Create high quality UGC - Try Showcase for free
If you’re here looking for the latest influencer fees, we won’t woo you with marketing fluff.
TL;DR - Influencer Rate Sheet:
*Note: These numbers are just ballpark figures. The actual rates depend on multiple factors, not just macro vs. micro-influencers.
You’ll want to read this because we have plenty of examples and math to make this more fun.
Let’s begin.
What Is an Influencer Rate Sheet?
An influencer rate sheet, aka blogger rate sheet or ad rate sheet, is a document outlining fees for:
- Individual products/services that influencers offer companies
- Potential packages
A professional-looking influencer rate sheet also includes:
- A short description of the content creator and the services they offer
- Stats about that influencer’s target audience: number of followers, demographic, engagement rate, and reach
- Examples of potential deliverables
- Data about former partnerships
- Contact details, such as email address
Here’s a good example:
Average Influencer Rates by Platform
The social media platform affects the content price because each channel has different reach, engagement rates, and conversion rate. Your influencer marketing cost will also vary according to the influencer tier and type of posts. Let’s review your budget expectations according to these variables:
Instagram Influencer Pricing
If you’re considering hiring Dwayne The Rock Johnson, be prepared to fork out $1.5 million. Per post.
But if you’re not aiming that high, you can use two formulas to figure out your Instagram budget:
- Flat fee: $100 for every 10,000 followers per post + extra expenses (travel, usage rights, props, etc.)
To make it easier on your math, divide the number of followers by 100 and get that creator’s rate. That’s why Influencer Marketing Hub claims these are the baseline costs in your influencer rate sheet:
- Nano - influencers (1,000 - 10,000 followers): $10 - $100 per post
- Micro - influencers (10,000 - 50,000 followers): $100 - $500 per post
- Mid - tier influencers (50,000 - 500,000 followers): $500 - $5,000 per post
- Macro - influencers (500,000 - 1,000,000 followers): $5,000 - $10,000 per post
- Mega - influencers (1,000,000+ followers): $10,000+ per post
Pro tip: This formula is based on your potential exposure, so use it if your goal is to create awareness.
Take, for example, this nano content creator:
Irene has 8,353 followers at the time of this writing. So, if you follow the formula above, her rate card may show $83.53 for each post.
Her influencer post rates may include additional costs:
- The price for each product you send
- Travel tickets if you plan a photo shoot in an exotic location
- Other props
- Engagement-based fee: Engagement rate per post + extra costs + extra factors
Pro tip: This formula is better for engagement and conversion campaigns when you want to see actual results from your influencer.
Using inBeat’s intuitive Instagram engagement rate calculator, you can see Irene’s engagement rates for each post, including the one you potentially sponsor:
Note: The numbers above account for just the number of comments and likes. But you can also include the number of views too.
For example, a post with 82 likes and no comments renders an engagement rate of 1%.
But if you also include the 956 plays, the engagement rate becomes 12.42%.
So if you pay this influencer per engagement results and use the formula above, your budget is $12.42 plus any other products, props, or travel expenses.
Let's see how the type of post affects the average costs on your influencers' rate cards:
- Instagram story: Recent average views x $0.06
- Instagram story with swipe-up (best for conversions and increased visits): Recent average views x $0.06 + 3-10% of your product’s cost for each swipe-up
- Instagram story AMA (ask me anything): Recent average views x $0.06 plus the influencer’s hourly rate
- Brand takeover: Add all the rates for each post or story + the creator’s hourly fee
- Affiliate marketing: 5-30% depending on the products being sold
Here’s an example:
Fitness influencer Stephanie Anneliese Rose has created an Instagram story with a link to a clinic performing vitamin and peptide shots.
There’s no way to see someone else’s story views, but the rule of thumb is 10-15% of followers watch these Instagram stories.
And since Stephanie Anneliese Rose currently has a community of 456,000 followers, you can infer that at least 45,600 people have seen this story.
In the world of influencer marketing, using an infographic maker can be a game-changer, allowing you to visually communicate your brand's message effectively.
You can also notice that a peptide shot (yes, amino acids are peptides) by Alive | Well costs $30-$40:
Now, let’s say that 1,000 people have clicked on the link.
Price of this story: $0.06 x number of views + (product price x 0.03) x number of swipes
Math it all up to this:
$0,06 x 45,600 + ($30 x 0.03) x 1000 = $2,736 + 900 = $3,636
TikTok Influencer Pricing
TikTok is a unique platform because TikTok posts have increased exposure.
TikTok’s algorithm doesn’t show videos just to people following a particular creator. The algorithm shows these clips to a large number of people based on their interests.
That’s why TikTok posts are three times more expensive than Instagram posts.
