Understanding EMV and Influencer Engagement
Earned media value (EMV) is a metric used to measure the value of publicity gained through various marketing efforts, such as influencer marketing campaigns. It quantifies the worth of the media exposure and engagement generated by these campaigns. EMV is a calculation of the actual reach and engagement value of your campaign.
In the context of influencer marketing campaigns, earned media refers to the exposure and engagement generated by influencer content. When influencers promote a brand or product, their followers often 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 campaigns lies in its ability to generate 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 can tap into the influencers' established trust and credibility with their audience. This can lead to increased brand awareness, improved brand perception, and ultimately, higher sales and customer loyalty. Additionally, earned media from influencer campaigns often has a longer lifespan compared to paid media, as it continues to generate exposure and engagement even after the initial campaign ends.
To measure the value of earned media from influencer marketing campaigns, marketers can use various metrics such as reach, engagement rate, sentiment analysis, and conversions. These metrics help quantify the impact of the campaign and provide insights into the return on investment (ROI) of influencer marketing efforts.
EMV is calculated as follows:
EMV = Impressions x CPM x Adjustment variable
CPM is the cost of social media impressions generated via Creatable campaigns, as calculated by the Creatable platform programmatically, taking into account all creator marketing campaigns. The platform further applies an adjustment variable that factors in actual engagement from creators from campaigns on the platform. The end result is a highly effective measure of value generated from the influencer content on the social campaign.
An important distinction and value add with the Creatable platform lies in its ability to yield continued value from influencer content derived from a campaign. Using Stream technology on the Creatable platform enables you to run the content on your ecommerce site with embeddable widgets for your homepage and product pages as well as a creator content gallery. The result is first party engagement from content that not only yields measurable EMV from engagements on social media but is now converting shoppers at a 2.5X higher conversion rate than typical conversions rates, and keeps them engaged for 3X longer on your owned property, which becomes an engaging media destination on Creatable. All metrics are measured by Creatable and reported in the analytics section of your Creatable account.
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