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The world’s top brands, ranked by EMV

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Region
Industry
U.S. Beauty

June 2024

Rank
Brand Name
Total EMV

Earned Media Value (EMV) is CreatorIQ's metric estimating the value of social engagement with digital content. This value derives from user engagements like likes and shares, the publishing platform (e.g., Instagram, YouTube), and mentions of brands in the content.

While informative, EMV shouldn't be the sole metric for assessing a brand's overall health; consider it alongside other metrics presented.

EMV is in shown in USD.
Compare Total EMV with:

Metrics Explained

Community Size

The total number of creators who posted about a brand in a given month.

Creator Potency

Average EMV per creator in a brand's community for a month is determined by dividing the brand's total EMV by its community size.

Post Count

The total number of creator posts that mentioned a brand in a given month.

Posting Frequency

Average mentions per creator in a brand's community for a month is calculated by dividing the brand's post count by its community size.

Impressions

Total impressions represent the potential visibility of content about a brand to the followers of its creator community. They don't confirm full content views and can count the same viewer multiple times.

Engagements

The total number of likes, comments, shares, clicks, views, and other forms of active user response that content about a brand received within a given time period.

Reach

Reach represents the total followers of creators mentioning a brand in a given period. Unlike Impressions, where a user can be counted multiple times, Reach counts each user only once.

EMV Retention
EMV Retention quantifies sustained engagement by measuring consecutive mentions from creators. It calculates the proportion of EMV a brand retains over time through creator content, indicating loyalty and long-term value.

Brand Highlight: Corona

A Closer Look at U.S. Beauty

Ranking at No. 2 in the June Top 10, Corona enjoyed $8.6M EMV, an astounding 700% month-over-month improvement. The iconic beer brand was buoyed by its recurring partnership with the World Surf League, which hosted its annual Vivo Rio Pro event in Rio de Janeiro. Owned social media accounts for the World Surf League (@wsl on Instagram) tagged Corona, a sponsor of the event, in an astounding 803 posts, driving $7.2M EMV, or 84% of the brand’s monthly total. While much of the World Surf League’s content bore only a tangential connection to Corona, the organization’s faithful promotion of its partner nonetheless underscored the power of time-tested cross-industry partnerships.

Brand Highlight: White Fox Boutique

A Closer Look at U.S. Beauty

White Fox Boutique is the brand for summer nights, judging by its $17.1M EMV haul in June. #WhiteFoxHotSummerNights collected $1.1M EMV, as the brand invited select U.S. creator partners to LA for a brand trip. But the summer vibes didn't stop with the LA event: creator Demetra Dias (@demetradias on TikTok) shared how "summer was what mattered," showing off various White Fox Boutique summer fits to a contemplative audio track, driving $130.2k EMV via a single post. Meanwhile, White Fox Boutique partner Katie Ritchie (@katieritchiie on Instagram) shared a bright red fit, claiming that it's "feelin like the real life." Katie emerged as the brand’s No. 1 EMV-driver, fueling $641.9k EMV via 19 posts. Overall, White Fox Boutique's summer-friendly activations sparked a 73% month-over-month EMV increase, inspiring 161.8M impressions.

Brand Highlight: ColourPop

A Closer Look at U.S. Beauty

ColourPop claimed the No. 1 spot on the U.S. Cosmetics leaderboard, fueling $49.9M EMV. A whopping 78% of ColourPop's EMV total came from Instagram, in part due to activations around the launch of the brand’s new Liquid Blush and the popularity of the Pokemon collection. The Liquid Blush inspired $1.1M EMV via 63 creators, but the top product was the Crème Gel Liner, which powered $3.5M EMV. Creators were the bread and butter of ColourPop's No. 1 status: ColourPop partner Amanda Roussin (@amandaroussin) generated a staggering $10.6M EMV (up 722% month-over-month) via a jaw-dropping 4.6k posts. Amanda celebrated ColourPop's Pokemon collection, as well as the brand's appearance in retailer Target. Meanwhile, YouTuber Amber Marie offered a ColourPop x Pokemon giveaway. Overall, ColourPop's strategic efforts contributed to 405.9M impressions.

