TikTok vs Instagram brand deals is one of the most consequential pricing decisions creators face in 2026, with Instagram commanding 40-65% higher rates at most follower tiers despite TikTok delivering nearly double the organic reach per post. The gap reflects fundamentally different audience economics: Instagram's older, higher-income user base converts better for brands, while TikTok's viral reach offers unmatched awareness. Understanding exactly how these rates differ — by follower count, niche, and deliverable type — is essential for any creator negotiating partnerships on either platform.
Quick Comparison
Here is how TikTok and Instagram brand deal rates compare across the key dimensions that determine what creators get paid in 2026:
| Metric | TikTok | |
|---|---|---|
| Avg. Rate per Post (50K followers) | $400 – $800 | $600 – $1,200 |
| Avg. Rate per Post (500K followers) | $3,500 – $8,000 | $5,000 – $12,000 |
| Rate Premium vs. Other Platform | Baseline | +40-65% higher |
| Avg. Engagement Rate | 4.07% | 1.48% |
| Audience Purchase Intent | Moderate | High |
| Brand Deal Volume (annual offers) | Higher frequency, lower value | Lower frequency, higher value |
| Most Common Deliverable | In-feed video (15-60s) | Reel + Story bundle |
| Typical Usage Rights Period | 30 days | 60-90 days |
| Exclusivity Premium | +15-25% | +20-35% |
| Attribution Tools | TikTok Pixel, Shop links | Instagram Shopping, branded content tags |
| Fastest-Growing Niche | Finance, tech | Wellness, home decor |
The data makes the tradeoff clear: TikTok creators receive more brand deal offers on average but at lower per-deal rates, while Instagram creators command premium pricing but compete in a more saturated influencer marketplace. The total annual revenue from brand deals alone can be comparable between platforms — it depends on volume versus value.
For a broader look at how these platforms compare across all revenue streams, see our full creator platform comparison.
Use the Brand Deal Rate Calculator to estimate your specific rate on each platform based on your follower count, engagement rate, and niche.
By Follower Tier Deep Dive
Brand deal rates scale with follower count on both platforms, but the gap between TikTok and Instagram widens at higher tiers. Here is a detailed breakdown of average per-post rates in 2026:
Nano creators (1K - 10K followers):
| Deliverable | TikTok Rate | Instagram Rate | Instagram Premium |
|---|---|---|---|
| Single in-feed video/Reel | $50 – $150 | $75 – $250 | +50-67% |
| Video + Story mention | $80 – $200 | $125 – $350 | +56-75% |
| UGC-style content (brand owns) | $100 – $250 | $150 – $350 | +40-50% |
Nano creators represent the fastest-growing segment of the influencer market. Brands increasingly value micro-audiences for their trust and high engagement rates. On TikTok, nano creators average 8-12% engagement rates, which partially offsets the lower per-post pricing. Instagram nano creators average 3-5% engagement but reach audiences with higher purchasing power.
Micro creators (10K - 50K followers):
| Deliverable | TikTok Rate | Instagram Rate | Instagram Premium |
|---|---|---|---|
| Single in-feed video/Reel | $200 – $500 | $300 – $800 | +50-60% |
| Video + Story bundle | $300 – $700 | $500 – $1,100 | +57-67% |
| Series (3 posts) | $500 – $1,200 | $800 – $2,000 | +60-67% |
At the micro tier, the rate gap starts to widen because Instagram's attribution tools become more valuable. Brands running Instagram campaigns can track clicks through shopping tags, branded content partnerships, and affiliate links with higher precision than TikTok currently offers.
Mid-tier creators (50K - 500K followers):
| Deliverable | TikTok Rate | Instagram Rate | Instagram Premium |
|---|---|---|---|
| Single in-feed video/Reel | $500 – $3,500 | $800 – $5,000 | +43-60% |
| Video + Story + Feed post | $800 – $5,000 | $1,500 – $8,000 | +60-88% |
| Campaign package (monthly) | $2,000 – $10,000 | $3,500 – $16,000 | +60-75% |
Mid-tier is where the Instagram premium becomes most pronounced. Brands allocate larger budgets to Instagram campaigns because the platform's multi-format ecosystem (Reels, Stories, Feed posts, Broadcast Channels) allows creators to touch audiences across multiple surfaces within a single partnership.
