Photo: Ivan Samkov

How much should my TikTok rate be?

TikTok pricing for influencers: Nano: $50–$300. Micro: $300–$1,250. Mid: $1,250–$3,500.

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Influencer marketing costs

In 2020, the global value of influencer marketing was estimated at a whopping $9.7 billion, according to Influencer Marketing Hub. In a 2019 survey by Mediakix, 48 percent of marketers found influencer marketing return on investment (ROI) better than other channels while another 41 percent said the ROI was comparable. Meanwhile, 71 percent of respondents agreed that customer quality increases and traffic from influencer marketing performs better than other sources. When it comes to compensating influencers, you’ll find a wide variety in payout structures. Although payment types may differ, the path to understanding how much influencers charge per post is simple to follow.

Before you hand over your precious marketing spend, consider these variables:

Which audience you are trying to reach

The type of influencer involved

The media platform

The quality of the media

The desired level of engagement

Creative mandates

Production costs

Timeline

ROI

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Cost based on influencer tier

Payment is often contingent on the size of an influencer’s following. With this in mind, social media influencers are often categorized by their audience size: Celebrities and “cewebrities” (1m+ followers): Famous beyond social media, i.e., movie, TV, music, or sports stars. (1m+ followers): Famous beyond social media, i.e., movie, TV, music, or sports stars. Macro-influencers (250k–1m followers): Became popular by leveraging social media (250k–1m followers): Became popular by leveraging social media Mid-influencer (75k-250k): Their reach extends to an audience size that’s middle-of-the-road compared to the other influencer tiers. (75k-250k): Their reach extends to an audience size that’s middle-of-the-road compared to the other influencer tiers. Micro-influencers (10k-75k followers): Everyday people with a decent following and influence. (10k-75k followers): Everyday people with a decent following and influence. Nano-influencers (<10k followers): Everyday folks with smaller followings but not necessarily less influential. A bigger audience doesn’t always yield better results. According to a recent influencer marketing article, micro-influencers have the best engagement rates even if their number of followers is smaller. Keep that in mind when you judge value based on followers. At the end of the day, price points can only be fairly established on a case-by-case basis. It’s useful for any marketer considering utilizing influencers to see some benchmark figures. Below we’ll explore types of media and the costs associated with posts.

Cost by social media platform

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The second step to determining payment for influencers is truly understanding the social media platform on which they work. Payments vary by platform, as does customer interest. Influencers gravitate toward specific platforms so make sure you know which your target audience likes to use. More often than not, influencers are most active on these six social media platforms:

TikTok

YouTube

Pay-per-post globally

Influencer fees generally follow a range of costs per post — although these can vary drastically depending on the influencer niche, gender, engagement rate, location, etc. The following rates are the average costs of influencer marketing spend worldwide. Instagram. This cost-effective channel has an average price of $10 per post, per 1,000 followers. This cost-effective channel has an average price of $10 per post, per 1,000 followers. TikTok. Influencers on the platform charge between $5 and $2,500 per post. Influencers on the platform charge between $5 and $2,500 per post. YouTube. On average influencers charge $20 per video, per 1,000 subscribers. On average influencers charge $20 per video, per 1,000 subscribers. Facebook. Influencers on the platform charge an average of $25 per post, per 1,000 followers. Influencers on the platform charge an average of $25 per post, per 1,000 followers. Snapchat. Influencers on Snapchat charge $10 per post, per 1,000 followers. Influencers on Snapchat charge $10 per post, per 1,000 followers. Twitter. At $2 per post, per 1,000 followers, Twitter offers the lowest influencer marketing prices. At $2 per post, per 1,000 followers, Twitter offers the lowest influencer marketing prices. Blog. Influencers charge approximately $60 per post, per 1,000 unique visitors.

Pay-per-post in the US

According to Insider Intelligence, US influencer marketing spend will reach approximately $4.14 billion in 2022. The following rates are the average influencer earnings per post in the US, based on the type of influencer and social media platform.

Nano-influencer: $25–$200

Micro-influencer: $200–$1000

Mid-influencer: $1,000–$3,000

Macro-influencer: $3,000–$15,000

Celebrity: $20,000+

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TikTok videos

TikTok was the most downloaded app in 2021 with 656 million downloads. In the world of video content, TikTok is becoming an increasingly popular tool for influencers seeking to go viral. TikTok tends to have high levels of engagement which makes pricing even more cost-effective, and well below YouTube pricing for video content.

TikTok pricing for influencers:

Nano: $50–$300

Micro: $300–$1,250

Mid: $1,250–$3,500

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Macro: $3,500–$12,000

Celebrity: $12,000+

YouTube videos

YouTube pricing is higher and more fragmented than other media because video content is more time-consuming and expensive to produce than image- or word-based posts. YouTube sponsorships include integrated videos or dedicated videos. In an integrated video your brand, product or service features in a portion of the video. Dedicated videos, on the other hand, showcase your brand, product or service in the entire video.

Nano: $100–$500

Micro: $500–$3.000

Mid: $2,000–$5,000

Macro: $3,000–$20,000

Celebrity: $20,000+

Nano: $25–$100

Micro: $100–$800

Mid: $800–$2,500

Macro: $2,500–$10,000

Celebrity: $10,000+

1,000–4,999 views: $500

5,000–9,999 views: $1,000–$3,000

10,000–19,999 views: $3,000–$5,000

20,000–49,999 views: $5,000–$10,000

50,000–100,000 views: $10,000–$30,000

Twitter influencers typically reach fewer impressions than on other social media platforms, but it may be the right channel to meet your audience where they are. Twitter rates tend to be lower, which can be very cost-effective for your brand. Often, content from other platforms can be syndicated to Twitter for an even lower cost.

Nano: $10–$50

Micro: $50–$350

Mid: $350–$1,000

Macro: $1,000–$4,000

Celebrity: $4,000+

A final word on the cost of influencer marketing

When it comes to paying influencers, the path to payment comes from knowing all the factors: audience size, content type, social media platform type, the quality of the media you want, and the engagement rates for the influencers with whom you’d like to partner. Once you know those factors you can create fair and transparent pricing for all your influencer partnerships. To get a handle on all the steps on the path to influencer payments, take a look at the Dynamic Payouts capability possible with impact.com. The feature enables marketers to set payouts based on more than 100 factors, such as customer status, margin, or the specific items in the order. For a deeper dive into how influencers are paid now and will be in the future read impact.com’s ebook. Want to get the full picture on how influencer payment works? Download our ebook to learn more: Seven ways to pay influencers today and tomorrow Learn all about influencer payment from start to finish. Get my free guide Now that you’ve mastered the fundamentals of payment for influencer marketing, schedule a demo to learn how impact.com’s partnership management platform can help your brand strategically manage influencer campaigns, use Dynamic Payouts, and connect to influencers and creators. Want to know more about influencer marketing? Check out these other impact.com resources:

impact.com - How much do influencers charge per post? - impact.com

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