How We Are Improving MIV® for Instagram Reels and X Retweets

Discover the latest upgrades to MIV® for Instagram Reels and X Retweets, enhancing your engagement and reach on social media platforms.

Written by Andrea Sozzo

Last published at: June 17th, 2025

Why we are updating the MIV® calculation

We continuously work to improve the accuracy and fairness of Media Impact Value (MIV®), so that it best reflects how content performs across platforms.

Based on feedback and analysis, we are now introducing improvements to how Instagram Reels and X Retweets are handled in the MIV® calculation.

 

What is changing

Instagram Reels

Until now, views on Reels were not included in the MIV® calculation

With this update:

  • Views will be included in the calculation
  • Viral Reels from smaller accounts will be more accurately valued
  • MIV® results for Reels will better reflect the actual performance of the content

 

Example

This reel, which reached 30 million views, will see its MIV® increase from €38,315 to €102,395
.


 

X (Twitter) Retweets

Previously, Retweets were calculated using only the total engagement of the original post, as the specific contribution of the retweeting account is not available.
As a result, accounts with very low audiences that retweeted high-profile or celebrity posts could appear disproportionately high in rankings.

With this update:

  • Retweets will be weighted based on the authority of the retweeting account
  • Low-authority accounts will have less influence on MIV®
  • Rankings will better reflect true influence and engagement

 

Example

This Retweet, which received 123.00 likes, was shared by Jackie Wyers, an account with only 5,704 followers.

With the new calculation, its MIV® will go from €171,415 to € 1,714

Timeline and what to expect

  • The new calculation will be applied to all new posts from July 1st, 2025
  • We will also recompute MIV® for 2024 and 2025, to allow Year over Year comparison
  • The updated data for 2024 and 2025 will be available by July 20th
     

What this means for you

You do not need to take any action, the improvements will be applied automatically in the background. These updates are designed to deliver more accurate and fair MIV® values, with a particular focus on better reflecting the performance of Instagram Reels and X (formerly Twitter) Retweets.

The impact on overall MIV® trends at the brand level is expected to be minimal.
This update does not disrupt the balance between social networks: the relative weight of Instagram, X, and other platforms remains stable.