Demand Score: How the Ranking System Works

The Demand Score allows us to rank various brands, media channels, or talents across different platforms and countries. Additionally, we can calculate an overall rank by aggregating data from multiple platforms.

Tying Entities Together

Using the concept of entities, we connect the entire online footprint of a brand, talent, or intellectual property (IP). This ensures that all related social media accounts are associated with the same entity, providing a unified view of its performance.

Country and Channel Weights

An essential aspect of the Demand Score is the use of weights:

1. Country-Specific Weights: Each country has a unique weight for every channel.
2. Channel-Specific Weights: Channels also have distinct weights, different from each other.

These weights allow the Demand Score to reflect the relative importance of specific countries and channels, ensuring a more nuanced ranking system.

How Scores Are Calculated

1. Channel Scores:

   • The absolute values (e.g., number of followers) are multiplied by a fixed weight (that can also be 0).
   • These weights depend on the channel and the country being analyzed.

2. General Ranking (Global Score for All Channels):

   • A fixed channel weight (that can also be 0) is applied to combine scores across channels.
   • This creates an overall ranking that reflects the aggregated performance of entities across all channels.

The table below demonstrates:

• How scores are calculated for entities on each country and channel (please note, we refer to channels as platforms in the download/raw data - notice the file name "All Platforms").
• How channel-specific scores contribute to the Weighted Total.
• How scores across all channels combine into the All Channels Score.

Demand Score Calculation by Channel

Country-Level Rankings

Each channel's demand score is calculated by ranking entities in individual countries. The most followed entity is assigned a score of 100, while the least followed is assigned 0, as an example. Rankings are determined based on channel-specific metrics, such as followers, subscribers, or traffic.

Weighted Total

To calculate the Weighted Total, we sum the product of:

• Country-specific followers or metrics
• Country weights for that channel

The general ranking for an entity (Cross-Channel in the dashboard, and All Platforms in the download) is derived by summing the weighted channel rankings.

Channel-Specific Demand Scores

Google Demand Score

• Metric Used: Average Search Volume (last 12 months).
• Calculation: Multiply the Average Search Volume by the weight assigned to Google in the respective country.
• Weighted Total: Sum of scores from all countries in the report (e.g., 19 countries). Groups of countries are calculated by summing scores from the respective countries.

Example: An entity with higher average searches in a high-weight country will rank higher in Google’s demand score.

Google Growth Demand Score

• Metric Used: Average Search Variance YoY (last 12 months).
• Calculation: Similar to Google Demand Score but focuses on the variance in search volume between the last 12 months and the preceding 12 months.
• Weighted Total: Calculated by adding the weighted scores from each country or group of countries.

YouTube Search Demand Score

• Metric Used: Average Search Volume (last 12 months).
• Calculation: Follows the same methodology as the Google Demand Score.

Instagram, TikTok, X, YouTube) and URL Demand Scores

• Metric Used:

  • Followers (Instagram, TikTok, X)
  • Subscribers (YouTube)
  • Traffic (URL)

• Calculation: Multiply the absolute metric (followers/subscribers/traffic) by the weight assigned to the respective channel in each country.

• Weighted Total: Calculated by summing the weighted scores across all countries. Group scores are determined by aggregating scores from relevant countries.

 

Cross-Channel Demand Score (All Platforms)

The All Platforms Demand Score provides a comprehensive ranking by aggregating channel-specific scores across all channels and countries, weighted by the relative importance of each platform. This calculation allows for both country-specific and global evaluations.

To calculate the General Ranking for an entity:

1. Multiply the ranking position on each channel by the channel weight.
2. Sum the weighted scores across all channels to derive the Cross-Channel Score.

This method highlights the demand across channels while accounting for platform and country relevance, providing a comprehensive ranking for entities globally or within specific regions.

Formula

The score is calculated as follows:

Key Points

1. Channel-Specific Scores: Each platform contributes a score based on its relevant metric (e.g., search volume, followers, traffic).
2. Channel Weights: Each platform is assigned a weight to reflect its importance in the overall calculation.
3. Country-Level or Global: Scores can be computed for a specific country or as a weighted total across all countries included in the report.

By combining these scores, the Cross-Channel Demand Score provides a holistic view of an entity's demand signals across multiple channels and geographies.