Your guide to platform terms and methodology!
Key Social 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.
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.
Please scroll down to ‘Metric Breakdown’ to see each platform’s specific engagement definition.
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.
Methodology Behind Our Valuation
Social Value
The total estimated media value of a social post, based on impressions, video views, and engagements. This represents the equivalent cost required to reach the same audience through paid advertising.
Note: Social Value may also be referred to as Post Value.
How is Social Value Calculated?
Social Value is determined using the number of impressions, views, and engagements a post receives, factoring in industry-standard rates for:
- CPM (Cost per Thousand Impressions)
- CPE (Cost per Engagement)
- CPV (Cost per Video View)
The CPM, CPE, and CPV rates used in calculations can be found in your platform account settings.
Social Value Example:
Logo Detection & Exposure Metrics
Logo Detection
AI-powered logo detection scans images and videos to identify partner logo exposures, providing insights into brand visibility and performance.
Zoomph has a partner library for all partners that we have trained in our system.
If you are looking to see if there is a partner that we can track through AI logo detection, please reach out and we can confirm!
Logo Training
Any partner/brand that Zoomph does not currently have trained in the logo library can be trained through monthly training cycles. Zoomph gathers as many examples of a partner’s logo to train the AI to learn and recognize throughout graphics or videos.
Logo Impressions
The total number of times a partner’s logo appears in a photo or video.
- True Impressions: Provided for authenticated accounts.
- Projected Impressions: Used for unauthenticated accounts.
How Are Impressions Different from Logo Impressions?
- Impressions (Post Impressions) measure how many times a post was seen.
- Logo Impressions measure how many times a partner’s logo appeared within a video or image, potentially multiple times per post.
Social Brand Value & Attribution
Brand Value
The value attributed to a partner based on logo exposure and/or brand mentions in the post text. This value is adjusted (discounted) based on how prominently the brand appears in the media.
How is Brand Value Calculated?
- Branded/Text Mentions: Zoomph detects when a partner is tagged or mentioned in a post’s text and classifies it as a "Branded Post." By default, 10% of the total Social Value is attributed to the partner.
- Logo AI Recognition: Detects a partner’s logo in images or videos, whether as a watermark, on in-stadium signage, or within branded content.
Brand Exposure Discounting
Since not all logo placements are equally visible, Zoomph applies a discount based on five key factors affecting human visual recall and brand perception:
- Clarity – How clear the logo appears.
- Size – The relative size of the logo in the image or video.
- Clutter – Whether the logo is surrounded by other visual elements.
- Centrality – The placement of the logo in the frame.
- Duration (for videos) – How long the logo remains visible.
Difference Between Social Value and Brand Value
- Social Value measures the overall worth of a post based on impressions, engagements, and video views.
- Brand Value measures the portion of that value attributed to a specific partner, based on logo presence and/or brand mentions in the post copy.
Brand Value Example:
Broadcast Key Terms & Definitions
Total Broadcasts
The number of unique events within the specified date range.
(Default filter: Last 30 days)
Total Average Frequency of Telecast
The average number of times a household watches an event.
Total Average Audience
The average number of people (P2+) who viewed the events.
Total Unique Reach
The total number of unique viewers (P2+) who watched at least one minute of the combined events.
Total Average Unique Reach
The average number of unique viewers (P2+) who watched at least one minute of the events.
Total Average Length of Tune
The average time (HH:MM:SS) a household spends watching per event.
Peak Audience
The highest number of people (P2+) who watched the event at any given moment, segmented by the specified network.
Broadcast Key Metrics & Definitions
Total Full Media Value
The total advertising value of all partner exposures, based on the :30-second spot rates during the specified event(s).
Total Full Media Impressions
The total number of raw impressions across all partner exposures during the specified event(s).
Total Brand Value
The total weighted value of all partner exposures during the specified event(s).
Brand Impressions
The number of weighted impressions for a specified partner exposure.
Total Brand Exposures
The total number of times a partner’s brand appeared during the event(s).
Brand Duration
The cumulative length of all brand exposures for a specified partner, measured in HH:MM:SS.
Average Brand Score
A weighted value assigned to all brand exposures, representing the average discount factor applied to partner exposures. This score accounts for five key exposure factors during the specified events:
- Time on Screen – How long the brand was visible.
- Clarity – The sharpness and visibility of the brand.
- Size – The relative size of the brand’s exposure.
- Placement of the Logo – Where the logo appeared in the frame.
- Clutter – Other visual elements that may compete for attention.
Audiences
Overview
Zoomph has a database of over 349 million profiles on X (Twitter) to analyze follower and audience insights. Below are key terms and definitions you may encounter:
Key Audience Metrics & Definitions
Current Audience
The sample size of the account or audience you have selected for analysis.
Baseline
A reference point for comparison against your target audience. By default, the baseline represents all 349 million profiles (the general population). You can customize this by selecting a different comparison audience.
