May 2026 Earned Media Value (EMV) Benchmark Update

This update provides the Earned Media Value (EMV) benchmarks for May 2026, utilizing Public Consensus data. Practically, EMV represents the equivalent media spend in EUR required to generate the exact same organic engagement through paid channels, allowing marketers to accurately value organic interactions. Month-over-month (MoM) benchmarks for May versus April 2026 remained completely stable (0% change) across all tracked platforms within the public consensus.

Instagram

Across Instagram formats, all current public consensus EMV figures are estimated using projected ratios. Feed Carousels report a projected CPM of €8.00, valuing high-intent actions like shares at €1.50, comments at €0.80, and saves at €0.60. Reels provide a more cost-efficient projected CPM of €6.00, with shares valued at €1.20 and views at €0.01. Stories maintain the highest projected CPM at €12.00, pacing likes at €0.06 and views at €0.006. All Instagram EMV metrics held stable (0% MoM change) from the previous month.

TikTok

TikTok In-Feed Video benchmarks also consist entirely of projected estimates from the Public Consensus. The platform maintains the lowest overall projected CPM at €4.00. Consequently, individual engagements carry lower EUR equivalents: €0.005 per view, €0.05 per like, €0.40 per comment, €1.00 per share, and €0.30 per save. TikTok values remained stable (0% MoM) showing no directional change from April 2026.

YouTube

YouTube showcases a distinct value division between Long-Form and Shorts formats, with all consensus data marked as projected. Long-Form videos command a premium €10.00 CPM, driving substantial value for deep engagements: €2.00 per share, €1.50 per comment, and €0.03 per view. Shorts align closely with the short-form market average, featuring a projected €5.00 CPM, valuing shares at €1.00 and views at €0.01. YouTube benchmarks experienced a 0% MoM change, remaining stable.

Portfolio Data Comparison

When evaluating the projected Public Consensus against actual Portfolio data, several notable efficiencies and variances emerge. While the consensus projects Instagram Reels at a €6.00 CPM, the actual portfolio CPM is notably lower at €4.67. Furthermore, the portfolio's actual Instagram Reels likes (€1.08) and views (€0.015) yield significantly higher EMV than the consensus estimates.

Conversely, portfolio TikTok In-Feed videos generate slightly lower EMV per engagement than the projected consensus (e.g., portfolio likes at €0.033 vs. consensus €0.05). On YouTube, the portfolio's projected Long-Form content highlights higher equivalent values for likes (€0.167 vs. €0.15) and shares (€2.50 vs. €2.00), indicating stronger premium engagement quality within the specific portfolio environment compared to the broader public baseline.