Social media costs hit record highs in 2024. Instagram CPMs jumped 23% year-over-year. TikTok ad rates doubled in competitive sectors. Meanwhile, organic reach keeps declining across platforms. So why are the smartest brands doubling down on earned media strategies?
Because they're tracking something most aren't: the hidden value of authentic engagement. Our analysis of $14.92 billion in earned media reveals that brands consistently undervalue their organic social momentum by 40-60%.
What Makes EMV Different in 2025?
EMV isn't just another metric – it's the bridge between social engagement and business impact. Think of it as the true cost calculator for organic reach. When a creator shares your content, when customers become advocates, when industry voices amplify your message – EMV quantifies that value in terms your CFO understands.
Recent MediaWorth data shows:
A single authentic creator mention generates equivalent value to $3,500 in paid media
High-quality comments drive 15x more downstream engagement than likes
Cross-platform shares from verified accounts deliver 4x the EMV of single-platform engagement
The Value Hierarchy: Not All Engagement Is Created Equal
Our analysis of over 1 million social posts reveals a clear hierarchy of value:
Top-Tier Actions (Highest EMV)
Creator collaborations
Organic shares
User-generated content
Mid-Tier Engagement
Click-throughs
Substantive comments
Base-Level Activity
Standard reactions
Views
Impressions
Platform-Specific EMV: Where Your Content Drives Most Value
MediaWorth's cross-platform analysis reveals significant variations in EMV by channel:
Instagram: Still leads for fashion, beauty, and lifestyle brands with 1.5x higher EMV than platform average
TikTok: Fastest-growing EMV rates, particularly in entertainment and consumer goods
LinkedIn: Highest per-engagement value for B2B content, averaging 2.3x other platforms
YouTube: Longest-lasting EMV impact, with content generating value for 60+ days
Industry Impact: EMV Varies By Sector
Our industry analysis shows dramatic differences in EMV across sectors:
Technology: 1.3x baseline EMV
Entertainment: 1.4x baseline EMV
Fashion/Beauty: 1.2x baseline EMV
Financial Services: 1.5x baseline EMV
Why Traditional Metrics Fall Short
Consider this real example: A fashion brand's post receives 10,000 likes and seems successful. But our analysis showed that a competitor's post with just 2,000 engagements generated 3x more business value – because those engagements were high-value and sparked meaningful conversations.
Making EMV Work For Your Brand
Success with EMV requires understanding three key principles:
Value Recognition
Track engagement quality, not just quantity
Weight creator influence appropriately
Account for cross-platform amplification
Strategic Application
Focus resources on highest-EMV activities
Build relationships with value-driving creators
Optimize content for engagement depth
Continuous Calibration
Monitor EMV trends across platforms
Adjust strategy based on performance data
Compare results against industry benchmarks
Looking Ahead: EMV Trends to Watch
Our data suggests several emerging trends:
Creator-driven EMV will continue growing fastest
Platform-specific EMV rates will diverge further
Industry-specific multipliers will become more pronounced
Cross-platform engagement will command premium values
Taking Action
Start measuring your true earned media value by:
Establishing your baseline EMV across platforms
Identifying your highest-value creators and advocates
Understanding your industry-specific multipliers
Implementing consistent measurement frameworks
Regularly calibrating based on business outcomes
Want to see how your earned media stacks up? Try MediaWorth's EMV calculator to get a quick snapshot of your true social value.
Ready to unlock the full potential of your earned media? Get started today to see how MediaWorth can transform your approach to social media valuation.