The analytics (including the EMV) of the influencers' deliverables are calculated from a sample of posts:

The Estimated Media Value involves all publicity a brand gained through advertising that they haven’t paid for themselves. It allows the user to assign a value, euro, dollar, rand or pound to every KPI of the influencer (likes, comments, etc.) that is generated by a social media post or account and then calculates the total value of all those interactions.

The EMV is based on Ayzenberg values and industry standards. Each metric has a value and the EMV represents the sum of all values per publication. Do know that the calculations of the EMV can be found in the settings of the brand and can be modified by the Admin of the brand, if necessary.