Earned Media Value (EMV) is CreatorIQ’s proprietary metric for measuring the performance of digital earned media. Our approach assigns EMV to each social media post created about a brand by a creator, based on the engagement that the post has received. This value is meant to reflect the brand lift driven by creators, and can be viewed by creator, campaign, and social platform.

Our EMV algorithm accounts for two primary inputs: the social platform on which a post a published, and the amount of engagement that a post has received.

Not all content is created equal. Our methodology considers the effort needed to create content on different platforms when assigning a baseline EMV to a post. This baseline EMV is the value attributed before any engagement. For example, a YouTube video with no engagement will be assigned a higher EMV than a TikTok video with no engagement as YouTube videos typically require more time and effort to produce.

After content is published, we'll track how many social media users engaged with the content by viewing, liking, commenting, or sharing the post. The majority of a post's EMV depends on the engagement that it accrues. By using concrete, observable source of data like engagement, EMV provides a more accurate indication of a brand’s social relevance than estimated values like Impressions and Reach.

The table below details the types of engagement that are accounted for in EMV calculations, split by social platform:

Once EMV is assigned to a post, the value can be used to facilitate analyses across categories that might otherwise be difficult to compare. For example:

Note that EMV is always measured in the context of:

All three elements must be present for the measurement to be meaningful.