Traditional CPM

CPM (cost per thousand impressions) is a common media metric. Traditionally—and in its most basic media form—it refers to the price of 1,000 advertisement impressions on one web page. So, if a website publisher charges $10 CPM, that means an advertiser must pay $10 for every 1,000 impressions of its ad.

How do you calculate it? CPM = money spent / (impressions/1000).

Industry CPM

CPM in the influencer marketing industry, however, is a little different. Industry CPM includes the cost of creative as well as the Creator’s reach, which can seem a little expensive compared to other channels. In order to show consistency in the industry — and since TRIBE influencers already include the cost of producing the content into their post price — TRIBE’s CPM aligns with this.

Nevertheless, customers wanting to drive awareness whilst also being price-conscious will often rank their TRIBE inbox according to CPM. Generally speaking, a CPM that is anywhere between $100 and $300, is a great price. Macro influencers will commonly be at the lower end of this range due to having large audiences, and micro influencers will be at the higher end of this range as their audience sizes are smaller relative to the cost of creative.

Post campaign, CPM is a great metric to rank your Creators by to determine who you’d like to add to your Brand-Fans.

CPM data in the TRIBE platform is exclusively available to TRIBE subscribers.

CPM benchmarks

Based on 2021 averages.

Content Type

Avg CPM

Instagram post

$212

Instagram Carousel

$231

Instagram feed video

$264

TikTok

$155

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