This season generated $755 million in earned media value (EMV), a 14% dip from SS26 and a 1.3% decrease from FW25, according to influencer marketing platform Lefty and brand agency Karla Otto.
Why It's Becoming Harder for Beauty Launches to Go - and Stay - Viral
Beauty product virality cycles are shortening, with 2025's top launches generating significantly less earned media value than 2024's, averaging $3.2 million versus $4.4 million monthly.
How BMO built an employee-driven social media strategy
Consolidating social media technology into a single platform increased BMO's employee advocacy and raised earned media value to nearly $1 million by 2022.
Celebrity appearances and fandom-driven cultural crossovers generated the majority of SS26 online engagement, surpassing attention on designer debuts and boosting earned media value.
Every Team Should Know Its Earned Media Value - Here's Why
Most brands chase exposure and pour money into ads and PR, hoping to buy attention. But earned media value is a better option for those without deep pockets.