--- title: "CPM Influencer Marketing: How to calculate profitable campaigns" description: "Use CPM to compare creator prices, then combine it with expected conversion rate to judge profitability. This guide covers platform benchmarks, the insights to request and a transparent approach to negotiation." canonical: https://www.adspecialist.de/en/blog/tkp-berechnen-so-sparst-du-bei-influencer-kampagnen/ last-updated: 2026-06-10T22:02:38 --- # CPM Influencer Marketing: How to calculate profitable campaigns > Use CPM to compare creator prices, then combine it with expected conversion rate to judge profitability. This guide covers platform benchmarks, the insights to request and a transparent approach to negotiation. Kanonische URL: https://www.adspecialist.de/en/blog/tkp-berechnen-so-sparst-du-bei-influencer-kampagnen/ ## CPM Influencer Marketing: How to calculate profitable campaigns [Influencer Marketing](/en/influencer-marketing/) is one of the most effective growth levers in e-commerce - but 90% of all brands pay significantly too much for their influencer campaigns (1). The reason: They don’t understand how to properly evaluate and negotiate influencer prices. The result is five-figure marketing budgets burned without the collaborations actually being profitable. The solution is a simple but useful metric: CPM, or cost per thousand impressions. It lets you compare creators, estimate campaign profitability in advance and negotiate from a clear data point. Ad Specialist has used this approach while managing more than 20,000 influencer marketing campaigns and over €100 million in media spend for ecommerce brands including Upway, Livom, mymuesli and [Duschbrocken](/en/case-studies/duschbrocken/). (1) ## TKP in influencer marketing explained: The video for the article Before we get into the details, I would like to recommend our detailed video tutorial on the topic. In “[How to Negotiate Influencer Prices Like a Pro](https://www.youtube.com/watch?v=kFMHX96vZ7s)” I show you step by step how to work with CPM calculations and conduct successful negotiations with influencers. The video is based on experiences from over 10,000 controlled influencer campaigns and gives you practical insights into our negotiation strategies. [Video](https://www.youtube.com/watch?v=kFMHX96vZ7s) ## What does CPM mean in influencer marketing and influencer costs? TKP stands for cost per thousand impressions and describes how much it costs your company to reach 1,000 people with an advertising message. This metric originally comes from classic media advertising and has established itself as a central key performance indicator in performance marketing. The term is also known in English-speaking countries as CPM (Cost per Mille), where “Mille” is the Latin word for thousand. You can find the general basics of the metric – formula, gross/net reach and use across all advertising channels – in our basic article on [CPM](/en/blog/tkp-berechnen-formel-infos-zum-tausenderkontaktpreis/). In [Influencer Marketing](/en/influencer-marketing/) you calculate the CPM by dividing the cost of a placement by the reach achieved and multiplying it by 1,000. An example: If you pay 2,000 euros for an Instagram post and it reaches 50,000 people, your CPM is 40 euros (2,000 euros ÷ 50,000 × 1,000 = 40 euros per 1,000 contacts). The big advantage: you make influencer prices comparable. A content creator with 50,000 views for 2,500 euros has the same CPM as an influencer with 100,000 views for 5,000 euros - namely 50 euros CPM (1). This way you can objectively evaluate which collaboration offers the better price-performance ratio. ## What is a good CPM value in influencer marketing? A good CPM depends heavily on the platform, the audience and the format. In general, the lower the CPM, the more cost-effectively you can reach your community. In organic [Influencer Marketing](/en/influencer-marketing/), the costs per 1,000 contacts are significantly higher than with classic advertising, but offer a more authentic form of approach and higher engagement rates (2). The benchmarks from thousands of campaigns show: [**Instagram**](/en/instagram-influencer-marketing/) **Stories**: A good CPM is around 30 euros (1). Anything above that should be critically questioned. [**YouTube**](/en/channel-youtube/) **Integrations**: CPMs between 30 and 50 euros are standard here (1). For very wide-reaching videos with over a million views you can expect to pay around 30 euros, for normal videos more like 50 euros. **Instagram Reels and Posts**: Prices per post vary greatly by influencer category. While nano-influencers (1,000-10,000 followers) often charge between 