The cost per 1,000 impressions — the standard reach pricing metric in influencer marketing and paid media.
Healthy CPM ranges vary widely by platform, niche, and audience country. In Western Europe in 2026: Instagram Reels run €15-€40 CPM, TikTok €5-€25 CPM, YouTube Shorts €10-€30 CPM. Niche premium (luxury, finance, B2B SaaS) doubles these numbers.
In practice, brands use CPM in two moments. Before booking, it converts a creator’s fee and typical impressions into a comparable price, so a €500 nano booking and a €5,000 macro booking can be judged on the same axis. After the campaign, effective CPM against actual impressions shows which creators delivered distribution and which coasted on follower count. Creator-side, knowing your own effective CPM is a negotiation floor: a creator whose content reliably runs below the platform’s paid-ads CPM is cheaper reach than the ad auction, and can price accordingly.
Two examples from the ranges above: a €1,500 booking that earns 200,000 impressions runs €7.50 CPM, well below the €15-€40 Instagram Reels range and strong value. The identical fee reaching 50,000 impressions runs €30 CPM, at the top of the range — defensible only if the audience is unusually precise, since luxury, finance, and B2B niches routinely double the generalist ranges.
Collabios doesn’t set CPMs — creators publish their fees and brands compute CPM from public impression data. Pricing transparency means every CPM calculation can be done at search time.
Frequently asked questions
What is a good CPM for influencer marketing in 2026?
Western European working ranges: Instagram Reels €15-€40, TikTok €5-€25, YouTube Shorts €10-€30 per 1,000 impressions, with premium niches (luxury, finance, B2B SaaS) running roughly double. A creator whose effective CPM lands below these bands is delivering distribution cheaper than the paid-ads auction on the same platform.
How do you calculate CPM on a creator post?
Divide the total fee by the impressions, then multiply by 1,000. A €1,500 post with 200,000 impressions is (1,500 ÷ 200,000) × 1,000 = €7.50 CPM. Use actual impressions from the creator’s post insights, not follower count — the two can differ by a factor of five or more.
Should brands book creators on CPM alone?
No. CPM prices distribution, not persuasion: a low-CPM post to the wrong audience is cheap noise. Pair CPM with engagement rate at vetting time and with CPC or cost per acquisition after the campaign, so the cheap reach is also reach that acts.
