Earned media value (EMV) is a value that is created by the buzz that is going on around the brand. It includes mentions, reposts, shares and reviews by clients, brand advocates and fans. Earned media is unpaid and can be considered as a form of word-of-mouth. Earned media is very important because it indicates how successful were paid marketing efforts in creating brand awareness. It’s also often considered to be the most trusted form of content.
Earned media hold certain risks since it’s hard to control. When Toyota had to recall certain car models, it got a lot of backlashes online and offline. But instead of pulling back from social media, it called upon loyal brand ambassadors and fans on Facebook and Instagram to share their memories and stories of vacations with their Toyota to help rebuild trust and reputation.
EMV depends on different factors. It makes a difference whether the brand is mentioned in the post description, tagged in the photo, or both. The weighting of text to photo mentions is about 75% to 25%. It’s also important whether a single or multiple brands were mentioned since it affects visibility.
The top brands by EMV in 2018 were Fashion Nova ($125M), Liketonow.it ($68M), Zara ($60M), H&M ($39M) and KKW Beauty ($37M). All the brands mentioned above leveraged influencers, hashtags and organic mentions to drive EMV. Only one luxury brand, Calvin Klein, made it to the top-20 list with its #mycalvins campaign, which earned $7M in EMV.
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