With growing interest in CPM* as a yardstick for influencer marketing costs, we analyzed all the organic campaigns run through Keymailer, Partnier’s organic content portal, from January to August 2026.
Campaigns promoted through the platform delivered an average CPM of $1.75. We’re not cherry-picking good campaigns, that’s the average across all self-service launches promoted on the platform. We can compare that to the $5 CPM that some sponsored short-form platforms typically recommend.
And this average is consistent across entry-level Bronze to top-performing Diamond Boosts, with averages in a narrow band. Two things follow:
- organic seeded content is the most cost-effective route to visibility at scale, and
- our Boost pricing scales fairly and proportionately with higher tiers delivering higher results.
Another value is that all Partnier’s Boosts include press promotion through Game.Press, alongside influencer promotion through Keymailer. None of the re-usable quotes from press articles or the outlet’s reach are counted in the $1.75 CPM.
Want to get started? Book a call with our account managers.
Paid short form collabs vs long form content seeding
Paid short-form collabs are often 15–60 second clips, generally reaction-style, where views come fast, ad disclosures are required, and you control exactly what gets said and when. That’s an important tool that should be part of your strategy. But it’s also one where audiences increasingly know they’re being advertised to.
Seeding works differently. It’s high-effort content showcasing deep game mechanics, usually long-form and, critically, has a long tail. You’re not paying for a guaranteed short-term spike, you’re getting durable, organic reach that keeps compounding over time.
What’s next
We’re currently rolling out two new features to support paid content campaigns; content review, and payment processing, both integrated with the campaign management tools you already use, so you can run self-service, paid content campaigns without leaving the platform. Talk to your account manager to get set up.
That infrastructure is the foundation for CreatorPool, our CPM-based campaign type, launching September 2026. It brings performance-based, short-form content into the Partnier ecosystem, so you won’t need to juggle platforms to run both approaches.
Folding press coverage into a CPM, or cost per article is something we’ll leave to another post. There’s more to come than press data, too. We’re keen to see how managed campaigns and subscriptions, which carry a discount compared to boosts, fit in.
As ever, if you would like to discuss strategy, or which options will be most relevant for your current marketing beat, book a call with an account manager
*(cost per ‘mille’, or cost per thousand views, a term borrowed from display advertising)