How we calculate sponsored post value
We price the post as media: the audience it actually delivers, valued at a CPM appropriate for the platform.
Use the Post Value CalculatorFormula
effective audience = followers × engagement rate
price = (effective audience ÷ 1,000) × CPM × format factor
Variables
- followers
- Audience size.
- engagement
- Share of the audience that actually interacts.
- platform and format
- Adjust the reference CPM and the production effort.
Step-by-step calculation
- We estimate the audience actually reached.
- We apply the platform's reference CPM.
- We adjust for format and return a minimum and maximum range.
Worked example
Inputs
- 30,000 followers
- 5% engagement
- Reels
Calculation
effective audience = 1,500
A suggested price range to kick off negotiation.
Common mistakes
- Accepting a barter deal without calculating production cost.
- Not pricing exclusivity and airtime duration.
Frequently asked questions
Why a range instead of a single price?
Sponsorship pricing is negotiated; the range protects your floor and signals room for negotiation.
All values are in US dollars (US$). Results are estimates and do not replace professional advice.