TikTok Brand Deal Rates by Follower Count
2025 pricing benchmarks: See what creators charge at every follower tier—from 1K to 1M+
How Brand Deal Rates Are Determined
TikTok brand deal rates aren't random—they're calculated based on a creator's influence value to advertisers. This value is determined by four primary factors: follower count (reach), engagement rate (audience quality), niche (advertiser demand), and content quality (production value and authenticity).
Unlike traditional advertising where brands pay per impression, influencer marketing operates on a relationship-based model. Creators aren't just ad space—they're trusted voices who can drive genuine purchase intent. This is why a nano-influencer with 5,000 highly engaged followers can sometimes deliver better ROI than a mega-influencer with 5 million passive followers.
The benchmark rates on this page represent median market rates compiled from thousands of brand partnerships across the TikTok creator economy (January 2025 data). These rates serve as your starting point for negotiations, but your actual rate should be customized based on your specific metrics, deliverables, and value proposition.
Why rates vary so much: A finance creator with 50K followers might charge $3,000 per post, while a dance creator with the same following charges $800. The difference? Advertiser demand. Financial services companies pay premium rates because their customer lifetime value is $2,000-$10,000+, while dance content attracts lower-budget consumer brands.
Quick Reference: Rate Formula
Standard Pricing Formula:
Rate = Followers × $0.10 to $0.20
Example 1:
15K followers
$1,500 - $3,000
Example 2:
50K followers
$5,000 - $10,000
Example 3:
200K followers
$20,000 - $40,000
⚠️ Important: This is for baseline rates. Adjust up or down based on engagement rate, niche, deliverables, and usage rights (see sections below).
Tier Details
Brand Types
Small businesses, local brands, startups
Negotiation Power
Less room to negotiate, often bundle deals (3 posts for $300)
Real Examples
Tier Details
Brand Types
D2C brands, mid-size companies, regional campaigns
Negotiation Power
Moderate negotiating power, can request 50% upfront payment
Real Examples
Tier Details
Brand Types
National brands, established companies, agencies
Negotiation Power
Strong negotiating power, often work with manager/agent
Real Examples
Tier Details
Brand Types
Fortune 500, major consumer brands, global campaigns
Negotiation Power
Works through agents/managers, contract negotiations complex
Real Examples
Tier Details
Brand Types
Major corporations, Super Bowl advertisers, celebrity-level
Negotiation Power
Full management team, legal contracts, usage rights negotiations
Real Examples
Niche Multipliers: Adjust Your Base Rate
Your niche significantly affects rates. Apply these multipliers to your base rate:
| Niche | Rate Adjustment | Why? |
|---|---|---|
| Finance & Business | +30-50% | High-value audience, B2B deals pay premium |
| Beauty & Fashion | +30-40% | Huge advertiser demand, established influencer market |
| Health & Wellness | +20-30% | Supplement and fitness brands have large budgets |
| Technology | +20-30% | Tech products have high margins, pay well |
| Food & Cooking | 0-15% | Moderate demand, depends on production quality |
| Lifestyle & Vlog | 0-10% | Broad niche, average rates |
| Entertainment & Comedy | -10-20% | Hard to fit products naturally, lower rates |
| Gaming | -10-20% | Saturated market, many unpaid sponsorships |
Example Calculation:
Base: 30K followers × $0.15 = $4,500
Niche: Finance content (+40%)
Final Rate: $4,500 × 1.40 = $6,300 per post
Other Factors That Affect Your Rate
1. Engagement Rate
+20-50% for high engagementIf your engagement rate (likes + comments ÷ followers) is above 5%, charge 20-30% more. Above 8%? Charge 40-50% more. Engagement = actual influence.
Example: 20K followers with 7% engagement can charge same as 30K with 2% engagement.
2. Deliverables
More content = lower per-piece rateSingle video: 100% rate. 3-video package: 80% per video (240% total). Monthly (4 posts): 70% per video (280% total). Brands get volume discount, you get guaranteed income.
Example: Instead of $500 per post, offer 3 posts for $1,200 ($400 each = win-win).
3. Usage Rights
+30-100% for ad repurposingIf brand wants to run your video as paid ad (Facebook, Instagram ads), charge extra. Duration matters: 3 months = +30%, 6 months = +50%, unlimited = +100%.
Example: $500 creation + $250 usage rights (3 months) = $750 total.
4. Exclusivity
+50-100% for category exclusivityIf you can't work with competitors (e.g., can't promote other protein brands), charge double. Limit exclusivity to 3-6 months and specific category only.
