How Much Do TikTok Influencers Charge for Sponsored Posts?

TikTok has become one of the most important channels in the creator marketing mix. It's where trends start, where products go viral, and where brands are increasingly shifting their budgets. But as more dollars flow into TikTok campaigns, there’s still questions around how much to pay creators driving engagement on the app.

So, what does it actually cost to work with TikTok creators?

We surveyed nearly 1,200 creators and asked them to share exactly what they charge. Here's what the data says, broken down by follower tier and content niche. 

For a deeper dive into the state of the creator economy, download How Much to Pay Influencers. 

‍Important note: All benchmarks here represent medians, and reflect base rates only. They do not account for content usage rights, exclusivity clauses, or other deal terms that can add to the total cost of a partnership. Use this data as directional guidance for budgeting and negotiations, not as a fixed rate card. 

TikTok creator pricing by follower tier

Unlike Instagram, where pricing varies across Reels, carousels, static posts, and Stories, TikTok pricing centers on one core deliverable: the TikTok video. That simplicity makes benchmarking more straightforward, but rates still vary significantly by follower tier.

Nano creators charge a median of $150 for a TikTok video, making it one of the most affordable entry points for brands testing creator partnerships. At the macro level, median rates climb to $2,250, reflecting the reach, production quality, and audience trust that come with a larger following.

How TikTok compares to Instagram

Notably, one of the most consistent patterns in our data is the pricing gap between TikTok and Instagram. Across nearly every follower tier, TikTok rates come in roughly 40-50% lower than Instagram Reel rates.

This doesn't mean TikTok content is less valuable. TikTok's algorithm gives content a longer organic shelf life than Instagram, where reach is more closely tied to existing followers. A single TikTok can surface to millions of users days or weeks after posting, which means the CPM math can look very different by the time a campaign wraps.

TikTok creator pricing by content niche

Niche matters on TikTok. Lifestyle creators command the highest median TikTok rate at $250, while health and fitness creators come in at the lowest at $100. Beauty, the largest niche in our TikTok sample, sits at $150, consistent with the pattern we see on Instagram where high competition and lower-barrier content keep rates more accessible.

Want more insights? Download How Much to Pay Influencers.

Inside our full report, you'll find flat-fee benchmarks across other social platforms, affiliate and commission rate data, retainer pricing, usage rights and exclusivity benchmarks, negotiation best practices, and more.

Grab your copy now.

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