Earned Media Value (EMV) is a metric used in influencer marketing platforms to quantify the value of content and engagement achieved through influencer campaigns, not from paid marketing efforts. However, calculating EMV varies across platforms as it is contingent on a variety of factors and does not adhere to a universal calculation.

1. Monetary Conversion: Some platforms directly ascribe monetary value to activities like likes, comments, shares, or views. For instance, a like might be designated a value of $0.01 while a comment could be $0.05. These values can be adjusted based on the brand’s assessment of significance of each activity.

2. Audience Reach: Other platforms may factor the influencer’s audience size into the EMV calculation. In these cases, influencers with larger, more active follower counts would contribute a higher EMV.

3. Cost of Advertising: Another approach is to calculate EMV based on how much it would have cost to achieve the same level of reach and engagement through traditional advertising. This involves using industry standard rates and benchmarking data.

For example, Flinque focuses on calculating EMV by combining every relevant interaction from campaign content and converting it into a monetary value based on industry standards and the brand’s specific valuation of each interaction type, thereby offering a customizable EMV calculation.

However, no methodology is inherently ‘right’ or ‘better’. The approach depends on the brand’s objectives, their valuation of different engagement types, and the specifics of their industry and audience. EMV should be used within a broader context of analytics to determine the overall success of a campaign. It’s thus crucial for brands to choose an influencer marketing platform that aligns with their needs and goals.