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.
HypeAuditor EMV s 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. 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 to each type of social media interaction we adopted an integral 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.
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.