TikTok Brand Deal Rate Calculator
Calculate how much you should charge brands for sponsored content based on your follower count, engagement rate, niche, and deliverable type.
Calculate Your Rate
Your total TikTok followers
Your average engagement rate
Your primary content category
Type of sponsored content
Brand Deal Rate Guidelines
Nano (< 10K)
Entry-level rates
Micro (10K-50K)
Growing influence
Mid (50K-500K)
Established creators
Macro (500K-1M)
Major influence
Mega (1M+)
Celebrity tier
Understanding Brand Deal Pricing
Brand deal pricing is both an art and a science. While follower count provides a baseline, several factors significantly impact what you can charge:
Engagement Rate (Most Important)
A creator with 50K followers and 8% engagement (4,000 engaged users) is more valuable than someone with 100K followers and 2% engagement (2,000 engaged users). Brands pay for attention, not just reach. High engagement typically commands 30-100% premium rates.
Content Niche
Finance and B2B creators charge 40-80% more than entertainment creators because business products have higher margins. A 100K finance creator might charge $5,000 per post while a 100K comedy creator charges $2,500 for the same deliverable.
Audience Demographics
Creators with audiences in high-income countries (US, UK, Canada, Australia) command premium rates. An audience of 25-45 year olds with purchasing power is worth more than teenagers. Share audience insights to justify higher rates.
Usage Rights & Exclusivity
Standard rates cover 30-90 day usage rights. Charge 25-50% more for extended usage (6-12 months), 50-100% more for paid ad whitelisting, and 100-200% more for full exclusivity clauses preventing competitor partnerships.
Negotiation Tips
Start 20-30% higher than your target rate to leave room for negotiation
Showcase your engagement rate if it's above 5%
Provide case studies or testimonials from past brand partnerships
Offer package deals for multiple videos at a discounted rate
Never accept less than your minimum—know your worth
Step-by-Step Guide: Calculating Your Brand Deal Rate
Follow this proven formula to determine what you should charge for sponsored content:
- Find Your Follower Tier: Identify your tier (Nano: <10K, Micro: 10K-50K, Mid: 50K-500K, Macro: 500K-1M, Mega: 1M+). This gives you a baseline rate range.
- Calculate Your Engagement Rate: Go to TikTok Analytics and calculate: (Likes + Comments + Shares) / Followers × 100. An engagement rate above 5% is excellent and justifies premium pricing.
- Apply Niche Multiplier: High-value niches (finance, tech, B2B) multiply your rate by 1.3-1.5×. Mass-market niches (entertainment, comedy) use 1.0×. Beauty and fashion fall in between at 1.2-1.4×.
- Factor in Deliverable Type: Standard in-feed videos are your base rate. Spark Ads cost 30-50% more. Product showcases add 20%. LIVE mentions typically cost 30% less due to lower production value.
- Add Usage Rights Premium: 30-90 days standard. 6+ months adds 25-50%. Paid advertising rights add 50-100%. Full exclusivity (no competitors for 6-12 months) doubles or triples your rate.
- Calculate Range: Your minimum rate is your baseline × all multipliers. Your maximum is 1.5-2× your minimum. This gives you negotiation room while protecting your floor.
Example Calculation: 75K followers (baseline: $1,500), 7% engagement (1.3× multiplier), beauty niche (1.3×), Spark Ad (1.4×) = $1,500 × 1.3 × 1.3 × 1.4 = $3,542 minimum, $7,084 maximum.
Real Brand Deal Calculation Examples
Micro Fitness Creator
25K followers, 6.5% engagement, fitness niche
Deliverable: In-feed workout video with product
Calculation: Base: $500 × Engagement (1.2) × Niche (1.2) = $720
Note: Could charge $900-$1,000 for Spark Ad rights
Mid-Tier Finance Creator
150K followers, 4.2% engagement, finance niche
Deliverable: Educational video about financial product
Calculation: Base: $3,000 × Engagement (1.1) × Niche (1.5) = $4,950
Note: Finance niche premium justifies high-end pricing
Nano Beauty Influencer
8K followers, 9.2% engagement, beauty niche
Deliverable: Makeup tutorial featuring brand products
Calculation: Base: $100 × Engagement (1.5) × Niche (1.4) = $210
Note: High engagement compensates for smaller audience
Macro Lifestyle Creator
750K followers, 3.8% engagement, lifestyle niche
Deliverable: Product showcase with 6-month usage rights
Calculation: Base: $20,000 × Engagement (1.0) × Extended Rights (1.4) = $28,000
Note: Extended usage rights significantly increase value
Advanced Negotiation Strategies for Brand Deals
Always Ask for Their Budget First
All CreatorsWhen brands reach out, ask "What's your budget for this campaign?" before sharing your rate. If they say $5,000 and you were going to charge $2,000, you just increased your earnings by 150%. If their budget is too low, you can decline early without wasting time.
Create Tiered Packages
Micro+Offer Bronze ($X for 1 video), Silver ($2.5X for 3 videos), Gold ($4X for 5 videos + Story mentions). Brands love options, and package deals increase your total contract value even with per-video discounts.
