EMV (Earned Media Value) explained

EMV = Σ (verified reach per post × country CPM × platform-quality multiplier). No fixed 2-3× "earned credibility" bonus, no comment×$X heuristic, no backfill for missing data.

EMV is an estimate. Knowing the formula tells you what it does and doesn’t mean.

The formula

For each post:

post_EMV = verified_reach × country_CPM × platform_quality_multiplier

Then sum across all posts in the campaign. Add a ±15% confidence band based on how many metrics came from authoritative APIs vs public view counts.

Verified reach

If the influencer connected their platform account, we read impressions via the platform API. If they didn’t, we use the post’s public view count as a lower-bound proxy.

Country CPM

Real CPM benchmarks from media-buying data per country × platform, refreshed quarterly. A UAE TikTok view doesn’t cost the same as a Bangladesh TikTok view, so we don’t pretend it does.

Platform-quality multiplier

Small adjustments based on engagement rate vs that platform’s baseline. A 0.5% ER Reel and an 8% ER Reel deliver different value per impression; the multiplier compresses this within ±20%.

What we don’t apply

❌ A flat 2-3× “earned credibility” bonus
❌ Comments × $X dollar values
❌ Backfill from tier averages when a metric is missing, we show ”-” instead