As long as we’ve had advertising and marketing, brands have capitalized on famous faces, aka celebrities, to sell their products or services. If we see those to whom we aspire using certain products and services, then we want to use them too – so we can relate to their experience and see how those products or services may fit our lives. In social psychology, this phenomena called social influence, it’s based on conformity, social learning, bandwagon effect, imitation, role models, and mimetic desire.
With the advent of social media, we’ve seen the emergence of a new kind of celebrity: the influencer. Not celebrities in the traditional sense, in that their fame is inextricably tied up with the media through which they broadcast, rather than any specific discipline (not even socialite). That’s why you can often see Snapchat influencers, Instagram influencers, TikTok influencers – you’ve got the point – discussed at social media marketing analytical publications. Not only generic topics like influencer marketing budgets, but also quite specific ones – such as how much do Snapchat influencers make, what are TikTok influencer rates are, and similar topics – are being explored by social media analytics.
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Book your free consultationLike the celebrities of old, TikTok, YouTube, Snapchat influencer fans want to be like them, using the same products as they do. Hence, the name ‘influencer’. Influencers offer some advantages over the celebrities of old. They are more accessible (and affordable) – “just like you and me”. They often have close relationships with their fans, they build a rapport that brands themselves can’t match. And they are often particularly influential in niches closely associated with specific product categories, like fashion, cosmetics, food, and such.
Influencer marketing has become a key marketing channel in the 21st century. For many brands, this has become a de rigueur element of the mix. Today, plugging Instagram, Snapchat, YouTube, and TikTok influencer marketing components into an app marketing plan has become the norm.
Read on to learn about influencer marketing rates and how much influencers make on Snapchat, YouTube and other social media platforms. We start with a section looking at the size of a budget marketers put aside for this form of marketing, giving an impression of how much money is moving around here. We also look at which are the best influencer marketing channels for app marketers to choose from.
Before we get stuck in, it seems fair to point out that there is considerable variance in the costs reported. We have collated what’s out there, but the only thing that seems fixed is that a significant number of variables come into play.
Which audience marketers are trying to reach, the type/quantity of media, levels of engagement, and many more factors must be in consideration when establishing influencer marketing pricing. So at the end of the day, price points can only be fairly established on a case-by-case basis. That said, we hope it will be useful to any marketers considering utilizing this channel to see some benchmark figures.
Influencer rates and preferred influencer marketing channels
Influencer marketing is more than a trend; it is widely held to be one of the most effective digital marketing channels available to contemporary marketers. A 2023 Tomoson report indicates that influencer marketing is capable to deliver up to 11 times the ROI of more traditional digital marketing channels. The report also reveals that the average Return On Investment that it delivers is in a ballpark of $6.5 per each dollar spent.
Accordingly, brand marketers are willing to invest. The total global value of influencer marketing in 2023 was estimated at $22.1 billion by Collabstr Influencer Marketing report.
Investment has been on the rise. According to InfluencerMarketingHub report, in 2024 Influencer marketing investment is expected to reach $24 billion, $8 billion up from the investment made back in 2022, which shows increasing level of trust into this channel by businesses of all sizes around the globe.
According to the InfluencerMarketingHub research, in 2023 67% of companies, that took part in the survey, increased their Influencer marketing budget throughout 2023, in contrast with 76% of brands that were planning to invest into influencer marketing in 2022. This decrease can partly be explained by the uncertainty with the fate of TikTok that has been facing a “be sold or ban” situation in the United States and overall macroeconomic situation in the world.
In 2024, 25% of companies, surveyed by InfluencerMarketingHub, kept their Influencer marketing budget between $10k and $50k / year, while other 20% were ready to spend from $50k to $100k, other 20% of companies were ok to spend between $100k and $500k, only 10% were ready to allocate between $500 and $1M and another 10% paid more than $1M on influencer marketing campaigns.
