When you open up a creator's profile, you can see a lot of different metrics we calculate for creators. One of them being Paid Post Performance. In this article, we break down the definition and ways to think about this.
Keep in mind, that not everyone has this metric available. We cannot analyze it when a profile is too small or they haven't properly tagged any paid sponsorships.
How does it work?
Paid post-performance compares engagements of influencers' “regular posts” with engagements of “paid posts” that have #ad or a tagged paid sponsorship.
To reach 100% performance, the influencer on average would need to get the same amount of engagements on their “regular posts” and “paid posts”.
For example, on average, I get 1000 likes on every single post, but on the posts, I was paid for, I get on average 700 likes. Then I would have a 70% paid performance rate shown by our platform. Meaning that the paid content in terms of engagements works 70% as well as regular content.
Paid post-performance also can be more than 100%. For example, there can be influencers who normally get 1000 likes on their posts, but paid ads get 1400 likes on average. Then the paid post-performance rate would be 140%.
How should I think about this?
Usually, it is not the best indicator when choosing who to work with, since it doesn’t tell you the full picture in terms of conversions. This metric is usually used to ensure the influencer isn’t just making “bad” paid posts. From our experience, influencers who have really low-paid post-performance for example, 20% are usually the types of influencers who just spam different products to their audiences, so their followers lose interest.