Advertising Post Frequency — is the number of posts with brand mentions per week. The balance is crucial: HypeAuditor advises against working with influencers who publish sponsored posts only. Ideally, the percentage of advertising posts in the feed should not exceed 10–20% of the total number.
The only exception is creators whose content is built around reviewing or recommending products—for example, creators in the Amazon Finds niche or similar product discovery and shopping content. Since their posts regularly feature products and brands, it is expected that a large percentage of their content will contain brand mentions.
In these cases, the Advertising Post Frequency metric may still be reported as high. However, this should not be interpreted as an indication of excessive sponsored content, as frequent brand mentions are a natural part of this type of content.
Brand Mentions reflects the number of different brands that are mentioned in an influencer's posts in the last 180 days. Brand mentions are detected based on mentions made in the caption of a post. To learn more about the detection method, see How do you detect brands in Brand mentions section?.