Creator rates moved again in early 2026 as brands rebalanced spend toward short video and measurable conversion. This update pulls median paid rates by platform and follower tier from a pooled sample of roughly fifteen thousand brand–creator deals negotiated primarily in 2026—so you can benchmark before you send your next media kit or rate card.
The numbers below are median-style ranges, not guarantees. Geography, niche, engagement, usage rights, and exclusivity still swing a quote by double digits either way. Treat the tables as a compass, not a contract.
When you are ready to personalize, CollabKit’s free influencer rate calculator blends followers, engagement, and platform into a starting fee you can defend in email threads.
How this sample was built
Figures aggregate anonymized deal data from influencer marketing platforms, agency rate cards, and self-reported creator invoices where deliverables were comparable (single feed posts, short-form video, or integrated YouTube segments). Outliers—celebrity deals, multi-year licenses, and pure performance comp—were excluded so the middle of the market stays visible. Bands are rounded and nudged slightly upward versus our prior annual edition to reflect sustained demand for Reels- and Shorts-style inventory.
Follower tiers we use in the tables
- Nano: 1K–10K
- Micro: 10K–100K
- Mid: 100K–500K
- Macro: 500K–1M
- Mega: 1M+
Instagram: median paid rates (USD)
Instagram pricing still splits sharply by format. Static feed posts trend lower than Reels when reach is comparable; Story bundles are often sold as add-ons unless the audience is unusually sticky. Format choice also affects organic performance—see Reels vs carousels vs single images for reach and engagement trade-offs.
| Tier | Feed post | Reel | Story set (3) |
|---|---|---|---|
| Nano | $80–$270 | $110–$375 | $45–$160 |
| Micro | $215–$860 | $320–$1,290 | $110–$430 |
| Mid | $860–$3,750 | $1,290–$6,450 | $375–$1,290 |
| Macro | $3,750–$10,700 | $5,350–$19,300 | $1,070–$3,750 |
| Mega | $10,700+ | $19,300+ | $3,750+ |
TikTok: median paid rates (USD)
TikTok deals in the sample skew toward short sponsored videos and spark-style amplification. Brands often pay a premium when they want hooks, sounds, and native pacing that feel organic—not repurposed ad cuts.
| Tier | Sponsored video | Duet / stitch add-on |
|---|---|---|
| Nano | $110–$430 | +$55–$160 |
| Micro | $375–$1,600 | +$160–$430 |
| Mid | $1,600–$8,000 | +$430–$1,290 |
| Macro | $8,000–$26,500 | +$1,070–$3,200 |
| Mega | $26,500+ | Custom |
YouTube: integrated mentions & dedicated videos (USD)
YouTube pricing is the noisiest category in the dataset because video length, production cost, and CPM context vary wildly. The ranges below focus on integrated mid-roll style reads and shorter dedicated sponsorships, not full production documentaries.
| Tier (subscribers) | Integrated mention (60–120s) | Dedicated sponsor segment |
|---|---|---|
| Nano (1K–10K) | $160–$650 | $430–$1,600 |
| Micro (10K–100K) | $650–$3,750 | $1,600–$8,600 |
| Mid (100K–500K) | $3,750–$16,000 | $8,600–$37,500 |
| Macro (500K–1M) | $16,000–$43,000 | $37,500–$96,000 |
| Mega (1M+) | $43,000+ | $96,000+ |
What moves you up or down inside the band
Follower count is only the opening chapter. In the campaign sample, the creators who consistently landed the top of each range shared a few traits:
- Engagement depth: Saves, comments, and watch time outperformed raw reach.
- Audience fit: Demos that matched the brand’s buyer—not just “USA mixed ages.”
- Clear packages: Named deliverables and revision counts, like you would on a professional rate card.
- Rights hygiene: Organic-only posts sat at the low end; paid usage and whitelisting sat at the high end.
Turn benchmarks into your next quote
Start from the tier that matches your following, then adjust for engagement and rights. If a brand pushes back, anchor the conversation on deliverables and usage windows—not on “what someone on Twitter said.” For a fuller playbook, read how much influencers should charge and how to price brand collaborations.
When your numbers are ready, publish them alongside verified stats on CollabKit so coordinators see proof and pricing in one link—the same pattern the highest-converting profiles in the sample used.
Written by Emily Johnson for the CollabKit blog. Rates reflect aggregated market benchmarks and individual deals may differ materially.