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The floor is the minimum fair rate based on this creator's engagement. Going below it signals to the creator that you don't value quality — and usually leads to lower-effort content.

The ceiling is the maximum you should offer antes de negotiating extras like usage rights or exclusivity. Anything above it should come with contractual guarantees.

O budget target is the sweet spot — what professional brands typically pay for this engagement profile. Start here in your first email.

Earned Media Value (EMV) is what this creator's exposure would cost if you bought it through paid ads. It's calculated from their views and engagements using industry-standard CPM and CPE benchmarks.

A healthy deal has a price-to-EMV ratio below 0.5 — meaning you're getting at least $2 of media value for every $1 spent. If the creator's rate exceeds their EMV, the deal is overpriced on pure reach grounds.

EMV is most useful for comparing creators of different sizes — a micro with high engagement often delivers better EMV per dollar than a macro with inflated follower counts.

ROI here is the ratio of media value generated vs. the budget target price. A 2× ROI means you're getting $2 in equivalent ad value for every $1 paid to the creator.

Referência do setor: 3–5× ROI is considered strong for influencer partnerships. Below 2× and you should renegotiate or find a better-value creator in the same niche.

Note: ROI doesn't account for conversion rate, brand recall, or long-term ambassador value — which is why engagement rate is still the most important single metric to check first.

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