Influencer rate = (Followers ÷ 1,000) × CPM × Engagement Multiplier. Engagement is the key variable.
Nano (1K–10K): often product-only. Micro (10K–100K):
Higher engagement rate commands 2–3× premium over industry average.
This tool is most useful when comparing platform revenue potential across different niches, audience sizes, or content formats. Industry average CPM and RPM rates make direct comparisons possible where they would otherwise be speculative.
The most common mistake is treating revenue estimates as guaranteed income. CPM and RPM rates vary enormously by niche, audience geography, and platform policy changes. Use estimates for planning and scenario modelling, not for financial commitments.
A content creator with 80,000 YouTube subscribers and an average of 150,000 monthly views estimates their CPM-based ad revenue at roughly £450–£600/month — a useful benchmark for deciding whether to prioritise monetisation or continue growing the audience first.
A common baseline is
Brands prefer 2%+ engagement. Micro-influencers with 3–8% ER often outperform mega-influencers at 0.5–1%.
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