What Is Earned Media Value?

Earned Media Value (EMV) quantifies the value of the exposure your content and campaigns generate, expressed in the equivalent cost of paid advertising. It's a way to put a dollar figure on organic influencer activity.

How Later Influence Calculates EMV

Later Influence uses the Ayzenberg Earned Media Value Index to calculate EMV. The Ayzenberg Index assigns a daily market value to each social media metric — the values fluctuate daily to reflect demand for content on each platform on the date the content was posted.

For each piece of content, EMV is calculated by multiplying the volume of each KPI by its current Ayzenberg market value:

Instagram Post: (Likes × value) + (Comments × value) + (Impressions/1,000 × VPM value)

Instagram Story: Impressions × value

Instagram Reel: Impressions × value (available in the Overview section only)

TikTok: (Likes + Comments + Impressions + Shares) × value

Facebook: (Likes + Comments + Impressions + Shares) × value

Pinterest: Impressions × value

Example: An Instagram post with 5,000 Likes, 500 Comments, and 50,000 Impressions might calculate as: (5,000 × $0.30) + (500 × $0.50) + (50,000/1,000 × $0.05) = $1,752.50. The exact Ayzenberg values differ from these placeholders and update daily.

What Is ROI?

Return on Investment (ROI) in Later Influence is calculated as:

Estimated Value Generated (EMV) ÷ Total Cost of Campaign

Total Cost of Campaign is the sum of all Fulfilled incentive costs across the campaign. If no incentive cost data has been entered or fulfilled, ROI will show as "—" in the report.

Where to Find EMV and ROI

Both metrics appear in the Campaign Performance Report under the Summary section, and in the Reports → Overview tab aggregated across campaigns.