50-250 euros per post, mega-influencers with several million followers can charge five to six-figure amounts (3). ## Influencer Marketing Costs: CPM Benchmarks by Platform The influencer costs per 1,000 contacts vary greatly depending on the social media platform, content format and reach. ### Instagram: Stories, Posts and Reels The usual market price for [Instagram](/en/instagram-influencer-marketing/) stories is around 30 euros (1). What is important is that the number of followers is completely irrelevant to the calculation. What matters is the actual story reach that an influencer achieves. An Instagram profile with 100,000 followers may only generate 3,000 story views - that's a huge difference to an account with the same number of followers but 15,000 story views (1). Actual prices depend heavily on the influencer category (3): - **Nano-Influencer** (1,000-10,000 followers): 10-100 euros per post - **Micro-influencer** (10,000-100,000 followers): 100-1,000 euros per post - **Macro influencer** (100,000-1 million followers): 1,000-10,000 euros per post - **Mega-Influencer** (over 1 million followers): 10,000+ euros per post ### YouTube integrations On [YouTube](/en/channel-youtube/), a typical 90-second integration costs between €30 and €50 CPM, depending on expected views. Videos expected to exceed one million views may be priced around €30 CPM, while placements with a more typical view count are often closer to €50 CPM. (1) ### TikTok influencers and their prices TikTok has become one of the most important platforms in influencer marketing. The prices per post are often lower here than on [Instagram](/en/instagram-influencer-marketing/), as the organic reach is significantly higher thanks to the algorithm. [TikTok influencers](/en/tiktok-influencer-marketing/) can often reach double or triple their number of followers, which lowers the CPM accordingly. Cross-industry benchmarks usually place the effective CPM on TikTok in the low double-digit range - depending on the source, around $2 to $15 per 1,000 views (6). Due to the high algorithmic reach, the CPM is often below the Instagram level, while the conversion rate often lags behind other channels. ### Twitch Streams: The special case [Twitch](/en/channel-twitch/) works completely differently than the other platforms in the marketing mix. Here you can expect a CPM of around 1,500 euros – a number that seems extremely high at first glance (1). The crucial difference: This CPM refers exclusively to the concurrent live viewers, i.e. the viewers who are watching live at the same time, not to the overall reach of the stream (1). ## The crucial metric: conversion rate by platform The CPM alone says nothing about the success and profitability of your influencer campaign. What matters is how many people actually become new customers from the reach achieved and what ROI is achieved. [**YouTube**](/en/channel-youtube/) achieves an average conversion rate of 0.25% (1). This means that out of 10,000 people who see your placement, around 25 will become new customers. [**Instagram**](/en/instagram-influencer-marketing/) **Stories** have a lower conversion rate of around 0.15% (1). So with 10,000 story views you will only gain around 15 new customers. The average engagement rate on [Instagram](/en/instagram-influencer-marketing/) is around 0.36-0.56%, with nano and micro influencers often achieving significantly higher rates (4, 5). [**Twitch**](/en/channel-twitch/) achieves an impressive 5% conversion rate (1). With 1,000 simultaneous live viewers, you gain 50 new customers - that's twenty times more than on [Instagram](/en/instagram-influencer-marketing/) and [YouTube](/en/channel-youtube/). ## This is how you calculate the profitability of your influencer collaboration With the metrics CPM and conversion rate you can calculate exactly whether an influencer placement is profitable. The formula: **Conversion rate = (new customers ÷ reach) × 100** (1) ### Practical calculation example [YouTube](/en/channel-youtube/) Imagine you are negotiating with a YouTube content creator who is expected to reach 20,000 views. You conservatively assume a conversion rate of 0.2% (1). Your invoice: - 20,000 views × 0.2% = 40 new customers - Your maximum CAC is 20 euros - 40 new customers × 20 euros = 800 euros (1) To calculate the CPM: **800 euros ÷ 20 = 40 euros CPM** (1) If the creator charges more than 40 euros CPM, the placement becomes unprofitable. ### Free ROI Calculator Ad Specialist has developed a free [ROI Calculator](/en/roi-calculator/) (1). You simply enter the influencer channel, enter your target KPIs such as desired CAC and average order