Influencer EMV calculator
Estimate the earned media value of creator posts on TikTok, Instagram and YouTube. You set the rates, so the number means something to your team.
EMV = views ÷ 1,000 × value per 1,000 views + engagements × value per engagement. It’s an estimate, not revenue.
What this calculator does
Earned media value, or EMV, puts a dollar figure on attention you didn’t buy. This calculator uses a simple, open formula: a value for views, plus a value for engagements. You can see both parts, and change every rate.
| Part | Formula |
|---|---|
| View value | Views ÷ 1,000 × value per 1,000 views |
| Engagement value | (Likes + comments + shares + saves) × value per engagement |
| EMV | View value + engagement value |
EMV is an estimate
There’s no single standard for EMV. Vendors that report it use their own formulas, and most don’t publish them, so the same post can get very different values in different tools. Treat any EMV, including this one, as an estimate for comparing posts and campaigns, not as revenue.
That’s why the defaults here are placeholders. Replace them with rates from your own paid media before you share the result.
Picking your rates
- Value per 1,000 views. Your paid CPM on the same platform and audience. If you pay about $10 to reach 1,000 people with a TikTok ad, a view on a creator’s TikTok is worth about the same to you.
- Value per engagement. What you pay for a like, comment or share in an engagement campaign. If you don’t run those, keep it low or set it to $0 and value views only.
- One rate set for everything. Use the same rates for every campaign. The result is only useful when campaigns are measured the same way.
Saves and shares usually signal more intent than likes. If you want to weight them higher, run them as a separate line with a higher rate and add it up yourself. Keep the method written down so next quarter’s report matches.
Using it for TikTok, Instagram and YouTube
- TikTok. Views, likes, comments, shares and saves are all public on the post.
- Instagram Reels. Views and likes may be hidden by the creator. Ask for a screenshot of insights, or leave the missing numbers at 0.
- YouTube Shorts. Views, likes and comments are public. Shares and saves aren’t, so leave them at 0.
For a whole campaign, add up the numbers across posts first, then enter the totals. To include product costs and sales and get an ROI, use the product seeding ROI calculator.
Count every post first
EMV is only as complete as your list of posts. If you find posts by searching for your tag, you miss the ones that show your product without tagging you, and their views never reach the total. Pozto watches every TikTok, Reel and Short your creators post and finds your product on screen, in the audio or in the caption, tagged or not.
For more on how EMV is used and where it falls short, read what is EMV.
Questions
What is a good value per 1,000 views?
Use your own paid social CPM for the same platform and audience. There’s no fair industry-wide number, because CPMs vary a lot by category, country and season.
Why does my EMV differ from other tools?
Each vendor uses its own formula and rates, and most don’t publish them. Compare EMV only within one method.
Is EMV the same as ROI?
No. EMV estimates the value of attention. ROI also needs your costs and, ideally, sales. The seeding ROI calculator combines them.
Does the calculator save my numbers?
No. It runs in your browser and nothing is sent to us.
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