The Estimated Fee is a calculation of Earned Media Value (EMV). It represents the theoretical market value of the exposure a creator provides, not a prediction of their specific invoice. Use it as a benchmark to evaluate if a creator’s quote is cost-efficient.
What is the Estimated Fee?
The Estimated Fee displayed in our platform answers a specific question:
"How much would it cost to achieve this same level of reach and engagement through traditional paid social advertising?"
It serves as a Fair Market Price indicator. It is designed to help you understand the value of the media you are buying, rather than predicting exactly what a creator will ask to be paid.
How is it Calculated?
The fee is not a random guess; it is derived from a data-driven formula that combines Performance with Market Rates.
The Formula
Estimated Fee = Performance (Impressions/Engagement) X Market CPM
Performance: We analyze the influencer's actual metrics (Average Impressions, Reach, and Engagement) over the last 3 months.
Market CPM : We apply a cost-per-thousand rate derived from two signals:
Historical Pricing: Aggregated data on what similar influencers have charged for similar posts.
Paid Benchmarks: The current cost of running ads on platforms like Instagram, TikTok, or YouTube.
Does "Influencer Size" Affect the Price?
A common misconception is that "Size" (Follower Count) is a direct multiplier in the price formula. It is not.
Size is for Benchmarking: We use follower count to group influencers into segments (e.g., Micro, Macro, Mega). This ensures we are comparing an influencer's performance against their direct peers.
Size fills Data Gaps: If an influencer has no recent data, we use the average Engagement Rate of other creators of the same size to estimate their potential performance.
Performance is King: A smaller influencer with massive engagement may have a higher Estimated Fee than a large influencer with low engagement. The fee follows the impact, not just the follower count.