A Lead from Social is a snapshot of a moment: someone joined a group because they had a test date, a move planned or a business problem to solve. Moments pass. The longer ago the signal, the less likely the need is still active.
That is why our research team scores freshness separately from size and intent in every audience review.
How we measure freshness
Freshness combines two public signals: is the community still posting, and is it still growing? A useful way to compare groups of different sizes is posts per month per thousand members.
| Group | Members | Posts last month | Posts per 1,000 members |
|---|---|---|---|
| Vietnamese in USA | 181,120 | About 10,000 | About 55 |
| $100M Mastery Club | 43,764 | 45 | About 1 |
| IELTS Forecast Group | 178,101 | 53 | About 0.3 |
For fanpages, the equivalent signals are posting frequency and engagement on recent posts: HannahOlala and Columbia University post daily, while Keap's latest visible post dates from August 2025.
Freshness scores across our reviews
| Audience | Freshness | Overall | How to use it |
|---|---|---|---|
| HannahOlala | 8.5 | 8.3 | A live channel for ongoing campaigns |
| Columbia University | 8.5 | 7.9 | Ongoing paid campaigns |
| Vietnamese in USA | 7.0 | 8.0 | Active now, but growth has paused |
| $100M Mastery Club | 5.0 | 6.5 | Use within the next campaign cycle |
| IELTS Forecast Group | 5.0 | 6.4 | Strong intent, use soon |
| IPL Scholarship | 5.0 | 6.1 | Use soon, refresh before reusing |
| Keap | 2.5 | 5.8 | Use quickly for paid targeting |
What to do with freshness
- High freshness, high intent: build a long-term channel. Refresh the list regularly.
- Low freshness, high intent: use the list now, in one well-planned campaign. Keap and the IELTS group are examples.
- Low freshness, low intent: skip it, however big it is.
Put freshness on your weekly pipeline scorecard, so ageing lists are retired before they waste budget.
Freshness is one of four parts of the score. See all four in Lead Scoring 101, or explore audiences sorted by what is active today.
