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How does Tribe Dynamics measure sponsored content?
How does Tribe Dynamics measure sponsored content?

Tribe distinguishes paid posts from organic posts based on commonly used search terms or hashtags that denote sponsored content.

Pei Dhanaporn Choong avatar
Written by Pei Dhanaporn Choong
Updated over a week ago

To distinguish between paid posts and organic posts that contribute to a brand’s performance, Tribe Dynamics earmarks EMV that is associated with sponsored posts and reports this as a percentage of total EMV earned in a given time period.

What counts as Sponsored Content?

We identify sponsored content using keywords such as “#ad,” “#spon,” “#sponsored,” and any other language that local governing bodies require for the disclosure of paid brand endorsements.

Example:

The post above was sponsored by UNIQLO, but its EMV will be categorized as “sponsored” for any other brands mentioned in the post. When a post mentions multiple brands, often only one of the tagged brands will be paying for the post, but an endorsement from one brand often diminishes the authenticity of the post as a whole. It's also common for influencers to disclose that a post is paid for, without specifying the brand that is paying. As a result, sponsored EMV can "spill over" across brands. We recommend that sponsored EMV be used as a directional measurement rather than an absolute one.

Where can I find a breakdown of Sponsored vs. Organic content?

The Sponsored Mentions component is available as part of Brand Insights on your Competitive Insights page. To navigate to Brand Insights, click the name of any brand in your Competitive Set. Scroll down the analytics available for this brand to see how sponsored content contributed to brand performance in terms of EMV and as a percentage of the total EMV generated:

📝 Note: The Sponsored Mentions component will update based on the date range selected at the top of the Brand Insights page, and is only available on a month or multi-month basis.

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