Benchmarks
What creators charge.
Typical rates by follower tier and deliverable, the base rate formula the industry prices from, and the six factors that move a quote up or down.
The base rate rule
The most widely used starting point in creator pricing is one percent of follower count per feed post: roughly 100 US dollars per 10,000 followers. It is a convention rather than a standard, and no brand will cite it back to you, but it is the number most rate cards are built out from before adjustments.
Everything below is that rule with the adjustments applied.
Typical rates by follower tier
Ranges in US dollars for a single deliverable, before usage rights or exclusivity. These are industry conventions rather than measured figures, and the spread is wide on purpose: niche moves a rate more than follower count does.
| Tier | Followers | Feed post | Short video | Story frame |
|---|---|---|---|---|
| Nano | 1K to 10K | $10 to $150 | $25 to $300 | $5 to $50 |
| Micro | 10K to 100K | $100 to $1,500 | $200 to $3,000 | $50 to $400 |
| Mid-tier | 100K to 500K | $1,000 to $7,500 | $2,000 to $15,000 | $400 to $2,000 |
| Macro | 500K to 1M | $5,000 to $15,000 | $10,000 to $30,000 | $1,500 to $5,000 |
| Mega | 1M+ | $10,000+ | $20,000+ | $3,000+ |
What moves a rate
- Engagement rateup to 2x
- An engagement rate well above the norm for the creator's size supports 1.5 to 2 times the base rate. Well below, and the base rate is optimistic.
- Nicheup to 5x
- Finance, B2B software, health, and parenting audiences support far higher rates than broad lifestyle, because a single converted follower is worth more.
- Usage rights+20% to +100%
- Licensing the content for paid advertising is priced on top of the post. The uplift scales with duration and breadth; perpetual all-media rights are a large multiple.
- Exclusivity+20% to +50%
- Barring the creator from competitors removes income they could otherwise earn, so it is charged as a premium that grows with the length of the lockout.
- Rush turnaround+20% to +50%
- Delivery in under about a week displaces other booked work and is priced accordingly.
- Bundles-10% to -20%
- A multi-post package normally carries a modest discount. Deeper cuts usually mean the scope should have been reduced instead.
Common questions
- How much do influencers charge per post?
- A widely used starting point is one percent of follower count per feed post, or roughly 100 US dollars per 10,000 followers. In practice a micro creator with 10,000 to 100,000 followers commonly charges between 100 and 1,500 dollars per post, with niche, engagement rate, and usage rights moving the figure substantially in either direction.
- How much should a creator with 10,000 followers charge?
- Around 100 US dollars for a single feed post as a base, before adjusting for engagement and niche and before adding for usage rights or exclusivity. Creators in high-intent categories such as finance or business software regularly charge several times that at the same follower count.
- Do UGC creators charge differently?
- Yes. UGC creators are paid for the content rather than for distribution, so follower count barely affects the price. Rates are quoted per asset, commonly between 100 and 500 US dollars for a short-form video, with usage rights being the main variable.
- Why do influencer rates vary so much?
- Because follower count is only one input. Audience intent in the niche, engagement rate, the platform, how long the brand may use the content, and whether the creator is locked out of competitors all move the price, and together they matter more than audience size.
Work out your own rate
The pricing guide walks through the full method, and the rate calculator applies it to your numbers.