EMV has become indispensable in the influencer marketing industry, helping to quantify the impact of promotional strategies on online platforms.
In the field of influencer marketing, Earned Media Value (EMV) plays a vital role. It is an accurate and objective measure of the value generated by content and consumer interactions on social media. By assessing the promotional impact of mentions and shares, this tool allows marketers to make informed decisions and maximize the effectiveness of their campaigns. Discover how EMV has become indispensable in the influencer marketing industry and how it allows you to tangibly quantify the impact of promotional strategies on online platforms.
What is Earned Media Value (EMV)?
Earned Media Value (EMV) is a metric that measures the value of earned media generated through influence campaigns marketing. It is a sophisticated method that takes into account different factors such as reach, engagement and media credibility. EMV thus makes it possible to quantify the return on investment (ROI) of influencer campaigns and evaluate their effectiveness.
Definition of EMV
EMV is a metric that assigns a monetary value to the earned media generated by an influencer marketing campaign. It measures campaign performance by evaluating the visibility and engagement achieved, and converting it into a monetary value. This monetary value represents the estimated cost that a company would have had to incur to obtain the same visibility and engagement through paid media.
How is it measured?
EMV is measured using sophisticated algorithms that analyze the performance of earned media generated by an influencer campaign. These algorithms take into account various data, such as the number of views, shares, mentions, and interactions on social media, as well as the reach and engagement of news articles or blog posts.
Importance of EMV in Influence Marketing
EMV is a crucial element in influencer marketing because it helps measure campaign effectiveness, optimize resource allocation, and justify investments. By assessing the value of earned media, EMV allows brands to make informed decisions and maximize their return on investment. It also provides an objective metric that allows you to compare the performance of different campaigns and choose the best strategies to achieve the set objectives.
The different types of Earned Media Value
Written press
Print media plays a vital role in generating earned media. Press articles, interviews, and product or service reviews can have a significant impact on brand awareness. EMV helps quantify the value of this earned media and assess its impact on consumer perception.
Television and radio
Television and radio appearances are also forms of earned media that can have a strong impact on marketing influence. Since these media are often distributed to a large audience, their value can be very high. EMV allows us to accurately measure this value and evaluate the effectiveness of campaigns that have benefited from these media.
Social Media
Social media is a key communication channel for campaigns influencer marketing. Likes, comments, and shares on social media can generate significant visibility and engagement. EMV helps quantify this visibility and engagement by assigning a monetary value to earned media on social media.
Blogs and news sites
Blogs and news sites are earned media that have grown in importance in recent years. Blog articles and expert posts can have a significant impact on consumer perception and brand reputation. EMV helps measure the value of these earned media and assess their contribution to the success of an influencer campaign.
The benefits of EMV in influencer marketing
Increased credibility
EMV helps quantify the value of earned media, which builds credibility in the eyes of consumers. By showing that a brand has been mentioned in reputable media, EMV builds consumer trust and can drive new customers to the brand.
Expanded scope
By measuring the reach of earned media, EMV helps understand the impact of an influencer marketing campaign and identify the most effective communication channels. This allows brands to maximize their visibility and reach a wide audience, which can lead to increased sales and brand awareness.
Cost-effectiveness
EMV allows you to compare the value of earned media with the cost of an influencer campaign. This allows brands to optimize the allocation of their resources and invest in the most profitable communication channels. By maximizing the value of earned media, brands can achieve a better return on investment and increase their profitability.
Improving brand awareness
EMV helps assess the impact of earned media on brand awareness. By identifying the most effective media to generate visibility and engagement, brands can direct their efforts towards the most relevant communication channels. This can lead to increased brand awareness and improved market positioning.
EMV as a performance measurement tool
Comparison with other metrics
EMV helps measure the impact of earned media objectively and accurately. Compared to other metrics such as impressions or interactions, EMV provides a more in-depth assessment of the value of earned media. This allows brands to make informed decisions and optimize their influencer marketing strategies.
Evaluating the impact of influence campaigns
By measuring EMV, brands can assess the impact of their influencer campaigns and determine whether they’ve achieved their goals. EMV helps quantify earned media engagement, viewability, and credibility, allowing brands to understand the effectiveness of their campaigns and make adjustments as needed.
