EMV or Earned Media Value is the accepted advertising industry standard for measuring PR activities and influencer marketing campaigns. HypeAuditor EMV is based on a proprietary methodology and shows what it would have cost to gain the same reach through paid social media among an audience with similar demographics.
EMV assigns a monetary value to every interaction made with a post on TikTok and calculates the total value of those "earned" interactions. That means every like, view, and comment is given a value and added together to create a single, easily comparable figure. Not all social media interactions are equal, but they all provide some level of value.
Which metrics affect the Earned Media Value?
Reach — the estimated number of impressions per creator's post. All inauthentic activity is excluded from the calculation.
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 integrated 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.
Why does EMV matter for influencer marketing?
EMV gives brands and marketers a single monetary benchmark to compare TikTok creators and evaluate campaigns on equal footing. Because it translates earned interactions into an equivalent paid-media cost, it helps justify influencer marketing budgets, assess whether the reach and engagement delivered by a creator were cost-efficient, and prioritize creators whose audiences generate the highest value relative to their fee.
To learn more about how HypeAuditor calculates EMV, please see this article.