{"id":144046,"date":"2026-04-09T09:18:14","date_gmt":"2026-04-09T07:18:14","guid":{"rendered":"https:\/\/brand24.com\/blog\/?p=144046"},"modified":"2026-04-10T14:06:48","modified_gmt":"2026-04-10T12:06:48","slug":"valor-da-midia-conquistada","status":"publish","type":"post","link":"https:\/\/brand24.com\/blog\/pt\/earned-media-value\/","title":{"rendered":"Earned Media Value: Meaning, Calculation &amp; Tools [2026 Guide]"},"content":{"rendered":"\n<p><strong>Earned media value (EMV) measures how much your brand\u2019s organic visibility (mentions, shares, and media coverage) is worth in monetary terms.<\/strong><\/p>\n\n\n\n<p><strong>Sounds simple, but in reality, EMV is one of the most inconsistently calculated metrics in marketing.<\/strong><\/p>\n\n\n\n<p><strong>This guide breaks down how to measure the value of earned media step by step and shows you how to make it useful for evaluating your PR and marketing performance.<\/strong><\/p>\n\n\n<style>.acf-key-takeaways__heading{padding:22px 30px 20px;margin:0;font-weight:600;display:inline-flex;align-items:center;gap:1.1875rem;border:1px solid #c3e1d2;border-bottom:none;border-top-left-radius:1.25rem;border-top-right-radius:1.25rem}@media(min-width: 768px){.acf-key-takeaways__heading{padding:22px 40px 20px;gap:1.4375rem}}.acf-key-takeaways__icon{width:1.625rem;height:1.625rem;background-color:#9cbfaf;border-radius:50%;display:flex;align-items:center;justify-content:center}.acf-key-takeaways__list{border:1px solid #c3e1d2;border-top-right-radius:1.25rem;border-bottom-right-radius:1.25rem;border-bottom-left-radius:1.25rem;margin:0;padding:0;list-style:none;overflow:hidden}.acf-key-takeaways__item{padding:28px 34px 28px 61px;background-color:#e8f4ee;margin:0;border-bottom:1px solid #c3e1d2;position:relative}@media(min-width: 768px){.acf-key-takeaways__item{padding:28px 54px 28px 81px}}.acf-key-takeaways__item::before{content:\"\";position:absolute;top:35px;left:28px;width:.75rem;height:.75rem;background-color:#9cbfaf;border-radius:50%}@media(min-width: 768px){.acf-key-takeaways__item::before{top:39px;left:40px}}.acf-key-takeaways__item:nth-child(even){background-color:#dfefe7}.acf-key-takeaways__item:last-child{border-bottom:none}.acf-key-takeaways__title{font-weight:600;margin-bottom:.625rem}.acf-key-takeaways__text{font-family:\"Inter\",sans-serif;font-size:16px;line-height:26px;margin:0}@media(min-width: 768px){.acf-key-takeaways__text{font-size:18px;line-height:30px}}.single-post-content__content h3.acf-key-takeaways__heading{font-family:\"Inter\",sans-serif;font-size:16px;line-height:26px}@media(min-width: 768px){.single-post-content__content h3.acf-key-takeaways__heading{font-size:18px;line-height:30px}}.single-post-content__content h4.acf-key-takeaways__title{font-family:\"Inter\",sans-serif;font-size:16px;line-height:26px}@media(min-width: 768px){.single-post-content__content h4.acf-key-takeaways__title{font-size:18px;line-height:30px}}.single-post-content__content p.acf-key-takeaways__text{line-height:1.875rem}@media(max-width: 768px){.single-post-content__content p.acf-key-takeaways__text{font-size:1rem !important}}<\/style><div class=\"acf-key-takeaways\">\n    <h3 class=\"acf-key-takeaways__heading\">\n        <span class=\"acf-key-takeaways__icon\">\n            <svg width=\"10\" height=\"12\" viewBox=\"0 0 10 12\" fill=\"none\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\">\n                <path d=\"M8.41177 0C8.8341 0 9.17647 0.34237 9.17647 0.764706V11.0882C9.17647 11.3821 9.00815 11.6501\n                8.74334 11.7775C8.47839 11.9049 8.16337 11.8693 7.93382 11.6857L4.58824 9.00919L1.24265 11.6857C1.01311\n                11.8693 0.698079 11.9049 0.433134 11.7775C0.168324 11.6501 0 11.3821 0 11.0882V0.764706C0 0.561893\n                0.0806248 0.367445 0.224035 0.224035C0.367445 0.0806248 0.561893 0 0.764706 0H8.41177ZM1.52941\n                9.49609L4.11029 7.43199C4.38958 7.20856 4.78689 7.20856 5.06618 7.43199L7.64706\n                9.49609V1.52941H1.52941V9.49609Z\" fill=\"black\"\/>\n            <\/svg>\n        <\/span>\n        Key takeaways:    <\/h3>\n    <ul class=\"acf-key-takeaways__list\">\n                    <li class=\"acf-key-takeaways__item\">\n                <h4 class=\"acf-key-takeaways__title\">Earned media value (EMV) shows what your brand visibility is worth in money<\/h4>\n                <p class=\"acf-key-takeaways__text\">It assigns a monetary value to organic mentions, based on reach, engagement, and context.<\/p>\n            <\/li>\n                    <li class=\"acf-key-takeaways__item\">\n                <h4 class=\"acf-key-takeaways__title\">There\u2019s no single EMV formula<\/h4>\n                <p class=\"acf-key-takeaways__text\">You can calculate it using reach (CPM), engagement (CPE), or hybrid models that combine both.<\/p>\n            <\/li>\n                    <li class=\"acf-key-takeaways__item\">\n                <h4 class=\"acf-key-takeaways__title\">The most accurate approach combines multiple factors<\/h4>\n                <p class=\"acf-key-takeaways__text\">Hybrid models adjust EMV based on engagement rate, sentiment, and content quality.<\/p>\n            <\/li>\n                    <li class=\"acf-key-takeaways__item\">\n                <h4 class=\"acf-key-takeaways__title\">EMV has clear limitations<\/h4>\n                <p class=\"acf-key-takeaways__text\">It doesn\u2019t measure revenue and can vary depending on the method or tool used.