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Organic Value: How We Set the Default Values

A comprehensive guide explaining our default monetary values for Organic Value and how to customize them based on your needs

Diana Gogolan avatar
Written by Diana Gogolan
Updated over 3 weeks ago

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 👇

This research-based approach ensures your Organic Value calculations start with realistic, industry-grounded estimates while allowing customization for your specific business needs.

💡 Learn how to customize your values from this article.

👉 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

👉 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

👉 Audience Growth Values

  • Facebook ($1.00) — 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) — higher because

    • Active, engaged user bases

    • Better conversion potential

    • Higher lifetime value of followers

  • TikTok/Twitter ($1.00) — lower because

    • High follower churn rates

    • More casual following behavior

    • Lower conversion rates typically

💡 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

💡 To learn more about Organic Value, check out this article:

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