Macro creators (500K - 1M followers):
TikTok rates range from $3,500 to $8,000 per post, while Instagram rates run $5,000 to $12,000. The premium holds at roughly 43-50%.
Mega creators (1M+ followers):
TikTok rates range from $8,000 to $25,000 per post, while Instagram rates run $10,000 to $35,000. At this tier, individual negotiation and audience quality metrics matter more than platform averages. Creators with highly engaged, niche-specific audiences can command rates well above these benchmarks on either platform.
To calculate a personalized rate based on your exact metrics, the engagement rate calculator helps you benchmark your performance, which directly influences brand deal pricing.
By Niche Deep Dive
Niche selection impacts brand deal rates as much as follower count. Some verticals command dramatically different premiums depending on the platform:
| Niche | TikTok Avg. Rate (100K followers) | Instagram Avg. Rate (100K followers) | Instagram Premium | Notes |
|---|---|---|---|---|
| Beauty/Skincare | $1,200 – $2,800 | $2,000 – $4,500 | +60-67% | Instagram's visual polish suits beauty content |
| Fashion | $1,000 – $2,500 | $1,800 – $4,200 | +68-80% | Instagram Shopping drives direct conversion |
| Finance/Business | $1,500 – $3,500 | $2,000 – $4,000 | +14-33% | TikTok's fintech audience is highly engaged |
| Food/Cooking | $800 – $2,000 | $1,200 – $3,000 | +50% | Both platforms perform well for food content |
| Fitness/Health | $1,000 – $2,200 | $1,500 – $3,500 | +50-59% | Instagram's lifestyle audience converts well |
| Tech/Gaming | $1,200 – $3,000 | $1,400 – $3,200 | +7-17% | Smallest gap — TikTok's tech audience is strong |
| Travel | $900 – $2,200 | $1,500 – $3,800 | +67-73% | Instagram's aspirational aesthetic wins |
| Parenting/Family | $800 – $1,800 | $1,200 – $2,800 | +50-56% | Instagram demographics skew toward parents |
| Comedy/Entertainment | $700 – $1,800 | $800 – $2,000 | +11-14% | TikTok's viral potential nearly closes the gap |
Key niche insights:
- Fashion and travel show the largest Instagram premiums because these niches depend heavily on visual aesthetics and direct shopping integration — both areas where Instagram excels.
- Finance and tech show the smallest premium gaps. TikTok's audience is highly receptive to financial and technology content, and brands in these verticals value TikTok's superior reach over Instagram's attribution tools.
- Comedy and entertainment is the one niche where TikTok rates nearly match Instagram. Brands sponsoring entertainment creators prioritize impressions and awareness over direct conversion, which plays to TikTok's strength.
The TikTok earnings calculator factors in niche-specific RPM differences, giving you a more accurate picture of total earning potential beyond brand deals alone.
Side-by-Side Analysis
Negotiation Dynamics
The negotiation process differs significantly between platforms:
TikTok brand deal negotiations tend to be faster and more volume-driven. Brands approach TikTok creators for quick-turnaround campaigns, often tied to trending moments or product launches. Typical negotiation timeline is 3-7 days from outreach to signed contract. Creators have less leverage on usage rights because TikTok content is inherently shareable and repurposable.
Instagram brand deal negotiations are more formal and longer-cycle. Brands invest more in Instagram campaigns, which means larger budgets but also more complex contracts. Typical negotiation takes 7-21 days and often involves multiple content formats, approval rounds, and detailed performance guarantees. Instagram creators have stronger leverage on exclusivity clauses because brands view Instagram partnerships as premium placements.
Rate negotiation leverage by platform:
| Negotiation Factor | TikTok Creator Leverage | Instagram Creator Leverage |
|---|---|---|
| Engagement rate above benchmark | Strong (+20-30% rate increase) | Moderate (+10-20% rate increase) |
| Proven viral track record | Very strong (+30-50%) | Moderate (+15-25%) |
| Niche audience alignment | Moderate | Strong (+25-40%) |
| Content exclusivity | Weak (hard to enforce) | Strong (+20-35% premium) |
| Usage rights (whitelisting) | +15-25% | +25-40% |
| Long-term partnership discount | -10-15% per post | -15-20% per post |
Brand Preferences in 2026
Brands are not choosing one platform over the other — they are allocating budgets differently based on campaign objectives:
- Awareness campaigns (product launches, seasonal pushes): 60% of budget goes to TikTok, 40% to Instagram. Brands value TikTok's viral potential for top-of-funnel reach.
