Intro
Instagram’s monetization programs are an increasingly important revenue stream for content creators and brands alike. Yet, many creators are still unclear on two of the most vital metrics in digital monetization: CPM (Cost Per Mille, or cost per 1,000 views) and RPM (Revenue Per Mille, or revenue earned per 1,000 views). Understanding these figures can help you benchmark your earnings and optimize your content strategy for maximum income.
What Are CPM and RPM?
- CPM (Cost Per Mille):
The amount advertisers pay Instagram for every 1,000 ad impressions served on your content. This is mostly relevant to Instagram as a platform and its ad business, but it affects what’s available to pay creators.
- RPM (Revenue Per Mille):
The amount you (the creator) actually earn for every 1,000 video views—including all revenue streams such as ads, bonuses, and sometimes even affiliate earnings.
Typical CPM and RPM Rates for Instagram Videos
Instagram does not disclose exact CPM and RPM rates to the public, and the numbers fluctuate depending on the program, niche, audience, and location. Still, based on real creator data and industry benchmarks, here’s what you can expect:
1. Reels Play Bonus & Direct Payouts
-
CPM: $1 to $8 (occasionally higher for certain niches or high-engagement content)
-
RPM: $0.20 to $2 per 1,000 views for most creators, but with strong engagement and premium audiences, RPM can reach $5–$8 per 1,000 views.
2. Sponsored Content
Sponsored posts are negotiated directly between creators and brands, so CPM/RPM can be much higher than direct Instagram payouts.
-
Sponsored Content CPM: $10 to $50+ per 1,000 views (in premium niches like fashion, tech, or finance)
-
RPM (for sponsored posts): Creators can set their rates, but many micro- and mid-tier influencers effectively earn $20–$100 per 1,000 sponsored views, depending on their audience loyalty and engagement.
3. IGTV and Feed Video Ads
-
CPM: Historically, $0.50 to $2 (IGTV ads were rolled out to limited creators; program now largely folded into regular video)
-
RPM: $0.10 to $1 per 1,000 views, typically lower than Reels or sponsored content.
Factors That Impact CPM and RPM on Instagram
-
Audience Location: US, UK, and other Western countries offer the highest CPMs.
-
Niche: Finance, tech, health, and beauty are premium; general entertainment is often lower.
-
Engagement: More likes, shares, comments, and watch time drive up RPM.
-
Content Format: Reels generally have a higher RPM than standard feed videos due to algorithmic priority and broader reach.
-
Brand Deals: Negotiation skills and content quality can push RPM far beyond platform averages.
Real-World CPM/RPM Examples
-
A lifestyle creator with 1 million Reel views and strong US/UK following:
- Reels Bonus RPM: $1.20 per 1,000 views → $1,200 total
-
A fitness account lands a supplement brand deal for a Reel with 200,000 views:
- Sponsored CPM: $30 per 1,000 views → $6,000 total
-
A meme account with mostly global followers gets 10 million views on a Reel:
- Reels Bonus RPM: $0.30 per 1,000 views → $3,000 total
How Creators Can Improve RPM
-
Optimize for High-Value Audiences: Focus on content that attracts viewers in high-CPM regions.
-
Increase Engagement: Use calls-to-action, trending topics, and interactive formats.
-
Leverage Analytics: Use Ranktracker to track which videos and hashtags drive the best earnings.
-
Negotiate Sponsored Deals: Don’t just accept inbound offers—pitch your audience and engagement stats to brands for better rates.
Using Ranktracker to Boost Your CPM and RPM
Ranktracker helps Instagram creators:
-
Identify trending, high-value hashtags and topics
-
Analyze competitors’ earnings potential
-
Track engagement rates and optimize content strategy
-
Report on which content delivers the highest RPM
Conclusion
Instagram CPM and RPM rates are never set in stone—they vary based on your audience, niche, engagement, and monetization strategy. But with an understanding of how these metrics work, and by leveraging analytics tools like Ranktracker, creators can benchmark their earnings and continually improve their income per 1,000 views.
