January 23, 2026
How Much Should UGC Creators and Influencers Charge Based on Followers?
UGC and influencer marketing have grown significantly in recent years. However, it remains a complex industry for both brands and creators—especially when it comes to determining the value of content and how much it should cost.
The challenge is that different organizations, brands, and agencies use varying criteria to classify influencers and set their rates, depending on factors such as follower count, engagement, content type, and niche. This means the same creator can be categorized differently depending on who they work with.
Influencer Categories by Follower Count
To get a clearer idea, influencer marketing platform Upfluence classifies influencers as follows:
- Micro-influencer: fewer than 15,000 followers
- Regular influencer: between 15,000 and 50,000 followers
- Rising influencer: between 50,000 and 100,000 followers
- Mid-tier influencer: between 100,000 and 500,000 followers
- Macro-influencer: between 500,000 and 1 million followers
- Mega-influencer: more than 1 million followers\
Another common classification used in the market is:
- Nano-influencer: 1K–10K followers
- Micro-influencer: 10K–50K followers
- Mid-tier influencer: 50K–500K followers
- Macro-influencer: 500K–1 million followers
- Mega-influencer: more than 1 million followers
Approximate Rates by Country
Below are reference values for UGC and influencer campaigns in different Latin American countries. These figures may also vary depending on engagement rate, industry, and brand negotiations.
Colombia
| Category | Influencer Mode | UGC Mode |
|---|---|---|
| Nano (1K-5K) | $270,000 | $180,000 |
| Micro (5K-20K) | $350,000 | $220,000 |
| Mid-tier (20K-100K) | $800,000 | $520,000 |
| Macro (100K+) | $2,000,000 | $1,200,000 |
Argentina
| Category | Influencer Mode | UGC Mode |
|---|---|---|
| Nano (1K-5K) | $70 | $50 |
| Micro (5K-20K) | $90 | $60 |
| Mid-tier (20K-100K) | $100 | $70 |
| Macro (100K+) | $300 | $500 |
México
| Category | Influencer Mode | UGC Mode |
|---|---|---|
| Nano (1K-5K) | $260 | $280 |
| Micro (5K-20K) | $410 | $350 |
| Mid-tier (20K-100K) | $560 | $380 |
| Macro (100K+) | $1,600 | $700 |
Payment Options for Influencers
Payment conditions also influence how much an influencer can charge. While some work under fixed fees, others accept collaborations in exchange for free products or benefits.
Common payment models include:
- Pay per click (PPC)
- Pay per post (PPP)
- Pay per acquisition (PPA)
- Performance-based payment (e.g., affiliate codes, clicks, or redemptions)
- Pay per new subscriber
Factors That Influence Pricing
There’s no fixed cost in influencer marketing that brands can rely on without prior research. In general, influencers charge based on:
- Number of followers and engagement rate
- Growth of their audience
- Type of content (video, photo, review, UGC, etc.)
- Target audience demographics
- Brand or industry niche
- Additional costs if working through agencies
Differences Between Platforms
Costs also vary depending on the platform. For instance, if you’re an influencer on TikTok, Instagram engagement averages may seem low—and that’s completely normal.
According to Upfluence data:
- Micro-influencers (under 15K followers) have an average engagement rate of 3.86% on Instagram, compared to 17.96% on TikTok.
- Regular influencers (15K–50K followers) and rising influencers (50K–100K) average 2.39% and 1.87% engagement on Instagram, respectively.
- On TikTok, those same categories reach 9.75% and 8.37% engagement on average.
As with all social platforms, the larger the follower base, the lower the engagement rate—a widely accepted market rule.
Rates depend on multiple factors: audience size, platform, content quality, and engagement capability.
For creators, knowing these benchmarks helps set fair, transparent pricing.\
For brands, understanding these variables is crucial to investing strategically and maximizing ROI from influencer and UGC campaigns.
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