Below you will find the most common questions users have when using the Vetting portion within Klear.
Table of Contents:
How are audience demographics sourced?
Regarding demographics, it is important to note that Klear's demographics are based on our analysis of the engaged audience i.e. users who actively like and comment on content. Instagram's demographics are follower demographics i.e. they look at the total population of followers, which could in fact include fake accounts, bot accounts, and passive users (sporadic logins, minimal engagement, etc).
Please also note that both Klear and Instagram demographics are not 100% precise. Both are based on estimates, and ours in particular is based on those who engage (like, comment, share) as I mentioned. Even when you advertise on TV, generally this is based on a sample and therefore also an estimate and not 100% perfect
The way that Klear infers audience gender and age is based on an image recognition tool called MS. The attached article assesses the accuracy of four major facial recognition tools.
Why can't Klear capture demographics for certain profiles?
Occasionally, for some influencers the checks that we run to determine the audience demographics will not pass our accuracy thresholds and therefore we won't publish the stats, because we can't be confident in the data.
An example of a factor that would lead to a profile failing an accuracy threshold test: not enough credible engagements, ie engagements from users with an avatar, with enough posts, description.
How do you calculate Average Income?
The average income is to demonstrate the average income of the AUDIENCE of this influencer. The data is provided based on public data sets like the census bureau in the United States.
Why can we not get 3rd Party YouTube Demographics?
Each network works very differently and provides different data points, and has different TOS on how you can use the data. On YouTube specifically the valuable information on the audience is the viewers demographics. Influencers are required to connect their YT account with Klear in order to include their YT viewers demographics. This is very valuable information and isn't available elsewhere. (the campaign briefs have connect YT as an optional requirement for this exact reason). This is the data that we recommend all our clients to rely on as it come directly from Google. Any other “suggested” demographics that might appear on other platforms is unreliable due to the nature of YT.
What is Klear’s True Reach?
Our TrueReach technology is based on a machine-learning algorithm that predicts the number of real views an influencer gets per post. It attempts to strip out inactive accounts, fake accounts, and bots from the influencer’s follower count. True Reach identifies patterns that correspond with real users vs automated bots or sporadic use. For example, many likes from newly created accounts will be considered a low-quality pattern. Long-lasting relationships and high-interest space matches are considered a high-quality pattern. These are just two of the thousands of different patterns that correspond to different behaviors per audience.
Our data indicates that generally True Reach is an accurate predictor, but as with any estimate, there can be discrepancies. This is why we recommend inviting influencers to authenticate so that we can obtain verified first party data (including average views on feed posts or stories).
It is also important to keep in mind that True Reach is calculated based on data that spans a broad time period. Of course, as new data comes in, we would expect the True Reach to change accordingly (for example if a user's follower base and engagement increases dramatically over a few months).
Nonetheless, since it is an average over a period of time, it is natural for the reach of a single post to be higher or lower. Again, the True Reach is a predictor which our data indicates is a generally accurate measure but technology has its limitations and this is something we must keep in mind.
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