<\/p>\n            <\/li>\n                    <li class=\"acf-key-takeaways__item\">\n                <h4 class=\"acf-key-takeaways__title\">You need additional metrics for full context<\/h4>\n                <p class=\"acf-key-takeaways__text\">Reach, engagement, sentiment, and share of voice help explain what EMV alone can\u2019t.<\/p>\n            <\/li>\n                    <li class=\"acf-key-takeaways__item\">\n                <h4 class=\"acf-key-takeaways__title\">Specialized tools help you track and calculate earned media value<\/h4>\n                <p class=\"acf-key-takeaways__text\">Media monitoring and social listening tools like Brand24 collect mentions and provide the data needed to estimate value of earned media.<\/p>\n            <\/li>\n            <\/ul>\n<\/div>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"whatisearnedmediavalue\">What is earned media value? Definition<\/h2>\n\n\n\n<p class=\"has-background\" style=\"background-color:#e8f4ee\"><strong>Earned media value (EMV) <\/strong>is a way to estimate how much your brand\u2019s <em>organic exposure<\/em> is worth in money. It\u2019s an estimate of what you\u2019d have to spend to achieve the same exposure through ads.<\/p>\n\n\n\n<p>In this case, \u201corganic\u201d means <strong>unpaid mentions from third-party sources<\/strong>, like:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Press coverage<\/strong> \u2013 articles, interviews, or features in online media<\/li>\n\n\n\n<li><strong>Social media mentions<\/strong> \u2013 posts, comments, or threads about your brand<\/li>\n\n\n\n<li><strong>Customer reviews<\/strong> \u2013 on platforms like Google, G2, Capterra, App Store, etc.<\/li>\n\n\n\n<li><strong>Influencer mentions (non-sponsored)<\/strong> \u2013 organic posts, not paid collaborations<\/li>\n\n\n\n<li><strong>User-generated content (UGC)<\/strong> \u2013 photos, videos, or posts created by your customers<\/li>\n<\/ul>\n\n\n\n<p><strong>Quick examples of earned media<\/strong><\/p>\n\n\n\n<figure class=\"wp-block-table\"><table class=\"has-background\" style=\"background-color:#e8f4ee\"><thead><tr><th class=\"has-text-align-center\" data-align=\"center\">Situation<\/th><th class=\"has-text-align-center\" data-align=\"center\"><strong>Is this earned media?<\/strong><\/th><th class=\"has-text-align-center\" data-align=\"center\">Why?<\/th><\/tr><\/thead><tbody><tr><td class=\"has-text-align-center\" data-align=\"center\"><strong>A journalist writes about your product<\/strong><\/td><td class=\"has-text-align-center\" data-align=\"center\">\u2705 Yes<\/td><td class=\"has-text-align-center\" data-align=\"center\">Independent, unpaid coverage<\/td><\/tr><tr><td class=\"has-text-align-center\" data-align=\"center\"><strong>A customer posts a TikTok review<\/strong><\/td><td class=\"has-text-align-center\" data-align=\"center\">\u2705 Yes<\/td><td class=\"has-text-align-center\" data-align=\"center\">Organic user-generated content<\/td><\/tr><tr><td class=\"has-text-align-center\" data-align=\"center\"><strong>An influencer mentions you without any deal<\/strong><\/td><td class=\"has-text-align-center\" data-align=\"center\">\u2705 Yes<\/td><td class=\"has-text-align-center\" data-align=\"center\">Organic, genuine recommendation<\/td><\/tr><tr><td class=\"has-text-align-center\" data-align=\"center\"><strong>You run a Meta ad<\/strong><\/td><td class=\"has-text-align-center\" data-align=\"center\">\u274c No (paid media)<\/td><td class=\"has-text-align-center\" data-align=\"center\">You paid for placement<\/td><\/tr><tr><td class=\"has-text-align-center\" data-align=\"center\"><strong>You publish a post on your company\u2019s Linkedin page<\/strong><\/td><td class=\"has-text-align-center\" data-align=\"center\">\u274c No (owned media)<\/td><td class=\"has-text-align-center\" data-align=\"center\">You control the content<\/td><\/tr><tr><td class=\"has-text-align-center\" data-align=\"center\"><strong>You pay an influencer for a sponsored post<\/strong><\/td><td class=\"has-text-align-center\" data-align=\"center\">\u274c No (paid media)<\/td><td class=\"has-text-align-center\" data-align=\"center\">Sponsored = not earned<\/td><\/tr><\/tbody><\/table><\/figure>\n\n\n\n<p class=\"has-background\" style=\"background-color:#e8f4ee\">In other words, EMV <strong>translates organic visibility into a dollar amount <\/strong>by answering: <em>\u201cIf we had to pay for the same exposure in an ad, how much would it cost?\u201d<\/em><\/p>\n\n\n\n<p><strong>Most EMV calculations are based on three elements:<\/strong><\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Reach<\/strong> \u2013 how many people could see the mention<\/li>\n\n\n\n<li><strong>Engagement<\/strong> \u2013 whether people interact with it (likes, comments, shares)<\/li>\n\n\n\n<li><strong>Source<\/strong> \u2013 where it appears and how influential or credible it is<\/li>\n<\/ul>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"how-to\">How to calculate earned media value (EMV)<\/h2>\n\n\n\n<p>Earned media value can be measured in different ways, depending on how much context you include.<\/p>\n\n\n\n<p>If you look at different tools and articles, you\u2019ll see different calculations. That\u2019s because EMV is an estimate based on how you choose to value attention.<\/p>\n\n\n\n<p>In practice, most approaches fall into three groups:<\/p>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"basic\">01 Basic method: reach-based EMV<\/h3>\n\n\n\n<p>This is the simplest method. It uses advertising pricing as a reference point: a metric called <strong>CPM<\/strong>.<\/p>\n\n\n\n<p class=\"has-background\" style=\"background-color:#e8f4ee\"><strong><strong>CPM (cost per mille)<\/strong> <\/strong>means the cost of reaching 1,000 people with paid advertising.<\/p>\n\n\n\n<p>For example, if a platform charges $10 CPM, it means: <strong>you pay $10 to show your ad to 1,000 people.<\/strong><\/p>\n\n\n\n<p>In this case, the earned media value formula would look like this:<\/p>\n\n\n\n<p class=\"has-background\" style=\"background-color:#e8f4ee\"><strong>EMV = (Impressions \u00f7 1,000) \u00d7 CPM<\/strong><\/p>\n\n\n\n<p><strong>Example 1:<\/strong> 50,000 impressions with a $10 CPM = <strong>$500 EMV<\/strong><\/p>\n\n\n\n<p><strong>Example 2:<\/strong> A TikTok mention of Garmin with 955,000 impressions with a $10 CPM <strong>= $9,550 EMV<\/strong><\/p>\n\n\n\n<figure data-wp-context=\"{&quot;imageId&quot;:&quot;69dbf89758163&quot;}\" data-wp-interactive=\"core\/image\" data-wp-key=\"69dbf89758163\" class=\"wp-block-image size-full wp-lightbox-container\"><img loading=\"lazy\" decoding=\"async\" width=\"800\" height=\"267\" data-wp-class--hide=\"state.isContentHidden\" data-wp-class--show=\"state.isContentVisible\" data-wp-init=\"callbacks.setButtonStyles\" data-wp-on--click=\"actions.showLightbox\" data-wp-on--load=\"callbacks.setButtonStyles\" data-wp-on-window--resize=\"callbacks.setButtonStyles\" src=\"https:\/\/brand24.com\/blog\/app\/uploads\/2026\/04\/emv-garmin-example-1.png\" alt=\"\" class=\"wp-image-183124\" srcset=\"https:\/\/brand24.com\/blog\/app\/uploads\/2026\/04\/emv-garmin-example-1.png 800w, https:\/\/brand24.com\/blog\/app\/uploads\/2026\/04\/emv-garmin-example-1-18x6.png 18w, https:\/\/brand24.com\/blog\/app\/uploads\/2026\/04\/emv-garmin-example-1-300x100.png 300w, https:\/\/brand24.com\/blog\/app\/uploads\/2026\/04\/emv-garmin-example-1-248x83.png 248w, https:\/\/brand24.com\/blog\/app\/uploads\/2026\/04\/emv-garmin-example-1-90x30.png 90w\" sizes=\"auto, (max-width: 800px) 100vw, 800px\" \/><button\n\t\t\tclass=\"lightbox-trigger\"\n\t\t\ttype=\"button\"\n\t\t\taria-haspopup=\"dialog\"\n\t\t\taria-label=\"Enlarge\"\n\t\t\tdata-wp-init=\"callbacks.initTriggerButton\"\n\t\t\tdata-wp-on--click=\"actions.showLightbox\"\n\t\t\tdata-wp-style--right=\"state.imageButtonRight\"\n\t\t\tdata-wp-style--top=\"state.imageButtonTop\"\n\t\t>\n\t\t\t<svg xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"12\" height=\"12\" fill=\"none\" viewBox=\"0 0 12 12\">\n\t\t\t\t<path fill=\"#fff\" d=\"M2 0a2 2 0 0 0-2 2v2h1.5V2a.5.5 0 0 1 .5-.5h2V0H2Zm2 10.5H2a.5.5 0 0 1-.5-.5V8H0v2a2 2 0 0 0 2 2h2v-1.5ZM8 12v-1.5h2a.5.5 0 0 0 .5-.5V8H12v2a2 2 0 0 1-2 2H8Zm2-12a2 2 0 0 1 2 2v2h-1.5V2a.5.5 0 0 0-.5-.5H8V0h2Z\" \/>\n\t\t\t<\/svg>\n\t\t<\/button><\/figure>\n\n\n\n<figure class=\"wp-block-table\"><table class=\"has-background\" style=\"background-color:#e8f4ee\"><thead><tr><th class=\"has-text-align-center\" data-align=\"center\">Aspect<\/th><th class=\"has-text-align-center\" data-align=\"center\"><strong>What it means<\/strong><\/th><\/tr><\/thead><tbody><tr><td class=\"has-text-align-center\" data-align=\"center\"><strong>What it measures<\/strong><\/td><td class=\"has-text-align-center\" data-align=\"center\">Estimates how much it would cost to <em>buy the same reach<\/em> using ads<\/td><\/tr><tr><td class=\"has-text-align-center\" data-align=\"center\"><strong>How it works<\/strong><\/td><td class=\"has-text-align-center\" data-align=\"center\">Treats every impression as having equal value<\/td><\/tr><tr><td class=\"has-text-align-center\" data-align=\"center\"><strong>Strength<\/strong><\/td><td class=\"has-text-align-center\" data-align=\"center\">Simple, fast, easy to compare<\/td><\/tr><tr><td class=\"has-text-align-center\" data-align=\"center\"><strong>Limitation<\/strong><\/td><td class=\"has-text-align-center\" data-align=\"center\">Ignores engagement, sentiment, and context<\/td><\/tr><\/tbody><\/table><\/figure>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"cpe\">02 Engagement-based EMV (CPE model)<\/h3>\n\n\n\n<p>This approach focuses on interactions instead of just reach. <\/p>\n\n\n\n<p>Instead of CPM, it uses <strong>CPE (cost per engagement)<\/strong> or assigns value to each type of interaction.<\/p>\n\n\n\n<p class=\"has-background\" style=\"background-color:#e8f4ee\"><strong>CPE (cost per engagement)<\/strong> is a metric that shows how much you pay for a single interaction (a like, comment, or share) in paid campaigns.<\/p>\n\n\n\n<p>Example values:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Like = $0.10<\/li>\n\n\n\n<li>Comment = $0.50<\/li>\n\n\n\n<li>Share = $1.00<\/li>\n<\/ul>\n\n\n\n<p>Here, the EMV formula would look like this:<\/p>\n\n\n\n<p class=\"has-background\" style=\"background-color:#e8f4ee\"><strong><strong>EMV = (Likes \u00d7 value) + (Comments \u00d7 value) + (Shares \u00d7 value)<\/strong><\/strong><\/p>\n\n\n\n<p><strong>Example 1:<\/strong><\/p>\n\n\n\n<p>Let\u2019s say your post generated:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>100 likes<\/li>\n\n\n\n<li>50 comments<\/li>\n\n\n\n<li>20 shares<\/li>\n<\/ul>\n\n\n\n<p>EMV = (100 \u00d7 $0.10) + (50 \u00d7 $0.50) + (20 \u00d7 $1.00)<br>= $10 + $25 + $20<br>= <strong>$55 EMV<\/strong><\/p>\n\n\n\n<p><strong>Example 2:<\/strong><\/p>\n\n\n\n<figure data-wp-context=\"{&quot;imageId&quot;:&quot;69dbf89758c23&quot;}\" data-wp-interactive=\"core\/image\" data-wp-key=\"69dbf89758c23\" class=\"wp-block-image size-full wp-lightbox-container\"><img loading=\"lazy\" decoding=\"async\" width=\"799\" height=\"288\" data-wp-class--hide=\"state.isContentHidden\" data-wp-class--show=\"state.isContentVisible\" data-wp-init=\"callbacks.setButtonStyles\" data-wp-on--click=\"actions.showLightbox\" data-wp-on--load=\"callbacks.setButtonStyles\" data-wp-on-window--resize=\"callbacks.setButtonStyles\" src=\"https:\/\/brand24.com\/blog\/app\/uploads\/2026\/04\/emv-gisou-example-1.png\" alt=\"\" class=\"wp-image-183126\" srcset=\"https:\/\/brand24.com\/blog\/app\/uploads\/2026\/04\/emv-gisou-example-1.png 799w, https:\/\/brand24.com\/blog\/app\/uploads\/2026\/04\/emv-gisou-example-1-18x6.png 18w, https:\/\/brand24.com\/blog\/app\/uploads\/2026\/04\/emv-gisou-example-1-300x108.png 300w, https:\/\/brand24.com\/blog\/app\/uploads\/2026\/04\/emv-gisou-example-1-248x89.png 248w, https:\/\/brand24.com\/blog\/app\/uploads\/2026\/04\/emv-gisou-example-1-90x32.png 90w\" sizes=\"auto, (max-width: 799px) 100vw, 799px\" \/><button\n\t\t\tclass=\"lightbox-trigger\"\n\t\t\ttype=\"button\"\n\t\t\taria-haspopup=\"dialog\"\n\t\t\taria-label=\"Enlarge\"\n\t\t\tdata-wp-init=\"callbacks.initTriggerButton\"\n\t\t\tdata-wp-on--click=\"actions.showLightbox\"\n\t\t\tdata-wp-style--right=\"state.imageButtonRight\"\n\t\t\tdata-wp-style--top=\"state.imageButtonTop\"\n\t\t>\n\t\t\t<svg xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"12\" height=\"12\" fill=\"none\" viewBox=\"0 0 12 12\">\n\t\t\t\t<path fill=\"#fff\" d=\"M2 0a2 2 0 0 0-2 2v2h1.5V2a.5.5 0 0 1 .5-.5h2V0H2Zm2 10.5H2a.5.5 0 0 1-.5-.5V8H0v2a2 2 0 0 0 2 2h2v-1.5ZM8 12v-1.5h2a.5.5 0 0 0 .5-.5V8H12v2a2 2 0 0 1-2 2H8Zm2-12a2 2 0 0 1 2 2v2h-1.5V2a.5.5 0 0 0-.5-.5H8V0h2Z\" \/>\n\t\t\t<\/svg>\n\t\t<\/button><\/figure>\n\n\n\n<p>An organic TikTok post mentioning a viral beauty brand, Gisou, generated:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>30,798 likes<\/li>\n\n\n\n<li>195 comments<\/li>\n\n\n\n<li>760 shares<\/li>\n<\/ul>\n\n\n\n<p>EMV = (30,798 \u00d7 $0.10) + (195 \u00d7 $0.50) + (760 \u00d7 $1.00)<br>= $3,079.8 + $97.5 + $760<br>= <strong>$3,937.3 EMV<\/strong><\/p>\n\n\n\n<figure class=\"wp-block-table\"><table class=\"has-background\" style=\"background-color:#e8f4ee\"><thead><tr><th class=\"has-text-align-center\" data-align=\"center\">Aspect<\/th><th class=\"has-text-align-center\" data-align=\"center\"><strong>What it means<\/strong><\/th><\/tr><\/thead><tbody><tr><td class=\"has-text-align-center\" data-align=\"center\"><strong>What it measures<\/strong><\/td><td class=\"has-text-align-center\" data-align=\"center\">Estimates the <em>value of interactions<\/em> (likes, comments, shares)<\/td><\/tr><tr><td class=\"has-text-align-center\" data-align=\"center\"><strong>How it works<\/strong><\/td><td class=\"has-text-align-center\" data-align=\"center\">Assigns a monetary value to each type of engagement<\/td><\/tr><tr><td class=\"has-text-align-center\" data-align=\"center\"><strong>Strength<\/strong><\/td><td class=\"has-text-align-center\" data-align=\"center\">Reflects actual user interest and activity<\/td><\/tr><tr><td class=\"has-text-align-center\" data-align=\"center\"><strong>Limitation<\/strong><\/td><td class=\"has-text-align-center\" data-align=\"center\">Ignores reach and overall visibility<\/td><\/tr><\/tbody><\/table><\/figure>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"hybrid\">03 Hybrid EMV (reach + engagement + context)<\/h3>\n\n\n\n<p>This is the most advanced approach.<\/p>\n\n\n\n<p>It combines reach, engagement, and additional <em>adjustment factors<\/em> like sentiment, content quality or relevance.<\/p>\n\n\n\n<p class=\"has-background\" style=\"background-color:#e8f4ee\"><strong><strong>The adjustment factor<\/strong><\/strong> is a multiplier that reflects the <em>quality<\/em> of the mention.<\/p>\n\n\n\n<p>For example, it can <strong>increase or decrease EMV<\/strong> based on:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>sentiment (positive vs negative)<\/li>\n\n\n\n<li>source credibility (major media vs small blog)<\/li>\n\n\n\n<li>relevance (on-topic vs random mention)<\/li>\n<\/ul>\n\n\n\n<p><strong>Examples of adjustment factors based on sentiment:<\/strong><\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Positive mention: \u00d71.2<\/li>\n\n\n\n<li>Neutral mention: \u00d71.0<\/li>\n\n\n\n<li>Negative mention: \u00d70.5<\/li>\n<\/ul>\n\n\n\n<p>So, the EMV formula in this approach would look like this:<\/p>\n\n\n\n<p class=\"has-background\" style=\"background-color:#e8f4ee\"><strong><strong><strong>EMV = (Impressions \u00f7 1,000 \u00d7 CPM) \u00d7 engagement rate \u00d7 adjustment factor<\/strong><\/strong><\/strong><\/p>\n\n\n\n<p><strong>Quick example:<\/strong><\/p>\n\n\n\n<p>Imagine your <a href=\"https:\/\/brand24.com\/blog\/brand-monitoring-tools\/\">brand monitoring<\/a> tool flags that your brand just got mentioned in a viral post:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Most reactions have <strong>positive<\/strong> <strong>sentiment<\/strong><\/li>\n\n\n\n<li>It reaches <strong>100,000 people<\/strong><\/li>\n\n\n\n<li>It gets <strong>5,000 interactions<\/strong> (likes, comments, shares)<\/li>\n<\/ul>\n\n\n\n<p><strong>Step 1: Estimate the value of reach<\/strong><\/p>\n\n\n\n<p>We start with CPM:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>$10 CPM means: $10 to reach 1,000 people<\/li>\n\n\n\n<li>100,000 impressions = 100 \u00d7 1,000<\/li>\n\n\n\n<li>Your base EMV = <strong>$1,000<\/strong> <em>(this is what it would cost to buy the same reach as ads)<\/em><\/li>\n<\/ul>\n\n\n\n<p><strong>Step 2: Adjust for engagement<\/strong><\/p>\n\n\n\n<p>Now we check how many people actually interacted:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>5,000 