Influencer Pricing: The Cost of Influencers in 2025

Tapping into influencer marketing can be one of the most effective ways to reach an audience. Brands are pouring more money than ever into influencer partnerships, with global spending more than tripling since 2020, estimated to reach almost $33 million in 2025. One survey found 88% of marketers who worked with influencers had increased their influencer budgets in 2024.

But how much, exactly, do you need to budget for influencer marketing, based on the going rates for partnerships?

To help, here’s the latest influencer pricing data for 2025, plus what to consider when finalizing an influencer partnership.

How much does influencer marketing cost?

• Instagram influencer pricing
• TikTok influencer pricing
• YouTube influencer pricing
• Facebook influencer pricing
• X influencer pricing

Brands negotiate rates with individual creators (or their managers), which means they’re usually confidential and can vary depending on an influencer’s audience, platform, and niche.

“There’s no, ’If you’re within this follower range, you charge this,’” says Mauricio Abascal, managing director at Untitled Secret, a digital talent management agency, and Untitled Social, a social studio. “For example, we could both make hats, and I could charge $5 while you charge $500. It’s the same for influencer rates. It’s very arbitrary. It’s not regulated. It makes it difficult, especially on the brand side.”

One way to estimate what an influencer might charge is by looking at their tier. “Once you know what ‘tier’ they fit, and if they fit your other creative criteria, you can identify if that’s going to fit within your budget or not,” Mauricio adds.

Influencers are categorized based on the number of followers they have:

• Nano-influencers: 1,000 to 10,000 followers
• Micro-influencers: 10,001 to 100,000 followers
• Mid-tier influencers: 100,001 to 500,000 followers
• Macro-influencers: 501,000 to 1 million followers
• Mega-influencers: 1 million+ followers

Several social media analytics companies (including F*** You Pay Me, Influencer Marketing Hub, Inzpire Me, Izea, Meltwater, Hootsuite, and Later) and payments company Tipalti have compiled estimated influencer rates from surveys and internal data by tier (though these categorizations can also vary). However, since pricing is so dependent on the influencer you’re working with, it’s important to think of these numbers as general benchmarks, not fixed rates.

Keeping that in mind, here’s a general idea of influencer pricing across different platforms, according to aggregated data from the sources mentioned above:

Instagram influencer pricing

Instagram has two billion monthly active users, making it the third-most popular social media platform.

Pricing varies based on the number of posts requested, the value of an influencer’s audience to a brand, and additional factors such as production expenses or exclusivity rights.

Estimates across sources present a wide range:

• Nano-influencers: $10 to $100 per post
• Micro-influencers: $100 to $500 per post
• Mid-tier influencers: $500 to $5,000 per post
• Macro-influencers: $5,000 to $10,000 per post
• Mega-influencers: $10,000+ per post

Mauricio says, in his experience, rates don’t tend to jump as dramatically between tiers as these numbers suggest. He cautions brands against anchoring their budget on these ranges—especially the lower end.

Pricing also varies by format. Reels and Stories typically entail different fees than posts, with Stories being the least expensive because they’re ephemeral.

Here’s how you can start your Instagram influencer marketing campaign.

TikTok influencer pricing

Going viral on TikTok can change the trajectory of a brand. TikTok has fewer active monthly users than Instagram, but influencers on the platform often command similar or even higher rates than their Instagram counterparts.

TikTok influencer rates by reach are estimated as follows:

• Nano-influencers: $5 to $25 per post
• Micro-influencers: $25 to $125 per post
• Mid-tier influencers: $125 to $1,250 per post
• Macro-influencers: $1,250 to $2,500 per post
• Mega-influencers: $2,500+ per post

YouTube influencer pricing

YouTube videos capture a viewer’s attention for an extended period, offering multiple opportunities for brand promotion. Thanks to this (and the platform’s wide audience), YouTube influencers often charge more than influencers on Instagram and TikTok.

Here’s an average of online estimates for YouTube pricing:

• Nano-influencers: $20 to $200
• Micro-influencers: $200 to $1,000
• Mid-tier influencers: $1,000 to $10,000
• Macro-influencers: $10,000 to $20,000
• Mega-influencers: $20,000+

Some YouTube influencers charge based on video views—or views of an ad segment within a video.

Pricing also varies depending on the content format a brand requests. Some creators produce ads for brands and place them at intervals within organic content. Others make sponsored content—such as an unboxing video, product review, or try-on haul—where a product features continuously throughout the video.

