According to Tribe Dynamics, EMV is "an influencer marketing metric that’s used to quantify the value of social media content. EMV measures engagement with social media content about a brand that is created by a third party." In other words, it is a measuring system to see how much a post from a brand gets mentioned and how much the post garners attention on social media.

And while the trip’s sales impact remains to be seen, data from Tribe Dynamics indicates Tarte did in fact reap the benefits of an upswing in social media engagement, nearly doubling its earned media value month-over-month.

EMV assigns a unique value to a piece of content based on engagement that this content receives from users, as well as the platform that this content was published on, and attributes that value to brands mentioned in this content.

The Tribe Dynamics subsidiary of influencer marketing platform CreatorIQ has shared data with Datacenter Weekly that sheds light on how brands are grappling with the creator economy in their marketing efforts. Tribe Dynamics surveyed executives at 150 brands and found that:
• Slightly more than half (52%) of brands expanded their influencer marketing efforts by investing in new staff in 2021 vs. 2020, while 42% stayed steady and 6% shrunk their teams.
• A sizable majority (70%) of brands say that finding the right creators to partner with is “somewhat” or “very” challenging. But 86% of those surveyed are doing their creator/talent hunting and acquisition in-house, as opposed to outsourcing those efforts.
• Brands are still looking to grow their in-house influencer marketing teams. Some 66% of those surveyed said that they don’t yet have all the necessary team members in place to deliver on plans to scale their brand’s influencer marketing campaigns.

Created by its recently acquired Tribe Dynamics subsidiary, the Tribe Top 10 ranks social media’s top brands by Earned Media Value, a proprietary metric that quantifies the estimated value of social engagement with digital earned media. These rankings serve as a snapshot of how brand/creator partnerships are resonating with audiences, and place a numerical value on the results.