value, and the calculator immediately shows you how profitable your campaign can be. ## What are the prices for influencers? Influencer prices are influenced by various factors. According to the [Influencer Marketing](/en/influencer-marketing/) Benchmark Report 2025, the industry is valued at $32.55 billion, representing growth of 35.6% over 2024 (2). **Nano-Influencers** (1,000-10,000 followers) often have a very engaged community and achieve engagement rates of up to 5-10% (4). The cost per post is between 10 and 100 euros (3). **Micro-influencers** (10,000-100,000 followers) offer the best value for money in influencer marketing. The prices are between 100 and 1,000 euros per contribution (3). **Macro-influencers** (100,000-1 million followers) and **mega-influencers** (over 1 million followers) are relevant for brand awareness campaigns. The costs can range from 1,000 euros to six-figure amounts per post (3). Other important factors are the **engagement rate**, the **niche and audience**, the **content creation effort**, the **exclusivity** and the **usage rights**. Our detailed guide to [Influencer Marketing Costs](/en/blog/influencer-marketing-kosten-so-verhandelst-du-den-tkp-richtig/) shows how these factors specifically affect your budget by platform and type of collaboration. ## You need these insights for successful negotiations Before you enter into a price negotiation, you must request the correct data. [**Instagram**](/en/instagram-influencer-marketing/): Show you the story reach of the last 30 days (1). In addition, you should get the link clicks. The rule of thumb is: you shouldn't book anything with a click rate of less than 5% (1). [**YouTube**](/en/channel-youtube/): View video views from the last 30 days (1). What is important is the average per video, not individual outliers. The average watch time also gives you information about the content quality. [**Twitch**](/en/channel-twitch/): Use tools like Twitch Tracker to see average concurrent live viewers and peak viewers over the last 30 days (1). ## The best negotiation strategy: maximum transparency The most successful strategy is maximum transparency (1). Tell the influencer openly: “We are interested in a long-term collaboration, but as a company we have certain profitability goals that we need to achieve” (1). Then you show him the bill. You explain: "Based on our experience, with 20,000 views we can expect around 40 new customers. With our CAC target of 20 euros, we can invest a maximum of 800 euros. Given your reach, this corresponds to a CPM of 40 euros" (1). Why does this work? Because the influencer also has an interest in the campaign working (1). If he sees that you work based on data, he will take you seriously. One point that stands above all: Every influencer should test your products for a reasonable period of time and really stand behind them before you work together (1). No collaboration without authentic experience reports. ## Affiliate marketing as an alternative In addition to the classic CPM model, there is also the option of working with influencers on an [affiliate basis](/en/affiliate-influencer-marketing/). Here you don't pay for the reach, but for the sales actually generated. The advantage: You only pay if you are successful, your [ROI](/en/roi-calculator/) can be calculated from the start. A mixed form of basic salary (CPM) plus success commission (affiliate) can be a good middle ground. ## Contractual protection: This is how you protect your budget The negotiation has been won, the influencer has agreed - but now comes the contractual protection (1). ### Compensation clauses for underperformance Imagine you negotiate 20,000 views at a CPM of 40 euros and pay 800 euros. But the video only reaches 10,000 views. Suddenly you pay 80 euros CPM – double (1). That's exactly why you need compensation clauses. [Ad Specialist](/en/) always writes in contracts: “If the achieved reach deviates by X% from the agreed reach, there will be an additional Instagram story or a new YouTube integration as compensation” (1). ### Staggered CPMs: Your risk drops drastically Staggered CPM models are even better (1). You agree on different prices depending on the reach achieved: - For 1,000,000 views: 30 euros CPM = 30,000 euros total costs - For 500,000 views: 40 euros CPM = 20,000 euros total costs - For 250,000 views: 50 euros CPM = 12,500 euros total costs (1) Your overall costs and risk decrease dramatically when the creator delivers less reach (1). ## Conclusion: With TKP to profitable influencer campaigns The CPM in influencer marketing is your most powerful tool for controlling campaigns profitably. The