The EMV calculation method according to Ayzenberg
Posted: Mon Jan 20, 2025 5:01 am
To determine the EMV, a measurement value, or index, is used that assigns to each engagement action its market value. This is the Ayzenberg index, which we then multiply by the number of people involved in the action.
Remember that at this point you are measuring interactions. Let’s say that, according to the Ayzenberg index, a “like” is worth 0.75 euros and a post has had 1000 clicks. In that case, the EMV of the post is obtained by multiplying the thousand clicks by 0.75 euros. That is, 750 euros. Repeat the formula for all the different types of interactions generated, multiply them by their Ayzenberg values, and add them up to get the total EMV.
Depending on the social network, the components of engagement vary, as do their rates. They are also different in other media, such as blogs. In general, the ones you need to keep in mind are the following:
VPL , which is the value attributed to a mention;
VPM , the value attributed to 100 impressions;
VPC , the value per click;
VPCO , or value assigned to each comment.
It is these different assigned values that go into calculating the EMV of the different social networks. For Instagram's EMV , for example, all of these factors are usually taken into account.
You might be interested in: Best practices: How to optimize your influencer marketing investments with a data-driven approach?
The future of influencer marketing: forecasts and budgets for 2025
Stay ahead of the curve: discover the keys to optimizing your influencer budget in 2025 in our latest study!
There you will find:
Download now
Platforms to calculate the Earned Media Value
As we have just seen, the calculations that determine earned media value are not actually a mystery, and if you work in marketing, or you are dedicated to managing communities on social networks, it is very important that you understand the concept and know how it is calculated. However, in practice, the task is complex and experience counts if you want to get the most out of it. Therefore, it is advisable to seek the support of professionals or technological solutions for influencer marketing.
Earned Media Value platforms offer an effective way to measure and evaluate the value generated by marketing campaigns. They help quantify impact, compare performance and determine ROI , allowing for informed decisions for future influencer marketing strategies.
Kolsquare, for example, ensures the success of your influencer marketing campaigns (new customer acquisition, brand development, etc.) thanks to a catalogue of +2M key opinion leaders (KOLs), influencing +5000 followers from 180 different countries on Instagram, TikTok, Twitter, Facebook and Youtube. This includes the identification of relevant KOL profiles, campaign mana [url=https:// chairman email database lastdatabase.com/chairman-email-lists]chairman email database[/url] gement and, finally, evaluation of performance and results. In addition to Instagram, Facebook, Twitter and YouTube, Kolsquare customers now have the EMV of each of their influencer campaigns on TikTok and can gauge the impact of their brands on the social network.
What are the differences between Earned Media, Paid Media and Owned Media?
Earned media, paid media, and owned media are three distinct types of media that are commonly used in marketing strategies. Each type serves a different purpose and has its own characteristics. Let’s explore the differences between them:
Earned Media or Earned Media (meaning in Spanish)
Earned media refers to content about a brand or business that is created and shared by others , such as customers, influencers, or journalists. It is essentially word-of-mouth marketing in the digital realm. Earned media can include social media mentions, online reviews, blog posts, news articles, and other forms of organic advertising. The key feature of earned media is that it is not directly controlled or paid for by the brand.
Paid Media
Paid media involves the distribution of content that is paid for by the brand or business. It includes various forms of advertising such as display ads, search engine marketing (SEM), social media ads, influencer partnerships, and sponsored content. Paid media allows brands to reach a wider audience and promote their products or services through targeted campaigns. Unlike earned media, paid media provides greater control over the content and its distribution.
Remember that at this point you are measuring interactions. Let’s say that, according to the Ayzenberg index, a “like” is worth 0.75 euros and a post has had 1000 clicks. In that case, the EMV of the post is obtained by multiplying the thousand clicks by 0.75 euros. That is, 750 euros. Repeat the formula for all the different types of interactions generated, multiply them by their Ayzenberg values, and add them up to get the total EMV.
Depending on the social network, the components of engagement vary, as do their rates. They are also different in other media, such as blogs. In general, the ones you need to keep in mind are the following:
VPL , which is the value attributed to a mention;
VPM , the value attributed to 100 impressions;
VPC , the value per click;
VPCO , or value assigned to each comment.
It is these different assigned values that go into calculating the EMV of the different social networks. For Instagram's EMV , for example, all of these factors are usually taken into account.
You might be interested in: Best practices: How to optimize your influencer marketing investments with a data-driven approach?
The future of influencer marketing: forecasts and budgets for 2025
Stay ahead of the curve: discover the keys to optimizing your influencer budget in 2025 in our latest study!
There you will find:
Download now
Platforms to calculate the Earned Media Value
As we have just seen, the calculations that determine earned media value are not actually a mystery, and if you work in marketing, or you are dedicated to managing communities on social networks, it is very important that you understand the concept and know how it is calculated. However, in practice, the task is complex and experience counts if you want to get the most out of it. Therefore, it is advisable to seek the support of professionals or technological solutions for influencer marketing.
Earned Media Value platforms offer an effective way to measure and evaluate the value generated by marketing campaigns. They help quantify impact, compare performance and determine ROI , allowing for informed decisions for future influencer marketing strategies.
Kolsquare, for example, ensures the success of your influencer marketing campaigns (new customer acquisition, brand development, etc.) thanks to a catalogue of +2M key opinion leaders (KOLs), influencing +5000 followers from 180 different countries on Instagram, TikTok, Twitter, Facebook and Youtube. This includes the identification of relevant KOL profiles, campaign mana [url=https:// chairman email database lastdatabase.com/chairman-email-lists]chairman email database[/url] gement and, finally, evaluation of performance and results. In addition to Instagram, Facebook, Twitter and YouTube, Kolsquare customers now have the EMV of each of their influencer campaigns on TikTok and can gauge the impact of their brands on the social network.
What are the differences between Earned Media, Paid Media and Owned Media?
Earned media, paid media, and owned media are three distinct types of media that are commonly used in marketing strategies. Each type serves a different purpose and has its own characteristics. Let’s explore the differences between them:
Earned Media or Earned Media (meaning in Spanish)
Earned media refers to content about a brand or business that is created and shared by others , such as customers, influencers, or journalists. It is essentially word-of-mouth marketing in the digital realm. Earned media can include social media mentions, online reviews, blog posts, news articles, and other forms of organic advertising. The key feature of earned media is that it is not directly controlled or paid for by the brand.
Paid Media
Paid media involves the distribution of content that is paid for by the brand or business. It includes various forms of advertising such as display ads, search engine marketing (SEM), social media ads, influencer partnerships, and sponsored content. Paid media allows brands to reach a wider audience and promote their products or services through targeted campaigns. Unlike earned media, paid media provides greater control over the content and its distribution.