How to make both Party A and Party B satisfied with CPM settlement

Now it is 2025, the market economy is not doing well, and everyone has little money in their pockets. Everyone wants to save money, but also wants to achieve effective publicity effects. What should we do?

The answer is very simple - CPM settlement model.

Imagine that you spent hundreds or thousands of dollars to find a top influencer to invest in a video, but the number of views was terrible. Why not set the price directly and ensure that the influencer gets paid according to how many views he gets? He earns the money he deserves, and you get the results you deserve. Every penny spent is worth it. Therefore, CPM has definitely become a mainstream settlement model since recent years.

But you might be thinking:

Why would influencers obediently follow our CPM settlement model?

Ha - I have nine ways to deal with him, nine.

Let me pick a few to talk about, and you will know that CPM is not impossible to achieve. As long as you use the right method, you can still implement it.

The first method: Don’t talk about CPM right away, build a good relationship first

Do you want influencers to accept CPM settlement? Don’t be in a hurry. In the first email, you should try to build a close relationship with the influencer. It’s like the first card. You have to play it beautifully.

Suppose you are a celebrity. When you wake up in the morning and open your email, the first email you receive directly says: "Excuse me, do you accept CPM settlement?" But you don't even know the budget and don't understand the cooperation, so it would be strange if you dare to agree.

You need to establish a basic sense of trust with the KOL first, discuss the direction of the content and the scope of the budget, as well as the tone he usually presents and his usual habits when cooperating. After you have found out the price expectations and attitude towards business cooperation, you can then throw out the CPM method - at this point, it is basically stable.

The second method: give a little benefit and the favor will be in place immediately.

CPM settlement? Adding a "tip mechanism" often has a great effect.

Where do tips come from? They are not from your own pocket, nor are they added to the budget. They are just a small portion of the original budget that you set aside in advance as an "incentive for meeting the target."

For example: You tell the influencer at the beginning of the communication - "If this video performs well, we will give extra tips or rewards." It sounds like an extra reward, but in fact it is just the money that should have been paid, but it was distributed in two installments.

But don't underestimate this "twice". When the other party hears this, they will feel completely different. You are not settling accounts with him, you are saying: "I recognize your efforts, if the effect is good, we are willing to make up for it again." The emotional value is firmly grasped.

The third method: maximize the temptation of CPM and make him want to "take a gamble" on his own initiative.

Why are influencers unwilling to accept CPM? To put it bluntly, they are afraid of not making money.

Then you can do the opposite - draw the upper limit of CPM for the influencer to see, so that he knows that this method can earn more than the fixed price.

How to do it? You can say: "As long as your video performs well, we will heat it up and push it up if there is traffic." This sentence is not a promise, but to create an atmosphere of "I will make an effort this time, and someone will back me up."

Experts will understand immediately that you are not just throwing money away and leaving, but are willing to make up for it later. Then they will also be willing to do more optimization on the content, or even take a gamble - if it becomes a hit, then my offer will be better than a flat price.

The transaction point has changed from "how much money do you pay" to "am I willing to fight for this opportunity". As long as he starts to think about this, CPM is no longer "price reduction" but "profit seeking".

Why are more and more brands willing to try CPM now?

There is only one reason - no one has much money left in their pockets.

No one wants to spend money blindly, only to find that it has no effect and suffer losses and embarrassment.

It is better to be down-to-earth and settle according to the display, which you can see and touch.

When budgets are tight and returns are sensitive,

You open your eyes and find...

No matter how good a fixed price is, it is only a temporary residence. CPM settlement is your permanent home.