Sprout Social Influencer Marketing’s Earned Media Value (EMV) solution allows users to more closely attribute the value of an earned post with real market values found in digital media (i.e., “media value”), whether through media buying or historical costs paid to Creators.

Sprout Social Influencer Marketing's EMV solution also allows users to quantify a single EMV value on the post-level, which is then included in an aggregated campaign EMV in the Campaign Summary.

Sprout Social Influencer Marketing's updated EMV solution supports 30 currencies and 7 platforms with customizable tiers. It also includes two models in which to calculate EMV:

Earned Media Value adjustments made in Campaign Settings will reflect in that Campaign only. Users can change the default values for their entire Organization by selecting the Admin tab and adjusting the Values (this option is only available for Organization Admins).

EMV is displayed as one metric in the selected currency. It is displayed on the post level and in the "General" box at the top of the Campaign Summary tab. When changing most currencies, the table values will zero out, prompting users to recreate these benchmarks in the newly applied currency. Sprout Social Influencer Marketing will automatically convert USD, CAD, and GBP.

The first available calculation option is “Value Per Metric.” This calculation uses benchmarks based on Tier and audience interaction to determine the value of a post.

EMV is calculated on the post level by aggregating all Value Per Metric for the Creator’s tier of the respective post. Users can choose to remove any metrics from the aggregation by setting their value to $0.

For example: If a Creator received 1,000 likes and 1,000 comments on an Instagram photo, the EMV for that post would be $2,000 because VPL (Value per Like) and VPCO (Value per Comment) are set to $1, while the remainder of the metrics are set to $0.

Abbreviations used in Sprout Social Influencer Marketing's EMV solution are listed below:

Value per Content Type allows users to customize calculations based on the type of content posted by the Creator rather than the audience's interaction.

Value per Content Type allows users to customize the EMV applied to a post. The value appended to the post can be defined by Creator Tier and post type. This method is a best practice for users looking to compare the potential value of earned content against what has historically been paid to creators for other campaign work.

Additional Content Types may be added by selecting "+ Add Content Type", located near the bottom of the table.

Users have the ability to customize Tiers by selecting the tools icon in the top right corner of the table. To change Tier values, select the desired value and input a custom number.

Please note that any of the following inconsistencies when customizing Tiers will result in an error message:

All whole numbers must be present only once from the floor of the Micro Tier to the ceiling of the Macro Tier. If numbers are double counted or any gaps are left between values, an error message will occur.

In addition to customizable values in each Tier, users also have the ability to create new Tiers.

Step 1:

Select "...", then “Split.”

Step 2:

Upon selecting "Split," a new customizable Tier is created. Rename any Tier by double-clicking the title and entering a custom value.

Tiers may be deleted by selecting "...", then “Remove”. There is a minimum requirement of two Tiers, which means the smallest and largest Tiers will not be removable.

Please note that any modifications to Tiers will be reflected only in the EMV calculations.

Earned Media Value adjustments made in Organization Settings will be reflected throughout the entire Organization. Users can change the default values for specific Campaigns by adjusting the Campaign Settings. Please note that only Organization Admins can amend these settings globally.

When changing most currencies, the table values will zero out, prompting users to recreate these benchmarks in the newly applied currency. Sprout Social Influencer Marketing will automatically convert USD, CAD, and GBP.

The first available calculation option is “Value Per Metric”. This calculation uses benchmarks based on Tier and audience interaction to determine the value of a post.

For example, if a Creator receives 1,000 likes on an Instagram photo, and the benchmark is set to $.10 per like (VPL), that post would have an estimated $100.

Find a list of abbreviations below:

"Value per Content Type" allows users to customize calculations based on the type of content posted by the Creator rather than the interaction of the audience.

Value per Content Type allows users to customize the EMV applied to a post. The value appended to the post can be defined by Creator Tier and post type. This method is a best practice for users looking to compare the potential value of earned content against what has historically been paid to creators for other campaign work.

Additional Content Types may be added by selecting "+ Add Content Type", located near the bottom of the table.

Users have the ability to customize Tiers by selecting "Customize Tiers" in the top right corner of the table. To change Tier values, select the desired value and input a custom number.

In addition to customizable values in each Tier, users also have the ability to create new Tiers.

Step 1:

Select "...", then “Split.”

Step 2:

Upon selecting "Split", a new customizable Tier is created. Rename any Tier by double-clicking the title and entering a custom value.

Tiers may be deleted by selecting "...", then “Remove”. There is a minimum requirement of two Tiers, which means the smallest and largest Tiers will not be removable.

Please note any modifications to Tiers will be reflected only in the EMV calculations

EMV appears in multiple components of Campaign Summary, including the default components of "General", "Breakdown" or "Creators".

The Platform table displays the total EMV brought to you by each Platform, located in the far right column.

Discover the Creator’s value via the EMV column in the Creator table.