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What is EMV (Earned Media Value)?
Anne Buzzi avatar
Written by Anne Buzzi
Updated over a week ago

What is EMV?

  • Earned Media Value (EMV) measures the performance of content in monetary terms.

    • One of the biggest challenges with influencer & community programs is measuring performance.

    • Although impressions, engagements, etc. are often tracked, it's difficult to create an apples-to-apples comparison across different platforms & post types.

  • Using our proprietary machine learning algorithm, we account for all key factors (e.g. engagement, post type, and audience size) to arrive at a dollar value for EMV.

    • This dollar value benchmarks with what you'd pay for comparable engagements & impressions in traditional campaigns (e.g. TV or Meta ads).


How is EMV Used?

  • Internal reporting

    • Measuring performance of your own campaigns, influencers, or posts

      • Ex: Campaign A generated $15K in EMV, which is approximately what you'd pay for comparable engagements & impressions in traditional campaigns (e.g. TV or Meta ads)

  • Internal benchmarking

    • Comparing performance across your own campaigns, influencers, or posts

      • Ex: Campaign B generated 13% higher EMV than Campaign A

  • Competitor benchmarking

    • Comparing brand, campaign, or influencer performance with other brands

      • Ex: Brand A was ranked #1 in the Beauty industry with $78M EMV in January 2024, in front of Brand B (ranked #2 with $69M EMV)

If you’re interested in Competitor Benchmarking, book a call with our Product Lead who can demo this feature for you!


How is EMV Calculated?

  • Archive has developed a proprietary machine learning algorithm that calculates EMV based on factors such as engagement, post type, and audience size.

    • Engagement

      • EMV is primarily dependent on the engagement a post receives (i.e. Impressions, Likes, Comments, and Shares).

        • Each type is weighted differently (e.g. Comments are more valuable than Impressions).

      • Our algorithms refresh engagement analytics on an ongoing basis, even several weeks after a post has been published.

    • Post Type

      • All content is not created equal, hence we treat different post types accordingly.

      • For example, an Instagram Reel is given a higher baseline value than an Instagram Story, since Reels generally take more time / effort to produce than Stories and Reels do not disappear in 24 hours.

    • Audience Size

      • For Instagram Stories, we estimate Impressions based on our machine learning algorithm that accounts for audience size and impression rates (predicted by audience size from our historical performance data).

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