Influencer marketing CPM: what it is and what a good one costs
Antellio Editorial · Oct 30, 2026
Last updated October 30, 2026.
CPM is what you pay for 1,000 views. Divide the creator's fee by the views the post got, then multiply by 1,000. In Kolect's 2026 campaigns the middle CPM across all platforms was $15.46.
The numbers come from Kolect's 2026 benchmark report, opened October 30, 2026. It covers Kolect's own campaigns, so treat it as a guide, not a market average. Antellio is not affiliated with Kolect.
The formula, with one example
CPM = fee ÷ views × 1,000
Say a creator charges $500 and the post gets 25,000 views.
- $500 ÷ 25,000 = $0.02 per view
- $0.02 × 1,000 = $20 CPM
Same $500 fee and 50,000 views? That is a $10 CPM. Same views and a $1,000 fee? $40.
What a normal CPM looks like in 2026
Median cost per 1,000 views in the first month, in US dollars. The range is the middle half of deals (25th to 75th percentile).
| Platform | Median CPM | Middle half of deals |
|---|---|---|
| TikTok | $6.73 | $2.04 to $27.15 |
| $17.96 | $4.51 to $59.61 | |
| YouTube | $74.24 | $27.08 to $184.75 |
| All platforms | $15.46 | $4.41 to $62.28 |
What to take from it:
- TikTok is the cheapest per view. The median TikTok post got 52,903 views in its first month, against 25,281 on Instagram.
- YouTube costs the most per view. Fees are higher and these views were counted for about 30 days.
- The range is wide. A $10 CPM can be a bargain on one platform and expensive on another, so compare within a platform.
Smaller creators cost more per view
Fee per 1,000 average views, by creator size:
| Size | Fee per 1,000 views |
|---|---|
| Nano (under 10K followers) | $78.76 |
| Micro (10K to 100K) | $30.32 |
| Mid (100K to 500K) | $15.68 |
| Mega (1M and up) | $10.75 |
Small creators are cheaper per post, not per view. If views are the goal, mid-size creators often cost less for the same reach. If trust is the goal, a smaller creator can still be the better buy.
Check a quote in 4 steps
- Ask for the fee. Get it in writing, and ask whether paid-ad rights are included.
- Ask for the views on their last 10 posts. Use the middle number, not the best post.
- Do the math. Fee ÷ middle views × 1,000.
- Compare it to your platform's row above. Well above the middle half? Counter or walk.
To skip the sums, use the influencer rate calculator. It gives a range, not a quote.
What CPM does not tell you
- Sales. A cheap view can still be the wrong viewer.
- Quality. Ten views from your buyers can beat a thousand from nobody.
- Ad rights. A fee that lets you run the post as an ad is worth more than an organic-only fee. Ask which one you are paying for.
Use CPM to compare quotes, then judge the creator on their last 10 posts. See how to hire influencers for the full steps.
Questions about influencer marketing CPM
What is a good CPM for influencer marketing?
In Kolect's 2026 campaigns the median was $15.46 across platforms: $6.73 on TikTok, $17.96 on Instagram, and $74.24 on YouTube. Below your platform's median is good. Above the 75th percentile is expensive.
How do I calculate influencer CPM?
Divide the fee by the views, then multiply by 1,000. A $500 fee and 25,000 views is a $20 CPM.
Is CPM the same as cost per view?
Nearly. Cost per view is the price of one view. CPM is the price of 1,000, so the number is easier to read.
Which views should I use?
Use the views from the creator's last 10 posts and take the middle value. After the post goes live, use the views it actually got.
Should I pay by CPM?
You can use it to set the price, but most creator deals are a flat fee. Work out the CPM first, then agree a flat fee that matches it, and pay in stages.
Pay safely
On Antellio, brands fund escrow and the money is released when you approve the work. Brands pay 5% when they add money to a wallet, and creators pay 5% when they cash out. See Antellio pricing, or create a brand account. Creators can join here.