As we just started our series regarding media values in the digital marketing world, today’s blog post will discuss the media value per post. This equivalent value is referring to the worthiness of postings, for example on Instagram.
What is the Media Value Per Post?
The media value per post is an equivalent advertising value. The influencer marketing metric shows how much a similar Instagram ads post would be worth, considering the engagement and reach with a CPM of approximately $5.
The Calculation Of The Media Value Per Post
In our InfluencerDB software, the media value per post is part of our media metrics in the overview section as displayed by the graph below. The media value per post refers to the postings of an Instagram channel within the last four weeks in its calculation.
Thus, the value can be understood as an indicator of how valuable the activities of an Instagram channel were during the last month.
Example of media value per post © InfluencerDB
Compatible with Instagram ads, this metric is calculated with Instagram’s CPM that approximately amounts to 5$.
Due to the fact that the engagement is getting more important to evaluate the reach of an Instagram channel, we do not only take the numbers of followers into account for the calculation but also the key quantitative metrics such as follower growth, like follower ratio, interaction rates, and activities.
A Benchmark For Marketers
Using Instagram’s CPM, the media value per post is supposed to be a comparative value to marketers’ expenses trying to achieve a similar reach by advertising through Instagram ads.
As mentioned initially, the metric indicates the value of an account’s activities. This is especially helpful when doing research on an influencer as it helps you to understand how costly a collaboration with that particular influencer might be. Do not get us wrong, we do not advise marketers to solely use the media value as an indication of the charging price of an influencer post!
Be aware that we just want to give you an idea of the pricing at this point. The actual expenses differ and depend on the type of collaboration as well as the quality and the metrics of each influencer. Louisa Schnüttgen, Head of Account Management and Co-Founder of influencer marketing agency Social Match, explains:
“The media value per post is a good benchmark which helps to understand which price an influencer might set for a collaboration.”
How Valuable Is A Single Posting?
More detailed insights are provided by the estimated post value. In contrast to the media value per post which displays the average of the last four weeks, the estimated post value refers to each single posting.
Below, you see a post shared by Leonie Hanne (@ohhcouture) and the estimated post value of 6,217$. Her media value per post amounts to 6,104$, so with this single posting, she outperformed her current media value average.
Example of estimated post value © InfluencerDB
This post is part of a collaboration with Armani Beauty. Therefore, this metric also helps to understand what kind of media value has been generated by the influencer in the context of past collaborations.
On the other hand, it gives you insights into understanding how valuable the content created in the context of your own collaboration is.
Additionally, it gives you the chance to either compare different campaigns with each other or the performances of different influencers in the same campaign. Below, a posting by German fashion blogger Nina Schwichtenberg (@fashiioncarpet) is displayed. She also collaborated with Armani Beauty.
Example of estimated post value © InfluencerDB
Similar to Leonie Hanne, she achieved a higher post value on her single posting (1,375$) in comparison to her current average media value per post that amounts to 1,129$ (as of June 16, 2017).
The Metric Increases With Successful Campaigns
If a campaign is effective, the media value usually increases. Note: This does not necessarily have to be the case for your company’s Instagram channel. Referring to your own account, an increasing EARNED media value can be observed in general. We will further discuss this subject on our blog later on.
However, the influencer’s media value per post increases in the context of a successful campaign, which also might be interesting to observe for companies planning to collaborate with a specific influencer.
As the quality of influencers becomes more difficult to measure, the media value per post is a great indicator to understand the value of an Instagram channel. Furthermore, the metric has multiple advantages. Based on reach and engagement, it indicates an account’s overall value. Additionally, it can facilitate the influencer research in two ways. First, it helps to understand the quality of an influencer in comparison to an influencer’s number of followers.
Secondly, it can be used as a benchmark for an influencer’s pricing or at least gives you an idea of what an influencer might ask for a collaboration. Moreover, the metric can be used to compare the value of campaigns influencers are part of and the value influencers create with their postings.
This article is part of our current series which concerns media values in the digital marketing world. Curious about other articles? Read more here:
- Media Values in Influencer Marketing – Earned, Owned, and Paid Media Explained
- The Media Value per Post – How Valuable Are Your Activities on Instagram?
- Earned Media Value – Are You Ready To Give Up Control?
- The Ripple Effect – How Current Events in Politics and Sports Reflect on the Earned Media Value
- People Adore Dior! – The Positive Effects of High Earned Media Values on Brand Channels
- How Airbnb’s Owned Media Strategy Successfully Attract Customers
- From Print to PPC to Influencers? – How Influencers are part of your paid media strategy