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Earned media value calculator
Calculate the earned media value of your influencer campaign. Enter impressions and CPM benchmarks to see what the same reach would have cost in paid media.
Campaign inputs
Sum of impressions across all creator posts in the campaign
Higher engagement means audiences are more attentive than paid ads
Influencer impressions are more trusted than paid ads. Most marketers use 1.5-2.0x.
What you actually paid creators. Used to calculate efficiency.
Earned media value result
Earned media value
$4,688
vs $5,000 actual spend
EMV ratio
0.94x
Cost per 1K impressions
$20.00
Paid media equiv. cost
$3,000
Engagements earned
8,750
Impressions250,000
CPM (platform benchmark)$12.00
Trust multiplier applied1.5x
Base EMV (no multiplier)$3,000
Calculating...
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KALO IQ tracks campaign impressions, engagements and EMV across all 100M+ US creators automatically.
Start tracking free →2026 CPM benchmarks by platform and media type
Social platform CPMs
Instagram (paid ads)$10-$15
TikTok (paid ads)$5-$10
YouTube (paid ads)$8-$15
X Twitter (paid ads)$4-$7
LinkedIn (paid ads)$25-$45
Trust multiplier guidance
Generic brand mention1.0-1.2x
Integrated product review1.3-1.8x
Dedicated creator campaign1.5-2.0x
Authentic UGC with shares2.0-3.0x
Viral organic spread3.0x+
EMV efficiency benchmarks
EMV above 3x spendExcellent
EMV 1.5-3x spendStrong
EMV 1.0-1.5x spendModerate
EMV below spendBelow average
What is earned media value and why it matters
Earned media value (EMV) is the equivalent cost of achieving the same reach and impressions through paid advertising. It translates the organic exposure from an influencer campaign into a dollar figure that stakeholders can compare against paid media spend.
EMV = (Impressions ÷ 1,000) × Platform CPM × Trust Multiplier
Why EMV is a useful reporting metric but not a standalone KPI
EMV helps you justify influencer spend to leadership by translating reach into a currency they already understand. But it has a real limitation: impressions are not sales. A campaign with $50,000 EMV that drove zero conversions is not a $50,000 win. Always report EMV alongside conversion metrics like click-through rate, conversions and actual revenue. EMV is the awareness argument. Revenue is the performance argument. You need both.
How to choose the right trust multiplier
The multiplier accounts for the fact that an influencer's recommendation is more persuasive than a paid ad. 1.0x means you treat influencer impressions the same as paid. 1.5x is the industry standard for integrated brand mentions. 2.0x is appropriate for dedicated campaigns where the creator genuinely endorses the product. Use 1.5x unless you have specific data suggesting otherwise.
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FAQ
Earned media value FAQ
A strong EMV is 1.5-3x your actual campaign spend. Above 3x is excellent and indicates the campaign significantly outperformed what equivalent paid media would have cost. Below 1x means you overpaid relative to the reach value in paid media terms.
Use the paid CPM rate for the platform where the content was posted. Instagram paid ads run $10-$15 CPM. TikTok runs $5-$10. YouTube runs $8-$15. Then apply a trust multiplier of 1.5-2.0x to account for the authenticity premium of influencer content vs direct ads.
No. EMV measures the media value equivalent of the reach you received. ROI measures the revenue return on your investment. A campaign can have high EMV and low ROI if it drove awareness but few conversions. Always report both for a complete picture.