Free Earned Media Value (EMV) Calculator

Yes. Pick a platform, paste up to three handles, set the posts you have agreed with each creator and the estimated media value appears with the full working, no signup and no credit card. You get five free lookups a day, and each creator uses one. Tracking more creators, or tracking a live campaign, takes an Influencers.club account, which starts with free credits.

Earned media value is the estimated cost of buying, through paid media, the same amount of attention an influencer post generated organically. It is calculated by assigning a dollar rate to each view, like, comment and share the post earns and adding them up. Brands and agencies use it to compare creators, price partnerships and report campaign performance in a currency a budget owner understands.

For one post: take the creator’s average interactions on recent content, multiply each interaction type by its rate, and add the results. Comments and shares carry higher rates than likes and views. The subtotal is multiplied by a platform adjustment, since a YouTube view and a TikTok view are not worth the same, and by a content quality factor that compares the creator’s engagement rate with what is typical for accounts of the same size. The result is rounded to the nearest $100. For a campaign, multiply each creator’s per-post value by the number of posts and add across all creators.

Take the creator’s last ten or so posts in the format you are buying and average the views, likes, comments and shares. Multiply each average by a rate for that interaction type, add them up, and adjust for the platform. Then multiply by the number of posts. The calculator does this for you and shows every line, so you can check the rate it applied to each interaction and reproduce the number.

On its own, EMV has no good or bad. Divided by what you spent it does. An EMV-to-spend ratio above 1× means the campaign earned more attention than the paid-media equivalent would have cost, and most teams compare campaigns of different sizes on that ratio rather than on totals. Add your spend to the result and the calculator gives you the ratio directly.

It depends on the format. A Reel is valued on plays, likes, comments and shares; a feed post on likes, comments and shares, since plays are not a feed metric. The calculator reads Reel likes separately from feed likes because the two formats perform differently on the same account, and Instagram is the baseline for the platform adjustment. Stories are not included.

TikTok EMV is built from views, likes, comments and shares on the creator’s recent videos. Because TikTok’s algorithm produces large view counts that have little to do with the follower list, views and likes carry a lower rate than on Instagram and the platform adjustment sits slightly below baseline. Shares keep a high rate, as they are what pushes a video further.

YouTube carries the highest per-interaction rates of the three platforms and a platform adjustment above baseline, because a YouTube view is a deliberate watch rather than a scroll. Videos and Shorts are valued separately on their own averages, so a channel’s long-form numbers do not inflate the value of a Short.

Engagement rate is a percentage: interactions divided by the audience that could have seen the post. It tells you how attentive an audience is. EMV is a dollar figure: the interactions multiplied by what each is worth. It tells you how much attention was generated. A small account can have a high engagement rate and a low EMV. The calculator uses the creator’s engagement rate as the content quality factor inside the EMV, and the engagement rate calculator shows the rate on its own.

No. EMV is the paid-media cost of equivalent attention, not a rate card. Creators price on reach, production effort, exclusivity and usage rights, and a fair fee is usually a fraction of the EMV a post is expected to earn. What EMV does give you is a consistent way to compare two creators quoting the same fee, and a ratio to judge the deal by afterwards.

Every EMV model uses its own rate per interaction, and many apply one rate to every view regardless of platform. A different rate card produces a different number for the same creator. This calculator shows the rate applied to each interaction, the platform adjustment and the quality factor, so the result is reproducible and you can see exactly where two tools diverge. The comparison that matters is between creators valued on the same model, not between models.

No. The calculator values Reels and feed posts on Instagram. Stories expire and their performance is not part of a creator’s public profile, so there is nothing to build an estimate from.

No. The calculator works from publicly available profiles and content. If an account is private there is no public data to value, and the result will tell you the profile could not be found.

Up to three per calculation, with as many post formats and post counts as you like for each. Five free lookups a day, one per creator. For a campaign with more creators than that, an Influencers.club account tracks the whole roster, with no per-calculation cap and posts scored automatically as they go live. Accounts start with free credits.

Yes, with an account. Campaign tracking picks up every publicly available post your creators publish on Instagram, TikTok and YouTube, usually within about an hour, and scores each one for earned media value, engagement rate, views, estimated reach and comment sentiment. Add a budget and you get cost per engagement, cost per view and EMV against spend per campaign, plus an editable AI report that exports to Google Docs or Word.

Yes. Campaign tracking runs over the Influencers.club API: subscribe to the creators you care about and receive structured events at your own endpoint when they post, with delivery history and automatic retries. Campaign metrics, including EMV, are available through the campaigns endpoints. Onboarding is self serve with free credits.

The EMV calculator answers one question: what is a post or a campaign from these creators worth. The influencer analytics tool runs the full profile report on a single creator: growth history, audience credibility, top locations, interests, tagged brands and similar accounts. Use the analytics tool to decide whether a creator is worth booking; use the calculator to decide what the booking is worth.