đ Plan availability: EMV is available on Startup 2026, Growth 2026, Enterprise 2026, Agency 2026, and Standard legacy plans. It is not available on Deprecated or Free legacy plans. If you are on one of these plans and want access to EMV, reach out to your Customer Success Manager (CSM) to discuss your options.
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)
Where Can I Analyze EMV?
Archive provides different EMV views depending on what you're analyzing:
Creator Search â review average EMV for individual creators you may want to work with.
Social Profiles â compare total EMV for individual social profiles whose content is already in your workspace.
Reports â analyze EMV across captured content and narrow the results with filters.
Campaigns â compare EMV within a campaign and across its participating creators.
Competitor Insights â analyze EMV for content and creators associated with tracked brands.
Deep Research â generate a research report from a saved Content View, campaign, or tracked competitor brand.
Archive API â build custom and repeatable analysis from captured content and its engagement metrics.
Can I See a Creator's EMV If They Haven't Tagged My Brand?
Yes. EMV is calculated for any post in your workspace â it doesnât depend on the creator tagging your brand. If a post you want isnât in Archive yet, upload it manually and EMV is calculated for it like any other content. To gauge a creator before any post exists in your workspace, use Creator Search, which shows a profileâs average engagement and impressions.
How Is EMV Calculated?
Archive uses a proprietary formula to estimate what you would pay to reach the same audience with paid media. The exact coefficients aren't public, but every platform follows the same structure:
EMV = base value + (value per engagement Ă number of engagements)
Base value â a fixed starting amount every post receives, even with zero engagement. It reflects the production and placement value of the content itself and differs by platform and format. YouTube videos start highest, followed by Instagram videos and Reels, TikTok videos, and Instagram images and carousels.
Number of engagements â the main public performance signal on each platform: likes plus comments on Instagram, views on TikTok and YouTube.
Value per engagement â how many dollars each engagement is worth. This isn't a flat rate. It follows a logarithmic curve, so each additional engagement is worth slightly less than the one before it: the first thousand likes are worth more per like than the millionth. Each platform and format has its own curve, tuned to that platform's advertising rates. For very large posts (roughly a million engagements and up), a steeper curve takes over so EMV keeps growing at a slower pace, and a minimum value per engagement guarantees EMV never drops to zero.
EMV is recalculated every time Archive refreshes a post's engagement metrics, so it grows as the post keeps performing. The final value is rounded to the nearest dollar.
Feed Posts, Carousels, and Reels: engagements are likes + comments. Images and carousels share the same base value and curve. Videos and Reels start from a higher base value and use their own curve.
Stories: Stories don't expose public engagement data, so Archive estimates them from the creator's audience instead. It first estimates impressions from the follower count (the share of followers who typically view a Story, which varies by audience size), then applies a cost per thousand impressions (CPM) that also depends on audience size. Smaller accounts carry a higher CPM, mirroring how creator rates work in the market. The result is EMV = base value + CPM à estimated impressions á 1,000.
Hidden like counts: if a creator hides likes on a post, or Archive can't read the like count, the post uses the same follower-based estimate as Stories.
TikTok
Engagements are views, the main public engagement signal on the platform.
The value per view is flat up to around 10,000 views, then decreases along the logarithmic curve as the video scales.
YouTube
Engagements are views, reflecting how value on YouTube is driven by watch volume.
YouTube has the highest base value of any platform, since a video placement there is the most expensive to buy. The value per view decays faster than on TikTok, so long-form videos with very large view counts don't inflate EMV.
Content Uploaded from Media
Files you upload from media (raw images or videos, not a post link) have no live engagement to measure. Archive estimates their EMV from the follower count of the creator you associate them with, using the same impressions and CPM approach as Instagram Stories.
If you upload a file without associating it with a creator, Archive has no audience signal and no EMV is shown for that item.