Influencer Rate Calculator
Estimate a fair rate for influencer posts based on follower count, engagement rate, and platform.
Useful for brands and creators negotiating deals.
Influencer marketing ROI measures the return generated by paying content creators to promote your product or brand.
The core formulas:
ROI = ((Revenue Generated − Campaign Cost) / Campaign Cost) × 100
Cost Per Engagement (CPE) = Total Spend / Total Engagements
Cost Per View (CPV) = Total Spend / Total Views
Earned Media Value (EMV) = Engagements × Benchmark CPE
What each variable means:
- Revenue Generated — tracked via unique promo codes, UTM links, or affiliate tracking
- Campaign Cost — influencer fee plus product costs and agency fees if applicable
- Engagements — likes, comments, shares, saves, and swipe-ups attributed to the campaign
- EMV — what the equivalent engagement would cost in paid advertising (industry EMV benchmark: $0.10–$0.25 per engagement)
Worked example: You pay an Instagram micro-influencer $1,200 for two posts. The posts generate 18,000 engagements. Promo code tracking shows 45 sales at an average order value of $65.
Revenue = 45 × $65 = $2,925 ROI = (($2,925 − $1,200) / $1,200) × 100 = 143.8% CPE = $1,200 / 18,000 = $0.067 per engagement EMV = 18,000 × $0.15 = $2,700 (earned media equivalent)
Benchmarks:
- Good influencer ROI: above 100%
- Average CPE across social: $0.05–$0.15
- Micro-influencers (10K–100K) typically outperform macro on engagement rate (4–8% vs 1–3%)
Always use unique tracking links or promo codes — without attribution, you cannot calculate true ROI.