Planning Calculators

Influencer marketing economics are widely misunderstood. Operators expect 80% gifting post rates and panic at 25% — even though 25% is the industry norm. They expect $20 CAC and panic at $80 — even though $80 is competitive for a brand-building channel. The calculators in this category quantify what success actually looks like.

These 12 tools cover the influencer stack: campaign math (influencer CPM, sponsorship CPM, podcast sponsorship ROI), program economics (gifting program ROI across creator tiers, affiliate program ROI, whitelisting / Spark Ads ROI), and strategic decisions (when each tier makes sense, what content rights to negotiate, how to track attribution).

The benchmarks: gifting post rates typically 20-30% on pure free product. With small fee ($50-200): 50-70% post rate. Whitelisted creator content outperforms in-house brand creative by 30-60% on CTR and 20-40% on CAC. Podcast attribution captures 30-50% of true conversions; the remaining 50-70% gets credited to other channels (last-click bias).

The strategic insight: don't evaluate creator marketing on individual creator ROI. Evaluate as portfolio over 4-6 quarters. The 25% who post produce 80% of the value. Selection improves over time as you learn which profiles convert. Best programs run quarterly batches of 30-100 creators with refined selection criteria each round.