What is the weight of each provider in the Share of Attention calculation?

The Provider Weight is a metric created to understand which social media platforms are most relevant for a specific product category — for example, hair care products. It indicates where the most important conversations are happening and where it makes sense to invest time and budget.

The new methodology calculates this weight in two steps: first the Prior Score, and then the Final Weight, which incorporates cultural impact.

Formula:

Prior Score = (50% × A) + (25% × B) + (25% × C)
Final Weight = Prior Score × (Cultural Impact ^ 50%)

Components:

A) Category Relevance on the Platform (50%) – measures the proportion of posts about the category relative to the total number of posts on the platform. This is the most important factor, as it shows where the topic is most discussed and has the strongest audience affinity.

B) Platform Dominance in the Category (25%) – indicates how much a platform dominates the conversation about the category compared to other platforms.

C) High-Impact Engagement (25%) – compares the performance of the most engaged posts in the category with the highest-engagement posts overall on the platform, highlighting where there is stronger real connection with the audience.

D) Cultural Impact (50% multiplier) – adjusts the result based on cultural and geographic performance, evaluating engagement by country and culture.

Among the benefits are its grounding in concrete data, recognition of cultural differences, and the ability to benchmark across categories. As a caveat, the results reflect historical data and depend on the quality and volume of information available for each culture and country.