endodeals

Never quote a number you can’t defend.

Score the talent, price the deal and show the brand why it fits. One report, back in 24 hours.

Illustrative score and factor values. This example does not represent a client or a live valuation.

A fuller picture of marketability.

Built from who follows them, who talks about them and how they feel. Four signals, measured the same way for all talent across three years of history, and rebuilt every week.

Audience

How many people the talent can reach, and whether that number is growing.

Audience is the scale a brand is actually buying. We count followers across every platform the talent is active on, then look at how that audience has grown over the last three years. A rising account can outscore a bigger one that has gone flat, because brands want to back momentum, not just size.

Followers on every platformThree-year growthPlatform mix

Example · Tyler ReidFollowers

412K↗ +112% in 3 years

Instagram

248K

TikTok

100K

YouTube

64K

Why brands careIt tells a brand how many people will see the partnership before a single post goes live.

Exposure

How often the world is talking about them, whether they post or not.

Exposure measures fame beyond social media. We track how often the talent is mentioned across news, broadcast, blogs and forums across three years of history. It is the one pillar that does not depend on the talent posting anything, which makes it the clearest read on whether a name carries weight on a TV spot, a jersey or an appearance.

Three years of mentionsWhere coverage comes fromSpikes and trends

Example · Tyler ReidMentions per quarter

11,000this quarter · a 3-year high

3 years agoThis quarter

Why brands careMost endorsement money buys a name, not a post. Exposure shows how far that name travels.

Engagement

How actively an audience responds when the talent shows up.

A big following only matters if people are paying attention. Engagement looks at likes, comments, shares and views relative to the size of the audience, across three years of posts. A strong rate on one platform can be a weak rate on another, so every platform is judged against its own benchmark before the results come together. Nobody is penalized for where their fans happen to live, and dormant accounts never skew the result.

Rate on each platformPlatform benchmarksActive accounts only

Example · Tyler ReidRate vs. platform norm

Instagram

5.5%

TikTok

9.5%

YouTube

3.8%

TylerTypical for the platform

Why brands careIt predicts how a sponsored post will actually perform once it goes live.

Sentiment

How people feel when they talk about them.

Sentiment reads the tone of the conversation in two places: earned media coverage, and what fans say in comments and replies. Everything is sorted into positive, neutral and negative. Neutral coverage does not move the number, and negative coverage is treated as the risk it is, because a brand's downside from bad press is bigger than its upside from good press.

Media toneSocial tonePositive, neutral, negative

Example · Tyler ReidLast 3 years

Media coverage62% positive

Social conversation55% positive

PositiveNeutralNegative

Why brands careIt is the difference between a name brands want to stand next to and one they need to avoid.

How the score stays honest.

A score is only useful if agents and brands can rely on it. These rules hold for all talent, every week.

A brand-safety check

If sentiment falls into problem territory, the score is capped, however strong the other pillars are. A big audience cannot hide a reputation issue.

Fixed benchmarks, not a curve

All talent is scored against the same fixed benchmarks, never against the rest of a roster. A score only moves when that talent's own data moves.

No social, no penalty

Some of the most marketable names do not run their own accounts. For them, the score is built from exposure and sentiment instead of reading a missing account as a missing audience.

Rebuilt every week

Scores refresh weekly as new data arrives, so a breakout week shows up in days, not at the next contract.

Tiers, not guesswork

The score places talent in a tier and matches them with comps, so every conversation starts from the same reference point.

The score never sets the price alone

Pricing comes from the deliverables themselves. The score classifies the talent and is never used as a multiplier on a dollar figure.

From one post to the whole deal.

Every valuation starts with the media equivalency value of the content, then prices everything else a brand is really buying.

Media equivalency value

Content rate

Based on media equivalency value: what the same reach and engagement would cost to buy as paid media on each platform.

Instagram post$3,200

Instagram story$1,100

Instagram reel$3,600

TikTok video$2,400

YouTube video$2,900

X postn/a

Content only. Before rights, exclusivity, appearances or term.

The rest of the deal

What the brand is really buying

Most deals are worth more than their posts. We price the parts a rate card leaves out.

Usage rightsRunning the content as paid ads

ExclusivityKeeping competitors out of the category

TermHow long the partnership runs

AppearancesEvents, shoots and time in person

The answer

endodeals value

A fair market range for the whole deal, with the number to counter at and the point to walk away.

Velocity Auto · 3 posts + 1 story · 6 months

$11K - $13K

Offer $10KCounter $12.5K

Counter at$12,500

Walk-away floor$10,800

Grounded in live market data and the endodeals score

Your deals stay yours. Nothing you enter is shown to anyone else.

Show the brand why it fits.

endodeals lines up the talent's audience against the brand's own followers, so the pitch starts with evidence instead of adjectives.

01
Who each side reaches
Age, gender, location and interests for the talent and the brand, side by side from the same source.
02
Where they overlap, and where they don't
The overlap proves fit. The gap is often the better pitch: an audience the brand wants and cannot reach on its own.
03
A case the brand can forward
A clean partnership case, written for the brand's marketing team, that makes the argument without a single commercial term in it.

Partnership case

Tyler Reid × Northstar Outdoor

Example

His following is 49% under 25. Northstar's is 16%. That is the audience Northstar has been trying to reach.

TylerNorthstar

Under 253.1x

Tyler49%

Northstar16%

Canada and US2.4x

Tyler91%

Northstar38%

Ages 25 to 34The overlap

Tyler31%

Northstar37%

Shared: SportsShared: OutdoorsShared: Travel

Two ways in. One report back.

Start with an offer you have, or price the deal before the brand names a number.

Offer is on the table

A brand has put a number forward. Find out what the deal is actually worth, what to counter with, and where the walk-away floor sits.

No offer yet

Price the deal before you go in, so the first number on the table is yours rather than theirs.

What's in the reportBack in 24 hours

The endodeals value
A fair market range for the full deal, not just the posts.
Media equivalency value
What the reach and engagement of each post, story, reel and video would cost to buy as paid media.
Counter and floor
The number to counter at, and the point to walk away.
Brand match
How the talent's audience lines up with the brand's.