Influencer marketing spend in 2024 (%)
Source: InfluencerMarketingHub
Another highlight from the recent InfluencerMarketingHub report is that in 2024 59% of marketers planned to invest more in Influencer marketing. To give you some context – in 2021 62% of marketers planned to increase their Influencer marketing budget. This decrease can be partly attributed to brands’ cautiousness with their spend on TikTok – the looming threat of the platform’s ban is what makes them doubt – and lowering of their trust into influencer marketing in general. Because as more and more influencers join the field, an overall expected performance of their marketing campaigns stays flat or goes down – social media users become more and more annoyed with promos from influencers.
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And when it comes to where marketers get money to run Influencer marketing campaigns, only 60% said they’d borrowed it from the overall marketing budget, at the expense of other marketing channels, for context – in 2021 almost 83% said they’d done the same. Obviously, because brands plan to spend less on Influencer marketing campaigns this year, we see a decrease in how much money from the overall marketing budget goes into Influencer marketing.
Overall marketing budget powers the Influencer marketing budget (%)
Source: InfluencerMarketingHub
The same InfluencerMarketingHub report brings us the picture of what specific social media platforms marketers ran Influencer marketing campaigns on in 2024. A brief look on the graph below will show you that TikTok reigns supreme with 69%, for a contrast – in 2021 only 45% of marketers preferred it as the major platform for Influencer marketing campaigns.
On the other hand, Instagram went down to 47% of marketers preferring this social media as a major platform for Influencer marketing campaigns, from 68% back in 2021. The third place goes to Facebook with 43%, YouTube – 33% and finally LinkedIn and Twitter closed the set with 28 and 10 percent respectively, for a context – in 2021 Linkedin had only 16% and X (former Twitter) actually had 15%.
The most popular Influencer marketing platforms in 2024 (%)
Source: InfluencerMarketingHub
So now we’ve got the overall picture of the influencer marketing spend, and top platforms.
Below, we look at some of the most popular influencer marketing platforms, influencer rates and the costs associated with leveraging each one.
Instagram influencer pricing
Say influencer, and most people – at least for now – will think of an Instagram influencer. No wonder – the photo sharing platform has been the number one way of sharing photos online. Countless number of brands have been taking advantage of its popularity and it created a really fertile soil for influencers to grow their marketing business.
Instagram influencer marketing has become a key part of many brands’ efforts – particularly when they’re aiming to target certain demographics. Indeed, the platform seems tailor-made for brands wishing to interact with prospective customers, with 90% of its 1.41 billion+ users following a brand. In 2024, the total value of Instagram influencer marketing, in US alone, will reach $2.21 billion.
Naturally, we have seen prices rise in proportion as the platform has become ever more indispensable. And influencers have become more confident of their power to sell products for brands, as this form of marketing moved from informal arrangements to a central pillar of a long-term strategy. Obviously, the COVID-19 pandemic years have been a disruptive force in so many areas of businesses, and the influencer marketing businesses felt its heat as well.
Now, the questions that we want to address first are – how much do Instagram influencers make? What is an Instagram influencer’s salary or, at least, a ballpark of it?
An Instagram post cost varies, it depends on how many followers a particular Instagram influencer has. There are five influencer categories based on the follower’s number – Nano, Micro, Mid, Macro, and Mega. Introducing these categories lead to the creation of influencer rate sheets for posting on various social media platforms. In particular, the Instagram post rates range from $10, posted by Nano influencers to $10k and more, posted by Mega influencers.
An Instagram rate sheet for posts in 2024
| Influencer Type | Followers Range | Rate per Post ($) |
|---|---|---|
| Nano-influencers | 1,000 - 10,000 | $10 - $100 |
| Micro-influencers | 10,000 - 50,000 | $100 - $500 |
| Mid-tier influencers | 50,000 - 500,000 | $500 - $5,000 |
| Mega-influencers | 1,000,000+ | $10,000+ |
Source: Growth Collective, Sprout Social, Goat Agency, Shopify
Of course, this means average doesn’t tell the whole story. It goes without saying that there are significant differences in the scale of Instagram influencer marketing – which is of course part of its appeal to brands. Accordingly, we see a great deal of variance in the cost of influencer marketing.
