Benedikt
What is the IROIN® Calculator?
It's simple: a clever Excel tool that allows you to easily calculate organic reach, CPMs and buy-outs. We have collected real data from agencies and influencer management - not a guessing game, but realistic benchmarks for eight countries. What's more, you can customize everything if you still want to use different values. Expect that for instance that exclusivity that is contractually agreed upon will increase the CPM.
The IROIN® Calculator was born out of the idea that many of our clients and partners were looking for support to better negotiate prices with creators. However, every niche, every country and to some extent every creator has different values as a basis, so we initially want to provide a standard. However, if you already have more experience, you can easily adjust CPMs and then work with the sheet again.
How does the whole thing work?
👉 In the first tab, you'll find a complete guide and an overview of CPMs for various platforms and formats, including Instagram Stories, Reels, Posts but also TikTok Videos YouTube Short as well as an estimate for longer videos.
👉 Buy-outs for paid ads? We've built them in - with a 50% surcharge on the CPM as soon as you click on the corresponding box. If you want international rights or free editing, we recommend increasing the leverage to 100% or more. This depends on how extensively you want to use content and which rights packages you want to buy. Influencers are usually booked for their organic reach and influence on the purchasing decisions of their target group. However, if you also want to use content for advertising purposes, it can make sense to book UGC Content Creator - you can find more information here, for example.
Pro tip: Have influencers send you their impressions from the last 7 days and make sure that you don't just get them from the active community. This way you avoid only falling for their "highlight reel" or the best story of the last few months. Ideally, you have already used IROIN® Discovery and the Discovery Reports to check whether a profile matches you at all, so that you can avoid the biggest surprises.
Discover what is appropriate and what is not
In the second tab, things get specific when you start filling out the sheet line by line. Enter the following information in the tab from left to right and get a price that can be clearly calculated using a CPM. Despite many attempts to establish other bases, this core figure is still a reliable guide - albeit measured in terms of real impressions (or reach) rather than the followers of a profile:
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Name or link of the creator
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Country of the influencer - so that the correct CPM is used
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Type and number of content
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Expected impressions of the content
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Select whether buy-outs for paid ads should be included
The calculator then automatically shows you the CPM and the estimated costs for the respective line as well as summarized per platform. At the end, you get a clear overview of how much budget you need for which channel. No more guesswork, no more chaos and no more gut decisions based on the principle: "That's a lot" or "Great, that's cheap".
Why do I need the IROIN® Calculator?
Especially if you do not yet have a system for yourself or would like to establish more structure in negotiations, then you should download our sheet. In the future, we would like to offer our customers similar solutions directly in the tool, but this will take some time.
Since the professionalization of influencer marketing is progressing rapidly, thanks to smart tools that use AI, and a general saturation of the market is becoming stronger, we recommend that you at least keep pace with the development.
We've laid it all out for you so that the sheet is easy to use and you can move away from gut instinct to a data-driven approach more easily. Think of the IROIN® Calculator as a smart calculator - only nicer, more practical and always at your fingertips online!