Digital Marketing Glossary

Entertainment Score

What Is the Entertainment Score?

What if it was possible to quantify something as intangible as entertainment value? It’s no longer hypothetical. Dash Hudson has developed the Entertainment Score to help you understand how your content is received by audiences on TikTok and Instagram Reels. Entertainment Score is based on two key indicators which differ for TikTok and Instagram. 

For TikTok, the key indicators are:  

  • Engagement Rate: What percentage of your audience liked, commented on, or shared your post
  • Retention Rate: On average, how much of your video your audience watched

For Instagram, the key indicators are: 

  • Engagement: How many users are engaging with your video
  • Reach: How many users have been exposed to your video
entertainment score

What Sets Entertainment Score Apart From Other Metrics?

Using upwards of 25,000 videos across all industries, Dash Hudson created internal benchmarks using these indicators, considering video length as well, to score each video you post against these. The score is presented on a scale of 0 to 10, with 10 being the highest measure. The higher your engagement and retention rate, the higher your score will be. A higher score indicates that your audience viewed a higher percentage of your video, and commented, left a like or shared with a friend. This score is generated 48 hours after your content is published, and you can use it to determine the types of content that resonate most with your audience.

Why Measuring Content Performance Is Important

It is no secret that to see any success on social, you have to be measuring your performance. Without taking the time to see and measure how your assets are performing in market, there is truly no way to know what your audience is responding to other than looking at surface-level metrics like followers and likes. While followers and likes are generally good to keep an eye on, they no longer tell the full story of how your content is really doing. 

More nuanced metrics like the Entertainment Score that take engagement rate, reach and retention rate into consideration when analyzing your posts. This means you’re getting insights beyond the basics and tapping into how users feel, without needing them to actively follow or like your content.

How To Measure Performance With the Entertainment Score

As previously mentioned, Entertainment Score is presented on a scale of 0 to 10, 0 being the lowest measure, and 10 being the highest measure. To use this score effectively, you of course need to have access to Dash Hudson. Entertainment Score is a part of all available plans.

entertainment score

Once in the platform, you can find your Entertainment Score in several places. Look for TikTok in the TikTok Overview section under Trending Videos or Top Performing Videos, on each video card in Your Posts, and within Boards and Dashboards. For Instagram, you can view your score on the Instagram Analytics Overview and Most Entertaining section within Instagram Overview or on each video card in Your Posts and within Boards and Dashboards. You can also find the Entertainment Score for both platforms in the Global Pop-up.

The score can act as a benchmark for your brand to understand not only how your individual videos perform against your own content, but also how your videos indirectly compete for audience attention.


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How is the Entertainment Score calculated?

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Entertainment Score is calculated using different metrics for TikTok and Instagram Reels. For TikTok, the score is based on Engagement Rate and Retention Rate and for Instagram, the score is based on Engagements and Reach. For both platforms, posts are scored against industry benchmarks created by regularly analyzing over 25,000 videos across industries.

How long will it take to get my Entertainment Score?

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You will get your Entertainment Score 48 hours after posting. This is to ensure you’re getting the most accurate score possible since the first 48 hours after posting are when a post will see the most fluctuations. After 48 hours, you will get a more accurate score than if you got a score right away or after a few hours.

Can my Entertainment Score change?

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Yes. Like the metrics used to calculate your score, it will fluctuate over time based on performance increase or decline. You may also see a fluctuation as industry averages inevitably change over time.

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