How we calculate it

Followpie estimates how much of your attention on Instagram goes to specific brands — via the influencers you follow. We aim for the order of magnitude, not second-level precision. Every calculation runs in your browser; no data is sent anywhere.

For each influencer in our database we manually reviewed the last ~40 public posts (a mix of posts, reels and story highlights) and counted the percentage in which each brand appears. A mention counts as:

• A brand tag (@brand)
• A hashtag (#brand)
• A visible logo or product on screen
• An explicit mention in the caption
• A “paid partnership” label

This data is a static snapshot, not real-time. Influencer–brand partnerships change weekly, so we plan to refresh the database once every 3 months.

Your daily attention is split evenly across the influencers you selected:

Example: You follow 5 influencers and spend 60 min/day on IG. Each influencer gets 12 min/day of your attention. If one of them features brand X in 20% of their content, that's ~2.4 min/day (about 14 hours/year) for that brand.

• We assume an even distribution of attention across those selected. In reality Meta's algorithm favours some accounts.
• We don't account for the difference between formats (post / reel / story / live).
• We don't include paid ads shown between content that aren't from an influencer you follow.
• Brand-mention frequency is an average over a clearly defined period, not the current state.
• Influencer–brand relationships change fast. If you've followed someone only briefly, or a partnership recently ended, the calculation won't reflect it.
• The model doesn't describe why you consume a brand — only how much you encounter it.

For every influencer–brand pair in the database we keep a confidence level:

• High — verified data, a sample of 40+ posts, an explicit paid-partnership tag
• Medium — smaller sample, a partnership observable over time
• Low — a one-off mention or unclear status
• Placeholder — demo data in the beta version

If you're an influencer or a brand representative and don't consider the data accurate, write to us at audit@innogremium.cz. We'll correct published estimates within 14 days or add context.

Followpie deliberately publishes no causal claim like “X is paid by brand Y”. Every phrasing is a description of data (“brand Z appears in X% of posts over period Y”). The goal is transparency, not attack.

Your audit runs entirely in your browser. We don't send or store data about who you follow or how much time you spend on IG. When you close the browser window, the session is gone.

We record only anonymous statistics (audit completed, share card opened), with no user identifier. We use no third-party cookies or tracking pixels.

Followpie is built under InnoGrémium, a student initiative focused on innovation, marketing and digital literacy. The project is independent of any brands or platforms.