Free tool
Influencer Rate Calculator
An influencer quote compares with what you already pay to be seen. Bring it back to the real views of their posts, and you get a cost per thousand views you can put next to your ad CPM.
CPM (cost per mille) is the average cost of 1,000 ad impressions. Applied to a collaboration, it is the quoted price divided by the expected views, multiplied by 1,000. Expected views are followers multiplied by the share of them who see each post, then by the number of posts.
Comparing Influence And Advertising?
Both are measured at the same cost per thousand views. Your campaigns give the benchmark, and they can also run creators’ content.
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How the fair rate is calculated
Expected views = Followers × Share who see × Posts Fair rate = Views ÷ 1,000 × Your CPM Quote CPM = Quoted price ÷ Views × 1,000
250,000 followers, 12 % of whom see each post, over 3 posts, give 90,000 views. At a 15 € CPM those views are worth 1,350 €, or 450 € per post. A 3,000 € quote comes to 33.33 € per thousand views, more than twice your CPM.
The number that decides everything is the share of followers who actually see a post. It is in the account insights, which the creator can send you: the average accounts reached by their latest posts, divided by their follower count. Relying on follower count alone assumes every follower sees every post.
A CPM higher than in advertising can be justified: a creator brings content, a recommendation, and sometimes usage rights for their videos in your campaigns. The calculation tells you how much you pay for those extras, so you can negotiate with the numbers in hand.
Before you sign a collaboration
- Compare several creators on the same basis, cost per thousand views, whatever the size of their account.
- Prepare the negotiation: the fair rate at your CPM is a starting point in numbers.
Frequently asked questions
How do I calculate an influencer’s rate?
Multiply their expected views by your ad CPM, then divide by 1,000. For 90,000 views at a 15 € CPM: 90,000 ÷ 1,000 × 15 = 1,350 €.
How much should I pay an influencer?
What their real audience is worth to you. Divide the quoted price by the expected views and multiply by 1,000 to get their CPM, then compare it with your campaigns. 3,000 € for 90,000 views is 33.33 € per thousand views.
Where do I find a creator’s real audience?
In their account insights, which they can share as a screenshot: the number of accounts reached by each post. Average their latest posts and divide by their follower count.
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