TikTok Creator Data Hub
Industry-standard benchmarks for Creator Fund earnings, brand deal rates, and engagement metrics. Make data-driven decisions about your creator business.
Why Creator Data Matters
TikTok's creator economy is opaque by design. Most creators have no idea if they're being underpaid for brand deals, if their Creator Fund RPM is normal, or how their engagement compares to competitors in their niche.
This information asymmetry hurts creators. Brands exploit it by offering lowball sponsorship rates. Creators waste time on low-RPM content when they could pivot to higher-earning niches. Platform changes go unnoticed until earnings drop.
Our data hub solves this by providing transparent, actionable benchmarks based on real creator earnings across thousands of accounts. Use this data to:
- ✓Price your brand deals competitively (avoid leaving money on the table)
- ✓Identify high-earning niches worth pivoting into
- ✓Benchmark your performance against industry standards
- ✓Negotiate from a position of knowledge, not guesswork
Real Example: How Data Increased Brand Deal Earnings
Jessica, a beauty creator with 85K followers, was accepting brand deals at $300-$500 per post. After reviewing our brand deal rate data, she discovered the industry benchmark for her follower tier and niche was $850-$1,700. She adjusted her rate card to $1,200 and included benchmark data in her media kit. Result: She now averages $1,400 per deal—a 180% increase—and brands rarely push back because she's within market range.
Real Example: Strategic Niche Pivot
Marcus, a comedy creator with 150K followers, was earning $40-$60/month from Creator Fund ($0.012 RPM). After analyzing our RPM data, he added "personal finance comedy" content (funny takes on money mistakes) to his mix. His blended RPM jumped to $0.028—over 2x higher—earning $120-$150/month with the same view counts. He maintained his comedy audience while tapping into higher-value advertiser demand.
2025 Creator Economy At-a-Glance
Average RPM
$0.02-$0.04
Creator Fund median rate (varies by niche 5x)
Brand Deal Baseline
$0.10-$0.20
Per follower for sponsored posts (median)
Engagement Rate
4-8%
Platform average (6%+ is "good")
Niche Disparity: Finance creators earn 5-7x more per view than entertainment creators, and charge 2-3x more per follower for brand deals. Niche selection is the single biggest factor in creator earnings potential.
Available Datasets
Explore comprehensive benchmarks organized by earnings type
Creator Fund Rates
RPM earnings data by niche and country
RPM Rates by Niche →
20+ content niches with benchmark RPM ranges ($0.006-$0.07 per 1K views)
Key Insight: Finance niches earn 5-7x more than entertainment
Creator Fund Rates by Country →
Geographic earnings multipliers and availability across 50+ countries
Key Insight: US creators earn 3-5x more per view than developing markets
Brand Deal Rates
Sponsorship pricing benchmarks
Brand Deal Rates by Follower Count →
Pricing tiers from nano-influencers (1K) to mega-creators (1M+)
Key Insight: Average rate: $0.10-$2.00 per follower per sponsored post
Brand Deal Rates by Niche →
Sponsorship premiums and discounts across 25+ content categories
Key Insight: Finance creators charge 2-3x more than lifestyle creators
Engagement Benchmarks
Performance standards by niche
How to Use This Data Effectively
1. Benchmark Your Current Performance
Start by comparing your metrics to industry standards. Find your niche in the datasets and see where you stand.
Example Process:
- Check your Creator Fund dashboard: $42 earned from 1.5M views = $0.028 RPM
- Visit RPM Rates by Niche and find your category (e.g., Beauty: $0.025-$0.04)
- You're at the low-mid range—room for optimization
2. Identify Improvement Opportunities
If you're below benchmark, diagnose why. Common issues: low engagement, wrong audience geography, poor watch time, or suboptimal niche.
Diagnostic Questions:
- Is your engagement rate below 4%? (Low engagement = lower RPM and fewer brand deals)
- Are most viewers from low-CPM countries? (Check analytics: US/UK/CA pay 3-5x more)
- Is your completion rate under 50%? (Poor retention hurts Creator Fund earnings)
- Are you in a low-RPM niche but could blend in higher-value content?
3. Set Data-Backed Rates for Brand Deals
Use our brand deal benchmarks to create a defensible rate card. Brands respect data-backed pricing.
Rate Card Template Using Our Data:
- Find your follower tier in Brand Deal Rates by Followers
- Apply niche multipliers from Brand Deal Rates by Niche
- Adjust for engagement (4-8% = standard, 10%+ = 20-40% premium)
- Include benchmark sources in your media kit to justify pricing
4. Make Strategic Niche Decisions
If you're early in your creator journey or considering a pivot, use earnings data to choose profitable niches that match your interests.
