How do we measure this?
Not with EMV ... Ranking through earned media value is like a black box, which doesn’t enable brands to truly understand what is happening on social networks. The calculation of earned media value itself has no industry standard. Our ranking seeks to deliver a transparent way for brands to understand how they are featured on social media and how they can better drive their digital strategy.
... but with interactions and posts/videos Every month, we analyze Instagram posts from a panel of 17,800 influencers and YouTube videos from a panel of 6,600 influencers in five countries (US, France, Germany, Spain and Italy). This month, the panels represented 1.5 billion followers and 317,000 posts on Instagram and 821M subscribers and 19,000 videos on YouTube — featuring over 1,100 beauty brands.
... and the share of micro- to mid-influencers One of the main findings of our ranking is that most top-performing brands have mastered the product placement strategy by intensively collaborating with micro- to mid-influencers (those with less than 100,000 followers on Instagram and 200,000 subscribers on YouTube). Despite being often overlooked by brands, these influencers represent a signi cant part of the digital market with their unique and highly-engaged audience. This is why Octoly’s Top 25 separates the share of interactions between micro- to mid-influencers and larger influencers.