How many views does your budget buy?
Or the other way round: how much you need to reach the views you're after, and with how many creators.
Advanced optionsCPM $10 · 15K views/creator
Reference for TikTok video: 6 to 15 USD. You can edit it.
Sets how many creators you need. The default changes with the format.
CPM and budget calculator
CPM (cost per thousand views) is the simplest way to compare creator campaigns. Enter your budget to estimate views, or your view target to estimate spend.
Frequently asked questions about CPM and budget
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What is CPM?
CPM is cost per thousand views: what you pay for every thousand views the campaign generates. You divide total spend by views and multiply by a thousand. It lets you compare campaigns of very different sizes with a single number.
What counts as a good CPM?
It depends on the format and the market: TikTok videos tend to be the cheapest per view, and Stories the most expensive, because they last 24 hours and mostly reach followers. The calculator ships a reference range per format that you can replace with your own data.
Why does CPM vary so much?
Because of the niche, the country, seasonality and how competitive the moment is. Technical niches such as finance, health or tech are quoted higher, and high-demand dates push every price up.
Views, impressions or reach?
Views count video plays, impressions count every time the content appeared on a screen, and reach counts unique people. The same budget produces very different numbers depending on which one you use, so it is worth fixing the metric before comparing proposals.
How is the number of creators estimated?
By dividing target views by the average views a creator of that profile gets. It is the most fragile assumption in the calculation: one video that goes viral can cover the whole target, which is why it is better to spread the budget across several creators than to bet on one.
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Can it be compared with Meta or TikTok Ads CPM?
Not directly. With ads you buy guaranteed impressions and can stop them whenever you want; with creators you buy content and organic distribution nobody guarantees, but which carries the credibility of whoever posts it. Many brands use both: the creator's content, run as paid media.
How reliable is the estimate?
It is a plan, not a promise. The result comes from a reference CPM and an average of views per creator: if you have data from previous campaigns, replace both assumptions with your own and the number gets considerably better.
What budget makes sense to start with?
One that covers three or four creators of the profile you are after, rather than a single one. With one piece there is no way to tell whether the result came from the content or the algorithm; with several you can already compare and repeat what worked.