Influencer Marketing Calculator
Plan your influencer marketing budget with confidence using this comprehensive calculator. Estimate costs for partnerships across Instagram, TikTok, YouTube, Twitter/X, and LinkedIn based on influencer tier, engagement rates, and content requirements. Factor in usage rights, exclusivity, and campaign duration. Perfect for marketing agencies, brand managers, and businesses planning influencer campaigns.
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export function influencerMarketingCalculator(form: FormTs) {
// Base rates per post by platform and tier
const platformRates: Record<string, Record<string, number>> = {
'instagram': {
'nano': 100,
'micro': 500,
'mid': 2500,
'macro': 10000,
'mega': 50000
},
'tiktok': {
'nano': 75,
'micro': 400,
'mid': 2000,
'macro': 8000,
'mega': 40000
},
'youtube': {
'nano': 200,
'micro': 1000,
'mid': 5000,
'macro': 20000,
'mega': 100000
},
'twitter': {
'nano': 50,
'micro': 250,
'mid': 1000,
'macro': 5000,
'mega': 25000
},
'linkedin': {
'nano': 150,
'micro': 750,
'mid': 3000,
'macro': 12000,
'mega': 60000
}
};
// Content type multipliers
const contentMultipliers: Record<string, number> = {
'static-post': 1.0,
'carousel': 1.3,
'story': 0.5,
'reel-short': 1.5,
'video-long': 2.5,
'live-stream': 2.0,
'blog-review': 1.8
};
// Usage rights multipliers
const usageMultipliers: Record<string, number> = {
'organic': 1.0,
'paid-30': 1.5,
'paid-90': 2.0,
'paid-perpetual': 3.0,
'whitelisting': 2.5
};
// Exclusivity multipliers
const exclusivityMultipliers: Record<string, number> = {
'none': 1.0,
'30-days': 1.25,
'90-days': 1.5,
'6-months': 2.0,
'1-year': 2.5
};
form.addRow(row => {
row.addTextPanel('header', {
computedValue: () => 'Influencer Marketing Budget Calculator',
customStyles: { 'font-size': '1.5rem', 'font-weight': '600', 'color': '#1e293b' }
});
});
form.addSpacer({ height: 20 });
// Platform & Influencer Section
const influencerSection = form.addSubform('influencerDetails', { title: '📱 Platform & Influencer' });
influencerSection.addRow(row => {
row.addDropdown('platform', {
label: 'Primary Platform',
options: [
{ id: 'instagram', name: 'Instagram' },
{ id: 'tiktok', name: 'TikTok' },
{ id: 'youtube', name: 'YouTube' },
{ id: 'twitter', name: 'Twitter / X' },
{ id: 'linkedin', name: 'LinkedIn' }
],
defaultValue: 'instagram',
isRequired: true
}, '1fr');
row.addDropdown('tier', {
label: 'Influencer Tier',
options: [
{ id: 'nano', name: 'Nano (1K - 10K followers)' },
{ id: 'micro', name: 'Micro (10K - 100K followers)' },
{ id: 'mid', name: 'Mid-Tier (100K - 500K followers)' },
{ id: 'macro', name: 'Macro (500K - 1M followers)' },
{ id: 'mega', name: 'Mega (1M+ followers)' }
],
defaultValue: 'micro',
isRequired: true
}, '1fr');
});
influencerSection.addRow(row => {
row.addDropdown('niche', {
label: 'Content Niche',
options: [
{ id: 'lifestyle', name: 'Lifestyle / General' },
{ id: 'fashion', name: 'Fashion & Beauty' },
{ id: 'fitness', name: 'Fitness & Health' },
{ id: 'tech', name: 'Tech & Gaming' },
{ id: 'food', name: 'Food & Travel' },
{ id: 'business', name: 'Business & Finance' },
{ id: 'parenting', name: 'Parenting & Family' },
{ id: 'entertainment', name: 'Entertainment' }
],
defaultValue: 'lifestyle',
isRequired: true
}, '1fr');
row.addDropdown('engagement', {
label: 'Engagement Rate',
options: [
{ id: 'low', name: 'Below Average (< 2%)' },
{ id: 'average', name: 'Average (2% - 4%)' },
{ id: 'good', name: 'Good (4% - 6%)' },
{ id: 'excellent', name: 'Excellent (6%+)' }
],
defaultValue: 'average',
isRequired: true
}, '1fr');
});
// Content Deliverables Section
const contentSection = form.addSubform('contentDetails', { title: '🎬 Content Deliverables' });
contentSection.addRow(row => {
row.addDropdown('contentType', {
label: 'Primary Content Type',
options: () => {
const platform = influencerSection.dropdown('platform')?.value() || 'instagram';
if (platform === 'youtube') {
return [
{ id: 'video-long', name: 'Dedicated Video' },
{ id: 'reel-short', name: 'YouTube Shorts' },
{ id: 'live-stream', name: 'Live Stream Integration' },
{ id: 'blog-review', name: 'Video + Description Review' }
];
} else if (platform === 'tiktok') {
return [
{ id: 'reel-short', name: 'TikTok Video' },
{ id: 'live-stream', name: 'TikTok Live' },
{ id: 'carousel', name: 'Photo Slideshow' }
];
} else if (platform === 'linkedin' || platform === 'twitter') {
return [
{ id: 'static-post', name: 'Text Post' },
{ id: 'carousel', name: 'Carousel / Thread' },
{ id: 'reel-short', name: 'Short Video' },
{ id: 'blog-review', name: 'Article / Long-form' }
];
} else {
return [
{ id: 'static-post', name: 'Static Post' },
{ id: 'carousel', name: 'Carousel Post' },
{ id: 'story', name: 'Stories Only' },
{ id: 'reel-short', name: 'Reel / Short Video' },
{ id: 'live-stream', name: 'Live Stream' }
];
}
},
defaultValue: 'static-post',
isRequired: true
}, '1fr');
row.addInteger('postCount', {
label: 'Number of Posts',
min: 1,
max: 20,
defaultValue: 1,
isRequired: true
}, '1fr');
});
contentSection.addRow(row => {
row.addCheckbox('includeStories', {
label: 'Include Stories (3-5 frames)',
defaultValue: false,
isVisible: () => {
const platform = influencerSection.dropdown('platform')?.value();
return platform === 'instagram';
}
}, '1fr');
row.addCheckbox('includeLink', {
label: 'Include Swipe-Up / Link in Bio',
defaultValue: true
}, '1fr');
});
contentSection.addRow(row => {
row.addInteger('revisions', {
label: 'Revision Rounds Included',
min: 0,
max: 5,
defaultValue: 2
}, '1fr');
row.addCheckbox('brandedHashtags', {
label: 'Custom Branded Hashtag',
defaultValue: false
}, '1fr');
});
// Rights & Terms Section
const rightsSection = form.addSubform('rightsDetails', { title: '📋 Usage Rights & Terms' });
rightsSection.addRow(row => {
row.addDropdown('usageRights', {
label: 'Content Usage Rights',
options: [
{ id: 'organic', name: 'Organic Only (Creator\'s Feed)' },
{ id: 'paid-30', name: 'Paid Ads Use (30 days) (+50%)' },
{ id: 'paid-90', name: 'Paid Ads Use (90 days) (+100%)' },
{ id: 'paid-perpetual', name: 'Perpetual Rights (+200%)' },
{ id: 'whitelisting', name: 'Whitelisting / Spark Ads (+150%)' }
],
defaultValue: 'organic',
isRequired: true
}, '1fr');
row.addDropdown('exclusivity', {
label: 'Category Exclusivity',
options: [
{ id: 'none', name: 'No Exclusivity' },
{ id: '30-days', name: '30 Days (+25%)' },
{ id: '90-days', name: '90 Days (+50%)' },
{ id: '6-months', name: '6 Months (+100%)' },
{ id: '1-year', name: '1 Year (+150%)' }
],
defaultValue: 'none',
isRequired: true
}, '1fr');
});
rightsSection.addRow(row => {
row.addCheckbox('contractedCreator', {
label: 'Long-term Ambassador Deal (-15%)',
defaultValue: false
}, '1fr');
row.addCheckbox('productGifting', {
label: 'Product Gifting Only (Reduces Fee)',
defaultValue: false
}, '1fr');
});
// Campaign Scale Section
const scaleSection = form.addSubform('scaleDetails', { title: '📊 Campaign Scale' });
scaleSection.addRow(row => {
row.addInteger('influencerCount', {
label: 'Number of Influencers',
min: 1,
max: 100,
defaultValue: 1,
isRequired: true
}, '1fr');
row.addDropdown('campaignDuration', {
label: 'Campaign Duration',
options: [
{ id: 'one-time', name: 'One-Time Post' },
{ id: '1-month', name: '1 Month Campaign' },
{ id: '3-months', name: '3 Month Campaign (-10%)' },
{ id: '6-months', name: '6 Month Campaign (-15%)' },
{ id: '12-months', name: '12 Month Campaign (-20%)' }
],
defaultValue: 'one-time',
isRequired: true
}, '1fr');
});
form.addSpacer({ height: 20, showLine: true, lineStyle: 'dashed' });
// Price Summary Section
const summarySection = form.addSubform('summary', { title: '💰 Budget Estimate', isCollapsible: false });
summarySection.addRow(row => {
row.addPriceDisplay('baseRate', {
label: 'Base Creator Fee',
computedValue: () => {
const platform = influencerSection.dropdown('platform')?.value() || 'instagram';
const tier = influencerSection.dropdown('tier')?.value() || 'micro';
const contentType = contentSection.dropdown('contentType')?.value() || 'static-post';
const postCount = contentSection.integer('postCount')?.value() || 1;
const niche = influencerSection.dropdown('niche')?.value() || 'lifestyle';
const engagement = influencerSection.dropdown('engagement')?.value() || 'average';
const rates = platformRates[platform] || platformRates['instagram'];
let baseRate = rates?.[tier] ?? 500;
// Niche multiplier
if (niche === 'business' || niche === 'fashion') baseRate *= 1.2;
else if (niche === 'tech') baseRate *= 1.15;
// Engagement multiplier
if (engagement === 'low') baseRate *= 0.8;
else if (engagement === 'good') baseRate *= 1.2;
else if (engagement === 'excellent') baseRate *= 1.5;
// Content type multiplier
const contentMult = contentMultipliers?.[contentType] ?? 1.0;
baseRate *= contentMult;
return baseRate * postCount;
},
variant: 'default'
}, '1fr');
row.addPriceDisplay('addonsTotal', {
label: 'Content Add-ons',
computedValue: () => {
const platform = influencerSection.dropdown('platform')?.value() || 'instagram';
const tier = influencerSection.dropdown('tier')?.value() || 'micro';
const rates = platformRates[platform] || platformRates['instagram'];
const baseRate = rates?.[tier] ?? 500;
let addons = 0;
if (contentSection.checkbox('includeStories')?.value()) {
addons += baseRate * 0.3; // Stories add 30% of base
}
if (contentSection.checkbox('brandedHashtags')?.value()) {
addons += 50; // Flat fee for branded hashtag tracking
}
const revisions = contentSection.integer('revisions')?.value() || 2;
if (revisions > 2) {
addons += (revisions - 2) * 50; // $50 per extra revision
}
return addons;
},
variant: 'default',
prefix: '+'
}, '1fr');
});
summarySection.addRow(row => {
row.addPriceDisplay('usageRightsCost', {
label: 'Usage Rights Premium',
computedValue: () => {
const platform = influencerSection.dropdown('platform')?.value() || 'instagram';
const tier = influencerSection.dropdown('tier')?.value() || 'micro';
const contentType = contentSection.dropdown('contentType')?.value() || 'static-post';
const postCount = contentSection.integer('postCount')?.value() || 1;
const usageRights = rightsSection.dropdown('usageRights')?.value() || 'organic';
const rates = platformRates[platform] || platformRates['instagram'];
let baseRate = rates?.[tier] ?? 500;
const contentMult = contentMultipliers?.[contentType] ?? 1.0;
baseRate *= contentMult * postCount;
const usageMult = usageMultipliers?.[usageRights] ?? 1.0;
return baseRate * (usageMult - 1);
},
variant: 'default',
prefix: '+'
}, '1fr');
row.addPriceDisplay('exclusivityCost', {
label: 'Exclusivity Premium',
computedValue: () => {
const platform = influencerSection.dropdown('platform')?.value() || 'instagram';
const tier = influencerSection.dropdown('tier')?.value() || 'micro';
const contentType = contentSection.dropdown('contentType')?.value() || 'static-post';
const postCount = contentSection.integer('postCount')?.value() || 1;
const exclusivity = rightsSection.dropdown('exclusivity')?.value() || 'none';
const rates = platformRates[platform] || platformRates['instagram'];
let baseRate = rates?.[tier] ?? 500;
const contentMult = contentMultipliers?.[contentType] ?? 1.0;
baseRate *= contentMult * postCount;
const exclusivityMult = exclusivityMultipliers?.[exclusivity] ?? 1.0;
return baseRate * (exclusivityMult - 1);
},
variant: 'default',
prefix: '+'
}, '1fr');
});
summarySection.addRow(row => {
row.addPriceDisplay('perInfluencer', {
label: 'Per Influencer Total',
computedValue: () => {
const platform = influencerSection.dropdown('platform')?.value() || 'instagram';
const tier = influencerSection.dropdown('tier')?.value() || 'micro';
const contentType = contentSection.dropdown('contentType')?.value() || 'static-post';
const postCount = contentSection.integer('postCount')?.value() || 1;
const niche = influencerSection.dropdown('niche')?.value() || 'lifestyle';
const engagement = influencerSection.dropdown('engagement')?.value() || 'average';
const usageRights = rightsSection.dropdown('usageRights')?.value() || 'organic';
const exclusivity = rightsSection.dropdown('exclusivity')?.value() || 'none';
const contractedCreator = rightsSection.checkbox('contractedCreator')?.value();
const productGifting = rightsSection.checkbox('productGifting')?.value();
const rates = platformRates[platform] || platformRates['instagram'];
let baseRate = rates?.[tier] ?? 500;
// Niche multiplier
if (niche === 'business' || niche === 'fashion') baseRate *= 1.2;
else if (niche === 'tech') baseRate *= 1.15;
// Engagement multiplier
if (engagement === 'low') baseRate *= 0.8;
else if (engagement === 'good') baseRate *= 1.2;
else if (engagement === 'excellent') baseRate *= 1.5;
// Content type and count
const contentMult = contentMultipliers?.[contentType] ?? 1.0;
let total = baseRate * contentMult * postCount;
// Add-ons
if (contentSection.checkbox('includeStories')?.value()) {
total += baseRate * 0.3;
}
if (contentSection.checkbox('brandedHashtags')?.value()) {
total += 50;
}
const revisions = contentSection.integer('revisions')?.value() || 2;
if (revisions > 2) {
total += (revisions - 2) * 50;
}
// Usage rights
total *= usageMultipliers?.[usageRights] ?? 1.0;
// Exclusivity
total *= exclusivityMultipliers?.[exclusivity] ?? 1.0;
// Discounts
if (contractedCreator) total *= 0.85;
if (productGifting) total *= 0.7;
return Math.round(total);
},
variant: 'default'
});
});
const finalSection = form.addSubform('final', {
title: '🧾 Campaign Total',
isCollapsible: false,
sticky: 'bottom'
});
finalSection.addRow(row => {
row.addPriceDisplay('totalBudget', {
label: 'Total Campaign Budget',
computedValue: () => {
const platform = influencerSection.dropdown('platform')?.value() || 'instagram';
const tier = influencerSection.dropdown('tier')?.value() || 'micro';
const contentType = contentSection.dropdown('contentType')?.value() || 'static-post';
const postCount = contentSection.integer('postCount')?.value() || 1;
const niche = influencerSection.dropdown('niche')?.value() || 'lifestyle';
const engagement = influencerSection.dropdown('engagement')?.value() || 'average';
const usageRights = rightsSection.dropdown('usageRights')?.value() || 'organic';
const exclusivity = rightsSection.dropdown('exclusivity')?.value() || 'none';
const contractedCreator = rightsSection.checkbox('contractedCreator')?.value();
const productGifting = rightsSection.checkbox('productGifting')?.value();
const influencerCount = scaleSection.integer('influencerCount')?.value() || 1;
const campaignDuration = scaleSection.dropdown('campaignDuration')?.value() || 'one-time';
