Quick answerEarned media value (EMV) estimates what the attention a post earned would have cost as paid ads. A simple formula is impressions ÷ 1,000 × CPM, plus each engagement type times a value per engagement. The inputs are assumptions, so show your formula when you put EMV in a media kit.
The formula
EMV = (impressions ÷ 1,000 × CPM) + (likes × value) + (comments × value) + (shares × value) + (saves × value)
Pick a CPM close to what Instagram ads cost in your audience's country, and values per engagement you can defend. Our EMV calculator lets you change every input.
Using EMV with brands
- Show EMV alongside reach and engagement rate, not instead of them.
- State the CPM and values you used.
- Compare EMV to your fee: a fee below EMV is easy to justify.
Frequently asked questions
Is EMV the same as ROI?
No. EMV estimates the value of attention. ROI measures sales or leads against cost.
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