Facebook influencer pricing

Facebook is the most popular social media platform in the world, with 3.07 billion monthly active users, but it’s currently the fourth-most popular channel for influencer campaigns. Here’s an estimate of influencer rates on Facebook:

• Nano-influencers: $25 to $250
• Micro-influencers: $250 to $1,250
• Mid-tier influencers: $1,250 to $12,500
• Macro-influencers: $12,500 to $25,000
• Mega-influencers: $25,000+

X influencer pricing

X has nearly 600 million active users and is one of the top five most important channels for influencer marketing.

The following are estimated influencer rates on X:

• Nano-influencers: $2 per every 1,000 followers 
• Micro-influencers: $20 to $100
• Mid-tier influencers: $100 to $1,000
• Macro-influencers: $1,000 to $2,000
• Mega-influencers: $2,000+

How to find influencers in your budget: Factors to consider

• Sponsored post engagement
• Follower growth
• Demographics
• Interaction with your brand
• Bots
• Influencer rate sheets and results

Consider these factors to secure effective influencer marketing within your budget:

Sponsored post engagement

Sponsored posts generally receive less engagement than organic content. Influencers know this, so they schedule paid content between more popular organic posts.

To avoid overestimating the potential performance of an influencer, be sure to evaluate the success of their sponsored content—not just their content as a whole.

Follower growth

Influencers with a rapidly growing following are desirable, as social media algorithms amplify the reach of posts from popular accounts.

Often, however, influencers are unaware of how fast their audience is growing compared to other creators. This can be a helpful metric for businesses when negotiating with a shortlist of candidates. You can compare how each grew by looking at the previous month of data.

While follower growth can influence a creator’s rates, Mauricio emphasizes that it shouldn’t be the only factor in a potential partnership. “While follower growth may be one factor for a brand to decide if they want to work together, it’s not always the most important,” he says.

Demographics

Most social media platforms provide detailed demographic insights, which you can use to develop an influencer marketing strategy and decide which creators to sponsor.

For example, if your online store ships only to customers within the US, you’ll need to balance the value of an influencer’s account size and engagement rate with the geographic spread of their audience.

Building brand awareness in areas outside your target market isn’t a bad thing, but it shouldn’t be your focus.

Interaction with your brand

When considering influencers, start by checking who already engages with your brand. Check your followers, tagged posts, and comments for creators with a genuine interest in your product.

“When we are looking for influencers to work with our brand clients and brand partners, one of the first places we look is to see who’s organically engaging with the brand on social,” Mauricio says. “We look for that authentic, organic engagement. That way, when our managers reach out, it’s an easier transition to talking about an actual campaign.”

Bots

Be on the lookout for influencers who make inflated performance claims. Bad actors can generate fake engagement by paying for followers—who may not be real people.

Check for these telltale signs of bot traffic:

• Sporadic spikes in follower growth
• Inconsistent engagement rates
• Repetitive or vague comments

Influencer rate sheets and results

Many established influencers create media kits to provide potential brand partners. These include rate sheets detailing expected compensation for services, along with reels and packages showing performance highlights.

Reach out to influencers before negotiating an agreement to understand their rate expectations. An accurate idea of expected rates for influencers within your niche or industry can help you make informed decisions.

How to negotiate a good rate with influencers

1. Just get started
2. Set your goals
3. Establish a relationship
4. Consider affiliate commission
5. Calculate expected ROI
6. Offer extra value
7. Consider a flexible timeline

For influencer partnerships to be successful, both parties need to be satisfied with the rate. Here are some tips for setting a budget and negotiating effectively:

1. Just get started

You don’t have to be an established brand to work with influencers. “As long as your brand has a clear brand identity and at least one product or service that they’re ready to promote, you’re ready to work with influencers,” Mauricio says.

“You’re never too small. That’s the whole point of maybe working with influencers—is getting in front of audiences that you otherwise wouldn’t.”

2. Set your goals

Define what you hope to achieve by investing in an influencer and specify key performance indicators to track success. Your goals could include:

Brand awareness

Influencers can introduce their followers to your brand and amplify your messaging. Whether that exposure leads to more website visitors and conversions depends on your ability to target a relevant audience.

You don’t necessarily need to work with big influencers to increase brand awareness. Smaller influencers cater to niche audiences, helping you tap into an engaged audience. Small influencers’ careers may also be on the rise, presenting opportunities to establish relationships early.

Measure brand awareness with social media metrics such as reach, impressions, and clicks to your website or social accounts.

Sales

If your goal is to drive sales, track metrics such as conversions, click-through rates, and revenue.

Collaborate with influencers who can showcase your product or service—such as lifestyle influencers who incorporate your product into their daily routines.

Followers

Cross-posting between an influencer and a branded account can help your brand gain followers. Monitor metrics like follower growth, engagement rate, and new followers gained during and after your campaign.

