Calculate EMV, and what we don't fake

EMV (Earned Media Value) estimates what your campaign would have cost if you’d bought equivalent reach as paid advertising. It’s a useful comparison number for budget conversations, but it’s an estimate, not a fact, so we treat it carefully.

How we calculate

Per post, we use:

• Verified reach, impressions from the platform’s API where the influencer connected their account; otherwise the public view count
• Country CPM, the local cost-per-thousand-impressions for that platform and audience country (refreshed quarterly from media-buying benchmarks)
• A platform multiplier, small adjustments for engagement quality (a Reel with 8% engagement isn’t equal to a Reel with 0.5%)

Then we sum across all posts and add a confidence band.

What we don’t fake

A lot of platforms inflate EMV with industry tricks. We don’t:

• ❌ No 3× multiplier for “earned credibility”. Some tools bake in a 2-3× factor on top of CPM to claim influencer content is more valuable than ad inventory. The literature doesn’t support a fixed multiplier, so we don’t apply one.
• ❌ No backfilling missing data. If a platform doesn’t return reach for a Story, we show ”-” for that row. We don’t substitute a tier average.
• ❌ No comments × $X heuristics. Multiplying engagement actions by dollar values is folklore, not measurement.
• ❌ No cross-platform fudging. A TikTok view and an Instagram view aren’t equal; we keep them separate.

What this means for you

Keepface EMV is lower than what most legacy tools report, sometimes 30-60% lower. This isn’t a bug; the higher numbers are inflated. If you compare Keepface EMV to a competitor’s and ours looks weaker, ask the competitor what multiplier they applied.

How to use it

• Compare campaigns on Keepface vs other Keepface campaigns, apples to apples, useful
• Compare to your own paid-media spend, useful with the country CPM caveat
• Compare to competitor tools’ numbers, only if you’ve equalized methodology

Related

• EMV (full methodology)
• Read the AI Analysis