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
- 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 adding the total EMV for a campaign plus any conversions attributed to trackable links, subtracting your total paid costs to creators, and then dividing that figure by the total paid cost of your campaign to receive your ROI multiplier.
The formula is as follows:
(EMV of the campaign + Sales Conversion Amount* - Paid Cost) ÷ Paid Cost
* Sales conversion amounts will be added to the calculation as of March 19th, based on Later Influence's Conversion Tracking feature
Where can I see my EMV and ROI in Later Influence?
You can see your EMV and ROI in three places across the platform: