Understanding EMV and Influencer Engagement

Understanding EMV and Influencer Engagement

Earned media value (EMV) is a metric used to measure the value of publicity gained through influencer marketing campaigns. It quantifies the worth of the media exposure and engagement generated by these campaigns. EMV is a calculation of the value of actual reach and engagement of your campaign.

In the context of influencer marketing, earned media refers to the exposure and engagement generated by influencer content on social media. When influencers promote a brand or product, their followers engage with the content by liking, commenting, and sharing it. This engagement creates a ripple effect, as their followers may also engage with the content and spread it further. This exposure is considered earned media.

The value of earned media from influencer marketing lies in generating authentic and trustworthy brand exposure. Unlike traditional advertising, which can sometimes be seen as intrusive or biased, earned media from influencers is more genuine and credible. This is because influencers have built a loyal following based on their expertise, authenticity, and relatability.

By leveraging influencer marketing, brands tap into the influencers' established trust and credibility with their audience. This leads to increased brand awareness and improved brand perception that drives higher sales and customer loyalty.

To measure the value of earned media, Creatable has developed a proprietary algorithm that factors in reach, engagements, and engagement rate, assigning a monetary value to each of the various types of social engagements of your specific campaign. This process quantifies the impact per campaign, with insights into the return on investment (ROI) from your influencer marketing program, represented by an Adjustment Variable that forms part of the following EMV calculation:

EMV = Impressions x CPM x Adjustment Variable

CPM represents the average cost of social media impressions on Creatable campaigns and, as noted, the Adjustment Variable quantifies and represents the actual performance of the creator(s) from the applicable campaign(s). The end result is a highly effective measure of value generated from the influencer content on the social campaign.   

An important value add with the Creatable platform lies in its ability to yield continued value from influencer content derived from a campaign. Using Site technology on the Creatable platform enables you to run the content on your ecommerce site with embeddable experiences (powered by the Creatable API and embeddable widgets) for on-site search, homepage, product pages and a creator gallery.

The result supports a holistic multi-touch omnichannel strategy that yields both EMV from social performance AND a meaningful sales lift from first-party engagement driven by shoppable creator content on-site. Creatable technology maintains a 2.5X average lift in conversion rates on-site with a 3X extended time on-site. All metrics are measured by the Creatable platform, reported in the analytics section of your Creatable account, and exportable to any platform with native integrations for Adobe and GA.
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