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)
How is EMV Calculated?
Archive uses a proprietary formula to estimate the advertising value of creator content (Earned Media Value, or EMV).
The calculation varies by platform and content format, depending on the engagement data available.
Feed Posts and Reels: EMV is primarily calculated from engagement metrics (likes + comments).
Stories: Since Stories don’t expose public engagement data, we estimate views from follower count and calculate EMV from those estimated views.
TikTok
EMV is calculated from views, which are the main public engagement signal on the platform.
YouTube
EMV is calculated from views, reflecting how the value on YouTube is primarily driven by watch volume.