Brand Highlight: Fenty

A Closer Look at U.S. Beauty

Rihanna caused commotion with the launch of her haircare brand, Fenty Hair. Accomplishing what few brands have, Fenty Hair debuted at the No. 1 spot on the U.S. Haircare leaderboard, accruing a stunning $24.3M EMV. Of note, Fenty Hair boasted a potency of $11.2k EMV per creator, which surpassed potency levels of any other Top 10 Haircare brand in June. The brand's 550.9M impressions totaled more than the impressions of the other top five Haircare brands combined. Creator Kristy Scott (@kristysarah) emerged as Fenty Hair’s top earner, generating $887.1k EMV via seven posts that garnered 32.8M impressions. Kristy shared clips from her interview with Rihanna, as well as a behind-the-scenes look of the moment when her husband saw her interview fit. Fenty Hair's launch also benefited from TikTok's collaboration feature, which allowed the brand to post concurrently with other Fenty sister brands like Fenty Skin and Fenty Beauty. Overall, #Rihanna contributed $4.0M EMV, while #FentyHair fueled $8.7M EMV.

Brand Highlight: Jacquemus

A Closer Look at U.S. Beauty

Jacquemus achieved an impressive $14.5M EMV, a significant 108% MoM increase largely driven by the "LA CASA" 15th Anniversary Show in Capri, which captivated audiences worldwide. The presence of big names like Jennie Kim (@jennierubyjane on Instagram) and Gwyneth Paltrow (@gwynethpaltrow) helped amplify the event. Meanwhile, a single Instagram post by pop artist Sabrina Carpenter (@sabrinacarpenter) thanking Jacquemus for her inclusion in the event garnered over 3M engagements and generated a notable $220.8k EMV. Additionally, the high-fashion brand benefited from the announcement of its Nike Air Max 1 collaboration, introducing a refreshing take on the iconic silhouette and sparking significant buzz. Thanks to these initiatives, Jacquemus boosted its total impressions by 180% MoM to 232.9M.

Brand Highlight: Chicago White Sox

A Closer Look at U.S. Beauty

Rounding out the Top 10 at No. 10, and rounding out the bottom of the MLB standings with the league’s worst record, the Chicago White Sox at least enjoyed a set-leading 86% month-over-month growth, netting $5.6M EMV. Unfortunately for the White Sox, much of the team’s social media content throughout June dwelt on the team’s woes, chronicling its 14-game losing streak and the viral ejection of outfielder Tommy Pham. Mentions of Pham garnered $488.0k EMV, while coverage of the streak prompted $320.4k EMV. In all, 356 creators authored 1.8k posts about the team, figures that represented respective 23% and 35% MoM improvements. The White Sox yielded 2.3M engagements, an impressive 83% MoM surge.

Brand Highlight: Boston Celtics

A Closer Look at U.S. Beauty

Following a record-setting 18th NBA title, the Boston Celtics also claimed the No. 1 spot in the June TTT. The franchise reeled in $130.5M EMV, an impressive 76% month-over-month improvement. Sports media, creators, and fans raced to celebrate the team across social channels, with 2.7k creators sharing 16.8k posts about the Celtics, figures that proved respective 123% and 91% MoM increases. Top-earning content lauded Finals MVP Jaylen Brown and superstar Jayson Tatum, while also debating the 2023-2024 Celtics’ standing on the list of all-time great teams. Thanks to this outpouring from the broader basketball community, the Celtics generated 1.9B impressions and 120.4M engagements—MoM improvements of 197% and 207%, respectively.

Brand Highlight: New England Patriots

A Closer Look at U.S. Beauty

In the midst of the NFL offseason, the New England Patriots enjoyed a strong showing. The team delivered $6.3M EMV, a 52% month-over-month improvement that helped the Patriots land at No. 4. While the team was boosted in part by spillover from the success of its fellow local champions, the Boston Celtics, most social media coverage of the Patriots in June revolved around NFL legend Tom Brady’s speech during his jersey retirement ceremony. Instantly hailed as one of the greatest speeches in football history, the address received ample coverage from media and sports outlets. In all, mentions of Brady inspired $3.8M EMV, or roughly 60% of the Patriots’ June EMV.

