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).