Among the multitude of indicators used in Influence Marketing, EMV (Earned Media Value) stands out as the undisputed king. This essential KPI plays a key role in assessing the impact of a campaign, although its complexity remains a mystery to some professionals. To give you an in-depth understanding of the subject, we detail its meaning, contours and crucial role
Definition of Earned Media Value
Earned Media Value is the visibility acquired free of charge by a brand thanks to its consumers, influencers or third parties. This visibility derives from networks and formats that increase brand awareness at no direct cost (unlike Paid Media). According to Forbes magazine, brands should consider MVE as "the return of good old 'word-of-mouth marketing', but with a modern twist".
The EMV is based on a method developed by the Ayzenberg Group in 2017, to assess this potential monetary value. The approach quantifies the economic value of publications.
At Influence4You we use this method, complemented by an algorithm that takes into account a publication's reach, engagement and subscriber growth rate. This enables an objective comparison between creators and different content, providing brands with a baseline for measurement. In addition, in order to keep pace with changing markets, we periodically revise the benchmark values for each type of engagement, so that we are always as close as possible to accurately estimating the value of publications and relationships with influencers.