Actavero

Methodology · Visibility

How the Social media: own channels is calculated

Method version socials-v1 · Last updated

In short

Own channels compares the public social media accounts of you and your competitors: LinkedIn, Instagram, Facebook, TikTok and YouTube. For the last 30 days Actavero shows each brand's share of the total engagement, followers and posts of all tracked brands, its follower growth, how often it posts, its average engagement rate, the best-performing posts, and which formats and weekdays work best. The accounts are the ones you enter under Company & competitors.

Formula

Engagement of a post: Facebook reactions + comments + shares; Instagram and LinkedIn likes + comments; TikTok likes + comments + shares; YouTube: views only (no engagement)
Share of engagement of brand b = Σ engagement of b's posts ÷ Σ engagement of all tracked brands' posts × 100 (likewise for followers and posts)
Posts per week = posts in the last 30 days ÷ (30 ÷ 7)
Follower growth = followers now − followers at the start of the period (or at the first count)

How it is calculated, step by step

  1. You enter each brand's public accounts under Company & competitors; each is checked when saved.
  2. Follower counts are read daily on the Scale plan and weekly (Mondays) on the other plans.
  3. Every Monday, and right after an account is saved, the posts of the last 35 days are read with their current likes, comments, shares and views.
  4. Engagement, engagement rate and the shares are calculated over the posts published in the last 30 days, for all platforms or one.

What goes into it

Social accounts
The public accounts of each brand that you entered and that were found.
Posts
Public posts with their likes, comments, shares and views.
Followers
The public follower or subscriber count per account.

Data sources

  • ScrapeCreators (public social media data of LinkedIn, Instagram, Facebook, TikTok and YouTube).

How often it is updated

Followers daily (Scale) or weekly; posts weekly.

How to read it

  • A high share of engagement with a lower share of posts means your content works well per post; the reverse means you post a lot for little response.
  • Formats and weekdays with a high engagement rate across competitors show what the audience in your market responds to.
  • Follower growth shows momentum; compare it in relative terms between brands of different sizes.

Example

Over 30 days your accounts got 1,900 engagements on 70 posts; all tracked brands together got 9,500. Your share of engagement is 20%.

Limitations

  • Only public data: reach, impressions and saves of competitors are not available on any platform.
  • Brands without an account on a platform count as zero there; check which accounts are entered before comparing.
  • LinkedIn posts get their likes and comments for up to 15 posts per account per week; very active pages are partly covered.
  • Engagement keeps growing for a few days after posting, so the newest posts look weaker until the next collection.

Frequently asked questions

Why do I enter the accounts myself?

Brands often have several accounts (group, country, language). Entering them yourself makes sure the right accounts are compared.

How does this relate to Conversation?

Own channels is what brands post themselves; Conversation is what others write about them on websites, forums and news sites.

  • Social engagement rate — How strongly an audience responds per post: the post's engagement divided by the account's followers × 100 (TikTok: divided by views), averaged over the posts.
  • Share of conversation (online mentions) — Your share of the online mentions of all tracked brands in the last 30 days, on websites, blogs, forums and news sites in your market, with sentiment.
  • Share of voice (Visibility) — Your share of the visibility of all tracked brands together, per channel (SEO, GEO, backlinks, socials); the Visibility score is the average of the four.

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