Shopify suggests these average influencer earnings per post:
- Nano-influencers (1,000 - 10,000 followers): $800 per post
- Micro-influencers (10,000 - 50,000 followers): $1,500 per post
- Mid-tier influencers (50,000 - 500,000 followers): $3,000 per post
- Macro-influencers (500,000 - 1,000,000 followers): $5,000 per post
- Mega-influencers (1,000,000+ followers): $7,000+ per post
Shopify also suggests using this formula:
CPM (cost per thousand) = (Average number of views, likes, and comments based on the last five TikTok pieces) / cost of content
Let’s see how that looks in real life:
In this TikTok clip, you see mega-influencer Magno Scavo promoting a pair of pants and a coat from PuroEGO.
This fashion influencer has 10 million followers at the time of this writing.
That means this post costs at least $7,000. Let’s be generous and offer him a $10,000 fee. On us.
Let’s apply the formula above:
CPM (cost per thousand) = (Average number of views, likes, and comments based on the last five TikTok pieces)/ cost of content
Let’s use this free and in-depth TikTok engagement rate calculator to make Mathing easier.
This shows you an average number of:
- 1,990,000 views
- 109,000 likes
- 470 comments
Add these numbers for a grand total of 2,099,470 impressions. Divide that by 10,000 (the cost of this content), and you get a CPM of $209.94.
Note: Your influencer rate sheet can look completely different depending on the type of TikTok posts, the influencer’s country, video length, the creativity involved, and more.
Statista shows much lower prices for TikTok creators:
But Statista quotes a worldwide average, which explains the decrease in influencer fees.
Influencer Marketing Hub shows different calculations as well:
- Nano-influencers: $5-$25
- Micro-influencers: $25-$125
- Mid-tier influencers: $125-$250
- Macro-influencers: $250-$1,250
- Celebrity influencers: $1,250+
YouTube
YouTube remains a solid platform, considering this social channel boasts 2.514 billion users, with a 98% penetration rate in some countries. It’s also the third most downloaded app of 2022.
Here’s what InfluencerMarketingHub tells us about the costs of a YouTube post:
- Nano-influencers: $20-$200
- Micro-influencers: $200-$1,000
- Mid-tier influencers: $1,000-$10,000
- Macro-influencers: $10,000-$20,000
- Mega-influencers: $20,000+
On the other hand, Statista claims that a YouTube nano-influencer will require, on average, $207 per post, while a mega-influencer asks $3,670.
But here’s how much some brands have actually spent on YouTube. The costs below are for the fourth quarter of 2022 in the US and Canada:
Do these budgets take into account just the influencers’ following sizes?
Statista tells us that the price of sponsored YouTube videos may depend on the number of views as well:
“The average minimum price of a sponsored YouTube video with more than one million views was 2,500 US dollars in 2022. The average minimum price of a sponsored video with 500 thousand to one million views was 1,105 US dollars, while the average maximum price was 16,234 US dollars.”
Let’s see an example:
Lydia Elise Millen is a macro-influencer with 966,000 YouTube subscribers at the time of this writing. This hour-long real-time shopping video currently has 139,000 views.
Based on her follower size, Lydia could ask for at least $10,000 for this video. Based on her current views, she could go up to $16,000.
Does this stack up to all the previous sources?
According to Statista, the minimum price these brands could negotiate based on the views is $1,100.
Add to this her hourly fee, transport expenses, editing, and other materials. Also, add the value she would bring if 1% of those 139,000 viewers buy the products she recommends.
If you do the Math, Lydia is entitled to at least $10,000 for this post.
Let’s go back to InfluencerMarketingHub and see their numbers:
- Nano-influencers: $2-$20
- Micro-influencers: $20-$100
- Mid-tier influencers: $100-$1,000
- Macro-influencers: $1,000-$2,000
- Mega-influencers: $2,000+
Of course, these prices also depend on:
- Creators’ countries
- Engagement rate
- The work that goes behind each post
- The product’s cost
This time, Statista agrees with the average fee for nano-influencers but repays other influencers much less. According to Statista, the maximum price climbs to $126 for influencers with over 25,000 followers:
“During a 2021 survey carried out among influencers from Canada, the United Kingdom, and the United States, it was found that a Twitter influencer with under five thousand followers expected to receive a compensation of around 56 US dollars per post on average. Influencers with more than 25 thousand followers required remuneration of 126 US dollars per post.”
In turn, IZEA claims the average cost of a Twitter campaign is $1,643.
Based on these numbers, the post below is worth at least $100, considering that QTCinderella has 494,768 followers at the time of this writing:
InfluencerMarketingHub is our go-to source again:
- Nano-influencers: $25-$250
- Micro-influencers: $250-$1,250
- Mid-tier influencers: $1,250-$12,500
- Macro-influencers: $12,500-$25,000
- Mega-influencers: $25,000+
Statista claims that Facebook nano-influencers ask an average price of $170 per post, while those with over 25,000 followers earn $266.
