Influencer Rates by Followers and Engagement

Influencer marketing has become one of the most effective tools for connecting brands with real audiences. In the past five years, the value of this industry has doubled, and today at least one out of every four brands actively collaborates with content creators.

But a key question arises: how much should an influencer charge according to their followers and engagement level? The answer isn’t simple, as there’s no standardized formula for calculating it. However, there are reference ranges and benchmarks that help guide better decisions when negotiating.

Factors That Influence Rates

The first thing to consider is the type of influencer. A nano influencer doesn’t charge the same as a mega influencer, but that doesn’t mean the most expensive one is always the most profitable. In fact, smaller profiles often achieve much higher engagement rates.

Another key factor is the content format. A photo on social media may require less effort than a YouTube video or a detailed review. Each platform also has its own dynamics: Instagram Reels differ from TikTok trends or YouTube Shorts.

That’s why, when analyzing rates, it’s essential to evaluate both the channel and the creator’s profile.

Types of Influencers by Follower Count

Although each agency or brand may use different criteria, these categories are generally recognized:

Nano influencer: 1,000 to 10,000 followers
Micro influencer: 10,000 to 50,000 followers
Mid influencer: 50,000 to 500,000 followers
Macro influencer: 500,000 to 1 million followers
Mega influencer: more than 1 million followers\

This system makes it easier to understand how much to charge and whom to collaborate with depending on the desired reach.

Instagram

Instagram is the most in-demand platform for brands. A post can cost anywhere from $20 (nano) to over $10,000 (mega).

Stories: between $53 and $1,205
Basic package (4 posts + 1 story): around $313 for nano and $780 for micro influencers

YouTube

Due to its production complexity, it’s one of the most expensive platforms.

Nano: $20–$200 per video
Micro: $200–$10,000
Macro: $10,000–$20,000
Mega: $20,000+
Ideal for long and detailed content.

TikTok

Perfect for younger audiences and viral formats.

Nano: $5–$50
Micro: $25–$1,250
Macro: $1,250–$2,500
Mega: $2,500+

Snapchat

Although less popular, it still generates revenue with prices based on views: from $500 for 1,000–5,000 views to $30,000 for 100,000 views.

X (formerly Twitter)

Still useful for niche audiences.

From $2 per tweet (1,000 followers)
Up to $2,000 per tweet (1 million followers)

Common Payment Models

In addition to fixed payments, there are other ways to compensate influencers:

Pay-per-click (PPC): based on clicks received
Pay-per-post: fixed rate per publication
CPA (cost per acquisition): payment for achieved conversions
Affiliate marketing: commissions for generated sales
Barter or exchange: products or services instead of money

How to Choose the Right Influencer

There’s no universal cost for influencer marketing. Each creator may charge differently depending on their audience, engagement, content format, and production costs. That’s why it’s best to evaluate your brand objectives and choose the influencer that best aligns with them.

If you want to save time and ensure an effective collaboration, an Influencer Agency or a UGC Marketing platform like Story Talent can help you find profiles that match your strategy and budget.

Learn How to Charge Based on Your Followers and Engagement