Every dot is a piece of content.
The bigger the dot, the more engagement it got.
Lines connect content that is shared by the same people.
move the middle.
The people you need aren't following you. We know where they are, and who they listen to.
trust : engagement
X AXIS: how much people trust public institutions.
Y AXIS: how much they engage.
The coloured areas are population segments. The larger the area, the more people are in it.
The middle is big and quiet.
Most people sit low on the map. They see far less political content than the edges produce.
Broad public support is won or lost with them, not at the loud edges.
More engagement means the same people, louder.
This campaign tripled engagement.
But it reached one segment out of seven: the segment already on its side.
This is why we’ve become so polarised.
Content stays where it starts.
Platforms show your posts to the people most likely to react. That is your base.
The content circulates inside it but rarely crosses into the segments you need.
Connect with new segments instead.
Kyma matches your campaign to creators by where their audiences sit.
Each creator's audience becomes a segment you can reach and measure.
Every partnership is disclosed to the audience.
Then we measure what moved.
Kyma optimises for persuasion, not cheap likes. It tests multiple message variants across multiple creators to show what lifts reachable segments furthest.
Echo chamber
Reachable
Unreachable
Political post engagement is compared with creators' 90 day baseline engagement to gauge their audiences' receptivity.
Impact Algorithm
Kyma optimises for social impact, not cheap likes
We don't count likes. We compare each message with how a creator's content normally performs, then add that up across audience segments to see who is listening.
01
Start with a creator's normal.
Every dot is one of a creator's ordinary, non-political videos from the last 90 days.
Together they set the baseline: what a typical post from this creator looks like, and how much it usually varies.
At least 8 organic posts are needed. One-off viral hits are trimmed so they don't skew the baseline, and a creator who posts on several platforms gets a separate baseline on each.
02
Each video gets one engagement score.
Reach, watch-through, likes, comments and shares are combined into a single number.
The weights are a strategic choice. To build trust with hard-to-reach audiences, reach and watch-through count most.
03
Then a political post is measured against it.
We ask one question: did this message do better or worse than this creator's normal content?
Zero means it performed like any other post. That is an echo chamber audience that is already receptive. Too far below baseline signals unreachability. In between is the audience that we need to reach.
04
Every creator gets their own yardstick.
A gamer on TikTok and a parent on Instagram can't be compared on raw numbers.
Scoring each post against its own creator's baseline puts every platform, niche and audience size on the same scale.
05
Each audience is a mix of segments.
We estimate who each creator's followers are, using their interests, cultural markers and past performance.
The mix is fixed before a campaign starts, so results can't shape the map they're measured on.
06
Then each segment is classed.
Above the baseline is an echo chamber: an audience that already agrees. Below the floor is unreachable. Everything in between is reachable.
Reachable is the target. Political content will always do worse than a creator's normal posts. Reachable audiences still watch it, without already agreeing.
07
Results are pooled by segment.
We test multiple message variations with each creator to understand what works for which segments.
The objective is to discover which content strategies increase engagement among disengaged audiences.
Bigger creators count more, but only by the square root of their following, so many small creators aren't drowned out by one large one.
08
Then we find which message lifts reachable segments.
Each reachable segment's results are compared across message versions. Lift is how much better the strongest message does than that segment's average political post.
Echo chamber and unreachable segments are greyed out. They're not what Kyma optimises for.
09
Lift builds over time.
Reachable audiences rarely respond the first time. After each round, the strongest messages are refined and tested again.
In this example, the drop for Disengaged narrows from −0.12 to −0.04 in the second round, and the lift grows with it.
Illustrative data.
Transparent by design
01
Disclosed partnerships
Every creator partnership is labelled for the audience. Nothing is hidden or placed through intermediaries.
02
Built for EU rules
Kyma is built around the EU regulation on transparency and targeting of political advertising.
03
Segments, never individuals
Political views are analysed only at segment level. No individual is profiled.
For organisations that need to reach wider
Target users
Political organisations, government ministries, NGOs and foundations that need to shape opinion across society, not just energise people who already agree.
Run a pilot with us
We are working with a small number of pilot partners on their first campaigns. If your work needs support beyond your base, we would like to hear from you.
Talk to us about a pilot