Brand Deal Rates 2026: What Creators Charge per Post by Follower Tier

Nobody publishes one official price list for influencer posts, so every figure below is a survey estimate or a published guide, labelled with its source and date. This page puts four published sources side by side, all read on 28 October 2026. Where they disagree, the table says so, because the gap is the most useful thing a brand or creator can learn before negotiating.

The rate index: Instagram vs TikTok by tier

Two guides publish tier tables for both platforms: Influencer Marketing Hub (IMH), whose rates guide is labelled 2026, and E-commerce Fastlane (ECF), published 9 January 2025, which says it draws on IMH, Izea, Meltwater, Hootsuite and Later data. Tier boundaries differ slightly between them, so rows are matched by name, not exact follower count.

Per post (Instagram) or per video (TikTok). IMH page and ECF page read on 28 October 2026. IMH gives no survey date or sample size for its tier tables.

Where the sources disagree

• Instagram mostly agrees. Nano, micro and macro ranges line up almost exactly between the two guides. Instagram is the safer platform to benchmark against.
• TikTok does not. For micro creators, IMH says $200–$800 per video; ECF says $25–$125. That is an eight-fold gap at the low end and about six-fold at the top. The same pattern holds for nano (IMH $50–$200, ECF $5–$25).
• The averages contradict the tiers. ECF reports an average of about $1,300 per paid brand post on Instagram but about $2,700 per TikTok video, even though its own TikTok tier ranges sit below Instagram's. Averages are dragged up by a few large campaigns.
• Transaction data points lower. A third dataset, cited by Inbeat, is Collabstr's 2025 sample (472,000+ listings, 21,000+ completed collaborations): average listed price $214 on Instagram and $182 on TikTok, with average payouts of $193 and $186. Instagram payouts landed at 90% of listed price; TikTok at 102%.

Our reading: the older, lower TikTok numbers look like a floor for small accounts, the IMH numbers like an opening ask, and completed-deal medians sit between. For a quote, use the tier ranges as brackets, not as a price.

What completed deals actually cost

Inbeat's page cites OpenSponsorship data covering January 2025 to June 2026 and 1,527 completed deliverables. These are medians across platforms, not survey wish-lists:

OpenSponsorship via Inbeat, read 28 October 2026. Inbeat itself notes that survey estimates and transaction medians use different methods.

These medians are far below the macro and mega rows in the survey tables, which tells you that guide ranges describe what creators ask for, and the middle of the market closes lower.

Add-ons: usage rights, exclusivity, whitelisting

The base fee covers one post. Extra rights cost extra. IMH's guide lists usage rights, paid amplification (Spark Ads, whitelisting), category exclusivity, raw footage, additional revisions, extended licences and cross-platform rights as common add-ons, and says that extending content into paid channels can raise a campaign's cost by 30% to more than 100%.

Inbeat gives the most specific indicative numbers we found:

Inbeat, read 28 October 2026; the same page says 67% of brands include usage rights in the initial contract or rate.

Worked example: a $400 base post with 12-month usage (+40% midpoint) and 3-month exclusivity (+50%) lands near $760 before any whitelisting fee.

A CPM sanity check

CPM is cost per 1,000 views. It converts any quote into something comparable across platforms.

1. Ask the creator for average views on their last 10 posts of the same format, not follower count.
2. Divide the quoted fee by views, then multiply by 1,000.
3. Compare against the completed-deal medians above: $0.07 to $0.19 per view is $70 to $190 CPM, which is high because these are small-audience creators.
4. Expect lower CPMs as reach grows. A $500 quote on 50,000 average views is a $10 CPM.
5. Add the add-on percentages before you calculate, so usage rights are inside the number.
6. Walk away from quotes where the CPM is far above the median for their tier and the audience is not a close match for your product.

This check catches the common trap: a micro creator quoting the IMH range, $500, with 1,000 average views is charging a $500 CPM.

Available in the EU / Czech Republic?

Brand deals need no platform programme, so they are available anywhere. Platform payouts differ. IMH's TikTok page (last revised 1 October 2026) lists Creator Rewards regions as the United States, Brazil, the United Kingdom, France, Germany, South Korea and Japan. The Czech Republic is not on that list, though Germany and France are. Creator Rewards needs 10,000+ followers, 100,000 views in 30 days and videos of at least a minute, and IMH puts earnings at $0.40–$1.00 per 1,000 views. Meta's November 2023 creator update lists Czechia among Instagram Gifts countries; check Instagram's help centre for Subscriptions.

That makes brand deals the main income route for Czech creators on TikTok. Our ranking of 15 income methods puts them in context.

Who should use which number

• Brands: start from completed-deal medians, use the guide ranges as the ceiling, and price add-ons separately.
• Creators: quote from the guide ranges, show your last-10-post view average, and itemise usage and exclusivity.
• Small accounts: audience quality matters more than size; see how to spot real versus fake followers, which brands check before paying.

If you are building the audience first, a steady plan beats a quote: a TikTok posting plan for small brands is a sensible start.

How we built this page

We did not survey creators ourselves and we have no rate data of our own. Every figure is quoted from the source named beside it, read on 28 October 2026.

Page updates

28 October 2026: first published. Source pages read that day; rate figures are survey estimates and change often.

31 October 2026: figures and wording corrected after an editorial review.