A SnapDataHub report puts a dozen numbers on one page: subscribers, a tier and rank, average and median views, engagement, viral posts, posting hours, an earnings range. This guide explains what each one means, where it comes from, and what a normal value looks like, using the creators and posts in our database as counted on 9 October 2026.
Where the numbers come from
Everything on a report is something a logged-out visitor can see on Snapchat: the public profile (bio, links, and the subscriber count when the creator shows it) and the creator's public Spotlight posts, each with its views, likes, comments, shares, caption, sound and upload time. We don't log in, so we never see private Stories, Snap Map, audience demographics or Snapchat's own creator insights. If a report doesn't show something, that is usually why.
Our database holds 194,700 active Snapchat profiles. 1,315,462 Spotlight posts in it have a view count, and they come from 87,719 creators. For the typical creator with views we have 7 Spotlight posts, so many reports rest on a handful of posts.
Subscribers: often hidden
Snapchat lets creators hide their subscriber count, and in our data 112,570 of the 194,700 active profiles (58%) show no subscriber count. A missing count is not a count of zero. When a creator hides it, the report says so and gives the last public count we saw, with its date. Treat that figure as history, not as today's audience.
For the 82,130 profiles that do show a count, the tier on a report follows it:
| Tier | Subscribers | Profiles in our data |
|---|---|---|
| Starter | under 1,000 | 109 |
| Nano | 1,000 to 9,999 | 25,601 |
| Micro | 10,000 to 99,999 | 45,999 |
| Mid-Tier | 100,000 to 999,999 | 9,388 |
| Macro | 1,000,000 to 9,999,999 | 1,025 |
| Mega | 10,000,000 or more | 8 |
The rank next to the tier (for example "Rank ≈ #12 of 9,388 Mid-Tier creators (top 1%)") is an approximate position by subscribers among the profiles of that tier that we track, and a report shows it only for creators in the top half of their tier. It is recomputed every night, so it moves as we add creators. It ranks audience size only, not views or engagement.
Views: read the median first
A report gives two numbers for views per Spotlight post: the average and the median. The median is the post in the middle, with half the posts above it and half below. The average adds every view and divides by the number of posts, so one viral post can multiply it.
Across all the Spotlight posts we track, the gap is large. The median post has 5,572 views. The average is 55,803, ten times higher, because a small number of posts get enormous reach: the top 10% of posts start at about 69,000 views and the top 1% at about 977,000. That top 1% of posts holds 46% of all the views.
So when a report shows an average far above the median, the creator has had a hit or two, and most posts do something closer to the median. If you want to know what a new post from this creator is likely to get, the median is the better guess. Our study of Spotlight video length shows the same pattern from another angle: the length that does best for the typical video is not the length behind most viral hits.
Engagement rate: what is normal for the size
Engagement rate on a report is likes plus comments divided by views. Shares are shown on their own and are not part of it. Across individual posts with at least 100 views, the median engagement rate is 3.1%.
What counts as good depends on the size of the account. The table below covers every creator with at least five Spotlight posts that have views, likes and comments. For each account we took its engagement (all its likes and comments over all its views) and its median views per post, then the middle value for each tier. "Middle half" is the engagement range that the central 50% of accounts fall in. "Count hidden" is creators who don't show their subscriber count.
| Tier | Engagement | Middle half | Views per post | Accounts |
|---|---|---|---|---|
| Nano | 4.5% | 2.0-7.7% | 3,587 | 4,653 |
| Micro | 4.4% | 2.0-7.8% | 4,064 | 15,846 |
| Mid-Tier | 4.3% | 2.0-7.7% | 7,479 | 7,193 |
| Macro | 2.5% | 1.0-4.6% | 14,374 | 879 |
| Count hidden | 2.2% | 0.9-5.3% | 3,696 | 22,930 |
Only four Mega accounts and seven Starter accounts meet the five-post bar, too few to call anything typical, so they are left out.
Two things stand out. Views per post grow far more slowly than audience size: each tier covers ten times the subscribers of the one below, yet median views per post rise only 13% from Nano to Micro, about 1.8 times from Micro to Mid-Tier and about 1.9 times from Mid-Tier to Macro. And engagement is flat from Nano to Mid-Tier at about 4.4%, then drops to 2.5% for Macro accounts (1,000,000 to 9,999,999 subscribers). A Macro creator at 3% is above the middle for their size; a Micro creator at 3% is in the lower half.
Viral posts, consistency and posting hours
A report gives the creator's viral rate: the share of their posts with at least two times, and at least five times, the creator's own average views. It is measured against the creator, not against Snapchat as a whole, so a small account can have viral posts by its own standard.
The consistency score runs from 0 to 100 and measures how regular the gaps between posts are. An account that posts every two days scores high; one that posts five times in a week and then disappears for a month scores low. The streak is the longest run of days in a row with at least one post.
Posting hours come from each post's upload time and are shown in UTC. They tell you when the creator posts, which is not the same as when their audience is online. Snapchat does not make audience activity public.
Earnings: only videos of 30 seconds or more count
Snapchat's Monetization Program shares ad revenue with creators on Stories and Spotlight, but on Spotlight it pays only for videos of 30 seconds or longer. That rule matters more than any rate. Of the 1,287,938 posts in our data with a known length, 421,608 (32.7%) are 30 seconds or longer, and they hold 29.8% of all the views. Across our data, about 70% of the views on posts with a known length sit on videos too short to earn from Snap's Monetization Program.
Snap publishes no payout rate, so a report shows a range based on $0.10 to $0.30 per 1,000 qualifying views, the typical rate in ShortSync's 2026 guide built from creator reports, and it states what share of the creator's views sit on qualifying videos. The program is also invite-only: among other conditions (being 18 or older and living in an eligible country), Snap's help page (checked 9 October 2026) asks for 50,000 followers and 15,000 hours of view time in the last 28 days, 3,000 of them from Spotlight. View time isn't public, so no outside site can confirm that a creator is in the program. Read any earnings figure as an order of magnitude.
The brand-deal range is a rule of thumb per subscriber that depends on the tier, and there is none below 10,000 subscribers. Real prices vary a lot with niche, audience country and format.
Small samples and old snapshots
Every average on a report is taken over the Spotlight posts we have collected, and the report says how many that is. With one or two posts there is no meaningful average or median, and a single post can make an account look like a star or a dud. Check the post count before comparing two creators.
A report is also a snapshot. The subscriber count carries its date, and the posts are the ones we had when the report was built. For a creator who posts every day, a report from several months ago can miss their best or worst recent work.
A five-step check before you contact a creator
- Look at the median views per post, not the average, and compare it with the table above for the creator's tier.
- Check the engagement rate against the middle half for that tier. The report's own tier comparison uses only the creators that have a report page, so its median can differ a little from the table above, which covers every creator with five or more posts. Very high rates on very few posts usually mean the sample is small.
- Check the 5x viral rate. A share of posts at five times the creator's average means they can break out; zero means steady but limited reach.
- Check the dates: when the subscriber count was taken and when the latest post went up.
- Look at the share of views on 30-second videos if earnings or Snap's own program matter to you.
Every formula on a report, and its limits, is written out on our methodology page. If a number on a report looks wrong, write to us through the contact page with the report's address.
Written by Mark Jones, SnapDataHub editor.