Essential — launch priority
Calculate EMV — and what we don't fake
EMV (Earned Media Value) estimates what your campaign would have cost if you’d bought equivalent reach as paid advertising. It’s a useful comparison number for budget conversations — but it’s an estimate, not a fact, so we treat it carefully.
How we calculate
Per post, we use:
- Verified reach — impressions from the platform’s API where the influencer connected their account; otherwise the public view count
- Country CPM — the local cost-per-thousand-impressions for that platform and audience country (refreshed quarterly from media-buying benchmarks)
- A platform multiplier — small adjustments for engagement quality (a Reel with 8% engagement isn’t equal to a Reel with 0.5%)
Then we sum across all posts and add a confidence band.
What we don’t fake
A lot of platforms inflate EMV with industry tricks. We don’t:
- ❌ No 3× multiplier for “earned credibility”. Some tools bake in a 2-3× factor on top of CPM to claim influencer content is more valuable than ad inventory. The literature doesn’t support a fixed multiplier, so we don’t apply one.
- ❌ No backfilling missing data. If a platform doesn’t return reach for a Story, we show ”—” for that row. We don’t substitute a tier average.
- ❌ No comments × $X heuristics. Multiplying engagement actions by dollar values is folklore, not measurement.
- ❌ No cross-platform fudging. A TikTok view and an Instagram view aren’t equal; we keep them separate.
What this means for you
Keepface EMV is lower than what most legacy tools report — sometimes 30-60% lower. This isn’t a bug; the higher numbers are inflated. If you compare Keepface EMV to a competitor’s and ours looks weaker, ask the competitor what multiplier they applied.
How to use it
- Compare campaigns on Keepface vs other Keepface campaigns — apples to apples, useful
- Compare to your own paid-media spend — useful with the country CPM caveat
- Compare to competitor tools’ numbers — only if you’ve equalized methodology