TikTok is a booming social media platform that can help brands grow through influencer marketing campaigns.
And with this boom, more and more companies are interested in leveraging what TikTok influencers can offer.
The best things in life may be free, but sponsored content isn’t. So, if you’re ready to collaborate with some TikTokers, you should know how much it all costs.
Roughly speaking, the average TikTok influencer pricing per post is:
- Nano-influencer: $4–$25
- Micro-influencer: $50–$200
- Macro-influencer: $793+
- Mega-influencer: $1,600–$2,400
The prices are estimated from relevant studies and give an overview of the market. Actual pricing may vary.
How and why? That’s what this guide is about. You’ll learn the following:
- The factors that affect influencer pricing
- How different influencer types are paid on TikTok
- How to find the right TikTok influencers
Without further ado, let’s dive into it!
3 Factors that Affect the Pricing of TikTok Influencers
TikTok is a powerhouse with over 1 billion users.
The platform is rapidly growing, and the number of people that want to become influencers in the US is more than 50% among 13- to 38-year-olds.
For those interested in promoting products or expanding brand awareness, TikTok is a go-to destination for a good reason.
Of course, influencer marketing is a pay-to-play field—if you want an influencer to promote you, you’ll have to offer remuneration in some form.
The following factors will help brands better understand the influencer market and how to evaluate creators before collaborating with them.
Amount of followers
The bigger the following, the better.
While that’s not always true (we’ll see why later), it’s an important metric when it comes to influencer pricing.
There are several categories of influencers based on audience size:
- Mega-influencers: 1M+ followers
- Macro-influencers: 100K or more followers
- Micro-influencers: 10,000–100K followers
- Nano-influencers: 1,000–10,000 followers
However you can make a more accurate price calculation with the following formulas:
For reach (posting campaign): Price = No. of Impressions x CPM2
The number of followers is a good indicator of influencer reach but keep in mind that evidence of fraudulent followers is up to 62.8% for mega-influencers.
However, the followership of TikTok or Instagram influencers is a hint of the ability to increase your brand awareness effectively and the influencer’s experience with social media platforms.
Also, creators with more followers have greater organic reach, especially those on TikTok, since its algorithm is known to mix things up for variety—showing TikTok videos from influencers that a user has never seen before.
Basically, the more prominent an influencer is, especially from mid-tier influencers (micro and macro) and above, the more they will cost to collaborate with.
Industry or niche
Some niches are more profitable than others and can only mean one thing—creators in a valuable niche can get higher payments.
For instance, the tech industry niche has the highest influencer media value in the U.S.
Influencers are also highly effective in promoting beauty and personal care products. Plus, the most popular accounts on TikTok belong to the entertainment industry since brands like Netflix and NBA have the most followers on the platform.
As we can assume, based on the statistics we’ve mentioned, some niches are booming, and that increases niche influencers’ value.
Also, there are some industries where partnerships with influencers are more valuable since they generate more leads.
The more money there is floating around in a niche, the more expensive the influencers will be.
Since we’re talking about other key metrics that affect influencer rates, we can’t miss out engagement.
Engagement isn’t just a metric; it’s the actual metric for measuring the value of influencers.
Why is engagement so critical?
Glad you asked.
Engagement measures every action users take after consuming content. These actions are:
Whatever you’re aiming for, whether it’s brand awareness, conversion, or community building—engagement is vital.
The interesting paradox is that micro-influencers receive the most engagement, with an average engagement rate of 4.84%.
Micro-influencers are affordable for brands of any size and can be excellent collaborators.
Next, we’ll discuss how influencer payments break down according to the influencer category.
How Much Do TikTok Influencers Cost?
Now, the most crucial question of our guide is—what are the payments for different influencer types?
Before proceeding to answer this tricky question, let’s mention the methodology we’ll follow.
First, we’ll provide you with an average price range for a type of influencer based mainly on a report from HypeAuditor.
Then we’ll mention the different payment methods for each individual.
Let’s get into it!
Disclaimer: This section will refer only to TikTok creators, meaning the type of content will be videos. Influencer content on other platforms, such as Instagram posts has different pricing.