Another group of unnamed Instagram influencers shared a pricing model for different packages they offered. (see the table below) This also includes pricing for giveaways and takeovers, as well as photos and story or reels mentions.
2024 Instagram Influencer pricing (packages)
| Influencer Type | Followers Range | Instagram Posts ($) | Instagram Stories ($) | Instagram Reels ($) | Total Package Cost ($) |
|---|---|---|---|---|---|
| Nano-Influencers | 0 - 10,000 | $30 - $300 | $30 - $300 | $100 - $200 | $160 - $800 |
| Micro-Influencers | 10,000 - 100,000 | $500 - $2,500 | $500 - $2,500 | $400 - $2,000 | $1,400 - $7,000 |
| Mid-Tier Influencers | 100,000 - 500,000 | $5,000 - $50,000 | $5,000 - $50,000 | $7,500 - $25,000 | $17,500 - $125,000 |
Source: Later
Another example comes from two unnamed travel bloggers, with a follower count in the 50,000-100,000 bracket (micro-influencers), charged $500 per post. These smaller bloggers often see posts with higher engagement, so can offer better influencer marketing ROI, posits Lately, citing Neoreach data which suggests 30% better ROI from micro-influencers, versus macro. Measuring ROI is frequently cited as the biggest challenge for marketers using influencer marketing.
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We get a more precise measure by putting together the data from the Meltwater State of Influencer Marketing report for 2023, the Klear’s Influencer Price calculator (Klear was acquired by Meltwater in 2021) and Influencer Marketing Hub’s Benchmark report for 2024.
On Instagram, influencer pricing adheres to the fairly simple formula of more followers = higher cost. Prices rise fairly proportionally until we reach the point of celebrity influencers (with over 500k followers). At this point, we see close to a fourfold leap up from power influencers (with 30-500k).
In terms of formats, you’ll pay a premium price for a video – somewhere around 50% more than you would for a post. Stories are the cheapest, presumably due to their ephemeral nature.
2024 Instagram influencer rates (by influencer tier)
| Influencer Type | Followers Range | Instagram Post ($) | Instagram Video ($) | Instagram Story ($) |
|---|---|---|---|---|
| Nano-Influencers | 0 - 10,000 | $100 - $200 | $150 - $250 | $50 - $100 |
| Micro-Influencers | 10,000 - 100,000 | $200 - $1,000 | $500 - $2,000 | $100 - $500 |
| Mid-Tier Influencers | 100,000 - 500,000 | $1,000 - $5,000 | $2,000 - $10,000 | $500 - $2,500 |
| Macro-Influencers | 500,000 - 1,000,000 | $5,000 - $10,000 | $10,000 - $20,000 | $2,500 - $5,000 |
| Mega-Influencers | 1,000,000+ | $10,000+ | $20,000+ | $5,000+ |
Data source: Meltwater, Influencer Marketing Hub
Of course, follower count is not the only variable which might affect the cost of Instagram influencer marketing pricing. Geography also plays a part.
For instance, according to the Shopify Instagram influencer marketing guide, in 2023 and this year, UK marketers were typically willing to pay micro-influencers (those with 10k to 50 followers) between $200 and $1,000 per post on Instagram.
Influencer Marketing Hub offers a calculator for influencers to work out what they should be charging, based on follower count and engagement. Of course, it could as well be used by markers looking to determine influencer marketing pricing.
We ran some random British celebrities through it in early July 2024 – it looks back over the last 12 posts, so results may differ at different points – to see what it said.
Tottenham and England footballer Harry Kane was first. With 9.58 million followers, 250k average Likes, giving him an engagement rate of 2.6%, his estimated earnings per post are around $48,000.
Music is another popular influencer genre, so we put award-winning musician Dua Lipa through. With her 88 million followers, 2 million average Likes, and engagement rate of 2.3%, she could be raking in $176,000 -$308,000 per post.
Comedian and actor Lolly Adefope commands a higher engagement rate than either of our two previous examples at 8.07% – with 9,090 average Likes generated from a smaller follower base of 112,707. That would earn her up to $500 or more per post.