Again, this fee depends on more than just the follower count. Facebook Stories can be less expensive than Facebook posts because they’re visible just for 24 hours.
In-depth Facebook reviews with shoppable links also cost more than mere sponsored mentions.
And the level of engagement increases the fee you pay considerably.
Let’s see this example:
Organized Chaos is Audrey’s page, an influencer with currently 421,000 followers. The reel above has 362 impressions apart from the views.
Note: The Christmas decoration costs just $45, so it’s not expensive.
All things considered, a corresponding minimum fee of $250 would suit this post well enough.
Snapchat
Snapchat influencer rates are typically judged by the number of views, not followers. Business of Apps offers the following numbers:
- 1,000-5,000 views: $500
- 5,000-10,000 views: $1,000-$3,000
- 10,000-20,000 views: $3,000-$5,000
- 30,000-50,000 views: $5,000-$10,000
- 50,000-100,000 views: $10,000-$30,000
- Over 100,000 views: Over $30,000
Business of Apps also notes that micro-influencers ask for $2-$20 per 1,000 followers. Larger influencers may request $11-$25 for every 1,000 followers.
Let’s crunch some numbers:
- Nano influencers (1,000 - 10,000 followers): $2 - $400 per post
- Micro influencers (10,000 - 50,000 followers): $20 - $1,000 per post
- Mid-tier influencers (50,000 - 500,000 followers): $550 - $12,500 per post
- Macro influencers (500,000 - 1,000,000 followers): $5,500 - $25,000 per post
- Mega influencers (1,000,000+ followers): $11,000+ per single post
What Goes into an Influencer Rate Sheet
If you have read so far, you already know some factors affecting your influencer’s fee. But let’s summarize the elements that should go into your influencer rate sheet:
Usage Rights
Using sponsored content on other social media channels entails an extra fee. But a transfer of copyrights forever increases the overall cost.
Exclusivity Clauses
If your creator cannot accept sponsored deals from other brands, you should offer a raise to mitigate these lost potential deals.
Cross-Posting
Posting this content on other platforms increases the overall pay. But to maximize your influencer marketing budget, charge a package deal.
Niche
Access to an exclusive niche is more expensive, especially for more high-tech, luxury products or services. For example, a nano-influencer posting about Rolexes is more costly than one posting about hand cream.
Professional Assistance
Hiring photographers, videographers, and other professionals leads to premium fees. Even without professional assistance, polished content is more expensive than raw posts.
Native is one of our UGC examples that move the needle. This brand asked specifically for creators that can produce stylish, high-quality content pieces like this:
And although typically, this Instagram content is much cheaper than a TikTok post, some TikTok videos may be easier to create.
Side note: That’s probably why InfluencerMarketingHub posts lower rates for TikTok influencers than Shopify. However, Shopify may rest its data on the length and creativity behind the content produced for TikTok.
Agency
If your influencer works with an agency, you might need to include this fee in your calculations.
Campaign Size
A longer influencer marketing campaign involving more content entails a larger budget. Remember to include:
- The period of time
- Content creation timeline with budgets
- The number of deliverables
- The type of deliverables
Content Type
Some types of content are more expensive because they take more time and resources:
- Shoutouts: The most affordable because they don’t take much effort.
- Sponsored content: This content is less expensive if there’s a mere mention, according to a brief. But sponsored content can be pricey, too, if the creator produces an in-depth review.
- Giveaways: A giveaway can be less expensive than sponsored content if it’s easier to create the post.
- Platform takeovers: These collaborations cost the most because you allow the creator to post on your behalf. As such, the influencer does more planning and creative work and also puts in more hours. Take into account their hourly rate when writing the influencer contract.
- Affiliate marketing: Depending on the platform and your product’s cost, this tactic costs 3-30% of the sold products.
- Product seeding: These types of influencer partnership can cost just the price of the gifts you send.
- Brand ambassador: Brand ambassadors may support your brand without asking for any fee per post. But ambassadors are still expensive if you consider the cost of exclusive perks, products, and events.
- Link in bio: Creators may charge extra for this because it increases your exposure and traffic.
What Influencer Marketing Budget Should You Have?
A typical influencer marketing budget ranges from $5,000 to $10,000.
But many factors come into play, affecting your campaign’s final cost.
As a rule of thumb, prepare $10-$20 for every 1,000 followers or $100 to $750 per 1,000 impressions. These numbers depend on your platform, product, props, and all the other variables outlined above.
Pro tip: There’s a way to maximize your influencer budget.
Find highly engaged influencers with lots of experience and professional behavior. Use our free platform inBeat.co, plus the other tools we showed you in this article.
Alternatively, let’s schedule a free call to discuss your strategy and see how we can optimize your influencer marketing costs.