Creator guide
What is earned media value?
Earned media value (EMV) is what a brand would pay to buy a creator's reach and engagement. It puts a dollar estimate on attention the creator earned without paid media.
The formula
EMV = (Views / 1,000 x CPM) + (Engagements x CPE)
CPM is the cost per 1,000 views. CPE is the cost per engagement, such as a like, comment, share or save. The first part values reach and the second part values interaction.
A worked example
A post has 20,000 views and 1,000 engagements, with a CPM of $10.00 and a CPE of $0.20. Reach is worth $200 and engagement is worth $200, so EMV is $400.
These are example inputs, not market benchmarks.
Calculate your EMV
Replace the example with your own numbers and the rates that apply to your deal.
How to read the result
- Treat EMV as an estimate. It changes with the CPM and CPE you pick.
- Compare posts or periods only when they use the same rates.
- Show the rates when you share EMV with a brand, so they can check the math.
- For real performance context, compare your numbers with the weekly Zaaz creator benchmarks.
Frequently asked questions
What does earned media value mean?
Earned media value, or EMV, estimates what a brand would have paid to buy the reach and engagement a creator earned on their own.
Is EMV the same as revenue?
No. EMV is an estimate of media cost, not money anyone received. Use it to compare value and support a rate conversation, not to report income.
Which CPM and CPE should I use?
Use rates you have actually paid, been quoted or agreed with the brand. EMV moves in direct proportion to these rates, so always state them next to the result.
How is EMV different from engagement rate?
Engagement rate measures how much of an audience interacts with content. EMV turns reach and engagement into a dollar estimate using the rates you choose.
Where can I see my EMV on Zaaz?
A Zaaz creator profile shows earned media value alongside audience love, growth momentum and purchase intent.