What is Total Media Value?

Total Media Value (TMV) enables brands to track the success of an influencer marketing campaign. It does so by helping brands compare their influencer campaign return on investment (ROI) to more traditional campaign ROI — like advertising. In this case, Total Media Value offers an idea of what an equivalent advertising campaign would cost for the same amount the brand spends on their campaign.

Why is Total Media Value important?

As a brand, you don’t want to spend your influencer marketing dollars working with influencers who have fake followers — or influencers who aren’t real people at all. Understanding Total Media Value protects your investment by separating fake influencers from genuine accounts.

In that sense, Total Media Value also provides guidance on how much you should pay influencers. An influencer with more engaged followers has a higher Total Media Value than an influencer with bot followers, and so this helps brands understand the maximum they should be willing to pay influencers on a paid partnership.

How do I calculate Total Media Value?

In our Analyze solution, TMV is calculated based off of these media values:

Instagram

Impressions = $0.003

Views = $0.05

Likes = $0.15

Comments = $1

Clicks = $3

YouTube

Views = $0.15

Likes = $0.15

Comments = $1

Clicks = $3

Twitter

Impressions = $0.007

Likes = $0.15

Comments = $1

Clicks = $3

Shares = $1

Facebook

Impressions = $0.007

Likes = $0.15

Comments = $1

Clicks = $3

Shares = $1

Pinterest

Clicks = $3

Saves = $3

Closeups = $0.05

Impressions = $0.05

This is roughly based on how much it would cost to generate the impressions, likes and comments with paid advertising.

To calculate on your own, the formula is:

Total (clicks, comments, etc) * Value = Total Media Value (TMV)

Sample: 100 clicks is 100 * $3 = $300 in TMV

If you still have questions, please contact our support team at [email protected].

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