Instagram EMV Calculator

Estimate the earned media value of your posts and campaigns with every assumption out in the open and editable. Built for media kits and honest rate negotiations.

Your Campaign Inputs

Enter your Instagram campaign metrics to calculate your estimated earned media value.

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

Pull averages from Instagram Insights for best accuracy.

Followers

Your current follower count

Avg likes / post

Avg comments / post

Avg Reel views (optional)

If set, used as impressions per post

Posts in campaign

How many posts the campaign includes

EMV assumptions

Editable industry defaults — adjust to match your negotiation.

CPM (per 1,000 views)$7.00

Industry EMV models typically use $5–10

Value per like$0.10

Common range: $0.05–0.20

Value per comment$0.50

Comments signal deeper engagement

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FAQS

Instagram EMV Calculator FAQs

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.