What is earned media value (EMV) 

Earned media value (EMV) is a marketing metric that puts a dollar figure on your brand’s non-paid exposure. It includes social media mentions, shares, likes, press coverage, and other free publicity. 

EMV helps you measure the impact of your organic and influencer campaigns. It’s different from paid media (ads you buy) and owned media (content on your channels). 

By calculating EMV, you can see the return on investment for your marketing efforts that don’t have a direct cost. This gives you a clearer picture of how well your brand is performing across non-paid channels. 

Why does earned media value matter 

EMV helps you measure the impact of free publicity. It shows how much buzz your brand gets online without paid ads. This matters because people trust organic mentions more than paid ones. 

For social media, EMV is key. It tells you if your posts are reaching people and getting shared. You can see which content performs best and adjust your strategy. 

EMV also helps with influencer marketing. You can figure out if partnering with creators is worth the investment. By tracking shares and engagement, you’ll know if influencers are helping spread the word about your brand. 

Comparing your EMV to competitors gives you a real edge – you can spot trends and see exactly how you stack up in your industry. It’s insight that guides smarter marketing choices and helps your brand stand out. 

How to calculate earned media value 

Calculating EMV helps you measure the impact of your social media efforts. While there’s no single formula, most methods use impressions and engagements. 

Here’s a basic approach: 

EMV = (impressions × CPM) + (engagements × value per engagement) 

CPM is the cost per thousand impressions. You can adjust this formula based on your goals and social media metrics. 

For a more advanced calculation, consider: 

  • Platform-specific metrics 
  • Engagement rates 
  • Audience reach 

Remember to set benchmarks and track your EMV over time. This will help you measure ROI and improve your influencer marketing strategies. 

How to use EMV to optimize marketing strategies 

EMV helps you track the success of your influencer marketing efforts. By measuring the value of social media content, you can see which influencers drive the most engagement. 

Use EMV data to adjust your campaign strategies. If certain types of content or platforms perform better, shift your focus there. This helps you get more bang for your buck. 

Compare your EMV to competitors to set realistic goals. This benchmarking lets you know where you stand in your industry. You can then create measurable targets for future campaigns. 

EMV analytics tools help you make smart decisions about where to put your marketing dollars. They show you which tactics are working best, so you can do more of what works. 

Real-world examples of EMV in action 

Stanley’s tumbler became a social media sensation, generating massive EMV through organic buzz. Their #WaterTok content went viral, driving brand awareness and loyalty. 

CeraVe also saw huge EMV gains from influencer collaborations. Dermatologists and skincare enthusiasts on TikTok raved about their products, leading to skyrocketing sales. 

Insta360 leveraged user-generated content to boost their EMV. By encouraging customers to share exciting 360-degree videos, they created a wave of engaging social interactions. 

These brands show how earned media can amplify your message far beyond paid advertising. By fostering authentic connections and creating shareable experiences, you can tap into the power of EMV to grow your brand organically.