Instagram EMV Calculator

EMV / Engagement Calculator

Estimate the earned media value of your Instagram content — what the same reach and engagement would cost if you paid for ads.

EARNED MEDIA VALUE

Campaign metrics & assumptions

Pull averages from Instagram Insights for best accuracy. Then adjust CPM and engagement values to match the brand’s model.

The standard formula: EMV = (impressions ÷ 1,000 × CPM) + (likes × value per like) + (comments × value per comment). Typical assumptions are a $5–10 CPM, $0.05–0.20 per like, and about $0.50 per comment.

Campaign metrics

Averages from Insights work best.

EMV assumptions

Editable industry defaults — adjust to match your negotiation.

YOUR ESTIMATE

Total campaign EMV

$0 across 3 posts
EMV per post
$0
Impressions value
$0
Likes value
$0
Comments value
$0
Impressions

Estimated at ~30% of followers

0
Likes

$0
Comments

$0

EMV is a planning estimate, not a guaranteed ad equivalent. Brands may use different CPM and engagement values.

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FAQs

Everything you need to know

What earned media value means, how impressions are estimated, and which CPM and engagement values to use.

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EMV estimates what your organic Instagram content would be worth if you paid for the same reach and engagement through ads. Brands and creators use it in media kits and campaign reports.

The standard formula is: EMV = (impressions ÷ 1,000 × CPM) + (likes × value per like) + (comments × value per comment). This calculator lets you edit every assumption so the math stays transparent.

Typical industry ranges are about $5–$10 CPM, $0.05–$0.20 per like, and around $0.50 per comment. Adjust the sliders if a brand uses different benchmarks.

If you know average Reel views from Insights, enter them for a more accurate impression estimate. If left empty, the calculator estimates impressions at roughly 30% of your followers.