Estimated Media Value (EMV) is a metric used to assess the effectiveness of a campaign by estimating the cost of achieving similar results through paid media.

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Estimated Media Value (EMV) calculates the impact of a campaign based on the reach and engagement generated by influencers. It estimates the amount of ad spend that would be necessary to achieve the same level of visibility and interaction using traditional paid media.

By comparing the organic results of influencer campaigns with the cost of paid advertising, EMV provides insight into the value of influencer marketing. This metric helps marketers assess the return on investment (ROI) from influencer campaigns and make data-driven decisions on future campaign strategies.

Klear’s EMV calculation provides a comprehensive measurement of a campaign’s impact by factoring in various elements such as network, post type, and engagement type. This metric helps determine how much ad spend would be needed to achieve similar results with traditional paid media.

Klear uses benchmark values from alistdaily.com, a leading source of social performance data based on decades of research and AI-driven technology. These benchmarks provide a reliable foundation for EMV calculations.

Influencer marketing is proven to be more effective than traditional paid channels. Based on our analysis, we’ve found it to be 10.52 times more valuable. This is reflected in our "earned multiplier" of 10.52, which is applied during EMV calculations.

For every post in your campaign, Klear calculates an EMV based on the post’s engagement and the default benchmark values mentioned earlier. We also apply a factor that accounts for the higher perceived value of influencer marketing compared to traditional ads.

This Instagram post had a reach of 321.2k, 61.6k likes, and 66 comments. Please note that the Reach benchmark is for 1K reach, and therefore, you will need to divide by 1,000. Based on the reach and engagement, we would calculate EMV as follows:

(((321242 reach / 1000) x 2.1) + (61557 likes x 0.09) + (66 comments x 4.19)) x 10.52 = 68288.246664 = $68.3k EMV

This Facebook post had a reach of 18.2k, 2.5k likes, and 42 comments. Please note that the Reach benchmark is for 1K reach, and therefore, you will need to divide by 1,000. Based on the reach and engagement, we would calculate EMV as follows:

(((18222 reach / 1000) x 4.49) + (2550 likes x 0.21) + (42 comments x 3)) x 10.52 = 68288.246664 = $7.8k EMV

Note: Due to YouTube’s policies Klear is not able to provide EMV for this network. We suggest using the following equation to calculate YouTube EMV:

((# views x 0.12) + (# likes x 0.94 + (# comments x 8.47)) x 10.52 = $EMV

In the Measure Overview tab, view the total EMV earned for the campaign as a whole and the breakdown per network to determine the relative contribution and impact of each social media channel.

In the Measure Performance tab, EMV is calculated for each individual post in the campaign and then added together to provide the total EMV per influencer.

In the Measure Analytics tab, view the EMV earned for the campaign over time compared to the number of posts published.

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