Brand Highlight: Edmonton Oilers

A Closer Look at U.S. Beauty

Though the Edmonton Oilers didn’t win the Stanley Cup, the team claimed the No. 1 ranking in June’s Top 10, pulling in $24.3M EMV, a 218% month-over-month growth. This momentum is especially notable given that teams which do win their league’s championship—in this case, the Florida Panthers—almost always rank No. 1 for the month in which they win. However, the Edmonton Oilers and star Connor McDavid posed a unique story after coming back from a 3-0 deficit to tie and nearly win the series. The drama of the Finals left the hockey world riveted: the Oilers netted 315.4M impressions and 18.2M engagements, posting respective 379% and 400% MoM spikes in these metrics.

Brand Highlight: Liquid Death

A Closer Look at U.S. Beauty

Fresh off a blockbuster collaboration with beauty brand e.l.f., Liquid Death teamed up with another unconventional partner to defeat the dangers of sugar. In June, the water brand found a natural pairing with fictional underwater superhero The Deep, from Amazon’s The Boys television series. The Deep and Liquid Death collaborated to spread the gospel of hydration and ward off the influence of sugary beverages, especially for children. Thanks to this creative campaign, owned social accounts for The Boys (@theboystv on Instagram) ranked as Liquid Death’s top earner in June, pulling in $408.9k EMV via just five posts. Meanwhile, #TheBoys inspired $155.7k EMV. Fueled by this heroic partnership, Liquid Death netted $3.5M EMV outside of the Top 10, enjoying a 55% month-over-month growth.

Brand Highlight: Sonic Drive-In

A Closer Look at U.S. Beauty

Breaking into the Top 10 Quick-Service Restaurant leaderboard in spectacular fashion at No. 10, Sonic Drive-In launched numerous campaigns in June that propelled the brand to $4.9M EMV, a 326% MoM increase. Among Sonic’s most successful campaigns were the launch of its $1.99 Value Menu, appealing to price-conscious consumers, as well as the introduction of Groovy Fries and Groovy Sauce, which generated $133.5k EMV on Instagram and $128.0k EMV on TikTok. However, Sonic's strategic collaboration with the X Games Ventura 2024 significantly amplified its brand presence. The #XGamesVentura hashtag alone generated $2.3M EMV, helping the brand achieve a notable 28% MoM increase in creators and a 121% MoM surge in posts. These combined efforts resulted in a 491% spike in total impressions.

Brand Highlight: RHODE Skin

A Closer Look at U.S. Beauty

RHODE Skin ascended to the No. 1 spot for U.S. skincare largely thanks to the successful launch of the Pocket Blush line, which helped the brand achieve $32.9M EMV, a 136% MoM increase. The campaign, which featured an NYC pop-up experience complete with an exclusive shade, attracted widespread attention from top beauty creators and publications eager to try the new product. Consequently, #RHODEBlush ranked among the brand's top 10 most impactful hashtags, generating $2.3M EMV across 349 mentions from 189 creators. A notable collaboration with comedian Hannah Berner (@hannah_berner on TikTok) significantly boosted the Pocket Blush launch campaign. Berner authored several viral TikTok posts, including a candid interview with RHODE Skin founder Hailey Bieber. Berner’s top post garnered 8.6M views, helping Berner drive $882.6k EMV for RHODE.

Brand Highlight: Peacock

A Closer Look at U.S. Beauty

In a difficult month for streaming services, Peacock was the only member of the Top 10 to experience positive month-over-month growth. The service ranked No. 6 with $30.9M EMV, enjoying a 48% MoM surge. Notably, despite experiencing just 16% and 13% MoM growths amongst its community size and content volume (1.1k creators authored 4.1k posts), Peacock enjoyed whopping 71% and 124% MoM improvements to its Impressions (438.6M) and Engagements (23.8M). This momentum stemmed largely from Peacock’s Olympics coverage, particularly trials and qualifiers for the U.S. gymnastics and swimming squads. Owned social media accounts for Team USA (@teamusa on Instagram) ranked as Peacock’s top June earner by a wide margin, inspiring $9.3M EMV—nearly one third of the streaming service’s monthly total.

