Question 1

What is Earned Media Value (EMV)?

Accepted Answer

Earned Media Value (EMV) is a metric that assigns a dollar value to organic exposure generated through influencer content. It estimates what you would have paid for the same reach and engagement through traditional paid advertising.

Question 2

How accurate is this EMV calculator?

Accepted Answer

This calculator provides estimates based on industry-average CPM and CPE rates. Actual EMV can vary based on audience demographics, content quality, niche, posting time, and algorithm changes. Use these figures as a directional benchmark for budgeting and reporting.

Question 3

What CPM rates does this calculator use?

Accepted Answer

The calculator uses industry-standard CPM rates: $12.50 for feed posts, $6.00 for stories, and $15.00 for reels. Reels have a higher CPM due to their greater reach and discoverability on Instagram.

Question 4

How are impressions estimated?

Accepted Answer

Impressions are estimated as a percentage of follower count: feed posts reach approximately 35% of followers, stories reach ~15%, and reels reach ~50% due to the Explore page and algorithmic distribution.

Question 5

Why is reel EMV higher than feed post EMV?

Accepted Answer

Reels typically generate higher EMV because they have a higher CPM rate ($15 vs $12.50 for feed posts) and reach a larger percentage of followers due to Instagram's algorithmic boost for short-form video content.

Question 6

Should I use EMV to measure campaign success?

Accepted Answer

EMV is one useful metric among many. It's great for benchmarking and comparing campaigns, but it shouldn't be your only success metric. Combine EMV with direct ROI metrics like conversions, click-through rates, and actual sales for a complete picture.

Question 7

Is this calculator free to use?

Accepted Answer

Yes, the Instagram EMV Calculator is completely free with unlimited use. It runs entirely in your browser — no signup, no data collection, no rate limits.

Instagram EMV Calculator

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