The default monetary values in Organic Value are carefully researched estimates based on industry advertising data and social media marketing insights.
The Logic Behind Our Values
Engagement Values: If businesses typically pay $2-3 for a click in advertising, an organic click (like, comment, share, etc) should have similar value since it represents the same user action and intent.
Awareness Values: Using industry CPM data (cost per thousand impressions), we calculated per-impression values. For example, if the average CPM is $10, each impression has a value of approximately $0.01.
Audience Growth Values: We researched typical customer acquisition costs through social media to determine realistic per-follower values, then adjusted based on platform engagement patterns.
Note: We applied logical relationships - shares are worth more than likes because they amplify reach, comments are worth more than likes because they require more effort, etc.
For example, here are the default values for Instagram π
This research-based approach ensures your Organic Value calculations start with realistic, industry-grounded estimates while allowing customization for your specific business needs.
π‘ Learn how to customize your values from this article.
π Engagement Values
Facebook
Reactions ($0.30): Lower value because reactions are easy/passive interactions
Comments ($1.00): Higher value indicating genuine engagement and conversation
Shares ($2.50): Highest value because shares expand organic reach exponentially
Instagram
Likes ($0.30): Similar to Facebook reactions - easy, passive engagement
Comments ($2.00): Higher than Facebook because Instagram comments often show stronger intent and engagement
LinkedIn
Reactions ($0.40): Slightly higher than other platforms due to professional context
Comments ($3.00): Highest comment value - professional discussions are more valuable
Shares ($5.00): Highest share value - professional sharing indicates strong endorsement
YouTube
Likes ($0.50): Higher than other platforms because watching a video requires more time investment
Comments ($1.50): Moderate value - shows engagement but less conversational than other platforms
TikTok
Likes ($0.20): Lowest value - very easy to like on TikTok
Comments ($1.00): Standard engagement value
Shares ($1.00): Lower than other platforms due to high sharing volume
Saves ($1.50): Higher value - indicates intent to revisit content
Twitter
Likes ($0.30): Standard low-effort engagement
Replies ($2.00): High value - indicates active conversation
Retweets ($1.00): Moderate value - amplifies reach, but easy action
Quotes ($2.00): High value - shows thoughtful engagement with added commentary
π Awareness Impact Values
Consistent $0.01-$0.02 for impressions/views across platforms reflects:
Standard CPM rates across social media
Basic awareness value regardless of the platform
LinkedIn Reach ($0.05) is highest because:
A professional audience has higher potential value
B2B reach is typically more expensive
Lower volume but higher quality audience
π Audience Growth Values
Facebook ($1.00) β Facebook has the lowest value because
Organic reach has declined significantly
Older platform with slower growth rates
Lower engagement from new followers
Instagram/YouTube/LinkedIn ($2.00) β higher because
Active, engaged user bases
Better conversion potential
Higher lifetime value of followers
TikTok/Twitter ($1.00) β lower because
High follower churn rates
More casual following behavior
Lower conversion rates typically
π‘ Platform-Specific Value Rankings
LinkedIn: Comments and shares carry the highest value due to their professional endorsement weight
Instagram: Comments are the most valuable public engagement metric
TikTok: Content saves and video completion rates drive the highest value
YouTube: Watch duration and subscriber growth are the key value metrics
Facebook: Shares generate the most value, amplified by Meta's algorithm
Twitter: Interactive conversations through replies and quotes provide maximum value
Why These Defaults Work
The resulting default values represent:
Industry-tested benchmarks: Based on what businesses actually pay for similar actions
Cross-platform consistency: Standardized approach while accounting for platform differences
Scalable estimates: Work for businesses of various sizes and industries
Conservative approach: Slightly lower than peak advertising costs to account for organic context
Continuous Improvement
As we gather more feedback, these default values may be updated to reflect:
Changing advertising costs across platforms
New social media behaviors and engagement patterns
Industry-specific trends and benchmarks
Platform algorithm changes that affect value generation
π‘ To learn more about Organic Value, check out this article: