Average Views vs Followers: Which Metric Should Brands Use to Choose Creators
Imagine you’re standing in front of two doors:
Door One:
One million people know and follow this person.
Door Two:
85,000 people watch this creator’s content every week and reach out to ask about the products they actually use.
Which door would you choose?
Most brands might choose the first door because one million followers sounds like a bigger and more impressive number. But smart marketing doesn’t chase big numbers simply because they look impressive. It looks for a real audience that engages with the creator, trusts their recommendations, and has the potential to become customers.
What does this article cover
Follower Count Does Not Equal Views
What Does Average Views Tell You?
How Can Brands Compare Views and Follower Count?
Is Average Views Better Than Follower Count?
What Should Brands Look at Besides Average Views?
Follower Count Does Not Equal Views
Follower count reflects the size of a creator’s audience, but it does not mean that every follower watches every piece of content they publish.
A creator may have hundreds of thousands of followers while generating a much lower average number of views per video. On the other hand, a creator with a smaller audience may consistently generate a high number of views relative to their follower count.
That is why brands should distinguish between these three metrics:
- Follower Count: Indicates the overall size of the creator’s audience.
- Average Views: Provides an indication of how many people the creator’s content typically reaches.
- View-to-Follower Ratio: Helps compare creators with different audience sizes.
For example, a creator with 100,000 followers and an average of 50,000 views may be more relevant than a creator with 500,000 followers and an average of 30,000 views if the campaign’s goal is to maximize content views.
Therefore, follower count should be part of the creator evaluation process, but it should not be the only metric brands use when selecting creators.
What Does Average Views Tell You?
Average views help brands understand the level of reach a creator’s content typically generates, rather than relying on follower count alone.
By reviewing the average views across several recent posts or videos, brands can get a clearer picture of a creator’s typical content performance and compare creators with different audience sizes.
For example, if one creator has 80,000 followers and typically generates 35,000 views, while another has 300,000 followers but averages only 25,000 views, follower count alone does not show the difference in content performance.
However, average views do not tell you everything. They do not necessarily indicate:
- Whether the audience is relevant to the brand.
- The quality of engagement with the content.
- How many viewers may become customers.
- Whether the views come from the target audience.
Therefore, average views are a useful indicator of reach, but they should not be used as a standalone metric for creator selection. Brands should evaluate them alongside follower count, audience location, engagement, content fit, and the campaign objective.
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How Can Brands Compare Views and Follower Count?
When evaluating creators, brands should not look at follower count and average views as two separate numbers. Instead, comparing average views with audience size can help brands understand how well a creator’s content reaches people relative to the size of their account.
A simple way to make this comparison is:
View-to-Follower Ratio = (Average Views ÷ Follower Count) × 100
For example:
- A creator with 100,000 followers and 40,000 average views has a 40% view-to-follower ratio.
- A creator with 500,000 followers and 50,000 average views has a 10% ratio.
In this case, the second creator has a much larger audience, but their average views are lower relative to their follower count.
However, this ratio should not be treated as a final creator-selection metric. It helps brands understand the relationship between account size and typical content reach, while other factors still matter, including audience quality, audience location, engagement, content type, and campaign objectives.
Therefore, when building a creator shortlist, brands can use Follower Count + Average Views + View-to-Follower Ratio as part of the comparison process rather than relying on follower count alone.
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Is Average Views Better Than Follower Count?
Not necessarily. Average views are not always better than follower count because each metric tells brands something different.
Follower count helps indicate the size of a creator’s audience, while average views provide an indication of how many people the creator’s content typically reaches.
The more relevant metric depends on the campaign objective:
- If the goal is reach and views, average views may be more important.
- If the goal is to assess the size of the creator’s audience, follower count remains relevant.
- When comparing creators with different audience sizes, looking at both metrics together provides a more complete picture.
Most importantly, brands should not select a creator based on the highest number alone. A creator with fewer followers may generate strong average views and have an audience that is more relevant to the campaign.
Bottom line:
Do not replace follower count with average views. Use both to understand audience size versus actual content reach, then consider factors such as audience quality, engagement, and creator fit with the campaign objective.
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What Should Brands Look at Besides Average Views?
Average views are useful for understanding how much reach a creator’s content typically generates, but they are not enough to make a collaboration decision. A creator may generate a high number of views while reaching an audience that does not match the target market or have an interest in the product.
When evaluating a creator, brands should consider several indicators alongside average views:
- Follower count: To understand the overall size of the creator’s audience.