Brand Highlight: U.K. Cosmetics

A Closer Look at U.S. Beauty

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Brand Highlight: U.K. Skincare

A Closer Look at U.S. Beauty

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Brand Highlight: Maria Nila

A Closer Look at U.S. Beauty

Maria Nila achieved notable success in June, marked by a 269% EMV growth to $1.7M. A total of $1.4M EMV, or 83% of Maria Nila's haul, came from new creators who hadn't posted in May. Buzz surrounding the brand was driven by its association with actress Angelina Jolie and the launch of the Purifying Cleanse Exfoliating Serum. This year's Tony Awards included A-list guests like Jolie, who used Maria Nila products to create an elegant look for the night. The brand’s No. 1 EMV-driver was Kate Hutchins (@katehutchins), who drove $125.5k EMV via 11 posts, up 159% month-over-month. Kate attended the Roland Garros semi-finals with Maria Nila, sharing shots of the tennis court, her fit, and her effortlessly styled hair. This content fueled a 99% MoM increase in post count and 11.7M impressions.

Brand Highlight: France Skincare

A Closer Look at U.S. Beauty

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Brand Highlight: Givenchy Beauty

A Closer Look at U.S. Beauty

Givenchy Beauty enjoyed a successful June, securing $6.2M EMV, up 112% month-over-month thanks to the launch of the Prisme Libre Loose Powder. Multiple creators raved about Givenchy Beauty's innovative Prisme Libre Loose Powder, which powered $2.9M EMV via 149 creators. The associated #PrismeLibre drove $2.2M EMV. Additionally, Givenchy Beauty's efforts were buoyed by a large number of incoming creators, who drove 69% of Givenchy Beauty's monthly EMV total. Still, four of the brand’s top five June creators had also posted in May. Among them was the brand's top creator Meg O'Neill (@meg.ofitness on TikTok), who shared GRWMs featuring multiple products. Givenchy Beauty achieved 87.2M impressions, up an impressive 315% MoM.

Brand Highlight: Uriage

A Closer Look at U.S. Beauty

In June, Uriage experienced a remarkable 110% month-over-month EMV surge, reaching $1.9M. Without any newly launched campaigns, the brand benefitted from the organic addition of impactful skincare enthusiasts who shared their experiences with Uriage clean skincare products on social media. Despite experiencing only a 14% MoM increase in its creator community, new content creators proved crucial to the brand’s success, with just five of Uriage’s top 20 June creators having mentioned the brand in May. This incoming segment was highly prolific, fueling 273 mentions, a 42% MoM increase in post volume.

Brand Highlight: Maria Nila

A Closer Look at U.S. Beauty

Maria Nila achieved notable success in June, marked by a 269% EMV growth to $1.7M. A total of $1.4M EMV, or 83% of Maria Nila's haul, came from new creators who hadn't posted in May. Buzz surrounding the brand was driven by its association with actress Angelina Jolie and the launch of the Purifying Cleanse Exfoliating Serum. This year's Tony Awards included A-list guests like Jolie, who used Maria Nila products to create an elegant look for the night. The brand’s No. 1 EMV-driver was Kate Hutchins (@katehutchins), who drove $125.5k EMV via 11 posts, up 159% month-over-month. Kate attended the Roland Garros semi-finals with Maria Nila, sharing shots of the tennis court, her fit, and her effortlessly styled hair. This content fueled a 99% MoM increase in post count and 11.7M impressions.

Brand Highlight: Kenzo

A Closer Look at U.S. Beauty

Outside the Top 10 in Europe, Kenzo achieved $5.4M EMV, representing an impressive 368% month-over-month growth. This surge was driven by the “Sunrise Chasing” Pre-Fall 2024 campaign, which featured a sci-fi theme and a futuristic collection of high-fashion apparel. As a result, #PFW ranked among the brand’s most impactful hashtags, contributing to $1.6M EMV and 43.7M impressions. Excitement surrounding the launch bolstered Kenzo’s post volume by a notable 195% MoM, swelling to 1.3k mentions. Gala (@galafr on TikTok), a weekly French celebrity and women's magazine, extensively covered the event on TikTok, ranking as the brand’s top June advocate with $1.2M EMV via 12 mentions.
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