interactions out of 100,000 views<\/li>\n\n\n\n<li>Engagement rate = <strong>5%<\/strong><\/li>\n<\/ul>\n\n\n\n<p>This means:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>most people just <em>saw<\/em> the content<\/li>\n\n\n\n<li>only a small portion <em>engaged<\/em><\/li>\n<\/ul>\n\n\n\n<p>So we <strong>reduce the value<\/strong>:<\/p>\n\n\n\n<p>$1,000 \u00d7 0.05 = <strong>$50<\/strong><\/p>\n\n\n\n<p><strong>Step 3: Adjust for sentiment<\/strong><\/p>\n\n\n\n<p>Now we look at quality:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>The mention is <strong>positive<\/strong><\/li>\n\n\n\n<li>Adjustment factor = <strong>x1.2<\/strong><\/li>\n<\/ul>\n\n\n\n<p>So we <strong>increase the value slightly<\/strong>:<\/p>\n\n\n\n<p>$50 \u00d7 1.2 = <strong>$60 EMV<\/strong><\/p>\n\n\n\n<p><strong>Step 4: Final EMV<\/strong><\/p>\n\n\n\n<p>$1,000 \u00d7 0.05 \u00d7 1.2 = <strong>$60 EMV<\/strong><\/p>\n\n\n\n<p><strong>Example with real data:<\/strong><\/p>\n\n\n\n<p>Let\u2019s say you\u2019re tracking a viral TikTok post about <strong>IKEA kitchens<\/strong>:<\/p>\n\n\n\n<figure data-wp-context=\"{&quot;imageId&quot;:&quot;69dbf89759a7f&quot;}\" data-wp-interactive=\"core\/image\" data-wp-key=\"69dbf89759a7f\" class=\"wp-block-image size-full wp-lightbox-container\"><img loading=\"lazy\" decoding=\"async\" width=\"800\" height=\"293\" data-wp-class--hide=\"state.isContentHidden\" data-wp-class--show=\"state.isContentVisible\" data-wp-init=\"callbacks.setButtonStyles\" data-wp-on--click=\"actions.showLightbox\" data-wp-on--load=\"callbacks.setButtonStyles\" data-wp-on-window--resize=\"callbacks.setButtonStyles\" src=\"https:\/\/brand24.com\/blog\/app\/uploads\/2026\/04\/emv-ikea-example-1.png\" alt=\"\" class=\"wp-image-183127\" srcset=\"https:\/\/brand24.com\/blog\/app\/uploads\/2026\/04\/emv-ikea-example-1.png 800w, https:\/\/brand24.com\/blog\/app\/uploads\/2026\/04\/emv-ikea-example-1-18x7.png 18w, https:\/\/brand24.com\/blog\/app\/uploads\/2026\/04\/emv-ikea-example-1-300x110.png 300w, https:\/\/brand24.com\/blog\/app\/uploads\/2026\/04\/emv-ikea-example-1-248x91.png 248w, https:\/\/brand24.com\/blog\/app\/uploads\/2026\/04\/emv-ikea-example-1-90x33.png 90w\" sizes=\"auto, (max-width: 800px) 100vw, 800px\" \/><button\n\t\t\tclass=\"lightbox-trigger\"\n\t\t\ttype=\"button\"\n\t\t\taria-haspopup=\"dialog\"\n\t\t\taria-label=\"Enlarge\"\n\t\t\tdata-wp-init=\"callbacks.initTriggerButton\"\n\t\t\tdata-wp-on--click=\"actions.showLightbox\"\n\t\t\tdata-wp-style--right=\"state.imageButtonRight\"\n\t\t\tdata-wp-style--top=\"state.imageButtonTop\"\n\t\t>\n\t\t\t<svg xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"12\" height=\"12\" fill=\"none\" viewBox=\"0 0 12 12\">\n\t\t\t\t<path fill=\"#fff\" d=\"M2 0a2 2 0 0 0-2 2v2h1.5V2a.5.5 0 0 1 .5-.5h2V0H2Zm2 10.5H2a.5.5 0 0 1-.5-.5V8H0v2a2 2 0 0 0 2 2h2v-1.5ZM8 12v-1.5h2a.5.5 0 0 0 .5-.5V8H12v2a2 2 0 0 1-2 2H8Zm2-12a2 2 0 0 1 2 2v2h-1.5V2a.5.5 0 0 0-.5-.5H8V0h2Z\" \/>\n\t\t\t<\/svg>\n\t\t<\/button><\/figure>\n\n\n\n<ul class=\"wp-block-list\">\n<li>The post reaches <strong>11M views<\/strong><\/li>\n\n\n\n<li>It generates:\n<ul class=\"wp-block-list\">\n<li><strong>855,239 likes<\/strong><\/li>\n\n\n\n<li><strong>20,042 comments<\/strong><\/li>\n\n\n\n<li><strong>113,169 shares<\/strong><\/li>\n<\/ul>\n<\/li>\n\n\n\n<li>The sentiment is <strong>neutral<\/strong><\/li>\n<\/ul>\n\n\n\n<p><strong>Step 1: Estimate the value of reach<\/strong><\/p>\n\n\n\n<p>We start with CPM:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Assume <strong>$10 CPM<\/strong> (cost per 1,000 impressions)<\/li>\n\n\n\n<li>11,000,000 impressions = 11,000 \u00d7 1,000<\/li>\n<\/ul>\n\n\n\n<p><strong>Base EMV = 11,000 \u00d7 $10 = $110,000<\/strong><\/p>\n\n\n\n<p><strong>Step 2: Adjust for engagement<\/strong><\/p>\n\n\n\n<p>Now we check how people reacted:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Total interactions = <strong>988,450<\/strong><\/li>\n\n\n\n<li>Engagement rate = <strong>988,450 \u00f7 11,000,000 \u2248 9%<\/strong><\/li>\n<\/ul>\n\n\n\n<p>This tells us:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>the post didn\u2019t just reach people<\/li>\n\n\n\n<li>it actually drove strong interaction<\/li>\n<\/ul>\n\n\n\n<p>So we adjust the value:<\/p>\n\n\n\n<p><strong>$110,000 \u00d7 0.09 = $9,900<\/strong><\/p>\n\n\n\n<p><strong>Step 3: Adjust for sentiment<\/strong><\/p>\n\n\n\n<p>Now we look at context:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Sentiment = <strong>neutral<\/strong><\/li>\n\n\n\n<li>Adjustment factor = <strong>\u00d71.0<\/strong><\/li>\n<\/ul>\n\n\n\n<p>So the value stays unchanged:<\/p>\n\n\n\n<p><strong>$9,900 \u00d7 1.0 = $9,900 EMV<\/strong><\/p>\n\n\n\n<p><strong>Step 4: Final EMV<\/strong><\/p>\n\n\n\n<p><strong>$110,000 \u00d7 0.09 \u00d7 1.0 = $9,900 EMV<\/strong><\/p>\n\n\n\n<figure class=\"wp-block-table\"><table class=\"has-background\" style=\"background-color:#e8f4ee\"><thead><tr><th class=\"has-text-align-center\" data-align=\"center\">Aspect<\/th><th class=\"has-text-align-center\" data-align=\"center\"><strong>What it means<\/strong><\/th><\/tr><\/thead><tbody><tr><td class=\"has-text-align-center\" data-align=\"center\"><strong>What it measures<\/strong><\/td><td class=\"has-text-align-center\" data-align=\"center\">Estimates overall impact (visibility + interaction + quality)<\/td><\/tr><tr><td class=\"has-text-align-center\" data-align=\"center\"><strong>How it works<\/strong><\/td><td class=\"has-text-align-center\" data-align=\"center\">Combines