The honest answer is: more than most creators think, and far more than most creators actually receive. Here's what the data actually shows — broken down by platform, follower count and niche.
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Check My Rate →Influencer marketing is now a $34 billion global industry. Brands aren't struggling to find budget — they're strategically deploying it. The problem is that most creators have no visibility into what that budget actually looks like, which means they negotiate from a position of ignorance.
Studies consistently show that the average creator accepts the first offer without negotiating. Brands know this and price accordingly. The first offer is rarely the real budget — it's the opening position in a negotiation that most creators never start.
TikTok rates are primarily driven by average video views, not follower count. A creator with 30k followers averaging 200k views is worth more to a brand than one with 200k followers averaging 5k views.
| Follower Tier | Avg Views | What Brands Pay | What Creators Accept |
|---|---|---|---|
| 10k – 50k | 20k – 150k | $400 – $1,200 | $150 – $400 |
| 50k – 200k | 150k – 600k | $1,200 – $4,500 | $400 – $1,200 |
| 200k – 1M | 600k – 2M | $4,500 – $15,000 | $1,500 – $5,000 |
| 1M+ | 2M+ | $15,000+ | Varies widely |
Instagram rates depend heavily on content type. Reels command more than feed posts, and Stories are typically priced as add-ons. The rates below are for a single Reel or feed post.
| Follower Tier | Engagement Rate | What Brands Pay | What Creators Accept |
|---|---|---|---|
| 10k – 50k | 3 – 6% | $350 – $1,000 | $100 – $350 |
| 50k – 200k | 2 – 4% | $1,000 – $4,000 | $350 – $1,200 |
| 200k – 1M | 1 – 3% | $4,000 – $18,000 | $1,500 – $6,000 |
| 1M+ | 0.5 – 2% | $18,000+ | Varies widely |
YouTube deals are calculated differently — brands typically use a CPM model based on average views rather than subscriber count. A standard mid-roll integration runs $25–$60 per 1,000 views depending on niche.
| Avg Views/Video | Integration Rate | Dedicated Video |
|---|---|---|
| 10k – 50k | $250 – $1,500 | $700 – $4,000 |
| 50k – 200k | $1,500 – $6,000 | $4,000 – $16,000 |
| 200k – 500k | $6,000 – $15,000 | $16,000 – $40,000 |
| 500k+ | $15,000+ | $40,000+ |
The single biggest variable in brand deal rates isn't your follower count — it's your niche. A finance creator with 20k followers is worth more to a fintech brand than a lifestyle creator with 200k followers, because the audience purchase intent is completely different.
High-value niches (Finance, Tech, B2B, Legal, Health) can command 2–3× the rates of general lifestyle content. Brands in these categories have higher customer lifetime values and larger marketing budgets, and they price accordingly.
If you're in a high-CPM niche and pricing yourself like a lifestyle creator, you're leaving significant money on the table every single deal.
When a brand is deciding what to pay you, here's what they're actually looking at — in order of importance:
1. Audience fit. Does your audience match their target customer? This matters more than follower count.
2. Engagement rate. Are your followers actually watching and interacting? A highly engaged smaller audience is worth more than a disengaged large one.
3. Average views. Especially on TikTok and YouTube — brands are buying views, not followers.
4. Content quality. Can they see past work that looks professional and performs well?
5. Follower count. Still a factor but increasingly a vanity metric compared to the above.
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