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Earned Media Value Calculator Instagram

Earned media value (EMV) translates organic engagement into what the same attention would cost in paid ads. Enter the totals from a post or a whole campaign.

Engagement Rate CalculatorEngagement Rate BenchmarkFollower to Following Ratio

How this number is made

  1. Impressions are valued at $6 per 1,000 (a typical Instagram ad CPM), likes at $0.10, comments at $0.50, shares at $1.50, saves at $0.40 and clicks at $0.60.
  2. The range uses a $4 to $10 CPM to show how much the impression assumption matters.
  3. EMV is a comparison metric between campaigns, not cash. Use the same weights every time.

Next steps

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