TikTok Influencer Pricing Guide: How Do I Price My Content Accurately?
- Philip Romano
- Oct 13
- 8 min read
Updated: Oct 14
The demand for influencer marketing has skyrocketed in recent years.
86% of consumers make a purchase yearly that is directly inspired by an influencer, leading to a massive increase in brand spend. The industry is now valued at around $32.5 billion in 2025, signaling that brands absolutely see the value in spending more on authentic influencer collaborations.
However, many influencers of any size struggle to find their ideal pricing for creating content. It’s a common fear that pricing yourself too high might turn brands away from you, or that you might underprice yourself and get ripped off. Luckily for you, I deep dived into the latest influencer pricing standards. We’ll discuss what earnings look like in 2025, reading campaign briefs, negotiating, and what might impact how much you earn through a brand.
The Current State of TikTok Influencer Pricing
The value of influencer marketing has increased dramatically, and that’s not for no reason.
Brands typically see more sales conversions from authentic influencer content, with almost 86% of US marketers partnering with influencers in 2025. Some brands will even engage in long-term creator partnerships, often keeping them on retainer and having them create more content than just a campaign deliverable.
Although the state of influencer marketing is constantly changing, one thing remains the same – most brands still engage in the pay-per-post campaign model. Here’s what we’ve observed pricing to look like in 2025:
Nano (1K-10K): $50-150 per post
Micro (10K-100K): - $150-1,500 per post
Mid-tier (100K-500K): $1,500-7,500 per post
Macro (500K+): $7,500-$25,000+ per post
While this isn’t a firm range and depends on a variety of factors, this is a fantastic starting point toward making a baseline rate for your own content creation skills.
Factors That Impact Your Pricing
Follower Count & Engagement Rate
We touched on it in the prior section, but follower count does matter for brands looking to collab with influencers. By having a larger follower count, you’ll have more heads to potentially reach – a valuable asset to any brand looking to expand its customer base.
The same goes for engagement rate. If you have a higher engagement rate across your posts, then a brand will be willing to pay you more, flat and simple. Having a good, consistent engagement rate across your last 30 posts would be invaluable to brands. You can determine your engagement rate by taking the total engagements (likes, comments, shares, etc.) on your latest post and dividing that total by your follower count.
Content Format & Production Quality
Your pay may also depend on content style, format, and overall quality. Still images might go less or more than video, depending on project complexity. Creators who have proven to routinely create high-quality story-driven content will net higher offers than the average creator.
Niche & Market Demand
Influencers almost always have a sole niche focus, and depending on how well you fit into a brand’s strategy or how popular that niche is at the time, you can expect to have more price-negotiating power. Beauty, tech, and wellness all tend to fluctuate regularly in the popular sector, but that’s not to say smaller or emerging niches can't make money.
Usage Rights & Licensing
Many different facets can be used to your advantage when discussing usage and licensing rights. You can likely negotiate higher depending on whether the post made with your content will be organic or be used in advertising campaigns, or the duration of usage for your content.
Exclusivity
When we talk about exclusivity with regard to brand deals, there are many different ways it could be presented. Some deals may want to solely prevent you from working with their competition during the duration of a campaign, while others may halt you from working with others entirely. Make sure you understand the terms of your deal, should it contain an exclusivity clause, and ensure fair payment if it does.
Audience Geography
The other half of any creator’s value is the demographics of their audience. If your audience is predominantly located within the United States, you’ll be attractive to U.S.-based brand collaborators. You can check where your primary viewer base is within either TikTok or Instagram analytics, respectively, typically under the “Audience” tab.
Understanding Deliverables and Packages
“Deliverables” are the term used to describe what you’re expected to produce within a given campaign. Your deliverables might be “3 TikTok videos” or perhaps just a single image. Whatever the case may be, it’s important to understand what a deliverable is and, more importantly, how to price yourself accurately for the amount of work you’ll be contributing.
A single post can run anywhere from $50 to over $25,000, depending on all of the factors we talked about above. However, when bundled with more than one deliverable, you can easily charge more based on the effort required to make said content. Think of it this way – what would you charge as your hourly wage? If you think a video will take you 3 hours to produce, edit, and finalize, then you should set a fair wage accordingly.
The same should go for how the brand intends to use the content. Will you be responsible for publishing it on your personal accounts, or will the brand be using it in advertising materials? Do they plan on repurposing it across multiple platforms? If you’re posting the content, are they sponsoring the post? By having these discussions with brands, you’ll get a much firmer grasp on the scope of their content intent and will be able to price yourself properly.
Benchmark Your Content Rates Against the Market
Benchmarking what a standard rate is can be difficult for many influencers. Some professionals will keep their rate cards secret, and others are more than happy to share the knowledge. To keep up to date with what the standard pay rate may be, we recommend reviewing the following regularly:
TikTok public posts featuring rates
Join creator groups on social media and ask
Using TikTok Creator Marketplace as a reference
Community rate sheets (typically available on Reddit, Discord, or LinkedIn)
By taking a look at these resources provided by other creators, you’ll be able to create a much more stable baseline so that you don’t overprice or underprice your services.