Interests & Passions
The most popular interests and passions of the selected audience, determined by:
- Who they follow
- Who they interact with
- The content they engage with most
Social Connections
Predicted accounts that the selected audience is likely to follow or show favorability toward on social media.
Personality Traits
The most dominant personality traits within your audience, identified through self-reported information and social activity.
Top Terms & Time
The most commonly associated terms with this audience, including:
- Frequently used words in biographies
- Top hashtags used
Values
The religious, relational, political, and social values of the selected audience, inferred from self-reported information and social activity.
Socio-Economic
The socio-economic segmentation of the selected audience, based on self-reported details and online behavior.
Brand Affinities
The brand categories and specific brands that the selected audience is most likely to engage with or prefer.
Metrics Breakdown by Platform
Facebook Definitions & Authentication
|
Metric |
Description |
Authentication |
|
Impressions |
The total number of times a post was viewed. |
True: Authenticated / Projected: Unauthenticated |
|
Engagements |
The total number of interactions on a post, including likes, shares, comments, and reactions. |
Authenticated / Unauthenticated |
|
Engagement Rate |
Measures audience interaction by dividing total engagements by the number of impressions. |
Authenticated / Unauthenticated |
|
Follower Interaction Rate |
Measures how often followers engage with a post. |
Authenticated / Unauthenticated |
|
Reach |
The total number of unique users who were exposed to the content. |
Authenticated |
|
Shares |
The number of times content was reposted. |
Authenticated / Unauthenticated |
|
Comments |
The number of responses or replies on a post. |
Authenticated / Unauthenticated |
|
Post Clicks |
The total number of times users click anywhere within a post, including images, links, "See More" text expansions, videos, or interactive elements. |
Authenticated |
|
Plays |
The number of video sessions where at least one millisecond of playback occurred, excluding replays. |
Authenticated |
|
Likes |
The standard "Like" reaction by clicking the thumbs-up icon on a post. |
Authenticated / Unauthenticated |
|
Haha |
The "Haha" (😆) reaction option expressing laughter or amusement. |
Authenticated / Unauthenticated |
|
Sad |
The "Sad" (😢) reaction option expressing sadness or empathy. |
Authenticated / Unauthenticated |
|
Angry |
The "Angry" (😡) reaction option expressing frustration or disagreement. |
Authenticated / Unauthenticated |
|
Love |
The "Love" (❤️) reaction option expressing affection or strong approval. |
Authenticated / Unauthenticated |
|
Wow |
The "Wow" (😮) reaction option expressing surprise or amazement. |
Authenticated / Unauthenticated |
Meta API Updates (Effective April 2025)
- "Impressions" will be replaced by "Views" as the primary metric for measuring content visibility.
- "Video Views" and "Plays" will be deprecated, with "Views" becoming the standard KPI for video performance.
- These changes have already rolled out in the Instagram app and will be reflected in Meta’s API soon.
For the full announcement from Meta, click here.
Instagram Definitions & Authentication
|
Metric |
Description |
Authentication |
|
Impressions |
The total number of times a post was viewed. |
True: Authenticated / Projected: Unauthenticated |
|
Engagements |
The total number of interactions on a post, including likes, shares, comments, and reactions. |
Authenticated / Unauthenticated |
|
Engagement Rate |
Measures audience interaction by dividing total engagements by the number of impressions. |
Authenticated / Unauthenticated |
|
Follower Interaction Rate |
Measures how often followers engage with a post. |
Authenticated / Unauthenticated |
|
Reach |
The total number of unique users who were exposed to the content. |
Authenticated |
|
Likes |
The number of times users tap the ❤️ icon on a post. |
Authenticated / Unauthenticated |
|
Shares |
The number of times content was reposted. |
Authenticated |
|
Comments |
The number of responses or replies on a post. |
Authenticated / Unauthenticated |
|
Saves |
The number of times users bookmark a post by storing it in their Saved collection for future reference. |
Authenticated |
|
Plays |
The number of video sessions where at least one millisecond of playback occurred, excluding replays. |
Authenticated / Unauthenticated |
|
Exits |
The number of times a user leaves a story before it completes. |
Authenticated |
|
Replies |
The number of replies or direct messages a story receives. |
Authenticated |
|
Taps Forward |
The number of times users tap to skip to the next story within the same account |
Authenticated |
|
Taps Backward |
The number of times users tap to go back to the previous story within the same account. |
Authenticated |
Meta API Updates (Effective April 2025)
- "Impressions" will be replaced by "Views" as the primary metric for measuring content visibility.
- "Video Views" and "Plays" will be deprecated, with "Views" becoming the standard KPI for video performance.
- These changes have already rolled out in the Instagram app and will be reflected in Meta’s API soon.
For the full announcement from Meta, click here.
