Turn your organic reach and engagement into a dollar figure. See what your LinkedIn, Instagram, X, and TikTok posts would have cost in ad spend, using per-platform CPM benchmarks.
Enter your impressions and engagement
on the left to see what it's worth.
This is a one-off snapshot you filled in by hand. Connect your accounts and DemandBird tracks reach and engagement automatically, so your earned media value recalculates itself on every post, across every platform. No spreadsheets, no re-entering numbers.
Every 1,000 impressions is priced at what you'd pay to buy them as ads. LinkedIn's CPM (~$35) is the highest of any platform, so LinkedIn organic reach is worth the most.
A comment or share is worth more than a like. Each interaction gets a dollar value, so an engaged post earns more than a high-reach, low-engagement one.
Every CPM and per-interaction value is editable, plus an adjustment factor for sentiment or relevance. The formula is shown in full below, so the number is defensible.
Values the audience you reached at the platform's advertising rate. This is the classic advertising value equivalency (AVE) component.
Adds the value of the interactions your content earned. Comments and shares carry higher values than passive likes.
Combines reach and engagement, with an optional adjustment factor (0.5–1.5) to discount for sentiment or off-target reach.
Divide by your post count to compare campaigns, or read EMV per 1,000 impressions to compare content efficiency regardless of scale.
| Platform | Ad CPM | $ / reaction | $ / comment | $ / share | $ / click |
|---|---|---|---|---|---|
| $35 | $0.10 | $0.70 | $1.00 | $2.29 | |
| $8 | $0.05 | $0.30 | $0.40 | $1.00 | |
| $10 | $0.05 | $0.35 | $0.45 | $0.90 | |
| X / Twitter | $6 | $0.04 | $0.25 | $0.35 | $0.80 |
| TikTok | $10 | $0.04 | $0.25 | $0.35 | $0.70 |
| Threads | $8 | $0.05 | $0.30 | $0.40 | $0.90 |
CPMs are working benchmarks from public advertising cost reports (LinkedIn median CPM ~$31–38) and vary by industry, targeting, and season. The LinkedIn click value is anchored to Thought Leader Ads (~$2.29 CPC): the ad format that promotes personal posts, which is exactly the kind of organic content this tool values. Reactions, comments, and shares are derived from the CPM (a comment ≈ 20 impressions' worth). Every value is editable in the calculator's advanced settings.
DemandBird tracks reach and engagement across every platform, so you can see the earned media value of your content without spreadsheets.
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