In this Article:
What is Earned Media Value (EMV)?
Earned Media Value (EMV) is a way to quantify the value of the exposure your social content and campaigns generate without traditional paid advertising.
How is EMV calculated?
Later Influence™ (formerly Mavrck) uses the Ayzenberg Earned Media Value Index to calculate the estimated value for each piece of content. The Ayzenberg Index assigns a market value to each social media metric. This value is then multiplied by the volume of key performance indicators (KPIs) obtained.
The values are calculated on a daily basis to reflect the demand for content on each social channel on the date the content is posted. As a result, the value for each KPI will fluctuate over time, making our estimated EMV more accurate than a static value.
Below are the KPIs we calculate for each social channel:
- Instagram Post: Likes + Comments + Impressions
- Instagram Story: Impressions
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Instagram Reel: Impressions
Note: EMV for Instagram Reels is currently only available in the Overview (Beta) section. - TikTok: Likes + Comments + Impressions + Shares
- Facebook: Likes + Comments + Impressions + Shares
- Pinterest: Impressions
(5,000 Likes * $0.30) + (500 Comments * $0.50) + [(50,000 Impressions / 1,000) * $0.05 VPM] = $1,752.50
What is Return On Investment (ROI)?
Return on investment (ROI) is a metric that measures the performance of a campaign based on how much it has earned relative to its associated costs.
How is ROI calculated?
ROI is calculated by dividing the total EMV for a campaign by the total paid cost of your campaign to receive your ROI multiplier.
The formula is:
EMV of the campaign ÷ Paid Cost
Where can I see my EMV and ROI in Later Influence?
You can see your EMV and ROI in three places across the platform: