Influencer Campaign Estimator

Read the reach number sceptically

Reach is the softest figure in influencer marketing and it is the one every agency deck leads with. This page estimates it from tier-typical reach rates applied to follower count, and real accounts vary enormously around those rates, so treat the output as an order of magnitude rather than a forecast. Ask any creator for a screenshot of their last 30 days of insights and use their actual number instead of this one wherever you can.

It also drops out the creators who take the product and never post, which is the line most estimates leave out entirely. At 25 creators and a 75% delivery rate you paid for 25 and heard from 19, and that gap is the single biggest difference between a modelled campaign and a real one.

Reach is not the outcome you are buying

Two and a half million accounts reached tells you nothing about whether anything sold. A campaign that reaches 300,000 people and produces 40 pieces of content you can run as advertising is usually worth more than one that reaches ten times as many and leaves you with nothing to show for it afterwards.

Which is why the last box matters more than the first. Usage rights turn a barter collaboration into creative production with a reach bonus attached, and many micro creators will agree a rights window when it is asked for upfront because almost nobody asks. If you run Meta ads, that content is the input your account is short of.

Where the estimate breaks down

Nano and micro creators reach a much higher share of their following than macro accounts do, which is why the tier changes the answer so much. Regional and vernacular creators tend to over-index further still. Anything above roughly 500k followers behaves more like media buying than collaboration, and the numbers here get progressively less useful.