- Audience location: To make sure the views are coming from the market the brand wants to reach.
- Engagement rate and quality: To determine whether the audience is genuinely interacting with the content.
- Audience profile: Including age, interests, and other characteristics relevant to the campaign.
- Content fit: Whether the product can be integrated naturally into the creator’s content.
- Content quality: High views do not necessarily mean the content is suitable for a brand campaign.
- Previous content performance: Review multiple posts or videos rather than relying on one high-performing piece of content.
- Campaign objective: The most important metrics can differ depending on whether the goal is reach, engagement, traffic, or sales.
Therefore, when comparing creators, the question should not simply be “Who has the highest average views?” but rather:
“Who can generate strong reach among the audience I want to reach while creating content that supports the campaign objective?”
This makes average views one part of the creator evaluation process, rather than the only selection criterion.
Join the Gravity Marketing creator network and explore collaboration opportunities with brands and marketing campaigns across the Middle East and North Africa.
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Frequently Asked Questions
1. How much does YouTube pay for 100,000 views?
There is no fixed amount YouTube pays for 100,000 views. Earnings vary depending on the audience, viewer location, content type, ads served, and the channel’s eligibility for monetization.
2. How much are 1,000 YouTube views worth in Egypt?
There is no fixed value for 1,000 YouTube views in Egypt. Revenue can vary based on the type of content, audience, advertising demand, and other monetization factors.
3. How much are 500,000 YouTube views worth?
There is no fixed payout for 500,000 views. Earnings vary from one channel and video to another depending on several factors related to monetization and advertising.
4. How much are 10 million YouTube views worth?
Ten million views do not have a fixed monetary value. View count alone does not determine the actual revenue generated from a video.
5. How much does Facebook pay for 1,000 views?
Facebook does not offer a fixed rate for every 1,000 views. Earnings depend on the monetization program, content type, audience, advertising, and account eligibility.
6. When are Facebook earnings paid?
The payment schedule depends on the monetization program and the account’s payment setup and eligibility. Creators should check the payment information available in their Meta account.
7. How can you make $100 a day from Facebook?
Making $100 per day does not depend on reaching a specific number of views alone. It can be influenced by content performance, monetization eligibility, audience size, advertising, and other available revenue sources.
8. How much does TikTok pay for 1,000 views?
There is no fixed amount TikTok pays for every 1,000 views. Monetization varies depending on the program available to the creator, the country, and eligibility requirements.
9. How much are 100,000 TikTok views worth in dollars?
There is no fixed dollar value for 100,000 TikTok views. The amount can vary based on the monetization program, account eligibility, audience location, and content type.
10. When does TikTok start paying creators?
Creators can start earning after meeting the requirements of an available TikTok monetization program and being accepted into it. Simply reaching a certain number of views does not automatically guarantee earnings.
11. How can you get 4,000 YouTube watch hours?
The 4,000-hour threshold is reached through eligible public watch time during the period specified by YouTube. Watch time generated from Shorts in the Shorts Feed does not count toward the 4,000-hour requirement.
12. Is average views more important than follower count when choosing a creator?
Not necessarily. Follower count indicates audience size, while average views provide a better indication of how much reach the creator’s content typically generates. Brands should consider both metrics together.
13. How do brands calculate a creator’s average views?
Brands can review a group of the creator’s recent posts or videos, add their view counts, and divide the total by the number of posts included. Using multiple posts provides a more reliable picture than relying on a single video.
14. How do you calculate the view-to-follower ratio?
The ratio can be calculated using the following formula:
View-to-Follower Ratio = (Average Views ÷ Follower Count) × 100
This helps brands compare creators whose accounts have different audience sizes.
15. Does a high follower count mean a creator has higher reach?
Not necessarily. A creator with a large following may have a lower average view count than a creator with a smaller audience. Follower count should therefore not be used as the only measure of reach.
16. Can a creator with fewer followers get more views?
Yes. A creator with a smaller audience can achieve a higher average view count than someone with a much larger following. Comparing follower count with average views helps brands better understand a creator’s actual content reach.
Connect with Gravity Marketing
If you’re a brand looking for the right creators for your Influencer Marketing campaigns, the Gravity Marketing team can help you evaluate creators based on follower count, average views, audience quality, and engagement rate to identify creators that align with your campaign goals.
Contact Gravity Marketing to explore collaboration opportunities and Influencer Marketing campaigns:
+20 155 512 3155
+20 101 492 2711