Earned Media Value or EMV is the accepted advertising industry standard for measuring PR activities and influencer marketing campaigns.
EMV assigns a monetary value to every interaction made with a post on Instagram 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.
For marketers, EMV provides a standardized monetary benchmark that makes it straightforward to compare creators against each other within a Media Plan. This helps you prioritize spend toward the creators whose anticipated reach and engagement are likely to deliver the greatest value relative to cost.
HypeAuditor EMV is based on a proprietary methodology and shows what it would have cost to gain the same reach through paid social among the audience with similar demographics.
Which metrics affect the HypeAuditor EMV?
Reach — the estimated number of impressions per influencer's post. HypeAuditor excludes all inauthentic activity in the 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, HypeAuditor adopted an integral approach that included research from third-party reports, data science analysis through internal and external monitoring tools, and experience in pricing creative media placements across industry verticals and venues.
EMV has a direct impact on ROI. By default, ROI (and therefore, EMV) are based on estimated budget. However, if you know the real price, you can change the value accordingly. In this case ROI and EMV will be calculated based on real budget.