reach with engagement and adjusts <em>based on context<\/em><\/td><\/tr><tr><td class=\"has-text-align-center\" data-align=\"center\"><strong>Strength<\/strong><\/td><td class=\"has-text-align-center\" data-align=\"center\">More complete and closer to real impact<\/td><\/tr><tr><td class=\"has-text-align-center\" data-align=\"center\"><strong>Limitation<\/strong><\/td><td class=\"has-text-align-center\" data-align=\"center\">Not standardized: the results depend on <em>how factors are defined<\/em><\/td><\/tr><\/tbody><\/table><\/figure>\n\n\n<style>.acf-simple-cta{border-radius:20px;background-color:#fff;max-width:640px;margin:auto;margin-bottom:30px;padding:30px 15px}@media(min-width: 768px){.acf-simple-cta{padding:48px 62px 46px 62px}}.acf-simple-cta__title{font-size:22px !important;font-weight:600;line-height:23px !important;color:#000;text-align:center;margin-top:10px}@media(min-width: 576px){.acf-simple-cta__title{max-width:280px;text-align:left;margin-top:0}}.acf-simple-cta__title span{color:#00ef88}.acf-simple-cta__row{text-align:center}@media(min-width: 768px){.acf-simple-cta__row{display:flex;align-items:center;justify-content:space-between;gap:10px;text-align:left}}.acf-simple-cta__content{margin-bottom:20px;text-align:center}@media(min-width: 576px){.acf-simple-cta__content{display:flex;justify-content:center;align-items:center;gap:10px;width:100%;max-width:100%}}@media(min-width: 768px){.acf-simple-cta__content{align-items:center;justify-content:space-between;margin-bottom:0;max-width:66%}}.acf-simple-cta__btn{flex-shrink:0;border-radius:30px;padding:11px 21px;font-size:14px;line-height:18px;font-weight:500 !important;color:#000 !important;letter-spacing:-0.14px;background-color:#00ef88;border:none;transition:background-color .3s ease,opacity .3s ease;display:inline-block}.acf-simple-cta__btn:hover{background-color:#4bffae;text-decoration:none;opacity:.9}.acf-simple-cta__btn:focus-visible{outline:2px solid #00ef88}.acf-simple-cta--primary{background-color:#00ef88}.acf-simple-cta--primary .acf-simple-cta__title{color:#fff}.acf-simple-cta--primary .acf-simple-cta__title span{color:#000}.acf-simple-cta--primary .acf-simple-cta__btn{background-color:#000;color:#fff !important;transition:background-color .3s ease-in-out}.acf-simple-cta--primary .acf-simple-cta__btn:hover{background-color:#171717}.acf-simple-cta--violet{background-color:#000}.acf-simple-cta--violet .acf-simple-cta__title{color:#fff}.acf-simple-cta--violet .acf-simple-cta__title span{color:#bf00ff}.acf-simple-cta--violet .acf-simple-cta__btn{background-color:#bf00ff;color:#000 !important;transition:background-color .3s ease-in-out}.acf-simple-cta--violet .acf-simple-cta__btn:hover{background-color:#bf00ff}.acf-simple-cta--small{padding:20px 15px}@media(min-width: 768px){.acf-simple-cta--small{padding:33px 45px 31px 56px}}.acf-simple-cta--no-icon .acf-simple-cta__content{max-width:100%;width:auto}.acf-simple-cta--no-icon .acf-simple-cta__title{max-width:100%}@media(min-width: 768px){.acf-simple-cta--no-icon.acf-simple-cta--small .acf-simple-cta__content{max-width:55%}}<\/style>\n<div class=\"acf-simple-cta acf-simple-cta--default acf-simple-cta--no-icon\">\n    <div class=\"acf-simple-cta__wrapper\">\n        <div class=\"acf-simple-cta__row\">\n            <div class=\"acf-simple-cta__content\">\n                                                    <div class=\"acf-simple-cta__title\">Measure your EMV with social listening data!<\/div>\n                            <\/div>\n                            <a href=\"https:\/\/app.brand24.com\/user\/register-account\/?custom_form=35\" class=\"acf-simple-cta__btn\" target=\"\">Start Trial!<\/a>\n                    <\/div>\n    <\/div>\n<\/div>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"wirth\">Is it worth measuring the value of earned media?<\/h2>\n\n\n\n<p>Yes, but only if you understand what this metric represents.<\/p>\n\n\n\n<p>EMV is not a performance metric in the same sense as conversions or revenue. It\u2019s an <strong>estimation of visibility and attention<\/strong>, based on earned media signals.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"misleading\">When EMV is misleading<\/h3>\n\n\n\n<p>It&#8217;s pretty simple: when you treat it as a standalone number.<\/p>\n\n\n\n<p>For example:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>You focus only on reach<\/strong>: A mention seen by 100,000 people looks great but if no one engages, its real impact is much limited<\/li>\n\n\n\n<li><strong>You ignore sentiment<\/strong> <strong>type<\/strong>: Negative press or complaints can still generate high EMV, even though they harm your brand<\/li>\n\n\n\n<li><strong>You compare numbers across tools<\/strong>: Different platforms calculate EMV differently, so results aren\u2019t directly comparable<\/li>\n<\/ul>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"useful\">When EMV is useful<\/h3>\n\n\n\n<p>EMV is most useful when you treat it as a <strong>comparative metric<\/strong>, not an <em>absolute<\/em> one.<\/p>\n\n\n\n<p>It works best when you use it to:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Compare campaigns over time<\/strong>: to see which activities generate more visibility<\/li>\n\n\n\n<li><strong>Benchmark your own performance<\/strong>: to track whether your PR efforts are improving<\/li>\n\n\n\n<li><strong>Estimate the scale of exposure<\/strong>: to understand how much attention your brand is getting<\/li>\n<\/ul>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"watch-out\">What to watch out for when calculating EMV<\/h2>\n\n\n\n<p>Before you rely on earned media value, it\u2019s worth knowing what can go wrong.