What is media impact value, the algorithm the fashion industry is fixated on

"Not just any algorithm, mind you, but the most devilish metric devised to date. Because it finally translates the old publicity strategy of fame once governed by unquantifiable guesswork into money. No, it isn't (black) magic, just computerized math: by analyzing and comparing quantitative and qualitative data, the program in question calculates and assigns an economic value to these star appearances based on their public performance."

"How many print or digital publications covered them; how many times they were shared on social media; what kinds of interactions they generated; in which markets they had the widest reach those sorts of things. The new ghost in the machine now monetizes us, too, for the benefit of others. A tremendously useful marketing tool, certainly, but one that is already reshaping the social and cultural perception of fashion as we knew it."

"It's called Media Impact Value (MIV). And there isn't a single brand, large or small, from luxury to mass market, that isn't using it. In the beginning, of course, there were the influencers. In order for fashion, beauty, and lifestyle brands to truly determine the economic return they gain from employing what are now known as content creators, between 2018 and 2020 the U.S. tech and informationservices company Launchmetrics developed an algorithm capable of analyzing and determining the performance"

Media Impact Value (MIV) quantifies and assigns monetary value to celebrity and influencer appearances based on measurable public performance. The metric analyzes quantitative and qualitative data including press coverage, social media shares, interactions, and geographic market reach. Launchmetrics developed the algorithm between 2018 and 2020 to determine economic returns from content creators. The system converts previously subjective publicity judgments into financial metrics used across luxury and mass-market brands. Brands use MIV to compare campaigns and allocate marketing spend with numerical justification. The widespread adoption of MIV is changing how fashion visibility is valued and is influencing cultural perceptions of celebrity endorsements.

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