How to Calculate Average EMV and Use It to Showcase Influencer Value in Negotiations
TL;DR
Earned Media Value (EMV) quantifies the monetary worth of organic engagement, helping talent agents demonstrate the consistent value influencers bring to brands. By analyzing metrics like impressions, likes, comments, and shares from recent posts and applying industry benchmarks, agents can calculate an average EMV.
Why It Matters:
- Show Consistent Value: Average EMV highlights influencers’ ongoing impact, not just viral success.
- Justify Rates: Use EMV to negotiate higher fees and showcase broader brand impact.
- Build Brand Trust: Provide data-driven insights to strengthen brand confidence in influencer collaborations.
Example Calculation:
For three posts with EMVs of $6,200, $5,510, and $7,500:
- Total EMV = $19,210
- Average EMV = $6,403
This metric supports rate negotiations and highlights influencers’ value beyond direct sales. Keep reading to see how to calculate EMV per post and how to apply this towards a brand discussion.
Earned Media Value (EMV) offers a clear perspective on the cost-efficiency of influencer marketing by contextualizing what brands would spend to achieve similar results through traditional methods.
A way to think about this, for example, is to ask “what would the brand have to pay to gain the exposure generated by the influencer compared to the costs of a billboard ad, a professional product shoot with models, or a high-budget advertising campaign?“
Admittedly, EMV is subjective, but the comparison highlights the value of influencer-driven engagement since it showcases not just the impact of these campaigns but also how cost-effective they are in driving brand lift.
How to Calculate Average EMV for Your Influencer Clients
Step 1: Gather Data from Recent Posts
Select the influencer’s 6-9-12 most recent posts on Instagram and note the following metrics for each:
- Impressions (or Views)
- Likes
- Comments
- Shares
- Saves
Step 2: Apply Industry Values
Assign monetary values to each metric based on industry benchmarks.
| Metric | General Value Range |
| Impression | $0.01-$0.05 (per 1,000) |
| Like | $0.01-$0.10 |
| Comment | $0.50-$1.00 |
| Share | $2.00-$5.00 |
| Save | $1.00-$2.00 |
Step 3: Calculate EMV for Each Post
| Metric | Post 1 | Post 2 | Post 3 |
| Impressions | 50,000 x $0.01 = $500 | 45,000 x $0.01 = $450 | 60,000 x $0.01 = $600 |
| Likes | 10,000 x $0.10 = $1,000 | 9,000 x $0.10 = $900 | 12,000 x $0.10 = $1,200 |
| Comments | 500 x $0.50 = $250 | 400 x $0.50 = $200 | 600 x $0.50 = $300 |
| Shares | 100 x $2.00 = $200 | 80 x $2.00 = $160 | 150 x $2.00 = $300 |
| Saves | 300 x $1.00 = $300 | 250 x $1.00 = $250 | 400 x $1.00 = $400 |
| Total EMV | $2,250 | $1,960 | $2,800 |
Another view for clarity:
POST 3
- Impressions: 60,000 x $0.01 = $600
- Likes: 12,000 x $0.50 = $6,000
- Comments: 600 x $1.00 = $600
- Shares: 150 x $2.00 = $300
- Total EMV = $7,500
Step 4: Calculate the Average EMV
Add the EMV for all posts and divide by the total number of posts:
- Total EMV: $6,200 + $5,510 + $7,500 = $19,210
- Average EMV: $19,210 ÷ 3 = $6,403
By calculating the average EMV, agents can provide a compelling argument for their client’s value to brands.
How to Use EMV in Negotiations
→ Click here for extended version of How to Use EMV in Influencer Negotiations
As A Talent Rep (this one)
EMV is a powerful tool to justify influencer rates and demonstrate value. Here are five focused strategies for leveraging EMV in discussions with brands:
1. Justify Higher Fees
Use average EMV to show the cost-effectiveness of influencer marketing compared to other media. For instance, how much it would cost to put on a professional photoshoot, hire models, etc. Do you research and present them with real numbers, inclusive of the reach those pieces of media may or may not achieve. You can also point out that EMV on influencer is traceable with influencer metrics versus traditional media having roadblocks to measuring audience quality.
2. Highlight Value Beyond Sales
Show how influencers impact brand awareness and engagement. Metrics like saves and shares highlight customer intent and trust.
- Example: “On our last paid promotion, Influencer achieved 100 saves. Saves help your products resonate and be bookmarked for future purchases, creating ongoing value beyond the date of the post.
3. Pitch Performance-Based Rates
Introduce custom compensation tied to EMV performance. Offer a base rate with bonuses for surpassing thresholds.
- Example: “A $5,000 base rate per post with a $2,000 bonus for EMV exceeding $7,000 ensures aligned incentives and measurable impact.”
Note: You’ll have to agree on the General Value of impressions and engagement for the brand in order to do this calculation.
5. Secure Long-Term Deals
Leverage EMV trends to pitch retainer agreements or get paid more for exclusivity. Consistent performance builds a compelling case for ongoing collaboration.
- Example: “Our client’s six-month average EMV of $6,800 per post shows sustained value, making them an ideal long-term partner.”
→ Click here for extended version of How to Use EMV in Influencer Negotiations
As A Talent Rep (this one)
Final Thoughts
Earned Media Value is a critical tool for talent agents to assess and communicate the value of their influencer clients.
Staying on top of your influencer’s average EMV, and in particular average EMV for paid partnerships in order to present it during negotiations will make you stand out amongst agents.
Need assistance figuring out your EMV and/or how to use it in your rates strategy? Email team@nickeynorrish.com and we can help!