cost per thousand impressions makes influencer prices comparable - regardless of whether [Instagram](/en/instagram-influencer-marketing/), [YouTube](/en/channel-youtube/), TikTok or [Twitch](/en/channel-twitch/). The benchmarks are 30 euros for Instagram Stories, 30-50 euros for YouTube and 1,500 euros for Twitch (1). Conversion rates vary massively by platform: [YouTube](/en/channel-youtube/) is 0.25%, [Instagram](/en/instagram-influencer-marketing/) is 0.15% and [Twitch](/en/channel-twitch/) is 5% (1). Nano-influencers and micro-influencers often offer the best value for money. Demand the right insights – the number of followers is irrelevant, story reach and average video views count. Negotiate transparently with data and protect yourself contractually through compensation clauses and staggered CPMs. Use the free [ROI Calculator](/en/roi-calculator/) on the Ad Specialist website to precisely calculate your next campaign and never overpay for influencer collaborations again. ## List of sources (1) Ad Specialist (2024). “How to Negotiate Influencer Prices Like a Pro.” URL: [https://www.youtube.com/watch?v=kFMHX96vZ7s](https://www.youtube.com/watch?v=kFMHX96vZ7s) (2) Influencer Marketing Hub (2025). “Influencer Marketing Benchmark Report 2025”. URL: [https://influencermarketinghub.com/influencer-marketing-benchmark-report/](https://influencermarketinghub.com/influencer-marketing-benchmark-report/) (3) Influencer Marketing Hub (2025). “Influencer Rates: How Much Do Influencers Really Cost in 2025?” URL: [https://influencermarketinghub.com/influencer-rates/](https://influencermarketinghub.com/influencer-rates/) (4) Rival IQ (2025). “What is a Good Engagement Rate on Instagram?” URL: [https://www.rivaliq.com/blog/good-engagement-rate-instagram/](https://www.rivaliq.com/blog/good-engagement-rate-instagram/) (5) Oberlo (2024). “Average Engagement Rate on Instagram”. URL: [https://www.oberlo.com/statistics/average-engagement-rate-on-instagram](https://www.oberlo.com/statistics/average-engagement-rate-on-instagram) (6) InfluenceFlow (2026). “TikTok Influencer Pricing Guide 2026”. URL: [https://influenceflow.io/resources/tiktok-influencer-pricing-guide-what-you-need-to-know-in-2026/](https://influenceflow.io/resources/tiktok-influencer-pricing-guide-what-you-need-to-know-in-2026/) ## Frequently asked questions & answers about CPM in influencer marketing ### What does TKP mean in influencer marketing? TKP stands for cost per thousand impressions and describes how much it costs to reach 1,000 people with an advertising message. The term CPM (Cost per Mille) is common in English-speaking countries. In influencer marketing, the CPM makes creator prices comparable – regardless of whether someone delivers 20,000 or 200,000 views. This gives you an objective basis for evaluating collaborations and conducting negotiations based on data. ### What is a good CPM for influencers? A good CPM depends on the platform, but there are clear benchmarks: for Instagram Stories it is around 30 euros, for YouTube integrations between 30 and 50 euros. On Twitch, the CPM of 1,500 euros initially sounds high, but it only refers to simultaneous live viewers, which puts the number in a different context. You should critically question anything significantly above these benchmarks. ### How does the CPM differ on social media platforms? The CPM varies greatly depending on the platform and format. Instagram Stories cost around 30 euros, YouTube integrations cost 30 to 50 euros depending on the reach of the video. TikTok often allows for a lower CPM than Instagram through algorithmic reach, but conversion often lags behind other channels. It is therefore not just the CPM alone that is important, but also the platform-specific conversion rate behind it. ### How do I calculate the CPM? The formula is simple: cost of placement divided by reach, multiplied by 1,000. An example: 2,000 euros for a post with 50,000 views results in a CPM of 40 euros. The opposite approach is even more valuable: Based on your target CAC and an expected conversion rate, you can calculate in advance how much a placement can cost at most. So you calculate before booking whether a collaboration can be profitable. ### How much does 1,000 views cost on Instagram? For organic influencer marketing on Instagram, the cost per 1,000 views for stories is around 30 euros - this is the usual market benchmark. Important: It's not the number of followers that counts, but the actual story reach. An account with 100,000 followers can generate 3,000 or 15,000 story views. This is a big difference that is directly reflected in the CPM and profitability of your campaign.