TikTok is the fastest-growing social platform with eight new users joining every second. The 15-second video app is the go-to place to share videos or funky audio tracks, and brands have taken notice. With so 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 TikTok 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 what 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 discussion about compensation. Why is that? Several factors impact influencer pay. The following factors tend to drive costs up:
As you might suspect, influencers with mega audiences often charge more. Kim Kardashian, for example, who has 306 million followers on Instagram, charges $300,000-$500,000 for one endorsement. While her payscale 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 eBook. The more work it takes to create the content, the higher the cost.
A seasoned influencer will provide engagement rates for everyday traffic and for 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.
If you find an influencer that really 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 potentially lost income from having to turn down other deals.
If you plan to use the influencer’s content for paid ads, you will need to compensate them for that and include that in the contract.
How much do TikTok influencers charge?
Factors aside, it’s important to have a starting point when talking about compensation. To help, IZEA analyzed influencer pay over the last seven years and provides specific insights.
Average cost for a sponsored post on TikTok
To collaborate with a TikTok influencer, expect to pay $3,514 per post. 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 second highest, just behind YouTube, which averages $4,491 per post.
TikTok and YouTube are likely the most expensive option because they require influencers to shoot a video. As you might expect, shooting video is a bigger time investment than snapping a picture, so the cost is higher than others.
Twitter, Facebook, and Instagram are all more affordable options, in general. The cost for a Twitter post, for example, is just $284.
Average cost of a TikTok post and a post on another platform
Interested in using more than one platform? You can ask an influencer to create sponsored content for two channels, but the cost goes up.
IZEA offers a look at the average cost paid per “post combo.”
The most common platform to pair with TikTok is Instagram. Most brands combine TikTok with an Instagram Story, which disappears in 24 hours. This combination of content maximizes the reach of the campaign by engaging audiences on two different platforms.
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 or more
The State of the Influencer Earnings™ 2022 shows payment across all platforms based on an influencer’s audience tier. You’ll notice compensation increased from 2020 to 2021 for all tiers.
In 2021, nano-influencers charged right around $800. Micro-influencers charged around $1,500, while mid-tier influencers charged about $3000. Macro-influencers charged about $5,000 and mega-influencers topped the chart at almost $7,000 per post. All of these rates represent record highs since IZEA started tracking payments in 2015.
In IZEA’s creator marketplace, brands can find creators with rates starting at $50 for TikTok videos. That’s because this platform allows creators to set their own prices.
Ready to kickstart a TikTok influencer campaign? If so, check out the State of Influencer Earnings™ 2022 from IZEA. Inside you’ll find more insights on influencer compensation and have a strong understanding of what collaborators expect from sponsored campaigns.