How much should influencers charge for a sponsored post? There is no official price list, which is exactly why so many creators undercharge. Rates are negotiated deal by deal, but they follow patterns: follower count sets a baseline, engagement and niche move it up or down, and extras like usage rights and exclusivity can double the final number.
This guide gives you estimated ranges for each platform and tier, the simple formula most brands and agencies start from, and a step-by-step way to build your own rate card. Want a personalised number right now? Use the mini calculator below or the full influencer earnings calculator.
About these numbers: every range on this page is an estimate based on commonly cited industry benchmarks, not a guarantee. Real rates vary widely by niche, region, audience quality and the brand's budget. Treat them as a starting point for negotiation.
Influencer tiers explained
Brands and agencies group creators into tiers by audience size. Knowing your tier tells you which rate bracket you are being compared against.
Smaller tiers usually have higher engagement and tighter-knit communities, which is why micro-influencers are so popular with brands: they often deliver more trust per dollar. Bigger tiers sell reach and cultural visibility.
Estimated rates by platform
The table below shows typical starting ranges for a single sponsored deliverable. Estimates only; strong engagement or a high-value niche can push you well above them.
| Tier | Instagram (post/Reel) | TikTok (video) | YouTube (integration) | Facebook (post) | Pinterest (pin set) |
|---|---|---|---|---|---|
| Nano 1K-10K | $10 - $100 | $5 - $75 | $20 - $200 | $10 - $60 | $10 - $50 |
| Micro 10K-100K | $100 - $1,000 | $75 - $700 | $200 - $2,000 | $60 - $600 | $50 - $500 |
| Mid-tier 100K-500K | $1,000 - $5,000 | $700 - $3,500 | $2,000 - $10,000 | $600 - $3,000 | $500 - $2,500 |
| Macro 500K-1M | $5,000 - $10,000 | $3,500 - $7,000 | $10,000 - $20,000 | $3,000 - $6,000 | $2,500 - $5,000 |
| Mega 1M+ | $10,000+ | $7,000+ | $20,000+ | $6,000+ | $5,000+ |
YouTube commands the highest rates because videos are long, searchable and keep earning views for years. TikTok rates per follower are often lower because follower counts there grow faster and views swing more from video to video, so many brands price TikTok on average views instead.
The basic pricing formula
Most negotiations start from a simple rule of thumb, then adjust:
- Benchmark per 1,000 followers: roughly $10 on Instagram, $20 per 1,000 subscribers for a YouTube integration, and $5-$10 on TikTok, Facebook and Pinterest.
- Engagement multiplier: around 1.0 at an average engagement rate (about 3% on Instagram). Push it up to 1.5-2x if you are well above average, down if you are below.
- Extras: usage rights, exclusivity, whitelisting and extra deliverables are priced on top (see below).
For video-first platforms, many brands prefer a view-based price: average views from your last 10-15 videos ÷ 1,000 × a CPM (often $15-$40 depending on niche). Pricing on views protects you when a big account has quiet weeks, and rewards you when your views outpace your follower count.
Pricing other deliverables
Brands rarely buy a single feed post anymore. Here is how creators commonly price other deliverables relative to their base rate (the price of one main post or video):
| Deliverable | Typical price vs. base rate | Notes |
|---|---|---|
| Instagram Story (per frame) | 20% - 40% | Often sold in sets of 3 with a link sticker |
| Reel / TikTok video | 100% - 150% | More production time than a static post |
| YouTube dedicated video | 2x - 3x an integration | The whole video is about the brand |
| Link in bio (per week or month) | 10% - 30% | Add-on to a content package |
| UGC (not posted on your account) | Flat fee per asset | Priced on production, not audience size |
| Usage rights / whitelisting | +20% - 50% per month | Or a separate monthly licence fee |
Estimates for planning purposes; adjust for your niche and demand.
Factors that raise (or lower) your rate
Engagement rate
High engagement signals a real, attentive audience. It is the single biggest reason two creators with the same following charge very different rates.
Niche
Finance, tech, B2B and luxury audiences are worth more to advertisers than broad entertainment, so creators there can charge a premium.
Usage rights
If a brand wants to reuse your content on its own channels, website or ads, charge extra, commonly 20-50% per month of usage or more for perpetual rights.
Exclusivity
Agreeing not to work with competitors for a period costs you future deals. Price it in, often 15-50% depending on length and category breadth.
Whitelisting / paid ads
When a brand runs ads through your handle, it borrows your credibility. Charge a separate monthly fee on top of the content fee.
Deliverables & effort
Scripting, travel, props, multiple revisions and raw footage all add hours. Each extra deliverable should add to the price.
How to build your rate card
A rate card is a simple price list you can send the moment a brand asks "what are your rates?". It makes you look professional and anchors the negotiation at your number, not theirs.
- Calculate your base rate for your main deliverable with the formula above.
- Price each format relative to that base: Stories are often 20-40% of a feed post, a Reel or TikTok 100-150%, a dedicated YouTube video 2-3x an integration.
- Build two or three packages, for example "Starter: 1 Reel + 3 Stories" and "Launch: 2 Reels + 6 Stories + link in bio for 30 days". Packages lift the average deal size.
- List add-ons separately: usage rights per month, whitelisting, exclusivity, raw footage, rush delivery.
- Add your terms: payment timing (for example 50% upfront), number of revisions included and cancellation policy.
Put your rate card on the last page of your media kit. Our media kit guide and free media kit builder show you how.
How to negotiate without losing the deal
- Ask for the budget first. "Do you have a budget in mind for this campaign?" Sometimes it is higher than your rate.
- Trade scope, not price. If the budget is lower, remove a deliverable or usage rights instead of discounting the same work.
- Show proof. Share results from past campaigns: clicks, saves, conversions, codes redeemed.
- Offer a package. Three posts across a month often perform better for the brand and earns you more than one.
- Get it in writing. Deliverables, dates, payment terms and usage, before you film anything.
When to raise your rates
Review your rates every three to six months. Raise them when you grow a full tier, when engagement climbs, when brands say yes instantly (a sign you are too cheap), or when you are booked out. Existing partners can keep their old rate for one more campaign as a thank-you, then move to the new card. Most brands expect it: growing creators cost more.
Once you know your number, the next step is filling your calendar. Read how to get brand deals as a micro-influencer, then use our outreach templates to pitch.