How Much to Charge for TikTok Sponsorships
Complete pricing guide with formulas, benchmarks, and negotiation strategies
Pricing Formula
Base Rate = (Followers ÷ 1,000) × $10-$20
Then multiply by engagement multiplier, niche factor, and deliverables
Example: 50K followers
50 × $15 = $750 base rate per post
Example: 200K followers
200 × $15 = $3,000 base rate per post
Example: 1M followers
1,000 × $15 = $15,000 base rate per post
Industry Benchmark Rates by Follower Count
| Tier | Followers | Per Post | 3-Post Package |
|---|---|---|---|
| Nano | 1K - 10K | $50 - $250 | $100 - $500 |
| Micro | 10K - 50K | $250 - $1,000 | $500 - $2,500 |
| Mid-Tier | 50K - 100K | $1,000 - $2,500 | $2,500 - $6,000 |
| Macro | 100K - 500K | $2,500 - $10,000 | $6,000 - $25,000 |
| Mega | 500K - 1M | $10,000 - $25,000 | $25,000 - $60,000 |
| Celebrity | 1M+ | $25,000 - $100,000+ | $60,000 - $250,000+ |
Rate Adjustment Factors
Charge MORE for:
- Engagement rate 5%+ (add 20-50%)
- High-value niche: finance, tech, B2B (add 30-100%)
- Exclusivity clause (add 50-100%)
- Spark Ads usage rights (add 50-100%)
- Multi-platform bundle (TikTok + IG + YouTube)
- Rush delivery (add 25-50%)
- Proven conversion rates/ROI
- Premium audience demographics (high income, decision-makers)
Charge LESS for:
- Low engagement (subtract 20-40%)
- General entertainment niche
- First-time client (offer discount for portfolio building)
- Long-term partnership (volume discount)
- Products you genuinely love (authentic endorsement)
- Nonprofit/charitable causes
Frequently Asked Questions
Advanced Pricing Strategies
Package-Based Pricing
Create tiered packages that provide value to brands while maximizing your earnings:
Basic Package ($X)
- • 1 TikTok video (15-60s)
- • In-video product integration
- • Basic hashtag inclusion
- • 48-hour posting timeline
- • 30 days content rights
Pro Package ($X × 2.5)
- • 1 TikTok video + 2 Stories
- • Dedicated product review
- • Custom hashtag creation
- • 24-hour posting timeline
- • 90 days content rights
- • Performance report included
Premium Package ($X × 4)
- • 3 TikTok videos + 5 Stories
- • Cross-platform promotion
- • LIVE stream mention
- • Spark Ads authorization
- • 12 months content rights
- • Detailed analytics report
- • 2 revisions included
Strategy Tip: Most brands choose the middle "Pro" package when presented with 3 options. Price it at your ideal rate point.
Niche-Specific Pricing Multipliers
High-Value Niches (Charge 2-5× base rate):
- Finance & Investing: Highly educated, high-income audience
- B2B/Professional: Decision-makers with budgets
- Healthcare/Medical: Regulated industry, premium positioning
- Real Estate: High-ticket sales, valuable leads
- Technology/SaaS: High customer lifetime value
- Luxury/High-end: Affluent target demographics
Standard Niches (Base rate):
- Beauty & Skincare: High engagement but saturated
- Fashion & Style: Good conversion but competitive
- Food & Cooking: Broad appeal, moderate pricing power
- Fitness & Health: Engaged audience, varied budgets
- Home & DIY: Practical audience, reasonable budgets
- Travel & Lifestyle: Aspirational content, mixed budgets
Usage Rights and Licensing Fees
Don't give away usage rights for free. Here's how to price additional usage:
Spark Ads Authorization
What it is: Allows brands to boost your organic content as paid ads
Pricing: 1.5-3× your base rate (significant additional value)
Why charge more: Extended reach, prolonged campaign life, association with paid advertising
Example: $2,000 base rate + $3,000 Spark Ads = $5,000 total
Content Repurposing Rights
Website/Email Use:
+25% of base rate
Other Social Platforms:
+50% of base rate
Television/Billboard:
+100-300% of base rate
Exclusivity Clauses
Category Exclusivity (30 days): +50% of base rate
Category Exclusivity (90 days): +100% of base rate
Full Exclusivity: Negotiate case-by-case, typically 2-5× base rate
Negotiation Strategies and Scripts
When Brands Ask for Lower Rates
Script 1: Value-Based Response
"I understand budget constraints. Let me share why my rate reflects the value: My audience has a 4.8% engagement rate (industry average is 1.9%), and my last 3 brand partnerships generated an average of 127 comments and 15,000+ views. Let's discuss what deliverables we can adjust to meet your budget while maintaining quality."
Script 2: Package Adjustment
"My full package is $X, but I can create a modified version for your budget. For $Y, I can offer [reduced deliverables]. This maintains the quality you need while fitting your budget. Would this work better?"
Script 3: Future Partnership Door
"I appreciate you thinking of me. My current rates are $X because of [specific reasons]. If you have flexibility in the timeline, I could potentially work within your budget for a Q1 campaign when my schedule opens up."
Rate Increase Communication
How to professionally inform existing clients about rate increases:
Email Template for Rate Increase
Subject: Updated Partnership Rates - Effective [Date]
Hi [Brand Manager],
I hope this email finds you well. I wanted to reach out personally to let you know about some updates to my partnership rates that will take effect [30-60 days from now].
Over the past year, my audience has grown by [X%] and my engagement rates have increased to [X%]. My recent campaigns have been generating exceptional results, with [specific metric improvements].
To reflect this growth and the increased value I'm providing, my new rates will be:
• [New rate structure]
I value our partnership and would love to continue working together. If you have any questions or would like to discuss upcoming campaigns, please let me know.
Best regards,
[Your name]
Red Flags: When to Walk Away
Immediate Red Flags:
- • Asking for "exposure" instead of payment
- • Requiring exclusive rights without premium pay
- • Demanding content ownership/buyout
- • Unclear payment terms or delays
- • Asking for multiple revisions without limit
- • Requesting you pay for products to review
Proceed with Caution:
- • First-time brand with no case studies
- • Extremely tight deadlines without premium pay
- • Vague campaign objectives or expectations
- • Request to post without disclosure
- • Pressure to agree immediately
- • Payment only after performance metrics
Building Your Media Kit
Essential Media Kit Components
Page 1: Overview
- • Professional headshot and bio (2-3 sentences)
- • Current follower count and growth rate
- • Average engagement rate (last 30 posts)
- • Content categories and niche focus
- • Contact information and response time
Page 2: Audience Data
- • Age demographics breakdown
- • Top geographic locations (countries/states)
- • Gender distribution
- • Peak activity times
- • Audience interests and behaviors
Performance Metrics to Highlight
Engagement Metrics
- • Average likes per post
- • Comments per post
- • Share/save rates
- • Story completion rates
- • LIVE stream attendance
Reach & Impressions
- • Average video views
- • Monthly reach growth
- • Hashtag performance
- • Cross-platform reach
- • Viral content examples
Business Results
- • Click-through rates
- • Conversion examples
- • Brand mention lift
- • User-generated content
- • Client testimonials
Rate Sheet Template
*Rates effective [Date]. Usage rights and exclusivity priced separately.