May 2026 First-Party Portfolio EMV Analysis

For May 2026, our optimized campaign data reveals distinct Earned Media Value (EMV) trends across core social platforms. We continue to observe varying cost efficiencies and engagement ratios derived from real campaign objectives. This first-party portfolio analysis highlights actual performance versus estimated metrics where data is still developing.

Instagram Our portfolio demonstrates highly efficient CPMs, scaling from 3.13 on Feed Carousels up to 5.65 on Stories. Realized like values are exceptionally strong, peaking at 3.91 for Stories. Feed Carousels drive a very high realized view value (3.66), whereas Reels lean higher in actual likes (1.08) compared to views (0.01). Please note that comments, shares, and saves across all Instagram placements remain estimated projected figures as the pipeline matures.

Facebook Facebook Reels offer the lowest CPM across the entire portfolio at just 1.10, showing strict efficiency against Stories (1.98) and Feed Carousels (3.19). Realized like values sit at 0.10 for Reels and 0.26 for Stories. Metric categories such as comments, shares, and saves—along with Feed Carousel views—are currently marked as estimated projections and will be updated as our pipeline matures.

TikTok & YouTube Engagement metrics for TikTok In-Feed Video, YouTube Long Form, and YouTube Shorts currently consist entirely of projected estimates. These will be replaced by real data as the tracking pipeline matures. Current projections suggest YouTube Long Form will yield the highest relative engagement ratios, notably in shares (2.50) and comments (1.33). Meanwhile, TikTok In-Feed Video is estimated to produce modest but stable value ratios, including 0.49 for shares and 0.26 for comments.

Consensus Benchmark Comparison Our first-party optimized campaigns heavily outperform public consensus benchmarks regarding cost efficiency. Consensus data prices Instagram Feed Carousels at an 8.00 CPM, whereas our portfolio achieved a 3.13 CPM. Similarly, our Instagram Stories (5.65 CPM) and Reels (4.67 CPM) operate well below the public consensus estimates of 12.00 and 6.00, respectively. In terms of engagement value, our actual realized Instagram like ratios significantly outpace the flat 0.06–0.10 consensus baselines.