1. First layer: Agency margin + paid distribution inflation

Agency pricing (this is not what I do):

About $15,000 for 1M impressions, and there may also be paid boosting mixed in.

Those agency views are often heavily inflated, and conversion can end up extremely low.

Margin = $15,000 - what is actually paid to the influencers doing the reposts.

In practice, the package may include around 10 influencers with more than 10k followers, and maybe 2 to 3 influencers with more than 100k followers.

If the product is weak, you may even spend $15,000 and end up with only 600k impressions instead of 1M.

(This benchmark may still need updating. It is based on what I learned a few months ago.)

2. Influencers buying reach and fake followers

As many people know, I built a Twitter growth SaaS product, so I have spent a long time studying the Twitter algorithm and I am very familiar with the basic traffic data on the platform.

There are many services in the market that sell bot followers, and bot followers are very cheap.

A lot of influencers have followers but do not have traffic.

So when choosing influencers, the most direct metric should be the account's average views over a recent period of time.

The reason is simple:

(1) The Twitter algorithm distributes traffic based on your recent activity. If you have not been active for a long time, your traffic can drop sharply when you post again.

(2) Average views are the most useful metric because they reflect the real interaction quality under the content on that account.

3. Choosing influencer geographies

In general, try to avoid traffic from India, Pakistan, and Africa.

But for influencers,

there are two tables here,

and one of them is the table organized by Brax.

Examples of X retweet campaigns:

Top 85 rows:

Source spreadsheet of X retweet account pricing: Google Sheet

There is also a calculator here. You can use it to estimate cost and projected views.

Then compare the result with agency pricing.