But what if you want to go REALLY big? At the very top of the Instagram influencer food chain we find the megastars who dominated the marketing/advertising landscape before all these influencers came along.
Ok, so here is how much you would need to pay if you want your product or service being introduced to the top celebrity Instagram followers. The list is 60/40 gender split, with women dominate – 6 women against 4 men.
The world famous soccer player Cristiano Ronaldo’s post, which has 622 million followers on Instagram, costs between $620k and $1M. Hollywood action movies star Dwayne Johnson, who has 396.8 million Instagram followers, post on Instagram costs anywhere between $504k and $840k. Ariana Grande’s marvelous voice allowed her to summon 384 million followers, asks for a single post on Instagram between $500k and $833k. At the bottom of the list is Kendall Jenner, with 296 million Instagram followers, who charges “only” between $345k and $575k per post.
Top 10 Celebrity Instagram post price, up to (in $M)
Source: InfluencerMarketingHub, Shopify
Moving along, now, when we have a comprehensive picture of an Instagram influencer pricing, let’s scrutinize how much YouTube influencer marketing costs.
YouTube influencer marketing pricing
One of the consequences of lunching a video sharing service such as YouTube back in 2005 was that over time the YouTube influencer phenomena emerged as well. Just like with Instagram, certain YouTube users became quite popular because of their unique way of creating videos that resonated with their audiences.
Some of influencers have become one of the world’s biggest celebs in their own right, the medium itself was, and still is, very conducive for people to share all sorts of information and become known and recognized in countless number of areas. YouTube was, along with Instagram and Facebook, one of the earliest platforms for the Influencer phenomena to emerge.
So, how much does YouTube influencer marketing cost?
On the graph below we stack together influencer post pricing for multiple platforms to show you the striking difference between YouTube influencer post rates and the rest of top social media platforms.
Now, the graph covers the 2019-2024 time frame. Such timing allows us to see clearly how introduction of TikTok and the massive exodus of influencers from YouTube and Instagram to TikTok have changed the influencer marketing pricing landscape.
As you can see, you’ll have to shell out big money for influencer marketing using YouTube videos. Back in 2019, on average marketers spent $3,000 per a video created by a YouTube influencer. During the pandemic in 2020, influencers on YouTube charged on average $4,500 per video post. The subsequent years the price grew only $1,000 a year and it looks like the grow begins to slow down – in 2024, it only grew from $7,500 to $8,000.
Meanwhile, when we zoom out we see that influencer marketing pricing has been slowing down across all social media platforms presented on this graph. Most likely this downward trend caused by social media marketing industry oversaturated by supply on one hand, and people are tired of too many promoted posts posted by influencers daily.
This pricing is based on a charging $20 for every 1,000 subscribers influencers have on their YouTube channel, a scale continued to $20,000 and more for influencers with 1 million followers.
Various factors could well play into influencer YouTube videos pricing fluctuations: influencers become better known, smaller influencers are brought into the marketing mix (much better for some brands, we might note), bigger or smaller brands invest, etc.
Now, the COVID-19 pandemic hit influencers really hard, many influencers who ran ad campaigns for the traveling industry had to stop and cancel any campaigns abruptly.
To take a more end product-focused view, marketers utilizing YouTube influencer marketing might expect to pay $50-$100 for every 1,000 views. To give you some perspective, in 2024 an average YouTube video CPM (cost-per-mile or cost-per-view) ranges from $13 to $15 per 1,000 views, so it is essentially doubling your expenses, if you decided to work with YouTube influencers, as opposed to running ads via the YouTube ad platform yourself.
This doubling is justified by the fact that there is a high level of trust between influencers and their fans who view videos about a product, as we indicated earlier – brands simply can’t match that level of trust.
Average cost of a paid post per platform, 2019 – 2024 ($)
Source: Influencer Marketing Hub, eMarketer, Statista, Shopify
Referring back to the more precise eMarketer stats, we again see that celebrity influencer marketing commands a considerable pricing premium over mere mortal influencers. Indeed, you would have to pay nearly five times more for an influencer with over 500,000 followers as compared with one with 30,000-500,000 followers.
