Campaign Inputs
Example data table
| Item | Example value | Output impact |
|---|---|---|
| Followers | 180,000 | Sets the starting audience pool. |
| Authentic follower rate | 84.00% | Creates 151,200 authentic followers. |
| Audience match rate | 72.00% | Produces 108,864 matched users. |
| Campaign posts | 3 | Increases cumulative organic exposure. |
| Paid impressions | 35,000 | Adds 23,333 paid unique reach. |
| Total unique reach | 93,695 | Estimated unduplicated campaign reach. |
| Total impressions | 173,582 | All paid, organic, and earned exposures combined. |
| Estimated engagements | 7,117 | Expected interaction volume from the example setup. |
Formula used
Authentic Followers = Total Followers × Authentic Follower Rate
Matched Audience = Authentic Followers × Audience Match Rate
Organic Unique Reach Per Post = Matched Audience × View Rate
Organic Unique Reach = Minimum of Matched Audience and
[Organic Unique Reach Per Post × (1 + (Posts − 1) × (1 − Audience Overlap))]
Total Impressions = Organic Impressions + Earned Impressions + Paid Impressions
Estimated Engagements = Total Impressions × Engagement Rate
CPM = Campaign Cost ÷ Total Impressions × 1000
Cost per Reached User = Campaign Cost ÷ Total Unique Reach
Cost per Engagement = Campaign Cost ÷ Estimated Engagements
How to use this calculator
- Enter the creator’s follower count.
- Add realistic rates for engagement, views, authenticity, and audience match.
- Set the number of campaign posts and your overlap assumption.
- Add earned amplification if content commonly gets reshared.
- Enter paid impressions and paid frequency when media support exists.
- Include total campaign cost and a benchmark CPM for comparison.
- Press Calculate Reach to show results above the form.
- Use the CSV or PDF buttons to export the summary for reports.
Frequently asked questions
1) What does unique reach mean?
Unique reach estimates how many different people saw the campaign at least once. It removes some repeat exposure caused by multiple posts or paid delivery.
2) Why include authentic follower rate?
Not every follower is equally valuable. This field helps reduce inflated audience counts caused by bots, inactive accounts, or very low-quality profiles.
3) What is audience match rate?
Audience match rate estimates how much of the creator’s audience fits your target customer profile by age, geography, interests, or buying intent.
4) Why does overlap matter?
Overlap controls how much repeated exposure happens across several posts. Higher overlap lowers incremental unique reach and raises effective frequency.
5) Should engagement rate be based on followers?
Use the most consistent method available in your workflow. Many teams prefer impression-based or reach-based engagement rates for campaign forecasting.
6) Can paid media improve total reach?
Yes. Paid support can extend the campaign to new users, especially when the paid audience only partly overlaps with the organic audience.
7) What does benchmark CPM do?
Benchmark CPM turns total impressions into an estimated media value. It helps compare creator performance with alternative paid media channels.
8) Is this calculator exact?
No. It is a forecasting model. Real results depend on content quality, platform algorithms, audience behavior, seasonality, and campaign execution.