What Is Cost Per Engagement (CPE)?

CPE (Cost Per Engagement) shows how much you pay for every interaction generated by influencer content.

While CPM measures cost per thousand impressions, CPE focuses on meaningful actions such as likes, comments, shares, and saves.

Performance-driven influencer marketing relies heavily on CPE. A campaign with low CPM but weak engagement may feel invisible, while moderate reach with strong engagement often builds stronger brand affinity.

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The CPE Formula

CPE = Total Campaign Cost / Total Engagements

Total engagements can include:

• Likes
• Comments
• Shares
• Saves
• Click-throughs (if tracked)
• Profile visits (if tracked)

Simple Example

Item	Value
Campaign cost	Rs. 80,000
Total engagements	12,500
CPE	Rs. 6.40

You pay Rs. 6.40 for each engagement.

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Detailed CPE Example

Campaign Costs

Component	Amount
Creator fees (8 micro Reels)	Rs. 120,000
Product seeding	Rs. 20,000
Platform management	Rs. 10,000
Total campaign cost	Rs. 150,000

Results

Result metric	Value
Total impressions	6,800,000
Total reach	4,200,000
Total engagements	24,000
CPE	Rs. 6.25
CPM	Rs. 22.06
Engagement rate	0.57%

Insight: CPE and CPM are reasonable here, but engagement rate suggests creative improvements are possible.

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CPE Benchmarks in India

Instagram Reels CPE

Creator tier	CPE range (Rs.)
Nano	2.1 – 5.6
Micro	3.5 – 8.4
Macro	7.0 – 17.5

Instagram Posts CPE

Creator tier	CPE range (Rs.)
Nano	2.8 – 7.0
Micro	4.9 – 10.5
Macro	8.4 – 21.0

YouTube Video CPE

Creator tier	CPE range (Rs.)
Micro	5.6 – 12.6
Mid-tier	10.5 – 24.5
Macro	17.5 – 42.0

Key takeaway: Nano creators usually deliver the lowest CPE because their audiences are smaller but highly responsive.

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Why Engagement Type Matters

Not all engagements have equal value. Comments, shares, and saves typically indicate deeper intent than likes.

Engagement type	Relative value	Suggested points
Share	Very high	5
Save	Very high	4
Comment	Medium-high	3
Like	Medium	1

Weighted CPE

Weighted CPE = Campaign Cost / Total Weighted Points

Weighted CPE helps evaluate quality of engagement, not just volume.

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CPE by Campaign Objective

Campaign type	Focus	Typical CPE (Rs.)
Brand awareness	Likes & light interaction	5.6 – 10.5
Consideration	Saves & deeper comments	7.0 – 14.0
Conversion	Clicks & high-intent actions	10.5 – 24.5

Always judge CPE against campaign goals — not a single universal benchmark.

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How Creator Authenticity Impacts CPE

Authentic partnerships consistently perform better.

Scenario	Cost	Engagements	CPE
Fitness creator promoting shoes they actually use	Rs. 30,000	6,500	Rs. 4.62
Same creator promoting luxury watch they don't use	Rs. 30,000	2,100	Rs. 14.29

Lesson: Relevance and authenticity matter more than follower count.

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CPE Optimization Strategies

Strategy	Impact on CPE	Notes
Single, clear CTA	+24–35% more engagements	Avoid multiple asks
Peak posting times	+14–25% engagement	Use creator audience insights
Fast comment replies	+18–28% engagement	Encourage conversation
Interactive elements	+21% comment lift	Polls, quizzes, questions
Series content	+11–18% engagement	"Part 1/3" style content

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Audience-Segment CPE

Audience segment	Behaviour	Avg CPE (Rs.)
Gen Z (18–24)	High Reel interaction, fun content	2.8 – 7.0
Millennials (25–40)	Fun + utility, high saves	4.2 – 9.8
40+	Lower volume, higher comment quality	7.0 – 15.4

Matching tone and content style to each segment can significantly lower CPE.

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CPE vs CPM: Which Should You Watch?

Use CPM when…	Use CPE when…
Priority is reach & visibility	Priority is interaction & depth
Launching a new brand or product	Building community or trust
Need cheap impressions quickly	Need proof that people care

Best practice: Strong influencer programs track both — keeping CPM efficient while continuously improving CPE.