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"different\">01 Different tools calculate it differently<\/h3>\n\n\n\n<p>There\u2019s no standard formula for EMV. Each tool and model measures it differently.<\/p>\n\n\n\n<p>Some models use:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>advertising equivalents (CPM, CPC)<\/li>\n\n\n\n<li>engagement-based values (likes, comments, shares)<\/li>\n\n\n\n<li>custom multipliers\/adjustment factors<\/li>\n<\/ul>\n\n\n\n<p>That\u2019s why the same campaign can produce different EMV depending on the tool or method.<\/p>\n\n\n\n<p><strong>Example:<\/strong><br>A mention with 100,000 reach might be valued at <strong>$1,000<\/strong> in a CPM-based model, but only <strong>$200-$300<\/strong> in an engagement-based model if interaction is low.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"dont-see\">02 You don\u2019t always see how it\u2019s calculated<\/h3>\n\n\n\n<p>Only some <a href=\"https:\/\/brand24.com\/blog\/media-monitoring-tools\/\" target=\"_blank\" rel=\"noopener\" title=\"\">media monitoring tools<\/a> clearly show how EMV is calculated.<\/p>\n\n\n\n<p>You might see the final number without knowing:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>what data was included<\/li>\n\n\n\n<li>how different interactions were valued<\/li>\n<\/ul>\n\n\n\n<p>If the method isn\u2019t clear, it\u2019s difficult to evaluate how reliable the result is.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"match\">03 The formula needs to match your goals<\/h3>\n\n\n\n<p>EMV should reflect your marketing goals precisely.<\/p>\n\n\n\n<p>For example:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>if you focus on reach:<\/strong> visibility will dominate the result<\/li>\n\n\n\n<li><strong>if you include engagement: <\/strong>interaction becomes more important<\/li>\n<\/ul>\n\n\n\n<p>If the calculation doesn\u2019t match your priorities, the result can be misleading.<\/p>\n\n\n\n<p><strong>Example:<\/strong><br>A PR campaign focused on brand awareness may look successful in a reach-based model (high EMV), but the same campaign can look weak in an engagement-based model if people didn\u2019t interact with the content.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"easy\">04 It\u2019s easy to overinterpret the number<\/h3>\n\n\n\n<p>EMV is useful, but incomplete.<\/p>\n\n\n\n<p>Used on its own, it can:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>exaggerate low-quality visibility<\/li>\n\n\n\n<li>hide negative sentiment<\/li>\n\n\n\n<li>miss what <em>actually<\/em> drives your marketing results<\/li>\n<\/ul>\n\n\n\n<p><strong>Example:<\/strong><br>A campaign can generate high EMV because it was widely mentioned, but sentiment analysis may show that a large share of those mentions was negative.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"other\">EMV vs other metrics<\/h2>\n\n\n\n<p>EMV combines reach, engagement, and other signals into one number.<\/p>\n\n\n\n<p>But it doesn\u2019t show:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>whether people interacted<\/li>\n\n\n\n<li>whether the mentions were positive or negative<\/li>\n\n\n\n<li>what actually drove the spike<\/li>\n<\/ul>\n\n\n\n<p>That\u2019s why you need other metrics alongside it.<\/p>\n\n\n\n<figure class=\"wp-block-table\"><table class=\"has-background\" style=\"background-color:#e8f4ee\"><thead><tr><th class=\"has-text-align-center\" data-align=\"center\">Metric<\/th><th class=\"has-text-align-center\" data-align=\"center\"><strong>What it helps you understand<\/strong><\/th><th>When to use it<\/th><th>What to watch out for<\/th><\/tr><\/thead><tbody><tr><td class=\"has-text-align-center\" data-align=\"center\"><strong>EMV<\/strong><\/td><td class=\"has-text-align-center\" data-align=\"center\">Overall value of earned media<\/td><td>Comparing campaigns or PR results<\/td><td>Can hide what actually drove the result<\/td><\/tr><tr><td class=\"has-text-align-center\" data-align=\"center\"><strong>MIV<\/strong><\/td><td class=\"has-text-align-center\" data-align=\"center\">Value of media\/influencer placements<\/td><td>Influencer &amp; media performance analysis<\/td><td>Proprietary: hard to compare across tools<\/td><\/tr><tr><td class=\"has-text-align-center\" data-align=\"center\"><strong>ROI<\/strong><\/td><td class=\"has-text-align-center\" data-align=\"center\">Business outcome (revenue vs cost)<\/td><td>Performance and growth tracking<\/td><td>Doesn\u2019t capture awareness or PR impact<\/td><\/tr><tr><td class=\"has-text-align-center\" data-align=\"center\"><strong>AVE<\/strong><\/td><td class=\"has-text-align-center\" data-align=\"center\">Ad-equivalent value of coverage<\/td><td>Traditional PR reporting<\/td><td>Oversimplified, often misleading<\/td><\/tr><\/tbody><\/table><\/figure>\n\n\n\n<div class=\"acf-simple-cta acf-simple-cta--primary acf-simple-cta--no-icon\">\n    <div class=\"acf-simple-cta__wrapper\">\n        <div class=\"acf-simple-cta__row\">\n            <div class=\"acf-simple-cta__content\">\n                                                    <div class=\"acf-simple-cta__title\">Use Brand24 to calculate your earned media value!<\/div>\n                            <\/div>\n                            <a href=\"https:\/\/app.brand24.com\/user\/register-account\/?custom_form=35\" class=\"acf-simple-cta__btn\" target=\"\">Start Trial!