Charge Per Deliverable, Not Per Campaign
All CreatorsIf a brand wants 3 TikToks, 2 Instagram Reels, and 5 Stories, price each separately. This prevents scope creep ("Can you also do a YouTube Short?") and ensures fair compensation for all work.
Itemize Usage Rights
Mid-Tier+Base rate = 30 days organic use only. Extended timeline (+25%), paid ads (+75%), website use (+25%), full exclusivity (+150%). Present as add-ons so brands see the value of each right.
Use Performance Bonuses
Established CreatorsNegotiate bonus payments for exceeding benchmarks: Base rate + 20% if video hits 100K views, + 40% if it hits 500K. This shows confidence in your content and can significantly boost earnings.
Offer Affiliate Commission Alternative
Nano/MicroFor hesitant brands: "How about $1,000 upfront + 10% commission on sales?" This lowers their risk and can earn you more if the product converts well. Get a unique tracking code.
Leverage Competing Offers
All CreatorsIf you have multiple brand inquiries, mention it (without specifics): "I have another offer for next week, but I prefer your brand. Can we finalize by Friday?" Creates urgency and strengthens your position.
Build a Media Kit
All CreatorsProfessional PDF with your stats, past collaborations, audience demographics, average views, and rate sheet. Brands take you more seriously, and you can charge 20-30% more than creators without one.
Common Brand Deal Mistakes and How to Avoid Them
Undercharging Out of Fear
Consequence: You train brands to lowball creators and undervalue your own work
Solution: Use this calculator as backup. Say "Industry standard for my metrics is $X" with confidence. If they decline, that brand wasn't right anyway.
Accepting Exposure as Payment
Consequence: You can't pay rent with exposure. Brands with real budgets pay real money.
Solution: Response to "exposure" offers: "I appreciate the opportunity, but I only accept paid partnerships at this time." No exceptions.
Not Having a Written Contract
Consequence: Scope creep, delayed payments, ownership disputes, and no legal recourse
Solution: Use a simple contract template covering deliverables, timeline, payment terms, usage rights, and revision limits. No contract = no content.
Giving Unlimited Revisions
Consequence: Brands request 5-10 revisions, eating your time and profit margin
Solution: Include "2 rounds of reasonable revisions" in your contract. Charge 20-30% of original fee for additional revision rounds.
Promoting Products You Don't Believe In
Consequence: Audience trust erodes, engagement drops, long-term earning potential decreases
Solution: Turn down deals that don't align with your values or that promote low-quality products. Your reputation is worth more than one paycheck.
Accepting 90+ Day Payment Terms
Consequence: You're essentially giving brands an interest-free loan while you wait for payment
Solution: Negotiate 50% upfront, 50% upon content approval, or maximum 30-day payment terms. Established creators can demand payment before posting.
Deliverable Types and Pricing Adjustments
| Deliverable Type | Pricing Multiplier | Why It Costs More/Less |
|---|---|---|
| In-Feed Video (Standard) | 1.0× | Baseline deliverable with standard effort |
| Spark Ad Authorization | 1.3-1.5× | Brand gets paid ad capabilities using your account |
| Product Showcase Video | 1.2× | Requires product demonstration and multiple angles |
| LIVE Stream Mention | 0.7× | Lower production value, less evergreen content |
| Dedicated LIVE Shopping | 1.5-2.0× | Extended time commitment (1-2 hours) |
| Series (3+ videos) | 0.8× each | Volume discount but higher total contract value |
| Tutorial/How-To | 1.3× | Higher production effort and educational value |
| Brand Takeover (Stories) | 1.5× | Full day commitment with multiple posts |
Important Legal and Financial Disclaimer
This Brand Deal Rate Calculator provides estimated rate ranges based on industry averages, publicly available data, and reported creator earnings. Actual rates vary significantly based on numerous factors including but not limited to: content quality, niche authority, audience demographics, brand budget, campaign complexity, and negotiation skills.
Not Guaranteed Earnings: Calculator results are suggestions, not guarantees. Some creators charge more, some less. Use these estimates as a starting point for rate discussions, not as definitive pricing.
Tax and Legal Obligations: Brand deal income is taxable. Creators are typically classified as independent contractors responsible for their own taxes. Consult with a tax professional regarding quarterly estimated taxes, deductions, and business entity structures. Always use written contracts for brand partnerships.
FTC Disclosure Requirements: United States creators must clearly disclose sponsored content using hashtags like #ad, #sponsored, or TikTok's "Paid Partnership" label. Failure to disclose can result in FTC fines up to $43,792 per violation. Check your country's advertising disclosure laws.
Platform Policy Compliance: Ensure all sponsored content complies with TikTok's Community Guidelines and Branded Content Policies. Violations can result in video removal, account restrictions, or permanent bans.
No Professional Advice: This tool provides general information only and should not be considered legal, financial, or professional advice. Consult qualified professionals for specific business guidance.