un-Authenticated Accounts
Accounts that are not directly connected to Zoomph. These typically include earned media, influencer, or athlete accounts. Zoomph can retrieve true impression data for Twitter (X) and YouTube, while projected impressions are calculated for un-authenticated accounts on Meta platforms (Instagram & Facebook).
Owned Accounts
Social accounts that your organization owns and operates.
Earned Media
National and local media outlets that post content related to your team, organization, or athletes.
Organic Posts
The total number of posts across all sources, excluding reposts and comments.
Impressions & Reach
Impressions
The total number of times a post was viewed.
- True Impressions: Provided for authenticated accounts, as well as all X (Twitter) and YouTube posts. This number matches the native platform’s metrics.
Projected Impressions
An estimated number of times a post was viewed. Zoomph calculates this using a statistical model that considers:
- Engagements on the post
- The author's follower count
- The content type (text, photo, or video)
Applies to un-authenticated Instagram and Facebook posts.
Reach
The total number of unique users who were exposed to the content.
- Reach is available for authenticated Facebook,Instagram, and TikTok Posts.
Unique Authors
The total number of unique profiles that created content tracked in a feed. This does not include authors who only reposted content.
Video Metrics
Video Views
The total number of times a video has been watched.
Plays (Instagram & Facebook Reels)
The number of video sessions where at least 1 millisecond of playback occurred, excluding replays.
Plays contribute to both Impressions and Video Views in Zoomph.
Note: On January 21, 2025, Meta announced upcoming changes to the Instagram API, including metric updates and deprecations by April 2025. You can check out their full announcement here.
One Key Change: “Impressions” will be replaced by “Views” as the primary way to measure how often content is seen. This update has already gone live in the Instagram app, and their API will soon follow suit. Another related change is that "Video Views" and "Plays" will be deprecated for video content, and the new "Views" metric will be the primary KPI for videos.
Engagement Metrics
Engagements
The total number of interactions on a post, including likes, reposts, comments, and reactions.
Engagement Rate
Measures audience interaction by dividing total engagements by the number of impressions.
Formula: Engagements ÷ Impressions
Follower Interaction Rate
Measures how often followers interact with a post.
Formula: Engagements ÷ Total Followers
Paid & Promoted Metrics
Promoted Metrics
Zoomph tracks promoted or boosted metrics for authenticated X (Twitter) and Facebook posts. This does not include dark paid posts.
Paid Post Count
The number of times a post was displayed to a user through paid distribution (promoted or boosted).
Paid Impressions
The total number of times a paid post was viewed.
Paid Engagement Metrics
- Paid Likes: Number of likes on a paid post.
- Paid Replies: Number of replies on a paid post.
- Paid Reposts: Number of times a paid post was reshared.
- Paid Profile Clicks: Number of times users visited a profile after viewing a paid post.
Sentiment Analysis
Sentiment
Zoomph measures and classifies the sentiment based on keywords used in the text copy of a post. The three sentiment classifications include positive, objective, and negative:
- Positive: Refers to a favorable or optimistic attitude, emotion, or perception expressed.
- Objective: Refers to a neutral, fact-based perspective that lacks emotional influence or personal bias.
- Negative: Refers to an unfavorable, critical, or pessimistic attitude, emotion, or perception
Sentiments and/or words classified under positive, objective, and negative can be updated in the Zoomph platform.