Another step that can help you price yourself healthily is calculating your own CPM (cost per mile). By knowing how much your content is worth in terms of return on investment, you’ll be able to negotiate with brands much more easily.
To calculate your own cost per mile, take what you’d charge as a rate and divide it by your total views on said content. Then, multiply it by 1000. The formula plainly should look like CPM = (rate/total views) x 1000. For example, if you charge $250 for a sponsored TikTok and it gets 100,000 views, your CPM is going to be $2.50.
For creators, a healthy CPM may range widely, as anywhere from $3 to $60+ may be considered typical, depending on your follower range. It’s best to experiment and see what cost rate works for you while also making sense for the brands you aim to collaborate with.
Negotiating With Brands and Agencies
We’ve covered how to set your rates; now it’s time actually to put them to the test. Brand outreach is one of the scariest parts of any creator’s journey, as pitching them the wrong thing at the wrong price point may turn them off from you completely.
When pitching brands, consider asking them about their needs before suggesting your rates. By asking what they are looking for in terms of marketing support, you show interest in their actual marketing goals, and they’ll be much more likely to even respond to your inquiry. On top of that, you’ll gain a better understanding of their internal goals, and that will help you price yourself more accurately.
If they come back suggesting that your price is too high, it may be worth taking another look at your overall power (between your niche, follower count, reach, project type, and CPM).
Not all brands and agencies are creating equal, however. Some may be looking to lowball you extremely, or squeeze extra work out of you for free. Some red flags to look for in brands or agencies when negotiating are:
Offers with no clear scope or deliverables
Exposure instead of pay
Requests for full-usage rights without adjusting pay
Unclear or delayed payment terms
Asking for unpaid test content
Overly restrictive exclusivity clauses
No written contracts
If a brand presents any of these within their offers, it may be worth bringing it up to them and correcting it, or potentially leaving that brand deal untouched. Ensure that every deal provides near equal value to you, as there’s no reason to work for no return in 2025.
If you want access to vetted brand deals that have genuine value to you, consider looking into our Creator Partnership Program here.
When and How to Raise Your Rates
Knowing when to raise your rates is one of the most important (and yet overlooked) parts of becoming a professional content creator. Just like in any other career, the more experience and success you have, the more you should earn. As your content’s quality, engagement, and follower base grow, your pricing should as well. Brands expect professionals to update their rates periodically, and doing so positions you as a professional, serious creator who knows what they are worth.
You shouldn’t be guessing when to raise your rates, nor should you wait for years upon years of experience. It’s about identifying the right time to raise them. Here are some signals that may indicate it’s time to raise prices:
Your engagement rate has grown on average
You’re consistently booked or turning away offers
You’ve had a few videos go viral
Your audience has grown significantly
You’ve improved your production quality
Brands are rebooking you regularly
If you see yourself in any of the above points, it may be your time to increase your rates.
A rate increase is scary for some creators, but it doesn’t have to be. Most professional creators, from freelancers to agencies, adjust their pricing periodically, and brands are used to it. What matters most is to approach it professionally with clarity, timing, and tone.
When setting a rate increase, it’s important to do the following:
Give advance notice (at least 30-45 days ahead of new rates with repeat clientele)
Lead with appreciation and enthusiasm
Be specific and concise, list it clearly
Stay open to collaboration and offer flexible options if needed
Owning Your Value as a Creator
Pricing your content, whether for the first time or the 500th, can be a daunting and overwhelming experience. The fear of losing long-term brand partnerships or not being able to onboard any more deals is a scary one – but that shouldn’t stop you from pricing your content accurately. By pricing yourself as accurately as possible according to this guide, you’ll have a much better chance at a healthy stream of incoming brand deals, lots of whom will be likely to continue the partnership long-term.
If this seems like a lot to you, it’s because it is the reality for many freelance creators – but it doesn’t have to be. Advanced Creative Media has many different programs available for aspiring professional TikTok creators, dedicated to helping you grow sustainably, reach virality, and obtain brand deals that will get you paid. Check out our various creator-focused offerings here, or contact us today for more information.
FAQ about Creator Pricing
How do I know if I’m undercharging?
It’s hard to tell. We recommend checking your rates against the community standard, looking at what your labor costs are, and ultimately coming up with a number that makes sense for you.
Should I price per follower count or engagement rate?
It should be a solid middle ground between both. If both your follower count and engagement are high, you’ll be able to price much higher than if you were to only have good engagement with no followers.
How often should I update my rates?
We recommend revisiting your rates quarterly, though this isn’t a set standard for everyone.
