Understanding Influencer CPMs
CPM (Cost Per Mille) is the foundational metric for comparing creator rates across platforms. A low CPM isn't always good, and a high CPM isn't always bad.
CPM Calculator
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Why CPM Varies
You are paying for intent and targeting. TikTok has low intent, so CPMs are $5. YouTube Finance has high intent, so CPMs are $60.
| Niche | Low Intent Platform (TikTok) | High Intent Platform (YouTube) |
|---|---|---|
| Gaming | $3 - $6 | $15 - $25 |
| Beauty/Fashion | $5 - $10 | $20 - $35 |
| B2B SaaS / Tech | $10 - $15 | $50 - $100+ |
When to Accept a High CPM
- The creator's audience perfectly matches your ICP (Ideal Customer Profile).
- The creator includes full perpetual usage rights for ads. Read about usage terms.
- The format is a dedicated video, not a 60-second integration.