Nano-influencers are everyday users that have built a small community with 1,000 to 10,000 followers.
The average post price is from $4 to $25 on TikTok.
While they receive the lowest average number of views, they have the highest engagement rate, as we’ve seen earlier.
This is the outcome of building an engaged community that cares about the influencers’ content.
Nano-influencers are affordable to any business since they usually settle for performance-based pay, free products or giveaways, or a discount coupon.
Micro-influencers have built a decent following and know what their audience wants.
The average post price is from $50 to $200 on TikTok.
We want to clarify that their price didn’t come from the HypeAuditor report, which is only due to different possible categorizations of influencers by follower count.
We considered the lowest average post price from HypeAuditor and the Influencer’s Marketing Hub money calculator to find relevant statistics for influencers in this category.
Micro-influencers typically get performance-based payments, free products, and cash.
Now we reach the professional tiers.
Macro-influencers are at the top of their game since they have more than 100K followers or subscribers.
Collaborating with them is always valuable for brands since they know everything about social platforms, building communities, and sales lead generation through video content or affiliate marketing.
The average lowest price per post is $151, according to HypeAuditor, while the average highest is around $2,500, based on the Influencer marketing hub.
Brand deals with macro-influencers can be more expensive than other creators, but they tend to have a higher return on investment (ROI).
These are the heavyweights of the influencer marketing game. Accounts with one million or more followers have massive reach and are stars in their own right.
Of course, this category can also include celebrities and famous people who occasionally dabble in promoting products.
Nevertheless, collaborating with these influencers is an excellent idea if your social media strategy is to increase brand awareness. Mega-influencers may have a lower engagement rate than nano-influencers, but more people see their posts.
According to the Influencer Marketing Hub TikTok Money Calculator, expect to pay between $1,600 and $2,400 per post.
It’s pricey, for sure, but it can be worth it.
Note that all the average fees we listed are estimates from reports, so they’re not set in stone.
Now that you know the costs, you’re ready to collaborate with social media influencers and build your marketing strategy.
There’s only one thing more—where can you find the best creators for your niche?
We have the answer in the next section.
How to Find the Right TikTok Influencers to Work With
Influencers are becoming the key to businesses' advertising efforts, and sponsored posts are all over social media channels. 93% of marketers have already used influencer marketing at least once.
Of course, actual collaboration results depend on the choice of partner, so brands need to identify the best fit for their influencer posts.
A challenging situation, right?
While there are several ways to find the right TikTok influencers, the most effortless one is by using a collaboration platform.
These tools have built-in marketplaces that allow brands to connect with influencers quickly.
Insense is an influencer marketing platform that simplifies finding and working with influencers.
When brands set up their profiles at Insense, they can fill out a creative brief with a documented roadmap for creators and all the required information for influencer campaigns.
Then you can look for influencers based on the following:
Also, you can search for ideal creators through Insense marketplace.
This is where the magic happens!
Brands can access over 35,000 creators to supercharge their TikTok campaigns in one click.
To find TikTok influencers, you can use the button next to the search bar and select a platform.
When you’ve selected a platform, all the related creators will appear, and you can see the following:
- Creators' names
- Sample of works
- Average costs
There are several filters and parameters to help you find the ideal creators, as you can see in the screenshot below.
Tap the price tag to adjust the influencers' fees based on your budget.
Then you’ll get results based on the criteria you set, including other statistics, such as:
- Engagement rate
- Follower count
By getting into creators’ profiles, you can access a detailed overview with statistics, demographics, and reviews from previous collaborations.
From there, you can compare creators and make educated decisions.
Through the Insense platform, brands can collaborate with more than one influencer and manage the campaigns from one handy dashboard.
So, let’s wrap this piece up!
Now Over to You
Fellow marketers, now you’re ready to nail influencer marketing campaigns on TikTok!
While you now have the details on TikTok influencer payments, managing several influencers and identifying the best ones can still be daunting.
But we got you!
Feel free to book a demo with Insense, and we’ll help you choose excellent partners for your next social media influencer campaign.