Avalan
Free Tool

Calculate Your Earned Media Value (EMV) Instantly

Enter your engagement metrics and value assumptions to estimate the earned media value of your influencer content.

Engagement metrics

Value assumptions

Illustrative values are prefilled to demonstrate the calculation. Replace them with your own method; they do not represent typical market rates.

Enter at least one engagement metric to calculate an estimate.

What is EMV and why it matters?

Earned Media Value (EMV) is a metric that assigns a dollar value to the organic engagement generated by influencer content. It helps brands understand the monetary equivalent of likes, comments, shares, impressions, and clicks, as if they had paid for that same engagement through advertising.

EMV matters because it provides a common language between marketing teams and stakeholders to evaluate influencer campaign performance. It turns abstract engagement numbers into a concrete financial metric that can be compared against paid media spend.

How to calculate EMV?

Earned Media Value is calculated by assigning a dollar value to each type of engagement and summing them up.

EMV Formula:
  (Likes × Like Value)
+ (Comments × Comment Value)
+ (Shares × Share Value)
+ (Impressions ÷ 1,000 × CPM)
+ (Clicks × CPC)
Example:
  (230 likes × $0.10)
+ (12 comments × $0.50)
+ (5 shares × $0.20)
+ (18,500 impr. ÷ 1,000 × $7.00)
+ (9 clicks × $0.40)
= $23.00 + $6.00 + $1.00 + $129.50 + $3.60
= $163.10 EMV
Each multiplier is a value assumption you choose. Use the same assumptions when comparing estimates.

Connect it to your influencer analytics

Manual EMV calculation works for a quick planning estimate. Campaign tracking in Avalan brings post performance together so you can review measured engagement and EMV across creators and content.

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Frequently asked questions

What is a good EMV?
A useful EMV depends on your campaign goals and the value assumptions in your formula. Compare results only when the same inputs and value assumptions are used, and review EMV alongside campaign cost and measured outcomes.
How accurate is this calculator?
This calculator provides a planning estimate that depends on the engagement data and values you enter. It is not an independent valuation. Adjust the value assumptions to match the method your team uses and keep them consistent when comparing results.
Can EMV be negative?
No. This calculator accepts only non-negative engagement metrics and value assumptions. A low result reflects the inputs you chose; review it alongside campaign costs and measured outcomes rather than treating it as an underperformance signal by itself.
Can I calculate EMV automatically?
Campaigns tracked in Avalan bring post performance together so you can review measured engagement and EMV across creators and content without rebuilding the calculation for each post.

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