What a thousand views of sponsored content tends to cost, by platform and format. These are the working ranges behind our influencer pricing calculator, published as planning anchors so you can see the assumptions, not as market research.
CPM means cost per 1,000 views. To turn a range into a post rate: expected views ÷ 1,000 × CPM. The calculator does this for you and handles engagement and usage rights adjustments.
| Platform & format | Working CPM range | Calculator default |
|---|---|---|
| Instagram Reel | $10 to $20 | $15 |
| Instagram feed post | $8 to $16 | $12 |
| Instagram Story (per frame) | $5 to $11 | $8 |
| TikTok video | $8 to $16 | $12 |
| YouTube dedicated video | $25 to $45 | $35 |
| YouTube integration (60 to 90s) | $14 to $26 | $20 |
| YouTube Short | $5 to $11 | $8 |
Niche moves CPMs the most. Finance, B2B, and health audiences convert at higher values, so creators in those niches command more per view. Broad entertainment audiences sit at the bottom of the range or below it.
Audience quality is the second lever. A creator whose viewers match your buyer, in the right country, with strong engagement, is worth a premium. Run their numbers through the engagement rate calculator before you anchor on any CPM.
Rights change the price, not the CPM. Ad usage and whitelisting typically add around 30 percent to a post rate, and 30-day category exclusivity around 25 percent, because you are buying more than the post itself.
YouTube costs more per view because the views are worth more: longer watch time, search-driven discovery, and a video that keeps collecting views for years instead of days.
Treat every number on this page as a planning range and a negotiation anchor, not a market quote. When a deal matters, price it from the creator's real average views.
Building an influencer program and want a senior operator across creator deals and paid media together? See fractional marketing management. Creator setting your own rates? Build a rate card in two minutes.