Tracking return on investment (ROI)
EMV allows you to measure the return on investment (ROI) of your influencer marketing campaignsBy assessing the value of earned media against the costs incurred, brands can determine whether their campaigns were profitable. This helps optimize resource allocation and maximize returns on investment.
Best Strategies to Increase Earned Media Value
Collaboration with relevant influencers
Collaborating with relevant influencers is a effective strategy To increase EMV. By working with influencers who have an audience aligned with the brand's target audience, it is possible to generate high-value earned media. Influencers can recommend and promote the brand's products or services, which can lead to a significant increase in EMV.
Creating quality content
Quality content is essential to increasing EMV. By producing interesting, informative and engaging content, brands can attract media attention and generate high-value earned media. Quality content can also inspire consumers to share and recommend the brand, which can increase EMV.
Optimizing press relations
Optimizing press relations is an effective strategy to increase EMV. By building strong relationships with journalists and media outlets, brands can secure high-value mentions and press articles. This can build brand credibility and increase EMV.
Development of media partnerships
Developing media partnerships is another effective strategy to increase EMV. By working with reputable media outlets, brands can generate high-value earned media and increase their credibility. Media partnerships can also allow brands to access new audiences and reach a wider audience.
Case Studies: EMV Success Stories in Influencer Marketing
Example 1: Influence campaign with fashion bloggers
Luxury clothing brand Lacoste collaborated with popular fashion bloggers to promote its new collection. The bloggers posted articles, photos, and videos highlighting the brand’s products. Through this influencer campaign, the brand managed to generate thousands of mentions and shares on social media, leading to a significant increase in EMV.
Example 2: Using social media to promote an event
Paris Games Week, the major video game event, used social media as its main communication channel. By publishing attractive content and encouraging visitor engagement, the company managed to generate significant reach and engagement. This helped increase the event’s EMV and maximize its impact.
Example 3: Partnership with a renowned media
L'Oréal partnered with a renowned media outlet to promote its products. The outlet published an in-depth article about the brand, highlighting its products and values. Through this partnership, the brand received significant visibility and engagement. This significantly increased its EMV and brand awareness.
Limitations and challenges of EMV in influencer marketing
Difficulty in accurately measuring impact
While EMV is a valuable metric, it’s important to note that accurately measuring the impact of earned media can be difficult. Some metrics, such as credibility and impact on consumer perception, can be subjective and difficult to quantify. Therefore, it’s essential to use EMV in conjunction with other metrics to get a more comprehensive assessment of the effectiveness of influencer campaigns.
Problems of false impressions and erroneous value
EMV can also be affected by issues such as false impressions and misplaced values. For example, a mention in a well-known media outlet may have a higher value than a mention in a lesser-known outlet, even if the latter reaches a more relevant audience. It is therefore important to consider the context and relevance of the outlets when assessing EMV.
Inconsistencies in EMV calculation methods
It should also be noted that there may be inconsistencies in the methods used to calculate MVE. Each company and each analysis tool may have its own calculation method, which can lead to significant differences in results. It is therefore important to understand the calculation methods used and to compare them appropriately in order to obtain an accurate MVE assessment.
Tools and platforms for monitoring and analyzing EMV
Media monitoring tools
There are many media monitoring tools available to track and analyze earned media. These tools automatically collect mentions and press articles in traditional and online media, enabling brands to measure the MVE of their influencer campaigns.
Social media analysis platforms
Social media analytics platforms measure the engagement and reach of earned media on social networks. These platforms provide detailed data on likes, comments, retweets, shares and other interactions, making it possible to quantify social media MVE.
EMV assessment services
There are also services that specialize in evaluating MVE. These services use sophisticated algorithms to assess the value of earned media and provide detailed reports on the MVE of influencer campaigns. These reports help brands to understand the effectiveness of their influence strategies and make informed decisions.
Conclusion
Earned Media Value (EMV) is an indispensable tool in influencer marketing. It enables the value of earned media to be measured and the effectiveness of influencer campaigns to be evaluated. By using EMV, brands can maximize their return on investment, reinforce their credibility, extend their reach and improve their brand awareness. While there are limitations and challenges in using MVE, by understanding these limitations and using appropriate tools and platforms, brands can achieve accurate MVE evaluation of their influencer campaigns.
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Published by Sophie on 11/01/2024 in Influencer campaign – influencers – B2B