Earned Media Value (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 shows what it would have cost to gain the same reach through paid social media among an audience with similar demographics.
Which metrics affect HypeAuditor EMV?
Reach — estimated number of impressions per influencer post (all inauthentic activity is excluded to ensure this metric isn’t affected by fraud)
Engagements — 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 includes research from third-party reports, data analysis using 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. Since ROI (and therefore EMV) is based on payments from proposals, you should fill in influencer payments in proposals to get this metric.