Glossary · Vetting and audience
Branded vs organic engagement
How sponsored posts perform relative to a creator's unsponsored ones. The ratio of engagement on branded content to engagement on organic content. A ratio near 1 means the audience accepts sponsorships; well below 0.7 means they tune out.
Why it matters
Real followers who ignore ads are as useless to a brand as fake ones. This ratio is the sponsorship-specific truth.
Formula
Branded vs organic = avg engagement on sponsored posts ÷ avg engagement on organic posts
How Zaver measures it
Every insight report shows branded and organic counts and the performance ratio, and the fair price adjusts for it.
Related terms
Engagement rateFair priceDetected brand partnershipsAll terms