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CPM stands for Cost Per Mille or Cost Per Thousand. CPM can be defined as the money an advertiser spends for one thousand views. Clan uses the CPM metric to calculate an approximate amount of money paid to an analysed YouTube influencer for the content they generate.
For a brand or an agency, the YouTube report of a certain channel/creator/influencer can be accessed by entering the channel name in the search bar and clicking on the desired account in the drop-down menu.

An influencer/content creator can also see their channel’s analytics/report in their login homepage under the reports section.
All data points barring the audience demography is updated daily. Audience demography is updated once a month.
Channel Quality score or the CQS is the effectiveness metric of any YouTube channel or an influencer. This can be used by brands/agencies to effectively plan the budgets for influencer marketing campaigns on YouTube.

It is a metric that is learnt over time on a ML (machine learning) model for an influencer/YouTube channel. It is calculated on a range of 1-100, 100 being the highest benchmark. The following inputs determine the CQS:

  • The audience: It comprises the creator’s location, the alignment of the audience, age and gender distribution.
  • Credibility: Evaluates the audience’s legitimacy, the correlation between sudden spikes in views, drops in views and subscriber growth.
  • Engagement: component benchmarks the number of comments and reactions, views to comments ratio, upvotes to views ratio, and comments to views ratio with the similar influencers.
  • Creator’s influence: It is measured using the number of subscribers, stability of views, views to subscriber’s ratio, frequency of video, upvotes to downvotes ratio.
It is arrived at by the language of the user content and text in their channel description.
Audience demography refers to the geographical location, age and gender of the audience. The following is used to identify it:

For Geographical Location: This is identified using publicly available information on location from the profiles of the active audience of the influencer.
For Audience’s Age & Gender: We run through our image recognition technology over the influencer’s active audience to identify their age and the gender.
IIt is a recommendation given by the platform which understands the YouTube influencers/creators who in the past have made content similar to a given business/genre/category. For e.g. Recommending a tech influencer who has made engaging mobile unboxing videos to to a mobile manufacturing brand.

It is a very effective way of planning a campaign and budgets, where a brand/agency can effectively plan an optimized campaign to deliver a certain KPI by reaching out to a content creator/creators who are more efficient but less expensive.

Clan provides a list of similar channels by finding mutual qualities between influencers and their audiences considering the following attributes:

  • Audience Demographics: Factors like audience’s age, gender distribution and accounts having the same top-1 audience country.
  • Influencer category and keywords that describe their content the best
The average number of uploads per week in a given time frame is called Video Frequency. It can be high or low depending on the upload frequency.

This number is then compared by the number of views of similar accounts to give you a benchmark that assists in comprehending how an influencer has performed.
The ratio of Likes to dislikes, which helps in understanding whether an influencer’s video is being liked or disliked by their audience.

The benchmark of the same is arrived at by comparing this metric with similar accounts to give you a benchmark that assists in understanding how the influencer’s audience reacts to their content. It can be a useful metric for planning if you are likely to consider/evaluate how a content will resonate with audiences after it has been posted.
Likes and dislikes per 1000 views in a given time frame is referred to as the Reaction Rate.

We compare this number with similar accounts by the number of views and give you a benchmark that helps to understand how engaged an influencer’s audience is. It can be a useful metric for planning if you are likely to consider/evaluate how the audience will engage when a content is posted by an influencer.
The median number of likes, dislikes, and comments per video in a timeframe indicates the Average engagement per video of that channel.

Clan compares this number with the past numbers, for a better understanding of how an influencer is has performed in a given time frame.
The median unlike the average, does not consider a very large or too small engagement numbers but it looks at the middle of any data set divided in two halves which may give a better idea about engagement.
It is the calculation of the median number of views on all videos in a given timeframe. However, we do not consider videos posted in the last week as the view numbers pertaining to a video may take a week to stabilize and doesn’t show any unusual spike or variation from the normal.

The minimum view is the minimum number of views for a video in a given timeframe, and maximum view is the maximum number in a given timeframe.
The number of people that have subscribed to a YouTube influencer’s account/channel in a given time frame reflects the Subscribers Growth. We compare this number with a previous period to help you understand how an influencer performs over time.

The number of subscribers can also come out to be negative on certain days. Regular verification is done by YouTube to ensure the authenticity of the accounts and actions on all YouTube channels to make sure that metrics are free of spam, abuse, and closed accounts.
New views reflect how often an influencer’s videos has been viewed in a specific time frame and can be a significant measure of a video's overall popularity.

For your better understanding of how an influencer performs over time, we compare this number with that of an earlier period.

Owing to the fact that YouTube can discard low-quality playbacks, the number of views could be negative on a specific day.
The approximate price of one video with a brand mention posted by an influencer’s YouTube account is the Estimated Integration Price. Clan shows an estimated price that is calculated on the basis market research and intelligence. Please note that the actual price might be different.
Brand mention section can be found at the bottom of Each YouTube Report, only if an influencer has at least one mention over the past 90 days. The following could be included:

  • Name of a brand and link to the brand website.
  • Total views. {If an influencer mentioned a brand in several videos, it is the sum of all views in those mentioned videos)
  • CPM and its benchmark/performance. The benchmark is given basis the CPM of other videos of the influencer.
Analysing brand mentions is an integral part of the growth strategy. Marketers can ascertain the collaborations which worked and vice-versa, basically understanding which videos did well in terms of the CPM.
It is possible that sometimes you might not see the audience demography. It is because of unavailability of sufficient reliable data to conduct the analysis.
Earned Media Value or the EMV means/is reflective of the amount a brand would have spent to garner the same reach via paid social ads targeted at an audience with similar demographics. It is done by assigning a monetary value to every like, comment, and interaction made with a post or account on social media and adding it together to calculate the total value of their “earned” interactions. It's important to note that not all social media interactions are equal, but they all provide some value.

The following metrics are calculated to arrive at the EMV:
  • Reach: Approximate number of impressions that every post deliver, the activity which could be termed as fraud or inauthentic is removed from this approximation.
  • Engagement: Likes, views and comments.
  • Follower count
  • Account quality and authenticity
  • Demographics: Audience’s age, sexual orientation, and Geographic location