Campaign budget calculator
Start from a budget or a reach target. See how many creators of each size it buys, what to spend on boosting, and roughly how many people it reaches.
Your plan
Enter a budget or pick a preset to see your plan.
Estimated unique reach
Budget split
Creators
| Tier | Count | Per creator | Spend | Views / post |
|---|
Sales estimate
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How the budget is split
Any agency fee comes off the top first. What’s left is split by your objective. These are GetCollab planning estimates — a starting point for a negotiation, not audited data. Creator fees last reviewed November 2026.
| Objective | Creators | Paid boost | Production | Reserve |
|---|---|---|---|---|
| Awareness | 55% | 25% | 10% | 10% |
| Engagement | 70% | 10% | 12% | 8% |
| Sales / conversions | 60% | 25% | 8% | 7% |
How many creators it buys
The creator money is shared between creator sizes by your mix:
| Mix | Tiers (share of creator budget) |
|---|---|
| Many small creators (nano + micro) | Nano (~8K) 50% · Micro (~30K) 50% |
| Balanced | Nano (~8K) 20% · Micro (~30K) 40% · Mid-tier (~1.2L) 40% |
| A few big creators (mid + macro) | Mid-tier (~1.2L) 40% · Macro (~5L) 60% |
Each tier’s fee comes from the same model as our influencer fee calculator: expected views × the platform’s creator CPM, adjusted for creator size, niche and audience location. With more than one post per creator the bundle gets a discount (4% for 2 posts, 8% for 3). Then:
- Creators in a tier = floor(tier budget ÷ cost per creator, incl. bundle discount)
- Money a tier can’t use — not enough for one more creator — is shown as left over, not moved to ads, so adding budget never lowers reach. If a tier’s budget is smaller than one creator’s fee, that tier gets nobody and its money is left over; try a mix of smaller creators. On a ₹5 lakh awareness plan with the balanced mix, ₹35,400 is left over.
How reach is estimated
- Per creator: views per post × (1 + 0.35 × (posts − 1)). Extra posts from the same creator mostly reach the same people; we count 35% of each extra post’s viewers as new.
- Audience overlap: creators in one niche share fans, so we treat each platform’s niche as a pool of 50 lakh people and count creator reach as pool × (1 − e−total ÷ pool), where total is every creator’s reach added up. That is close to the plain sum for a few creators and flattens as you cover more of the niche; adding a creator never lowers it. With the 21 creators of a ₹5 lakh balanced plan, 95.4% of the summed reach is unique.
- Paid reach = impressions ÷ 2.5 (average times each person sees the ad) × 0.8 (we assume 20% already saw a creator post). Impressions = boost ÷ paid CPM × 1,000.
- Unique reach = creator reach + paid reach.
- Clicks = total impressions × click-through rate: 0.4% for awareness, 0.6% for engagement, 1% for sales. Orders = clicks × your conversion rate (2% if you leave it blank).
Creator CPM vs paid ads CPM
₹ per 1,000 views from creators (before the size premium) against ₹ per 1,000 paid ad impressions:
| Platform | Creator CPM | Paid CPM | Multiple |
|---|---|---|---|
| ₹500 | ₹120 | 4.2× | |
| YouTube | ₹1,800 | ₹90 | 20.0× |
| X (Twitter) | ₹900 | ₹150 | 6.0× |
| ₹2,600 | ₹450 | 5.8× | |
| ₹320 | ₹90 | 3.6× | |
| Snapchat | ₹280 | ₹65 | 4.3× |
| ShareChat / Moj | ₹120 | ₹45 | 2.7× |
| TikTok (outside India) | ₹250 | ₹70 | 3.6× |
Creator views cost more than ad impressions, but they come with a person vouching for you — which is why every objective still puts most of the money into creators and uses boosting to stretch the posts that work.
Campaign budget calculator: common questions
How much does influencer marketing cost in India?
By our estimates, one Instagram reel costs about ₹4,300 from a nano creator with ~8K followers, ₹14,000 from a micro creator with ~30K, ₹45,000 from a mid-tier creator with ~1.2L and ₹1,49,000 from a macro creator with ~5L (lifestyle niche, Indian audience). Finance, B2B and tech creators charge 20–40% more. A ₹5 lakh awareness campaign on a balanced mix buys about 21 creators and reaches roughly 7.9 lakh people once boosting is added.
How should I split my influencer marketing budget?
For awareness we suggest 55% on creator fees, 25% on boosting the best posts as ads, 10% on production (product, shipping, shoots) and 10% held back. Engagement campaigns put more into creators (70%); sales campaigns keep 25% for boosting so the posts that convert can run as ads. If you use an agency, its fee comes off the top first.
Is it better to hire many small influencers or a few big ones?
Small creators get more views per follower (a ~8K account averages about 1.13× its followers in reel views; a ~5L account about 0.54×), so you get more posts and less risk from one flop. Big creators are simpler to manage. In our model a ₹5 lakh awareness budget reaches about 8.4 lakh people with 40 small creators and about 7.6 lakh with 3 big ones — closer than the creator count suggests, because audiences of many creators in one niche overlap. Pick small for trust and volume, big for fewer people to manage.
What is a good CPM for influencer marketing in India?
Our estimate for Instagram creators is about ₹500 per 1,000 views (₹475–550 by creator size), against about ₹120 for Instagram ads. YouTube creators run about ₹1,800 per 1,000 views. Creator views cost more than ad impressions because a recommendation from a person is not the same thing as an ad — judge them on clicks and sales, not CPM alone.
What are the ASCI rules for influencer ads?
ASCI’s guidelines for influencer advertising say any post with a material connection to a brand (payment, free product, a trip) must carry a clear label such as #ad, #collaboration, #partnership or #sponsored. The label has to be upfront and visible without tapping “more” — not buried in a pile of hashtags — and for video it should also appear in the video itself. Brands share responsibility, so check every post before it goes live.
Can we claim GST input credit on influencer invoices?
Yes, if the creator is GST-registered and the invoice shows their GSTIN, your GSTIN, and 18% GST charged on the full deal value (cash plus any free product), and the spend is for your business. The invoice also needs to show in your GSTR-2B. Creators who are not registered charge no GST, so there is nothing to claim. Most brands also deduct 10% TDS on creator fees.
How do I measure the ROI of an influencer campaign?
Give each creator their own UTM link and discount code, then divide the revenue they drive by what you paid them — that is ROAS. Also track cost per person reached and compare it with your paid ads. Enter your average order value and conversion rate in this calculator to get a planning ROAS before you spend.
Is this campaign budget calculator free?
Yes. It is free with no sign-up, and it runs entirely in your browser — nothing you enter is sent to us.
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