- Conversion campaigns (direct sales, app installs): 35% to TikTok, 65% to Instagram. Instagram's shopping infrastructure and audience purchase intent drive this split.
- Brand-building campaigns (long-term ambassadorships): 30% to TikTok, 70% to Instagram. Instagram's polished aesthetic and multi-format storytelling better serve brand narrative.
Understanding how platform algorithms affect content distribution is critical for creators positioning themselves to brands — demonstrating algorithmic fluency signals professionalism in brand negotiations.
Deliverable Type Comparison
The type of content deliverable affects pricing differently on each platform:
- Standard in-feed video/Reel: The baseline deliverable on both platforms. TikTok videos tend to be shorter (15-60 seconds) while Reels average 30-90 seconds.
- Story integration (Instagram only): Adding Instagram Stories to a deal increases rates by 25-40%. Stories offer swipe-up links and direct product tagging, which brands value for conversion tracking.
- TikTok LIVE mention: Adding a live stream mention to a TikTok deal increases rates by 15-30%. Live mentions feel authentic but are harder to guarantee performance.
- Content series: Multi-post campaigns command 2.5-3.5x the single-post rate on both platforms, with Instagram series priced 15-20% higher than equivalent TikTok series.
Which Is Better
The TikTok vs Instagram brand deals comparison does not produce a single winner — but it does produce clear guidance based on your situation.
TikTok brand deals are better if:
- You are growing quickly and want to monetize momentum before your audience stabilizes. TikTok brands move fast and value growth trajectories.
- Your strength is viral, authentic content that resonates with younger demographics. Brands targeting Gen Z allocate more budget to TikTok.
- You prefer high-volume, lower-commitment partnerships. TikTok brand deals are typically simpler contracts with faster turnaround.
- You are in the finance, tech, or entertainment niches where the rate gap is smallest and TikTok's audience engagement is a genuine competitive advantage.
Instagram brand deals are better if:
- You have a polished, aesthetic content style that aligns with brand campaigns. Instagram's visual culture commands premium rates.
- Your audience skews 25+ with disposable income. Brands pay more when the audience converts.
- You want fewer, higher-value partnerships. Instagram's premium rates mean you can earn more with less content output.
- You are in fashion, beauty, or travel where the Instagram premium is largest (60-80% above TikTok rates).
The optimal strategy: negotiate on both platforms. Creators who actively pitch brand deals on both TikTok and Instagram earn 55-75% more annually from sponsorships than single-platform creators. Use TikTok deals for volume and audience growth, and Instagram deals for premium revenue. Many brands now offer cross-platform packages — a TikTok video plus an Instagram Reel and Story — at rates 30-40% higher than single-platform deals.
For more on maximizing creator revenue, explore our monetization guide for strategies across all income streams. Review additional platform comparison data to understand how brand deal income fits into your total earnings picture, and check the multi-platform earnings calculator to project combined revenue.
Use the Calculator to Compare
Knowing the average rates is useful, but your actual brand deal value depends on your specific metrics — follower count, engagement rate, niche, and content quality. The Brand Deal Rate Calculator provides personalized rate estimates for both TikTok and Instagram based on your profile.
How to use the calculator effectively:
- Enter your current follower count on each platform.
- Input your average engagement rate (use the engagement rate calculator if you are unsure of your benchmark).
- Select your primary niche to factor in category-specific rate adjustments.
- Review the suggested rate range for different deliverable types.
The calculator uses the same rate benchmarks outlined in this comparison, adjusted for your individual metrics. Creators with above-average engagement rates will see rate suggestions toward the higher end of each range, reflecting the premium that brands place on genuine audience connection.
For creators just starting to pursue brand deals, our creator growth guide covers the audience-building fundamentals that make brand partnerships possible, and the RPM calculator helps you understand how platform payments compare to sponsorship income at your current scale.