The Earned Exposure Calculator helps measure the total reach and impact of unpaid, organic visibility that a brand receives across various channels. This includes social media mentions, shares, comments, influencer posts, likes, and press coverage.
This tool belongs to the Marketing Analytics Calculator category. Marketers use it to evaluate the effectiveness of campaigns, measure public engagement, and estimate the monetary value of earned media impressions.
Unlike paid advertising, earned exposure reflects authentic public interest and trust. Calculating it helps businesses quantify brand awareness and reputation in measurable terms.
formula of Earned Exposure Calculator
To calculate earned exposure, use the following formulas:
Earned Exposure = (Number of Mentions * Average Reach per Mention) + (Number of Shares * Average Reach per Share) + (Number of Comments * Average Reach per Comment) + (Number of Likes * Average Reach per Like) + (Number of Influencer Posts * Average Reach per Influencer Post) + (Other Earned Activities * Average Reach per Activity)
Total Earned Exposure = Sum of All Earned Exposure Channels
Total Earned Exposure = Earned Media Impressions + Earned Social Media Impressions + Earned Press Coverage Impressions + Other Earned Channel Impressions
Earned Exposure Value = Total Earned Exposure * Estimated Value per Impression
Each term represents a measurable piece of user engagement or coverage. The average reach per activity type depends on the platform, audience size, and influencer engagement rate.
Reference Table: Earned Exposure Benchmarks
Use this table for quick reference to common earned exposure types and their average reach values:
| Activity Type | Typical Value per Activity | Average Reach per Activity | Estimated Value per Impression |
|---|---|---|---|
| Social Mentions | 100 | 500 | $0.005 |
| Shares | 200 | 700 | $0.007 |
| Comments | 150 | 300 | $0.004 |
| Likes | 1000 | 100 | $0.002 |
| Influencer Posts | 10 | 20,000 | $0.01 |
| News Article Features | 3 | 50,000 | $0.015 |
This table helps you quickly estimate earned exposure without detailed data.
Example of Earned Exposure Calculator
Let’s calculate earned exposure for a recent product campaign:
- Mentions: 120
- Shares: 85
- Comments: 60
- Likes: 950
- Influencer Posts: 4
- Other Activities: 10
Assume these average reach values:
- Reach per Mention: 400
- Reach per Share: 600
- Reach per Comment: 300
- Reach per Like: 100
- Reach per Influencer Post: 15,000
- Reach per Other Activity: 250
Now calculate:
Earned Exposure = (120 * 400) + (85 * 600) + (60 * 300) + (950 * 100) + (4 * 15,000) + (10 * 250)
Earned Exposure = 48,000 + 51,000 + 18,000 + 95,000 + 60,000 + 2,500
Total Earned Exposure = 274,500 impressions
If the value per impression is estimated at $0.006:
Earned Exposure Value = 274,500 * 0.006 = $1,647
So, your earned exposure value for this campaign would be $1,647.
Most Common FAQs
Earned exposure refers to visibility that a brand receives organically, such as through mentions, shares, reviews, and influencer content. It’s not paid for, but it holds real value for branding.
Earned exposure is the attention your brand gets organically. Paid exposure comes from ads. Owned exposure refers to content you control (like your website). Earned exposure is typically seen as more trustworthy by audiences.
It varies by industry. For general purposes, $0.01 to $0.05 is common, but for niche markets or high-value audiences, it may go up to $0.10 or more.