What is EMV and why should I care about it?

EMV — Earned Media Value — translates organic content into a monetary equivalent. It answers the question: if you had paid for this level of exposure through advertising, what would it have cost? It's a useful benchmark for proving the value of influencer marketing in terms finance teams already understand.

EMV = Impressions × estimated CPM

Keep in mind it's an estimate, not an invoice. Use it directionally, not as gospel.