<\/a>\n                    <\/div>\n    <\/div>\n<\/div>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"faq\">FAQ<\/h2>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"faq1\">What is earned media value?<\/h3>\n\n\n\n<p>Earned media value (EMV) estimates how much your <a href=\"https:\/\/brand24.com\/blog\/brand-awareness\/\" target=\"_blank\" rel=\"noopener\" title=\"\">brand awareness<\/a> and exposure from unpaid sources, like media coverage, social media mentions, or influencer content, would be worth if you paid for it.<\/p>\n\n\n\n<p>It translates reach and engagement into a monetary value to help you quantify visibility.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"faq2\">What does earned media value mean in practice?<\/h3>\n\n\n\n<p>In practice, EMV shows the value of attention your brand earns organically. <\/p>\n\n\n\n<p>Instead of measuring just impressions or clicks, it combines visibility and interactions into a single number you can use for reporting and comparison.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"faq3\">What is the earned media value formula?<\/h3>\n\n\n\n<p>There\u2019s no single standard formula for EMV.<\/p>\n\n\n\n<p>The most common approaches are:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Reach-based:<\/strong> impressions \u00d7 CPM<\/li>\n\n\n\n<li><strong>Engagement-based:<\/strong> interactions \u00d7 cost per engagement (CPE)<\/li>\n\n\n\n<li><strong>Hybrid:<\/strong> combines reach, engagement, and sometimes sentiment<\/li>\n<\/ul>\n\n\n\n<p>The exact formula depends on the methodology or tool you use.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"faq4\">What are the best tools for tracking earned media value?<\/h3>\n\n\n\n<p>Tools for tracking EMV usually fall into three categories. Here are some of the best options to check out:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Brand24<\/strong> for <a href=\"https:\/\/brand24.com\/blog\/media-monitoring-tools\/\" target=\"_blank\" rel=\"noopener\" title=\"\">media monitoring<\/a> of mentions, reach, sentiment, and engagement across web and social<\/li>\n\n\n\n<li><strong>Muck Rack<\/strong> for PR coverage and media impact tracking<\/li>\n\n\n\n<li><strong>HypeAuditor<\/strong> for influencer campaign performance and audience quality<\/li>\n<\/ul>\n\n\n\n<p class=\"has-background\" style=\"background-color:#e8f4ee\">\n\ud83d\udcda Further read: <a href=\"https:\/\/brand24.com\/blog\/best-pr-tools\/\" target=\"_blank\" rel=\"nofollow noopener noreferrer\">Best PR Tools for Analytics, Monitoring, Outreach &#038; More [2026] <\/a><\/p>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"faq5\">What is earned media value in influencer marketing?<\/h3>\n\n\n\n<p>In influencer marketing, EMV measures the value generated by influencer content based on reach, engagement, and audience quality. <\/p>\n\n\n\n<p>Two creators with similar follower counts can produce very different EMV depending on how their audience interacts with the content.<\/p>\n\n\n\n<p class=\"has-background\" style=\"background-color:#e8f4ee\">\n\ud83d\udcda Further read: <a href=\"https:\/\/brand24.com\/blog\/influencer-marketing-metrics\/\" target=\"_blank\" rel=\"nofollow noopener noreferrer\">11 Key Influencer Marketing Metrics You Should Track in 2026\n <\/a><\/p>\n\n\n\n<h3 class=\"wp-block-heading\">What is the average earned media value?<\/h3>\n\n\n\n<p>There\u2019s no universal benchmark for EMV. The value depends on your industry, channel, and campaign type. <\/p>\n\n\n\n<p>Instead of comparing your brand&#8217;s EMV to a general average, it\u2019s more useful to track changes over time or compare results across your own campaigns.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>N\u00e3o tem certeza de quanto valem suas RP e mentions? Saiba como calcular o valor da m\u00eddia conquistada, suas limita\u00e7\u00f5es e o que gera os melhores resultados.<\/p>","protected":false},"author":99,"featured_media":149846,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":"","_links_to":"","_links_to_target":""},"categories":[4134],"tags":[4067,4064,4065,4066],"class_list":["post-144046","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-brand-image","tag-calculate-earned-media-value","tag-earned-media-value","tag-emv","tag-measure-earned-media-value"],"acf":[],"aioseo_notices":[],"cf_author_first_name":"Marta","cf_author_last_name":"Zwierz","_links":{"self":[{"href":"https:\/\/brand24.com\/blog\/pt\/wp-json\/wp\/v2\/posts\/144046","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/brand24.com\/blog\/pt\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/brand24.com\/blog\/pt\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/brand24.com\/blog\/pt\/wp-json\/wp\/v2\/users\/99"}],"replies":[{"embeddable":true,"href":"https:\/\/brand24.com\/blog\/pt\/wp-json\/wp\/v2\/comments?post=144046"}],"version-history":[{"count":41,"href":"https:\/\/brand24.com\/blog\/pt\/wp-json\/wp\/v2\/posts\/144046\/revisions"}],"predecessor-version":[{"id":183158,"href":"https:\/\/brand24.com\/blog\/pt\/wp-json\/wp\/v2\/posts\/144046\/revisions\/183158"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/brand24.com\/blog\/pt\/wp-json\/wp\/v2\/media\/149846"}],"wp:attachment":[{"href":"https:\/\/brand24.com\/blog\/pt\/wp-json\/wp\/v2\/media?parent=144046"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/brand24.com\/blog\/pt\/wp-json\/wp\/v2\/categories?post=144046"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/brand24.com\/blog\/pt\/wp-json\/wp\/v2\/tags?post=144046"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}