Skip to content
Spryhand

Creators

Audience Value Calculator

Price a post against what the same reach would cost a brand in advertising, by impressions and by clicks, and turn the result into a rate card.

Delivery
Instant download
Purchase
One-time payment
Format
  • Google Sheets
  • Excel
Updated
August 2026
$5.90

What this spreadsheet does

Algorithmic feeds broke the link between follower count and reach, so a follower-based rate prices the wrong number and cannot be defended.

What you can do with it

  • Set a rate card you can defend with numbers
  • Check whether a brand's offer is near the advertising equivalent
  • See how much your best post flatters your average

What's included

Sheet tabs

  • Instructions
  • Post History
  • Audience Value
  • Rate Card

Features

  • Two independent valuations, by cost per thousand impressions and by cost per click
  • The gap between the methods shown, because agreement is what makes the number defensible
  • Ten posts averaged, with the same average recalculated without your best post
  • Engagement rate weighted across the period rather than averaged per post
  • Cost per engaged user, which is the figure brands compare against their own campaigns
  • Rate card for five deliverables derived from the post value

How it works

  1. 1Enter your last ten posts with views and engagements
  2. 2Enter the advertising benchmarks for your market
  3. 3Use the rate card for deliverables, and price usage rights separately

Who it's for

Creators building a rate card or preparing for a brand negotiation.

Advertising benchmarks vary by industry, country and platform. Replace the sample CPM and cost per click with figures from the brand's own market.

Frequently asked questions

Why use views rather than followers?

Because views are what a brand actually buys. Followers is a historical total, and on most platforms the gap between the two is now very large in both directions.

What if the two methods disagree?

A wide gap usually means one benchmark is wrong for your market rather than that your audience is unusual. Ask the brand what they pay per thousand impressions and rerun it.

Does this include usage rights?

No, deliberately. This prices content and reach. Usage rights and exclusivity are separate line items and frequently exceed the content fee.

You might also need

Picked by hand for people who bought this one.

Similar tools

The same kind of tool, for a different job.