At Wearisma, we use our own Media Value calculation to help you analyse and demonstrate the value of your Influencer Activations.
Media value is computed based on an average rate card of an influencer with a certain level of following, reach, engagement across platform by sector and geography, similar to how media value is computed for print etc.
For example, if a brand is covered by a magazine in a double-page spread, it is as if the brand received the media value equivalent to the rate card charged by the magazine. The calculation is similar for influencers. We constantly receive media packs from influencers to calibrate our model and provide media value accordingly.
Factors include followers of the influencer who posted, engagement of the post and the values tied to each of these factors based on industry averages, dynamically adjusted by weightings depending on sectors, seasonality etc.
The industry average takes into account influencers’ media kit to determine coverage by influencers of a specific size of following and engagement rates, etc within a given sector and country.