Example: $1,000 non-exclusive vs. $1,500-$2,000 exclusive deal.
5. Production Complexity
+20-50% for high-effort contentSimple talking head video = base rate. Complex production (multiple locations, props, editing) = charge more for your time and effort.
Example: Product unboxing: base rate. Full recipe video with 3 locations: +30-40%.
6. Timeline
-10-20% for long-term contractsRush jobs (72-hour turnaround): charge +20%. But long-term partnerships (6-12 months): offer 10-15% discount per post in exchange for guaranteed income.
Example: 6-month deal (2 posts/month): $500/post becomes $425/post, but guaranteed $5,100 total.
Negotiation Scripts: What to Say
✅ When They Ask Your Rate:
"My rate for a single sponsored video is $[X], which includes concept development, filming, editing, and posting. I also offer package deals—for example, 3 videos for $[2.5X]. What's your budget for this campaign?"
Why this works: States your rate confidently, offers options, then asks their budget (lets you gauge if they're serious).
💬 When They Say It's Too High:
"I understand budget constraints. My rate reflects my engagement rate ([X]%), which means your brand reaches highly engaged viewers, not just passive scrollers. Would a reduced package work? For example, I could do 2 videos instead of 3 for $[Y]."
Why this works: Defends your value with data, then offers compromise (fewer deliverables, not lower rate per video).
⚠️ When They Want Free Products Only:
"I appreciate the product offer, but I currently only accept paid partnerships. My rate is $[X], or we could discuss a hybrid model: partial payment + product. Would that work for your budget?"
Why this works: Politely declines free products (unless you're under 5K followers), but leaves door open for hybrid deals.
🚫 When to Walk Away:
If they offer less than 50% of your minimum, politely decline: "I don't think we're aligned on budget for this campaign, but I'd love to work together in the future if budgets allow!"
Why this works: Preserves relationship while maintaining your value. Don't undersell—it sets bad precedent.
Understanding the Rate Calculation Formula
The CPM-Based Pricing Model
Most brand deals use a CPM (Cost Per Mille) framework, meaning brands pay per 1,000 impressions. The standard formula is: Average Views × (CPM ÷ 1,000). For TikTok, CPM typically ranges from $5-$30 depending on niche and audience demographics.
Example CPM Calculation:
• Your average video gets 200,000 views
• Brand offers $15 CPM (mid-tier beauty niche)
• 200,000 × ($15 ÷ 1,000) = 200 × $15 = $3,000
→ Your rate should be around $3,000 per sponsored video
The Follower Multiplier Method
A simpler approach is the per-follower rate: multiply your followers by $0.10-$0.20 (standard range). This method works well for accounts with consistent engagement and is easier to explain to brands unfamiliar with CPM pricing.
Conservative Rate ($0.10/follower):
Use when: New to brand deals, lower engagement (2-4%), competitive niche, or working with small brands
Example: 35K followers × $0.10 = $3,500
Premium Rate ($0.20+/follower):
Use when: High engagement (6%+), high-value niche (finance/business), established creator, or enterprise brands
Example: 35K followers × $0.20 = $7,000
Adjusting for Multiple Deliverables
When brands request multiple videos, offer volume discounts (5-20% off per additional post) to win contracts while maintaining profitability. This approach is mutually beneficial: brands get better value for multi-post campaigns, and you secure guaranteed income.
| Package | Per-Post Rate | Total Value | Discount |
|---|---|---|---|
| Single post | $1,000 | $1,000 | - |
| 3-post package | $900 | $2,700 | 10% off |
| Monthly (4 posts) | $800 | $3,200 | 20% off |
| Quarterly (12 posts) | $750 | $9,000 | 25% off (best value) |
Data Methodology & Sources
The rate benchmarks on this page are compiled from multiple authoritative sources to ensure accuracy and representativeness:
Primary Data Sources:
- 1,200+ creator surveys (anonymous earnings disclosures, Q4 2024)
- TikTok Creator Marketplace published rate cards
- Influencer marketing platform data (AspireIQ, CreatorIQ, Grin)
- Public brand deal case studies and creator interviews
Quality Controls:
- Outliers removed (extreme high/low rates excluded)
- Median ranges used (not averages, to reduce skew)
- Quarterly updates to reflect market changes
- Cross-validated against industry reports
Last Updated: January 2025. These rates reflect current market conditions and may change. We recommend checking quarterly for updates, especially during high-demand periods (Q4 holiday season typically sees 20-30% rate increases).
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