Statistics · Lorenne Calder · 11 November 2026
Influencer rates by platform
On one marketplace the ask and the payment are not the same number. A tiered rate card from another company is not that average.
Brands paid $418.09 on average for YouTube.2
Brands paid $212.21 on average for Instagram.2
Brands paid $200.22 on average for TikTok.2
Brands paid $177.68 on average for user-generated content.2
| Platform | Asking price | Paid |
|---|---|---|
| YouTube | $675.23 | $418.09 |
| $363.64 | $212.21 | |
| TikTok | $350.06 | $200.22 |
| User-generated content | $198.06 | $177.68 |
The paid figures come from the same kind of book as the $202 average collaboration: 15,000-plus deals, with the marketplace window running 1 January 2024 through 15 December 2024. The asks are what creators put on the table. The payments are what brands parted with. If you only remember one column, you will misquote the deal. On user-generated content the columns differ by $20.38. On YouTube the ask is $675.23 and the payment is $418.09. That is a negotiation that already happened, in that mix of creators. I did not measure a midpoint, and I will not print one.2
An Instagram Reel averaged $288.2
A TikTok video averaged $217.2
Reels were 32% more expensive than those TikTok videos. Those are format prices, not the platform averages in the table. I will not stuff the Reel into the Instagram line and call it confirmation. Use the cut that matches the file you are actually buying.2
| Shelf | Followers | Rate |
|---|---|---|
| Nano | 1,000–9,999 | $504 |
| Micro | 10,000–49,999 | $1,245 |
| Mid-tier | 50,000–499,999 | $2,100 |
| Macro | 500,000–999,999 | $3,820 |
| Celebrity | 1,000,000 and up | $7,400 |
502,000 creators entered a rate in that 2024 table, up from 350,000 in 2023. Those shelf means and the marketplace payment cannot be averaged into “the Instagram rate.” A nano fee of $504 and a marketplace payment of $212.21 are both allowed to be true. They are not the same purchase. If you are a brand, “what did buyers pay for a mixed bag of jobs?” is the paid column. “What did creators in this shelf type?” is the table. If you are a creator, do not let $212.21 scold you out of a shelf rate, and do not invoice $7,400 with 4,000 followers. The number you need is the one for this piece of work, with the rights named. I do not have that number.23
A marker is a reference on the sources page. The publisher, the year, and the address live there. None of these figures is a fee for a person in the directory, and nothing on this page books the work.