It does not quite follow, however, that more followers = higher marketing expense. For whatever reason, according to these YouTube influencer marketing pricing stats, it seems you will pay more for a micro-influencer than for a mega-influencer or celebrity. Perhaps a reasonable assumption might be that these influencers exert a higher level of influence over their fanbases. In a sense, mega-influencers simply can’t be in touch with their fan base as much as micro-influencers can. There’s no hard evidence for it here, but potentially power-influencers might be able to drum up regular business, which means they can afford to charge less per post.
At all levels, YouTube is the most expensive influencer marketing channel, at least for now when TikTok hasn’t risen to the same heights YouTube has. Yet. Perhaps, we might assume a certain expectation that YouTube videos would have slightly higher production values than the more personal/intimate format of an Instagram video. That said, pricing is relatively similar between the two video platforms at the power influencer and celebrity level. Lower down the follower count hierarchy, the YouTube influencer marketing premium is considerably more pronounced.
YouTube influencer rates by number of followers ($)
| Subscriber Count | Estimated Cost Per Video |
|---|---|
| Nano-Influencers (1,000 - 10,000) | $20 - $200 |
| Micro-Influencers (10,000 - 50,000) | $200 - $1,000 |
| Mid-Tier Influencers (50,000 - 100,000) | $1,000 - $5,000 |
| Macro-Influencers (100,000 - 500,000) | $5,000 - $10,000 |
| Mega-Influencers (500,000 - 1,000,000) | $10,000 - $20,000 |
| Celebrities (1,000,000+) | $20,000+ |
Source: InfluencerMarketingHub, Statista, eMarketer, Shopify
Top Influencer Marketing Platforms and Agencies
It’s time to turn to the original social media platform that still dominates the landscape – Facebook and see what are influencer marketing rates for it.
Facebook influencer marketing pricing
Looking at the average cost of a paid post across multiple social media platforms for the last 5 years, you can see a clear overlap between the influencer posts pricing for Instagram and Facebook. The reasons for this overlap are clear – Facebook owns Instagram and today sharing on both platforms is tightly integrated. This integration leads to an audience overlap. Therefore influencers often create content strategies that span both platforms, which, of course, leads to setting prices similar on both platforms.
Starting from the pre-COVID year and to this day, we see a steady climb of Facebook influencer marketing pricing. A price tag for a Facebook post made by an influencer adds up roughly $500 a year. In 2019 influencers asked brands to pay $1,500 per post and by this year this price tag has gone up to $4,000 per post. Despite a long tale of controversy and scandals that has been following Facebook since 2016, the platform continues to grow. In 2019, roughly 2.5 billion people on this planet were using Facebook and today the number is really close to 3 billion people. This is why we Facebook influencers continue to be on the radar of brands and run influencer marketing campaigns for a wide range of products.
Partnership automation platform Impact.com stats show an interesting dynamic in terms of Facebook influencer marketing pricing (this only considers posts, not breaking down media types).
At the lowest Nano level, it is the cheapest; climb up to Micro-influencers and in the mid-point, with pricing ranging $1,250 to $12,500, it is more expensive than Instagram ($500 – $5,000) and YouTube ($1,000 – $5,000).
It again becomes the discount option at the power level (for Facebook Macro-influencers with 500k followers and up). Like YouTube, for some reason, influencer marketing is cheaper at the power than the micro level. Again we might speculate that it has something to do with engagement or sample size.
Then we have the celebrity level (for Facebook Mega-influencers with 1M followers and up): here Facebook once again commands a premium over stablemate Instagram, as well as YouTube. We might assume this is a consequence of wider reach relative to the former, but lower required investment to produce content than the latter.
