Base Post Rate
$0.00
Adjusted Rate
$0.00
How it works
Influencer pricing has no standard rate card — rates vary by platform, follower count, engagement rate, content type, and exclusivity. The Influencer Rate Calculator gives creators and brands a market-rate estimate for Instagram posts, Stories, Reels, TikTok videos, YouTube integrations, and newsletter placements based on the most widely used industry pricing formulas.
How rates are calculated: The industry standard formula is CPM (cost per thousand impressions) multiplied by estimated reach multiplied by content type multiplier: - Instagram Feed Post: $10–$20 CPM x average impressions (typically 10–20% of followers) - Instagram Reel: $15–$30 CPM (higher due to extended shelf life and algorithm amplification) - Instagram Story (per frame): $5–$10 CPM (lower due to 24-hour expiry) - TikTok Video: $25–$50 CPM for creators with over 100K followers (high organic reach amplification) - YouTube Integration (mid-roll, 60 sec): $20–$40 CPM based on average views per video - Newsletter placement (single issue): flat rate equivalent to $20–$50 CPM based on open rate times list size
Adjustment factors: - Engagement rate above 3%: +20% rate premium - Niche audiences (finance, B2B, medical): +30–50% premium - Exclusivity clause (no competitor posts for 30 days): +25% surcharge - Usage rights (brand can repurpose content): +20% per platform per month - Rush turnaround (under 7 days): +15%
How to use: enter your follower count, average engagement rate, and content type. The estimated rate range appears with a breakdown of how each factor contributes.
Privacy: all calculations run in the browser.
Frequently Asked Questions
- The dominant model is flat fee (upfront payment for a specific deliverable), used by approximately 70% of brand-creator deals. Performance-based pay (affiliate commission or CPM bonus above a threshold) is used in about 20% of deals, typically for e-commerce brands with trackable conversion funnels. Hybrid deals (flat fee + performance bonus) are common for creators with proven conversion rates. Flat fee protects the creator; performance pay protects the brand — negotiate based on your confidence in the brand's product converting.
- First-time brand rates vary enormously by niche and platform, but broad benchmarks: micro-influencer (10K–50K followers): $150–$500 for an Instagram feed post; mid-tier (50K–250K): $500–$2,000; macro (250K–1M): $2,000–$10,000+. TikTok rates are typically 20–30% higher than equivalent Instagram rates due to the organic reach amplification effect. These are starting points — creators in high-CPM niches (finance, SaaS, legal) command 2–5x these rates because of audience purchasing power.
- Usage rights is the permission granted to the brand to repurpose your content beyond the original posting. If a brand wants to run your Reel as a paid Instagram ad (whitelisting), use it in email campaigns, or feature it on their website, that usage requires a separate fee — typically 20–50% of the original creation fee per platform per month. Always ask in the brief whether the brand wants usage rights before quoting — a TikTok video used as a paid ad for 6 months has significantly more commercial value than a single organic post.
- Send your media kit with rate ranges (not fixed prices) per deliverable type. Including a range ('Instagram Reel: $800–$1,400 depending on usage and exclusivity') gives you room to negotiate up based on brief requirements. If a brand asks for your 'best price', don't discount immediately — ask about the campaign timeline, usage requirements, and whether they need exclusivity. These factors often justify the higher end of your range.