const rates = platformRates[platform] || platformRates['instagram'];
let baseRate = rates?.[tier] ?? 500;
// Niche & engagement
if (niche === 'business' || niche === 'fashion') baseRate *= 1.2;
else if (niche === 'tech') baseRate *= 1.15;
if (engagement === 'low') baseRate *= 0.8;
else if (engagement === 'good') baseRate *= 1.2;
else if (engagement === 'excellent') baseRate *= 1.5;
const contentMult = contentMultipliers?.[contentType] ?? 1.0;
let perInfluencer = baseRate * contentMult * postCount;
// Add-ons
if (contentSection.checkbox('includeStories')?.value()) perInfluencer += baseRate * 0.3;
if (contentSection.checkbox('brandedHashtags')?.value()) perInfluencer += 50;
const revisions = contentSection.integer('revisions')?.value() || 2;
if (revisions > 2) perInfluencer += (revisions - 2) * 50;
// Rights multipliers
perInfluencer *= usageMultipliers?.[usageRights] ?? 1.0;
perInfluencer *= exclusivityMultipliers?.[exclusivity] ?? 1.0;
// Discounts
if (contractedCreator) perInfluencer *= 0.85;
if (productGifting) perInfluencer *= 0.7;
let total = perInfluencer * influencerCount;
// Campaign duration discount
if (campaignDuration === '3-months') total *= 0.9;
else if (campaignDuration === '6-months') total *= 0.85;
else if (campaignDuration === '12-months') total *= 0.8;
return Math.round(total);
},
variant: 'large'
});
});
finalSection.addRow(row => {
row.addTextPanel('rangeNote', {
computedValue: () => {
const total = (() => {
const platform = influencerSection.dropdown('platform')?.value() || 'instagram';
const tier = influencerSection.dropdown('tier')?.value() || 'micro';
const rates = platformRates[platform] || platformRates['instagram'];
let baseRate = rates?.[tier] ?? 500;
const influencerCount = scaleSection.integer('influencerCount')?.value() || 1;
return baseRate * influencerCount;
})();
const low = Math.round(total * 0.7);
const high = Math.round(total * 1.5);
return `Typical range: $${low.toLocaleString()} - $${high.toLocaleString()}`;
},
customStyles: { 'font-size': '0.9rem', 'color': '#64748b', 'text-align': 'center' }
});
});
finalSection.addRow(row => {
row.addTextPanel('disclaimer', {
computedValue: () => 'Rates are industry estimates. Actual rates vary by individual creator.',
customStyles: { 'font-size': '0.85rem', 'color': '#64748b', 'font-style': 'italic' }
});
});
form.configureSubmitButton({
label: 'Get Detailed Proposal'
});
}
Frequently Asked Questions
How are influencer rates calculated?
Rates are based on industry benchmarks considering follower count (tier), platform, engagement rate, content type, and additional factors like usage rights and exclusivity. The calculator uses standard CPM and per-post rates as a starting point.
What influencer tiers are included?
The calculator covers Nano (1K-10K), Micro (10K-100K), Mid-tier (100K-500K), Macro (500K-1M), and Mega influencers (1M+). Each tier has different baseline rates and engagement expectations.
Can I calculate costs for multiple platforms?
Yes. The calculator supports Instagram, TikTok, YouTube, Twitter/X, and LinkedIn. Each platform has different rate structures reflecting audience value and content production requirements.
What about usage rights and exclusivity?
The calculator includes options for content usage rights (organic, paid ads, perpetual) and exclusivity periods. These factors significantly impact campaign costs and are reflected in the estimate.
Are these rates accurate for my market?
Rates vary by niche, geography, and individual influencer. This calculator provides industry benchmark estimates. Actual rates may be higher for premium niches (luxury, finance) or lower for emerging creators.