spontaneous message and an advertisement

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Critics also argue that EMV fails to measure the variety and tonality of interactions, nor does it take into account the difference between a spontaneous message and an advertisement.

«Furthermore,» warns the French union of public relations specialists , «this method consists of artificially attributing a market value to the spontaneous reactions of an audience. It is the digital equivalent of Advertising Value Equivalence (AVE), which attempted to assign a market value to an article by comparing it to the value of an advertising space.»

EMV: One Metric Among Many. Use It Wisely
But EMV is just one metric among many that can be used to draw conclusions about the performance of an influencer or influencer marketing campaign. Its value as a metric lies in how it is applied to the reporting and analysis process.

As with any influencer marketing campaign, the crucial first step is to set goals.

If the goal is sales or conversions, EMV may not be the most important metric to measure performance, but if the goal is to generate awareness and reach, or perform competitive benchmarking, EMV can be a useful aggregator.

Secondly, and equally important, transparency around the EMV benchmark calculation is paramount. So is ensuring that all team members – internal and external – are working from the same benchmark values ​​and calculations. Otherwise, comparable analyses will be unreliable.
Critics also argue that EMV fails to measure the variety and tonality of interactions, nor does it take into account the difference between a

«Furthermore,» warns the French union of public relations specialists , «this method consists of artificially attributing a market value to the spontaneous reactions of an audience. It is the digital equivalent of Advertising Value Equivalence (AVE), which attempted to assign a market value to an article by comparing it to the value of an advertising space.»

EMV: One Metric Among Many. Use It Wisely
But EMV is just one metric among many that can be used to draw conclusions about the performance of an influencer or influencer marketing campaign. Its value as a metric lies in how it is applied to the reporting and analysis process.

As with any influencer marketing campaign, the crucial first step i vp security email database to set goals.

If the goal is sales or conversions, EMV may not be the most important metric to measure performance, but if the goal is to generate awareness and reach, or perform competitive benchmarking, EMV can be a useful aggregator.

Secondly, and equally important, transparency around the EMV benchmark calculation is paramount. So is ensuring that all team members – internal and external – are working from the same benchmark values ​​and calculations. Otherwise, comparable analyses will be unreliable.

So, EMV or no EMV? Quentin Bordage, founder and CEO of Kolsquare, has the final say.

“ In an ideal world, the industry will one day have a standardised method for calculating EMV that is validated by the platforms,” he says. “EMV is not perfect, but it is the only relevant aggregate indicator. The assessment of engagement can be challenged and personalised, and the calculation should be more transparent in the market to allow for comparison .”

ROI and Influencer Marketing: The Complete Guide
The influencer market is evolving and growing every day and is expected to reach $6.23 billion by 2027. Our free guide demystifies the concept of ROI in influencer marketing and brings you the keys to achieving more profitable campaigns:
So, EMV or no EMV? Quentin Bordage, founder and CEO of Kolsquare, has the final say.

“ In an ideal world, the industry will one day have a standardised method for calculating EMV that is validated by the platforms,” he says. “EMV is not perfect, but it is the only relevant aggregate indicator. The assessment of engagement can be challenged and personalised, and the calculation should be more transparent in the market to allow for comparison .”

ROI and Influencer Marketing: The Complete Guide
The influencer market is evolving and growing every day and is expected to reach $6.23 billion by 2027. Our free guide demystifies the concept of ROI in influencer marketing and brings you the keys to achieving more profitable campaigns: