Why is EMV so controversial?

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EMV is calculated by assigning a monetary value to metrics that marketers are already tracking , such as likes, comments, shares, or impressions. Its credibility issues stem from a general misunderstanding of who calculates the value of metrics, how it is calculated, and what it then tells us about the impact of a campaign.

Confusion also prevails because there is no single standard for setting the initial values ​​of the indicators on which the EMV calculation is based, and the values ​​can vary depending on the conditions of each market.

This means that brands and technology platforms can customize EMV settings to suit their own purposes . Additionally, social media platforms like TikTok, Instagram, Facebook, and YouTube do not set or validate values ​​for engagement metrics on their platforms.

All of this leads to confusion and misunderstandings about what EMV represents, especially when marketers try to compare campaigns without having a consistent baseline.

That said, the Earned Media Value Index from US marketing firm Ayzenberg Group is recognised as the leading index in the market and widely accepted as the global industry standard.

Used by Kolsquare to calculate EMV on its platform, the Ayzenberg Index algorithm incorporates media buying data, analysis of Fortune 500 company reports, and third-party research to arrive at individual metric values ​​that are regularly updated based on market fluctuations.

Thus, Kolsquare calculates EMV for KOLs and campaigns as follows, using the Ayzenberg index as a base value:

EMV = Number of Likes X Value of a Like + Number of Comments X Value of a Comment + Estimated Impressions of a Post / 1000 X Value of 1000 Impressions

EMV: What does it and doesn’t it tell us about the impact of an influence vp security email database r marketing campaign?
EMV assigns an added value to the KPIs you’re already tracking (“likes,” comments, shares, etc.). In this way, it attempts to measure the nebulous concept of “brand awareness” generated by an influencer or influencer marketing campaign.

Being able to assign a monetary outcome to the brand awareness generated by a social media campaign allows marketers to justify investments and activities. For C-level executives who are less likely to be involved in the day-to-day running of an influencer marketing campaign, analyzing the EMV of one campaign compared to another helps inform decision-making.

“Often, people who have worked in US companies love this KPI because it speaks the same language as advertising – you have €50,000 to €100,000 a year for influencer marketing and EMV is great because against that, it shows that you have made X amount from your campaign. The useful thing is not to use it as a single metric, but to compare how well different campaigns have performed,” Anne-Laure Barieraud, Head of Digital and Influencer at Omnicom PR Group , explained to influencer marketing professionals at the recent Influencer Marketing Klub in Paris.

“[But] over the last 10 years we’ve done a better job of proving that influencer marketing works. More qualitative KPIs can tell us whether we’ve had an impact on purchasing behavior, audience, and product perception. It goes beyond EMV.”

Those who argue against EMV's value as an indicator argue that it is popular because it offers a simple answer to a complex question, allowing marketers to draw concrete conclusions when in reality there may not be any.