TikTok Definitions & Authentication
|
Metric |
Description |
Authentication |
|
Impressions |
The total number of views on a post. |
Authenticated |
|
Engagements |
The total number of interactions on a post, including likes, shares, comments, and reactions. |
Authenticated |
|
Engagement Rate |
Measures audience interaction by dividing total engagements by the number of impressions. |
Authenticated |
|
Duration |
The length of the video. |
Authenticated |
|
Likes |
The number of times users tap the ❤️ icon on a post. |
Authenticated |
|
Shares |
The number of times content was reposted. |
Authenticated |
|
Comments |
The number of responses or replies on a post. |
Authenticated |
|
Reach |
The total number of unique profiles that were exposed to the content. |
Authenticated |
Twitch Definitions & Authentication
|
Metric |
Description |
Authentication |
|
Video Views |
The total number of times a video was viewed. |
Authenticated / Unauthenticated |
|
Avg. Concurrent Views |
The average number of concurrent viewers at any given time in the stream. |
Authenticated / Unauthenticated |
|
Hours Watched |
The total hours watched on the stream based on the stream duration and average concurrent viewers. |
Authenticated / Unauthenticated |
|
Followers Gained |
The number of followers the channel gained during the course of the stream. |
Authenticated / Unauthenticated |
|
Peak Viewers |
The highest recorded number of concurrent viewers during the stream. |
Authenticated / Unauthenticated |
|
Duration |
The length of the video. |
Authenticated / Unauthenticated |
|
Total Views Gained |
The number of views gained on the channel from the beginning of the stream to the end. |
Authenticated / Unauthenticated |
|
Unique Authors |
The total number of unique profiles that created a video or clip. |
Authenticated / Unauthenticated |
|
Clips |
The total number of videos collected from Twitch. |
Authenticated / Unauthenticated |
Twitter/X Definitions & Authentication
|
Metric |
Description |
Authentication |
|
Impressions |
The total number of times a post was viewed. |
Authenticated / Unauthenticated |
|
Video Views |
The total number of times a video has been watched. |
Authenticated / Unauthenticated |
|
Engagements |
The total number of interactions on a post, including likes, shares, comments, and reactions. |
Authenticated / Unauthenticated |
|
Engagement Rate |
Measures audience interaction by dividing total engagements by the number of impressions. |
Authenticated / Unauthenticated |
|
Follower Interaction Rate |
Measures how often followers engage with a post. |
Authenticated / Unauthenticated |
|
Likes |
The number of times users tap the ❤️ icon on a post. |
Authenticated / Unauthenticated |
|
Reposts |
The number of times content was shared. |
Authenticated / Unauthenticated |
|
Engagements + Interactions |
Total number of times a user has interaction with a post. This includes engagements and clicks anywhere on the tweet including media opens, link clicks, etc. |
Authenticated |
|
Replies |
The number of responses or replies on a post. |
Authenticated / Unauthenticated |
|
Quotes |
The number of times content was shared with another user’s comment added. Formally known as ‘Quote Tweets’ |
Authenticated |
|
URL Link Clinks |
The number of times a user clicked on a link shared in a post. |
Authenticated |
|
User Profile Clicks |
The number of times people click on the profile’s username, profile picture, or handle from a post. |
Authenticated |
|
Bookmarks |
The number of times users save a post by storing it in their Saved collection for future reference. |
Authenticated / Unauthenticated |
|
Unique Authors |
The total number of unique profiles that authored content in a feed. Does not include authors who only reposted content. |
Authenticated / Unauthenticated |
YouTube Definitions & Authentication
|
Metric |
Description |
Authentication |
|
Video Views |
The total number of times a video was viewed. |
Authenticated / Unauthenticated |
|
Engagements |
The total number of interactions on a post, including likes, shares, comments, and reactions. |
Authenticated / Unauthenticated |
|
Engagement Rate |
Measures audience interaction by dividing total engagements by the number of impressions. |
Authenticated / Unauthenticated |
|
Follower Interaction Rate |
Measures how often followers engage with a post. |
Authenticated / Unauthenticated |
|
Likes |
The number of times users click the thumbs-up 👍 button on a video. |
Authenticated / Unauthenticated |
|
Dislikes |
The number of times users click the thumbs-down 👎 button on a video. |
Authenticated / Unauthenticated |
|
Comments |
The number of responses or replies on a post. |
Authenticated / Unauthenticated |
|
Total Live Views |
The total number of views during a live stream. |
Authenticated / Unauthenticated |
|
Total VOD Views (Video on Demand) |
The number of times a video is watched after it has been published and is available for on-demand viewing. |
Authenticated / Unauthenticated |
|
Avg. Concurrent Viewers |
The average number of concurrent viewers at any given time in the stream. |
Authenticated / Unauthenticated |
|
Peak Viewers |
The highest recorded number of concurrent viewers during the stream. |
Authenticated / Unauthenticated |
|
Duration |
The length of the video. |
Authenticated / Unauthenticated |