- Have received a price quote from an influencer and are unsure if it is reasonable
- Want to compare influencers and ads in the same currency
- Are already running paid ads and want to use the data you have
- Want to know when to negotiate and what to ask for
Your ad account tells you what you pay for 1,000 views. That is your CPM. An influencer is just another place to buy attention, so the same mindset can be applied to an influencer offer.
This removes the guesswork. Instead of asking if 4,500 DKK sounds like a lot, you ask: what do a thousand views cost here, and is that more or less than what I pay for my ads?
How to calculate CPM on an offer
CPM = price ÷ expected views × 1,000
A hypothetical example:
- The influencer is asking for 4,500 DKK for a video.
- You expect 50,000 views.
- CPM = 4,500 ÷ 50,000 × 1,000 = 90 DKK.
- Your own ad CPM is 60 DKK.
The offer is 50% more expensive than your own ad account. At your own CPM, the same 50,000 impressions would cost 3,000 DKK.
Use the impressions you can realistically expect, and don't hesitate to ask for a guarantee. These are the figures you should divide by when evaluating the offer.
Set a benchmark for your CPM based on your own ad account. It is a framework for negotiation, not a fixed price.
- Within the benchmark: Proceed.
- Slightly above the benchmark: This is a negotiation zone, not an automatic no.
- Well above the benchmark: Ask for terms that lower the actual price, or say no.
In the example, the offer is above the benchmark. That means there is something to negotiate.
An influencer may have strong reach on one channel and much weaker reach on another. This means the same person can have two very different CPMs.
A hypothetical example: for 4,500 DKK, you expect 50,000 impressions on Instagram, but only 15,000 on TikTok.
- Instagram: 4,500 ÷ 50,000 × 1,000 = 90 DKK.
- TikTok: 4,500 ÷ 15,000 × 1,000 = 300 DKK.
The difference is your negotiation argument. If you pay for reach on a channel where the influencer is weak, you are paying a premium for something you aren't getting.
If the offer is above the benchmark, you have two levers:
- Ask for a Spark code or partnership code in the price. This allows you to run the content as a standard ad from your own account at your own CPM, instead of paying a premium for reach on the influencer's channel. Read more in Meta Partnership Ads and TikTok Spark Ads.
- Ask for usage rights in the price. How long are you allowed to use the content in your own ads?
If that's not possible, say no. An offer that is expensive and lacks usage rights is rarely worth accepting.
Black Friday is a peak season for influencer collaborations, and time is short:
- Start early. Find two to three influencers who match your target audience and brand universe.
- Set aside a smaller budget for payment. This typically results in a faster start and significantly better content quality.
- If you only run gifted collaborations, you need to reach out to quite a few more profiles because the response rate is lower. We recommend contacting at least around 40.
- Post a call to action for paid creators with a sign-up link so you can track the registrations.
You can find more about preparation in ourBlack Friday 2026 guide.
DVISIONMEDIA's approach
We evaluate every influencer offer as a media buy before saying yes: price divided by expected impressions, compared to the account's own CPM. We use a benchmark as a framework and view the negotiation zone as an opportunity, not a rejection. If an offer is above the benchmark, we use the channel difference as an argument for including a Spark code and usage rights in the price. This is part of the approach we build into our work with influencer marketingand throughE-COM OS. Also read our complete guide to influencer marketing.
1. What is CPM in influencer marketing?
CPM is the cost per 1,000 impressions. You calculate it by dividing the price by the expected impressions and multiplying by 1,000.
2. How do I evaluate if an influencer's price is reasonable?
Convert the offer into CPM and compare it with the CPM your own ad account pays. If it falls within your target range, you can proceed.
3. What do I do if the offer is too expensive?
If it is slightly above your range, it is a negotiation zone. Ask for a spark code and usage rights to be included in the price, or say no if it is way over.
4. Why can the same influencer have different CPMs?
Because their reach can be strong on one channel and weak on another. The same price therefore results in a different number of impressions.
5. What is a spark code?
A code that allows you to run the influencer's content as a regular ad from your own account. This way, you pay your own CPM instead of a premium for reach on the influencer's channel.





















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