Decision Framework:
- Compare RPM ranges across niches (finance: $0.05-$0.07 vs. comedy: $0.01-$0.02)
- Check brand deal premiums (finance creators charge 2-3x more per follower)
- Consider hybrid niches (e.g., "funny finance tips" gets better rates than pure comedy)
- Weigh earning potential against your genuine interest and expertise
5. Track Changes Over Time
Creator economy rates fluctuate. Revisit benchmarks quarterly to ensure your rates stay competitive and your optimization efforts are working.
Quarterly Review Checklist:
- Compare current month RPM to previous quarter (improving or declining?)
- Check if brand deal rates have shifted industry-wide (raise/lower your rate card)
- Review new high-performing niches emerging in the data
- Adjust strategy based on seasonal trends (Q4 has higher ad spend)
Common Data Interpretation Mistakes
Even with accurate data, creators often misinterpret benchmarks or apply them incorrectly. Avoid these common pitfalls:
Mistake 1: Using Average Instead of Median
Wrong: "The average brand deal rate is $5,000, so I should charge that."
Right: "The median is $2,500 (50th percentile), so I'll price around there and adjust based on my metrics."
Averages are skewed by mega-influencers earning $50K-$100K per post. Median represents the typical creator rate, which is more applicable to most accounts.
Mistake 2: Ignoring Follower Quality
Wrong: "I have 100K followers, so I can charge 100K × $0.15 = $15,000."
Right: "I have 100K followers but 2% engagement (below average), so I'll price at the lower end of the range: 100K × $0.10 = $10,000."
Follower count without engagement context is meaningless. Adjust your rate based on engagement quality (see engagement benchmarks page).
Mistake 3: Comparing Across Different Time Periods
Wrong: "I earned $0.05 RPM in December but only $0.03 in February—my content quality dropped!"
Right: "December is Q4 peak season (+25-40% RPM). February is Q1 low season. My RPM is actually consistent when accounting for seasonality."
Always compare year-over-year (same month) or account for seasonal advertiser budget fluctuations (see RPM trends section).
Mistake 4: Assuming Geography Doesn't Matter
Wrong: "Finance creators earn $0.05 RPM, but I'm only getting $0.015 in the same niche—what am I doing wrong?"
Right: "I checked my analytics: 80% of my viewers are from India/Philippines (0.2x multiplier). My US-adjusted RPM would be $0.015 ÷ 0.2 = $0.075, which is actually above benchmark."
Viewer location is one of the biggest RPM factors. Check your TikTok analytics to see where your traffic comes from before assuming you're underperforming.
Mistake 5: Chasing Rates Without Considering Volume
Wrong: "Finance has $0.05 RPM and comedy has $0.012 RPM, so I'll switch to finance."
Right: "My comedy videos get 500K views consistently. Finance content might only get 50K views while I build expertise. 500K × $0.012 = $6 vs. 50K × $0.05 = $2.50. I'll stay in comedy."
Total earnings = RPM × Views. A low-RPM niche with high views can beat a high-RPM niche with low views. Don't sacrifice volume for rate unless you can maintain views.
Important: Data Limitations & Disclaimers
These are benchmarks, not guarantees. Your actual earnings will vary based on factors we cannot control: content quality, audience demographics, posting consistency, algorithm performance, seasonal trends, and negotiation skills.
What This Data Can Do:
- Provide median ranges for rate setting
- Help identify if you're significantly underpaid
- Guide niche selection decisions
- Support negotiations with objective benchmarks
What This Data Cannot Do:
- Predict your exact earnings
- Guarantee brands will accept your rates
- Replace personalized calculations
- Account for individual circumstances
Data Sources: Aggregated from 1,000+ creator surveys, public earnings disclosures, influencer platform reports, and TikTok Creator Marketplace rate cards. Last updated January 2025. For personalized estimates based on your specific metrics, use our earnings calculators.
Calculate Your Personalized Rates
Use these benchmarks with our calculators to get custom estimates for your account
Frequently Asked Questions
Frequently Asked Questions
Related Guides & Resources
How to Make Money on TikTok
Complete guide to all monetization methods and realistic earnings expectations
How to Price Brand Deals
Step-by-step framework for setting competitive sponsorship rates
TikTok Niche Selection Guide
Choose a profitable niche that matches your interests and expertise
Increase Creator Fund Earnings
12 proven strategies to boost your RPM and total monthly income