Where is it used?

CPV is commonly used in:

• Video-based campaigns on platforms like YouTube, Instagram Reels, TikTok, Facebook, and Snapchat.

• Story campaigns where brands want high impressions/viewership (e.g., Instagram Stories with swipe-up links).

• Paid amplification of influencer content (e.g., branded content ads or dark posts).

• Performance-based influencer collaborations, especially when visibility is the primary KPI.

When to use it?

CPV is useful when:

• Your primary goal is brand visibility or awareness.

• You're working with video content or ephemeral formats (stories, shorts, etc.).

• You're running paid influencer collaborations and want to track cost-efficiency.

• You need to compare multiple influencers’ performance based on audience reach and viewability.

• You’re planning a video-first campaign and want measurable, scalable impact.

How to use it?

Calculate CPV using the formula:

CPV = Total Cost of Campaign / Total Number of Views

• Use platform analytics (e.g., YouTube Analytics, Instagram Insights, TikTok Creator Tools) to get accurate view counts.

• Benchmark CPV across influencers or campaigns to evaluate cost-effectiveness.

• Negotiate rates or performance-based payouts with influencers based on estimated or guaranteed views.

• Combine with other metrics like engagement rate or watch time for a fuller picture of performance.

Why do we need it?

• Quantifies content performance in terms of actual audience exposure.

• Helps compare value across influencers, especially those with similar follower counts but different engagement.

• Supports performance-based pricing models, offering transparency for brands and accountability for creators.

• Optimizes ad spend, ensuring you’re paying the right amount for real attention.

• Encourages quality content creation, since influencers are incentivized to produce videos that drive higher views.