How influencer rates are calculated
Influencer sponsorship rates depend on several factors: follower count, average views or impressions, engagement rate, content format, and any additional rights like paid amplification or exclusivity.
Our calculators combine CPM (cost per thousand impressions) benchmarks with engagement value to produce a realistic pricing range. Each platform has different rate expectations: LinkedIn B2B content and YouTube's high parasocial content command higher CPMs than TikTok and Instagram's more shallow content, for example.
For creators with larger audiences (250k+ followers), rates typically scale non-linearly due to increased demand and brand safety. Our calculators account for this with reach-based multipliers.
Tips for creators
- Use 30-day averages for views and engagement to smooth out viral spikes
- Factor in production costs for high-effort content like videos or carousels
- Charge premiums for fast turnarounds or exclusive category rights
- Bundle multiple deliverables (post + stories, video + community post) for higher total deal value
- Build a media kit with past brand partnerships and audience demographics
Tips for sponsors
- Prioritize engagement rate over follower count—smaller creators often deliver better ROI
- Review creators' past sponsored content to assess quality and audience reception
- Negotiate usage rights upfront if you plan to repurpose content in ads or on your website
- Start with a single post before committing to long-term deals with new creators
- Compare rates across platforms—the same audience may be cheaper to reach elsewhere
