TikTok is the fastest-growing social platform, with eight new users joining every second, according to Hootsuite. The short-form video app is the go-to place to share quick videos or funky audio tracks, and brands have taken notice. With many people drawn to TikTok, it’s a good place for sponsored promotions. If your brand wants to run an influencer marketing campaign on TikTok, you might wonder about the cost. Just how much do TikTok influencers charge? To help, IZEA offers some insights from years of influencer compensation data.
Can you trade products for posts?
Years ago, influencers would trade free products for a positive review or a quick snap on their channel, but those days are gone. Most influencers, no matter the channel, expect compensation to create and share a sponsored post with their audience.
If the influencer is asked to review a product or showcase a product in a picture, the product should be sent to him or her free of charge.
Factors that influence compensation
Costs vary. Every TikTok influencer is different, and so is every compensation discussion. Why is that? Several factors impact influencer pay. The following factors tend to drive costs up:
Audience size
As you might suspect, influencers with mega audiences often charge more. Kim Kardashian, for example, who has 306M followers on Instagram, charges $300,000-$500,000 for one endorsement. While her pay scale is certainly on the high end, it does show a direct correlation between compensation and audience size.
Type of content
Different types of content require different time commitments. A TikTok image is cheaper than a video. A product review is cheaper than an e-book. The more work it takes to create the content, the higher the cost.
Engagement rates
A seasoned influencer will provide engagement rates for everyday traffic and sponsored posts. Influencers with great engagement can charge more. Engagement rates between 2-3% are average, 4-6% are excellent, and anything in the teens is considered viral.
Exclusivity
If you find an influencer that connects with your audience, you may want the influencer to work with your brand exclusively. If that’s the case, an influencer must sign a non-compete agreement and receive compensation that makes up for potential lost income.
How much do TikTok influencers charge?
Factors aside, it’s important to have a starting point when discussing compensation. To help, IZEA analyzed influencer pay and provided specific insights.
The average cost for a sponsored post on TikTok
To collaborate with a TikTok influencer, expect to pay $2,741 per post, according to IZEA’s platform data from the past eight years. (Read The State of Influencer Earnings to learn more.)
The chart below shows the average cost of a sponsored post created by an influencer by platform. As you can see, the average cost of a TikTok post is the third highest, just behind an Instagram Story, which costs $2,784, and Twitch, which has a price tag of $4,373 per piece of content.
Video-based content, like that on TikTok, tends to be more expensive. As you might expect, shooting a video is a bigger time investment than snapping a quick picture, so the cost is higher than others.
Facebook and Instagram Photos are both cheaper options. The cost for a Facebook post, for example, is just $642.
The average cost of a TikTok post and another platform
Interested in using more than one platform? You can ask an influencer to create sponsored content for two channels, but the cost increases.
IZEA looks at the average cost paid per “post combo.”
The most common content to pair with TikTok is an Instagram Story, which disappears in 24 hours. This combination of content maximizes the campaign’s reach by engaging audiences on two different platforms.
The cost of a TikTok video and an Instagram Story is $6,444.
The average cost of a sponsored TikTok post by audience size
Audience size plays a role in campaign costs. To access audience sizes, influencers are broken into groups. The tiers are as follows:
Nano-influencer: 1,000-9,999 followers
Micro-influencer: 10,000-49,999 followers
Mid-tier influencer: 50,000-199,999 followers
Macro-influencer: 200,000-499,999 followers
Mega-influencers: 500,000-999,999 followers
Web celebrity: 1 million-plus followers
The State of the Influencer Earnings shows payment across all platforms based on an influencer’s audience tier.
Compensation increased for nano-influencers, micro-influencers, and mid-tier influencers but decreased for macro-influencers, mega-influencers, and web celebrities.
Our data support a shift we’ve seen in influencer marketing. More brands want to work with smaller, more engaged influencers over celebrities.
In 2022, a nano-influencer charged right around $1,105. The next tier up, a micro-influencer, charged around $1,600, while mid-tier influencers charged about $,3500. All of them charged more per post in 2022 than they did the previous year.
Macro-influencers lost a little ground in 2022, charging about $5,000.
Mega-influencers saw the biggest drop, from about $7,000 in 2021 to about $5,500 in 2022.
Web celebrities dropped from $6,500 in 2021 to $5,800 in 2022.
Ready to kickstart a TikTok influencer campaign? If so, check out The State of Influencer Earnings 2023. Inside you’ll find more insight into influencer compensation and have a strong understanding of what collaborators expect from sponsored campaigns.
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