Media Value, or MV, is PARKLU’s proprietary metric for quantifying the estimated value of consumer engagement with KOL created digital media. Our holistic approach assigns a unique value to a piece of content based on the engagement received from followers and consumers. This value is then attributed to the specific brands mentioned in the post. MV can be used to evaluate the earned performance of individual marketing campaigns and benchmark brands within the competitive landscape.
PARKLU’s Media Value metric takes into account the native advertising costs of a given social media platform and the cost of the content produced by the influencers. PARKLU’s MV allows brands to benchmark the value of influencer activity across social media providing greater transparency and understanding of influencer marketing’s value.