Earned Media Value (EMV) Calculator
Turn impressions, likes, comments and shares into earned media value: what the same exposure would cost as paid media. Every value behind the result is visible and editable, so the number holds up in a client report.
How to use the EMV calculator
- Enter the metrics. Start with one platform and add impressions or views, likes, comments, shares, saves and link clicks. Leave out what you don’t have.
- Add more platforms. For a campaign across Instagram, TikTok and YouTube, add a row for each and get one total.
- Add the campaign cost to see how many times the earned value exceeds the spend.
- Check the values per action. Use the default values, the Conservative preset (all values halved) or your own. The values used always appear under the result and in the copied text.
EMV formula
EMV is the sum of every action multiplied by the value assigned to it:
EMV = impressions ÷ 1,000 × value per 1,000 + likes × value per like + comments × value per comment + shares × value per share + saves × value per save + clicks × value per click
Default values in USD:
| Action | Default value |
|---|---|
| 1,000 impressions or views | $5.00 |
| Like | $0.10 |
| Comment | $1.00 |
| Share | $1.00 |
| Save | $0.50 |
| Link click | $0.80 |
Example: an Instagram post with 100,000 impressions, 10,000 likes and 500 comments. 100 × $5 + 10,000 × $0.10 + 500 × $1 = $2,000 EMV.
There is no single industry formula for EMV: every platform and agency uses its own values per action. The defaults here are in the same range as published examples, such as Kolsquare’s EMV method. What matters most is to keep the same values whenever you compare campaigns.
How to use EMV correctly
- EMV is not revenue. It estimates what the attention would have cost as advertising, not what it earned.
- Compare like with like. Only compare EMV figures calculated with the same values. A number from another tool is not comparable.
- Always show the assumptions. The calculator includes them in the copied text and the printout, so your client sees how the number was made.
- Pair it with real outcomes. Clicks, sign-ups and sales tell you whether the attention paid off. Use the campaign ROI calculator for that.
We wrote more about the strengths and limits of the metric in Earned Media Value: Ready to Lose Control? and in our overview of earned, owned and paid media.
Frequently asked questions
What is earned media value?
Earned media value (EMV) is a money estimate of exposure you did not pay for directly: mentions, reposts and influencer content. It answers the question “what would this reach and engagement have cost as ads?”
Is EMV the same as ROI?
No. ROI compares revenue with cost. EMV compares the advertising value of exposure with cost. A campaign can have a high EMV and still sell nothing, so look at both.
Why do different tools give different EMV for the same post?
Each tool assigns its own value to a like, a comment or 1,000 impressions, and some add multipliers for platform or audience quality. That is why you should always state which values you used.
Which values should I use?
If your company or agency already has standard values, enter them under Custom. If not, the defaults are a reasonable start, and the Conservative preset gives a cautious figure for reports where you don’t want to overstate results.
Can I calculate EMV for a whole campaign?
Yes. Switch to Campaign totals, add a row for each platform and enter the summed metrics. The result shows the total and the share of each platform and each type of action.
Related calculators
- Campaign ROI Calculator: compare EMV with real sales and costs.
- Engagement Rate Calculator: check the creator’s engagement before the campaign.
- All influencer marketing calculators