Facebook influencer rates by the number of followers ($)
| Type of an influencer | Facebook post price |
|---|---|
| Nano-Influencers (1,000 - 10,000 followers) | $25 - $250 |
| Micro-Influencers (10,000 - 100,000 followers) | $250 - $1,250 |
| Mid-Tier Influencers (100,000 - 500,000 followers) | $1,250 - $12,500 |
| Macro-Influencers (500,000 - 1,000,000 followers) | $12,500 - $25,000 |
| Mega-Influencers (1,000,000+ followers) | $25,000+ |
Data source: Impact.com, Fiverr
Snapchat influencer marketing pricing
Launched in 2011, Snapchat pioneered stories, that were quickly copied by Instagram and so many other platforms and apps later on. It also introduced the notion of disappearing messages, that after being sent, were meant to be deleted within a certain period of time automatically.
Snapchat has been in the shadow of YouTube, Facebook and Instagram. Meanwhile, when it comes to Gen Z, except for TikTok, Snapchat is the major social media platform for youth and so influencers, who rose on the platform, naturally have lots of Gen Z fans.
So having young fans on other platforms, you may want to test the water on Snapchat as well and wonder – how much do Snapchat influencers make? How much does Snapchat pay per 1,000 views?
To clarify a bit of a confusion here. Having lots of video content, Snapchat is often compared with YouTube. But in fact, Snapchat doesn’t pay a fixed price per 1,000 views, instead, the amount varies based on the advertiser and the type of an ad.
Let’s take another angle and look at Snapchat from brands’ perspective. Your questions, as a brand, can be – how much do influencers make on Snapchat? How much should I pay them? To address this question, it’s useful to know about influencers tiers on Snapchat. These are to measure influencers reach and influence.
It all starts with Nano-influencers who begin to emerge as influencers, having less than 15,000 followers. These influencers are in a great position to run highly targeted, community-driven influencer marketing campaigns. They charge between $200 and $1,000 per post and can help brands reach groups of people highly interested in a certain topic / product / service and most likely actively communicating with each other, while they still have a feeling of being a part of a relatively small community.
Micro-influencers follow Nano, having between 15k and 75k of followers. This wider reach on Snapchat translates into a higher rate for an Snapchat influencer post – it’s the range between $1k and $5k per post. This tier is also a good fit for brands who need authentic engagement with specific audience segments.
Mid-tier influencers boast between 75k and 250k of followers, what allows them to charge between $5k and $20k. Having that much of followers, this tier can offer brands both reach and relatability. With 250k to 1M followers, Macro-influencers charge between $2ok and $35k per post. Such investment is justified by allowing brands to run large-scale campaigns seeking substantial reach and influence.
And finally, Celebrity influencers Snapchat posts pricing ranges from $35k per post and up to deliver the message to more than 1M followers. This tier is ideal for major marketing campaigns when it is essential to reach as many people on Snapchat as possible.
Snapchat influencer post rates by the number of followers
| Snapchat Influencer Tier | Number of followers | Price per post ($) |
|---|---|---|
| Nano-influencers | Less than 15,000 | $200 - $1,000 |
| Micro-influencers | 15,000 - 75,000 | $1,000 - $5,000 |
| Mid-Tier influencers | 75,000 - 250,000 | $5,000 - $20,000 |
| Macro-influencers | 250,000 - 1,000,000 | $20,000 - $35,000 |
| Celebrity influencers | 1,000,000 + | up to $35,000 |
Sources: Sprout Social, MediaOne Marketing, Influencers Club, InBeat
Knowing these rates for posts on Snapchat, it’s equally important consider the following factors – engagement metrics, audience demographics, type of content, campaign objectives, influencer’s past performance, long-term partnerships and market trends.
The number of followers Snapchat influencers have are only the initial selection criteria, it’s always important to look behind the followers count. Metrics such as views, shares, and swipe-ups (when a Snapchat user needs to swap the app screen up to reveal new content) provide a better understanding of a particular influencer’s value.
While TikTok audience demographic expands behind Gen Z, Snapchat continues to attract mostly Gen Z and it’s important to fact it in, while planning Snapchat influencer marketing campaigns.
All Snapchat influencer rates provided above related to Snapchat posts in general but the platform allows its users to post stories, AR Lenses and Filters. These extra formats may have their own unique pricing structures.
Let’s briefly cover additional ways influencers can earn on Snapchat, namely – Spotlight and brand partnerships.
