The fees influencers get paid are dependent on a few other factors, too. Expect to pay more if you’d like your influencer to stay away from working with competitors, expect to pay more if you’d like to use their content in your paid media/advertising, and expect to pay more if you’d like to use their content on your organic social media channels.
So without further ado, let’s get into how much influencers get paid:
Influencer rates reflect quite a few different factors: the reach of content, the depth of engagement, audience demographics, the uniqueness and quality of content, and your brand impact.
- Engagement Rates Matter: High engagement can leverage higher fees, beyond just follower count.
- Audience Demographics: A targeted, niche audience can often command a premium, as well as a heavy audience skew towards one geographical area or age range.
- Content Quality: Unique, resonant content creation adds significant value.
- Reach: Reach beyond an immediate audience really matters.
- Overall Brand: Known on multiple platforms? Have an impressive amount of press coverage? Run a particularly successful business in a particular niche? This uplifts fees, too.
Indicative Instagram Influencer Fees:
| Reel Fee | Static Fee | Optimum ER | |
| 1k-5k | £400 | £350 | 5% |
| 5k-10k | £600 | £550 | 5% |
| 10k-20k | £1,000 | £800 | 5% |
| 20k-30k | £1,700 | £1,500 | 4% |
| 30k-50k | £2,700 | £2,000 | 4% |
| 50k-100k | £4,000 | £3,000 | 4% |
| 100k-200k | £5,500+ | £3,800 | 4% |
| 200k-300k | £7,000+ | £5,000 | 3% |
Indicative TikTok Influencer Fees:
| Fee Table | ||
| TikTok | Fee | Optimum ER |
| 1k-5k | £200 | 15.0% |
| 5k-10k | £300 | 15.0% |
| 10k-20k | £500 | 15.0% |
| 20k-30k | £1,000 | 12.5% |
| 30k-50k | £1,500 | 12.5% |
| 50k-100k | £2,000 | 11.0% |
| 100k-200k | £2,800 | 9.0% |
| 200k-300k | £3,500 | 8.0% |
| 300k-400k | £5,000 | 7% |
Further Influencer Fees:
- Usage rights
Brands should pay influencers for the right to use their content organically across their social media platforms. In order for influencers to protect their personal brands, usage should never be granted for a period of longer than twelve months; creators should retain as much control over their content and brand as possible – that can’t happen if a business has the rights to their creations and/or personal image for an extended amount of time.
Generally speaking, the industry standard is to charge a portion of the overall fee for each month a brand would like the rights to a piece of content. If a brand would like 12 month digital rights to content, the charge should be 100% of the fee. Anything less, and segment the fee per the amount of months required (i.e. 3 months = 25%, 6 months = 50%).
- Paid media
Again, the industry standard for Paid Media is to charge 20% of the ad spend. So, if a paid media spend on a piece of content is £1k, the fee for the influencer should be £200.
