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Enhanced Social Reach Metrics: Why the Change and What to Expect
Enhanced Social Reach Metrics: Why the Change and What to Expect
Jeff Poulton avatar
Written by Jeff Poulton
Updated over a week ago

We are excited to announce an upcoming change to how social reach is displayed in your Roster Brand Portal, designed to provide you with more accurate and insightful data. This update reflects our commitment to continually improving the tools and metrics available to you for managing your ambassador programs effectively.

What’s Changing?

In the early days of Roster, many of our brands’ ambassadors used personal Instagram accounts, which did not provide post reach metrics via Meta's API. To compensate for the missing reach data, Roster opted to use follower count as a proxy for reach. As more ambassadors have transitioned to business and creator Instagram accounts, we are updating our reach metrics to use actual reach when provided by the social networks' APIs, and an estimated reach when not provided.

How Will This Affect You?

  • Enhanced Accuracy: You’ll see more accurate social reach metrics for your ambassadors’ posts, enabling better insights and decision-making.

  • Estimate for Missing Data: For posts without reach or impression data, we will use an estimate based on 15% of the poster’s follower count to ensure you still have a useful metric to work with.

Implementation Plan

  • Opt-In Period: Starting now, you can enable this new feature via a setting in your Roster account. This allows you to experience the improved metrics and provide feedback before the full rollout.

  • Full Rollout: On January 31, 2025, this update will become permanent for all accounts, ensuring everyone benefits from the enhanced data.

How to Opt-In

  1. Log in to your Roster account.

  2. Navigate to Brand settings > Brand info.

  3. Enable the Enhanced social reach option.

Prior to the Full Rollout (see above), you can switch back and forth between Enhanced social reach and Legacy social reach.

We value your feedback and want to make this transition as smooth as possible. If you have any questions or need assistance, please don’t hesitate to reach out to our support team at [email protected].


Why is Roster changing how social reach is calculated?

The change is driven by the need for more accurate data. With more ambassadors using business and creator accounts that provide actual reach metrics, we can offer more precise insights compared to using follower counts as a proxy.

What if my ambassadors still use personal Instagram accounts?

For posts without actual reach or impression data, we will estimate reach based on 15% of the poster’s follower count. This is an industry average and will provide realistic metrics to work with, even if actual data is not available.

How is reach reported for TikToks?

At the current time, TikTok does not provide unique view counts (aka reach) through their API, but they do provide total video views. Until they provide the actual reach, Roster will estimate that 90% of views are from unique users.

Can I switch back to the old method of calculating reach?

Yes, during the opt-in period, you can revert back to the legacy method if needed. However, starting January 31, 2025, all accounts will be migrated to the new enhanced reach approach.

If our brand opts-in, will reach for historical posts be updated?

Yes, our system has already retroactively calculated real and estimated reach data for posts that have already been captured in Roster. This means that when you opt-in, all the reach data you see in Roster will reflect the new approach.

Who can I contact for more support or feedback?

If you have any questions, need assistance, or want to provide feedback, please contact our support team at [email protected]. We are here to help ensure a smooth transition to the new enhanced reach metrics.

We appreciate your cooperation and look forward to providing you with more accurate and useful data to enhance your ambassador program's performance.

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