Earned Media Value (EMV) Calculator
Calculate the Earned Media Value of your Instagram posts to understand the equivalent advertising cost of your organic reach.
How EMV is Calculated
We use the standard advertising formula to calculate the media value of your organic impressions:
EMV = (Impressions / 1000) × CPM
While some advanced models factor in Cost Per Engagement (CPE), using CPM provides the most universally understood metric for brands when comparing organic influencer marketing to paid social ads.
Frequently Asked Questions
Earned Media Value (EMV) assigns a dollar value to the engagement and reach your content receives organically. It answers the question: 'How much would I have had to spend on ads to get this same level of exposure?'
When pitching to brands, stating your EMV provides a tangible metric for the ROI you bring. If you charge $500 for a post, but generate $2,000 in EMV, the brand knows they are getting a great deal.
A standard industry CPM (Cost Per 1,000 Impressions) on Instagram is around $10 to $15. If you are in a highly specialized or lucrative niche (like B2B SaaS or Finance), you can use a higher CPM ($20 - $30).
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