To separate paid and organic posts that contribute to a brand’s performance, Tribe Dynamics earmarks EMV that is associated with sponsored posts and reports this as a percentage of total EMV earned in a given time period.

We identify sponsored content using keywords such as, but not limited to:

The list also includes any other language that local governing bodies require for the disclosure of paid brand endorsements.

The post above was sponsored by UNIQLO, so it would contribute to Sponsored EMV in Competitive Insights data. However, the EMV earned by this post would also be categorized as sponsored for all other brands mentioned. When a post mentions multiple brands, often only one of the tagged brands will be paying for the post, but an endorsement from one brand often diminishes the authenticity of the post as a whole. It's also common for creators to disclose that a post is paid for, without specifying the brand that is behind the sponsorship. As a result, Sponsored EMV can "spill over" across brands. We recommend that Sponsored EMV be used as a directional measurement rather than an absolute one.

The Sponsored Mentions component is available as part of Brand Insights on your Competitive Insights page. To navigate to Brand Insights, click the name of any brand in your competitive set. Scroll down the page to see how sponsored content contributed to brand performance.