Calculate fair rates for sponsored posts, stories, reels, and videos across Instagram, TikTok, YouTube, Twitter/X, Facebook, and LinkedIn. Based on followers, engagement rate, content type, niche, and usage rights.
Influencer pricing is determined by a combination of reach (follower count), engagement rate, content type, platform, niche, and contract terms. Unlike traditional advertising with fixed rate cards, influencer pricing is negotiable and varies widely — understanding the key factors gives you leverage whether you're a creator setting rates or a brand negotiating deals.
The most widely used starting point for influencer pricing is the $100 per 10,000 followers rule (or $0.01 per follower), which is then adjusted by engagement rate and other factors. This calculator uses an enhanced formula:
Reels command a 50–100% premium over static posts due to higher production effort and greater algorithmic reach. Stories are typically priced at 20–40% of a post rate per frame. Carousels often earn 10–20% more than single images.
TikTok has the highest average engagement rates of any platform, which justifies premium pricing despite shorter video lengths. The TikTok Creator Marketplace typically starts rates at $0.02–$0.04 per follower for dedicated posts.
YouTube commands the highest rates per piece of content due to production time and long shelf life. Dedicated videos (entire video focused on the brand) cost 2–5x more than integrations (30–60 second mention within a longer video). Typical integration rate: $20–$50 per 1,000 subscribers.
LinkedIn influencers often charge more per follower than other platforms because their audiences are high-income professionals. B2B brands pay significant premiums — LinkedIn CPMs average 6x higher than Facebook.
Many creators undercharge by not accounting for usage rights. If a brand wants to use your content in paid advertising, billboards, TV commercials, or other paid media, you should charge significantly more:
A professional media kit dramatically improves your chances of securing higher-paying deals. Include:
Engagement Rate Calculator — Calculate your engagement | ROI Calculator — Campaign return on investment | CPM Calculator — Cost per mille | YouTube Calculator — YouTube earnings
The standard starting point is $100 per 10,000 followers, adjusted for engagement rate. A micro-influencer with 50,000 followers and 4% engagement could reasonably charge $500–$1,500 per static post. Reels with the same following would command $800–$2,500. Always factor in niche, content effort, and usage rights.
Brands care about actual impact, not just follower counts. An account with 100,000 followers at 5% engagement delivers 5,000 interactions per post — more valuable than 200,000 followers at 1% engagement (2,000 interactions). High engagement justifies a significant price premium because it indicates an active, trusting audience.
Yes — always. Video requires more time, equipment, editing, and skill than static images. Instagram Reels and TikToks typically command 50–100% more than feed photos. Dedicated YouTube videos are priced 3–10x higher than photo posts due to the production investment and the long shelf life of YouTube content.
Usage rights determine where and how long a brand can use your content after you create it. By default, you retain copyright to your content — brands only have the right to use it as you agreed. If a brand wants to run your content as a paid advertisement (Facebook Ads, Google Ads, TV), they need to purchase those rights, which should cost an additional 25–100% on top of your base rate.
Warning signs: the offer is a flat rate without asking for your stats, they offer "exposure" as payment, the rate is far below industry benchmarks, or they push back hard on any negotiation. Research the brand's product price point — a brand selling $200 skincare products should pay creators properly. Track your rates with a spreadsheet and never accept less than 50% of your normal rate for any deal.
Absolutely. Finance, health, fitness, and B2B creators command 25–50% higher rates than general lifestyle creators because advertisers in these niches have higher customer lifetime values and therefore larger marketing budgets. A finance YouTuber with 50,000 subscribers can charge more than a general vlogger with 200,000 subscribers.