Instagram EMV Calculator
See what an Instagram account's Reels are worth in ad dollars, per Reel and per month.
What is earned media value?
Earned media value (EMV) puts a dollar figure on organic reach: what the same views would have cost if you had bought them as ads. It is the usual way to compare creator content with paid media in a campaign report.
EMV per Reel = views ÷ 1,000 × CPM
We use a CPM band of $5 to $10 per 1,000 views, a common range for short-form in-feed ads in 2026. The monthly figure multiplies EMV per Reel by how often the account posts. In the manual calculator you can set your own CPM.
Why views and not likes
Some EMV models add a dollar value per like, comment and share. Those values are arbitrary and inflate totals fast. Views map directly to how ads are priced, so the number holds up when a finance team asks how it was made.
How to use it
Agencies use EMV to show clients what a creator program returned next to the fee. Creators use it to argue for a rate: if a Reel reliably earns $2,000 of EMV, a $600 fee is easy to defend. Treat it as an estimate, not revenue. EMV measures attention, not sales.
Frequently asked questions
How do you calculate earned media value on Instagram?
Views ÷ 1,000 × CPM. We use $5 to $10 per 1,000 views, a common range for short-form ads. Set your own CPM in the manual calculator.
Is EMV the same as revenue?
No. EMV is what the same reach would cost as ads. It measures attention, not sales.
Why don't you value likes and comments?
Per-like values are arbitrary and inflate totals. Views map directly to how ads are priced.
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