EMV or Earned Media Value is the accepted advertising industry standard for measuring PR activities and influencer marketing campaigns. HypeAuditor EMV s based on a proprietary methodology and shows what it would have cost to gain the same reach through paid social among an audience with similar demographics.
EMV assigns a monetary value to every interaction made with a post or account on social media and calculates the total value of their “earned” interactions. That means every like and comment is given a value and added together to create a single, easily discernible value. Not all social media interactions are equal, but they do all provide some level of value.
Which metrics affect the Earned Media Value?
Reach — the estimated number of impressions per influencer’s post. We exclude all inauthentic activity in our calculation to clear this metric of fraud.
Engagements. The number of likes, views, and comments.
Number of followers
Overall account quality and authenticity
Audience age, gender, and location.
To establish a baseline EMV for each type of social media interaction we adopted an integrated approach that included research from third-party reports, data science analysis through our internal and external monitoring tools and our experience in pricing creative media placements across industry verticals and venues.