The article explains how Earned Media Value (EMV) is calculated, focusing on the metrics, benchmarks, and formulas used to assess the impact of social media posts.
Earned Media Value (EMV) is currently calculated from Facebook, Instagram & TikTok social post actions steps.
The number takes into consideration the quantity, reach and engagements of your advocates’ social posts. This is inputted alongside cost per mille, adjusted reach and cost per click across Facebook & Instagram, for which we are benchmarking against current industry standards.
EMV is not included in a brands total revenue figures
See below for the current industry standards, which are frequently assessed and updated.
These figures can also be updated at a brands discretion speak to your Brand Success Manager.
Calculations
Earned Media Value (EMV) is calculated for each individual post, and the total value displayed on the dashboard represents the cumulative sum of these individual EMV calculations.
EMV comprises two key components: Cost Per Mille (CPM) and Cost Per Click (CPC).
To calculate CPM:
- If the number of views for a post is available, we use the following formula: Views / 1000 * CPM value (for instance, $10.80 for Instagram).
- If the number of views is not available, the calculation shifts to: (Followers * Engagement Rate) / 1000 * CPM value (again, $10.80 for Instagram).
To calculate CPC:
Is done using the formula: (Reactions + Comments) * CPC value.