TikTok Earned Media
Value Calculator
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What is Earned Media Value?
Earned Media Value (EMV) quantifies the exposure a brand gains from influencer marketing, measuring the indirect impact beyond paid efforts by assigning a monetary value to organic shares, mentions, and engagements.
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How to calculate Earned Media Value for TikTok influencer marketing
To calculate Earned Media Value (EMV) for TikTok influencer marketing, multiply impressions with a CPM (cost per mille). CPM is the amount you pay to reach 1,000 people. As you could argue that an influencer recommendation has a higher marketing impact compared to an paid ad impression marketeers often use a higher CPM to calculate earned media value compared to the CPM on paid advertising channels like TikTok.
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FAQ & Competitor Comparison
Earned Media Value (EMV) in influencer marketing refers to the monetary value attributed to the organic exposure and engagement a brand receives through influencer promotions. Unlike paid ads, EMV stems from authentic content created by influencers, which naturally generates brand awareness and advocacy among their followers.
Calculating the Earned Media Value from influencer campaigns involves analyzing the total number of impressions you received through your influencer campaign and multiplying this by a set CPM (cost per mille). This way marketeers can compute an monetary value for their influencer marketing activities.
Earned Media Value is crucial for brands because it provides a tangible measure of the effectiveness of influencer marketing campaigns beyond just sales figures. EMV helps brands understand the impact of their influencer partnerships on brand awareness, customer trust, and their overall online presence, enabling more informed marketing decisions.
Yes, it's entirely possible for Earned Media Value to be higher than the Paid Media Spend in influencer marketing. When influencer content resonates well with the audience, it can generate a substantial organic reach and engagement that exceeds the initial investment. This demonstrates the power of authenticity and the ripple effect of influencer endorsements.
Brands can maximize their Earned Media Value through influencer marketing by choosing influencers whose audiences align closely with their target demographic, fostering long-term partnerships with influencers to build trust, and creating engaging, shareable content. Additionally, leveraging tools like Influencer Hero's suite of influencer management solutions can streamline the process of finding, managing, and analyzing influencer collaborations to optimize EMV.
As you could argue that an influencer recommendation has a higher marketing impact compared to an paid ad impression marketeers often use a higher CPM to calculate earned media value compared to the CPM on paid advertising channels like Meta. As a rule of thumb you could argue that an influencer impressions is 2X more valuable compared to a normal paid ad. E.g. if a CPM on a specific category on Meta is around $10 you could use a CPM of $20 to calculate your earned media value for your influencer program.
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