The Spotlight allows creators to earn money based on the performance of their content. Top-performing creators and influencers can receive monthly rewards, and earnings can reach significant amounts depending on views and engagement. For example, influencer Sara Callahan (aka Sarati) has made over $1 million within a few months through Spotlight.
Influencers often collaborate with brands to create sponsored content. Earnings from brand partnerships can vary widely depending on the brand’s budget and the influencer’s reach and engagement.
Switching the gears, from Evan Spiegel’s Snapchat to TikTok (their CEO name won’t ring a bell for you anyway).
TikTok influencer marketing pricing
Obviously analyzing the influencer marketing rates in 2024, you just can’t have a complete picture without TikTok. Debuting back in September 2017, TikTok gained its first billion of users by 2021 and today it boasts about 2 billion users.
A number of factors contribute to the platform phenomenal rise, including – unique video format, sophisticated algorithms that allow TikTok to suggest videos to watch based on the content of previously viewed ones, as well as significant investments made by ByteDance initially to drew massive attention of influencers on other platforms.
As quick and phenomenal TikTok’s rise has been but we must acknowledge the looming threat of TikTok being banned in the US, if the company won’t comply with the US law signed earlier this year by President Biden. This potential ban certainly has an impact on influencers on TikTok – how confident they are in the platform’s future.
Let’s look at the TikTok influencer post pricing based on influencer tiers. Just like with Instagram, YouTube, Snapchat, Facebook, TikTok influencers are divided between Nano-influencers, Micro-influencers, Mid-Tier influencers, Macro-influencers, and Mega-influencers.
Unlike all other social media platforms we’ve reviewed above, the Nano tier, influencers with 1,000 to 10,000 followers, brings influencers on TikTok the least amount of money – only $5 to $25 per post. The following Micro-influencers, having between 10k and 50k followers, aren’t that far away, with only $25 to $125 per a vide post on TikTok. Jumping all the up to Mega-influencers, we see that even if you have over 1M of TikTok followers, you can only change around $5,000 per post.
TikTok influencer post pricing, by tier ($)
| Influencer Tier | Follower Count | Price Range per Post |
|---|---|---|
| Nano-influencers | 1,000 - 10,000 | $5 - $25 |
| Micro-influencers | 10,000 - 50,000 | $25 - $125 |
| Mid-Tier influencers | 50,000 - 500,000 | $125 - $1,250 |
| Macro-influencers | 500,000 - 1,000,000 | $1,250 - $5,000 |
| Mega-influencers | 1,000,000+ | $5,000+ |
Source: InBeat, Influencer Marketing Hub, MediaOne Marketing
The factors that impact TikTok influencer post rates include content complexity, engagement rate, campaign duration, exclusivity, and usage rights.
Video content generated by TikTok influencers to cover complex topics which required extra time and resources commitment costs more. Creators and influencers on TikTok, like on any other social media platform, have different engagement rates, the higher the rate the higher the price of a TikTok video post crafted by an influencer.
The longer the video the higher price tag TikTok influencers can have for their video posts, and, of course, exclusivity always means a higher price point.
Finally, in some cases brand can negotiate rights on using video content generated by influencers on TikTok. Costs can rise if the brand wants to repurpose the content for other marketing channels.
Comparing TikTok influencer post pricing with the YouTube one, we see that the former is way more affordable. On top of that, you need to factor in a TikTok’s superior level of engagement, based on its highly competitive environment that has been sparking so much creativity for the last several years.
Final Thoughts
Influencer marketing costs have shown significant variability across different platforms, reflecting the diverse nature of user engagement and content creation. Instagram and Facebook share similar pricing structures due to their integrated advertising tools and overlapping user bases. YouTube offers a unique value proposition with its emphasis on long-form content and detailed product demonstrations.
TikTok and Snapchat cater to younger demographics, with dynamic pricing influenced by engagement rates and content complexity. Understanding these platform-specific trends allows brands to strategically allocate their budgets and maximize their return on investment by choosing the right influencers and content formats for their campaigns.