Social proof

Social proof plays a crucial role in building trust and credibility for your brand. When customers seek the confidence to make a purchase, they often consult social media to confirm that a product is popular and effective.

Track an influencer’s ability to generate social proof by measuring comments, likes, shares, and user-generated content related to the campaign.

3. Establish a relationship

Before approaching an influencer to work on a campaign, build a relationship. “When we’re talking to our brand partners and giving them advice on how to engage with influencers, we ask, ’Well, are you also in their DMs and in their comments and engaging with their content in the hopes of working with them in the future?” Mauricio says.

4. Consider affiliate commission

Affiliate marketing is a success-based pricing model in which a brand pays an influencer sales commission.

Affiliate partners receive a unique referral link to share. When a customer clicks the link and makes a purchase, the partner is paid a percentage.

Because affiliates are paid based on their success, starting an affiliate program can help you get maximum value from your influencers.

You can negotiate bespoke affiliate deals with multiple content creators such as bloggers, reviewers, and podcasters. Research your competitor’s affiliate programs to see what commission they offer.

5. Calculate expected ROI

Projected return on investment is one of the simplest ways to determine if a creator is worth your investment.

To calculate influencer ROI, use this formula:

(Total expected gain on investment – Cost of investment) / Cost of investment x 100 = ROI%

For example, if you invest $2,000 in your influencer marketing campaign and you expect to receive $9,000 back in value, your expected ROI is 350%.

6. Offer extra value

If your budget falls below an influencer’s expectations, consider extra value you can provide. “Brands can offer a really large credit to their website or a product set that might add value,” Mauricio says.

7. Consider a flexible timeline

When working with influencers, it’s important to set clear expectations and consider their production timeline. Requesting multiple posts within a short timeframe may make your offer difficult to accept, especially for in-demand influencers with other commitments.

Factors affecting influencer pricing

• Usage rights
• Exclusivity
• Agency fees
• Creative brief
• Campaign length
• Post combos
• Rush fee
• Link in bio

Beyond audience size and engagement rate, influencers may adjust their pricing based on these factors:

Usage rights

If you want the rights to content for ads or other purposes, expect a higher rate.

Exclusivity

An exclusivity clause prevents an influencer from working with your competitors. Since this limits them from accepting other deals, it typically requires negotiation.

Agency fees

Many influencers are represented by agencies or managers, who charge additional fees. “I find that folks that have management tend to have higher rates because managers have an interest to also make commission,” Mauricio says. “They want to charge higher rates, obviously, to make more money. But they also, in our experience, [managers] advise creators to charge their worth.”

Creative brief

A creative brief outlines goals and expectations of a project. The more you ask of a creator, the more they will typically charge. But if you’re willing to give influencers creative freedom, you can often negotiate a better deal.

“A creator might give a little bit of leeway and meet you at a lower rate if you say, ‘Hey, we don’t have this 20-page creative brief for you to follow. You have full creative say in what goes. There aren’t going to be 20 rounds of edits,’” Mauricio says.

Campaign length

Campaign length directly impacts pricing. A one-time activation such as running a contest or promotion costs less than a long-term endorsement contract.

Post combos

If your brand is active on more than one platform, you can ask your influencer to optimize content for use across channels. Post combos cost more, but you can reach multiple audiences and boost your return on investment.

Rush fee

Being flexible with your timelines can help you secure a better rate. Depending on requested turnaround times, influencers charge a rush fee.

Link in bio

If your goal is to drive traffic, adding a link to an influencer’s bio can be valuable. Expect to pay extra, but note that not all influencers will agree to it.

Types of influencer partnerships

• Affiliate
• Brand ambassador
• Sponsored content
• Gifting
• Giveaways
• Caption mention
• Platform takeover

Here are the most popular ways brands partner with creators:

Affiliate

Influencers who use the affiliate marketing model promote products or services in exchange for a commission on sales resulting from their referral. This is a popular partnership for brands and creators due to its accessibility—there are no upfront costs for either party.

Depending on the influencer and the product being promoted, affiliate commission rates can vary significantly.

💡 Read more: Instagram Affiliate Marketing: Everything You Need to Know

Brand ambassador

A brand ambassador is an influencer who consistently shares content about your brand and products. This is a long-term partnership in which an influencer becomes its official No. 1 fan (or unofficial spokesperson).

Sponsored content

A standard sponsored post consists of a photo or video, plus a caption. Typically, the influencer creates all the content, but in-house marketers may work with an influencer to develop sponsored posts.

The brand may or may not have final approval rights on the content—it depends on the terms the influencer is willing to accept.

Gifting

Some brands send products to influencers hoping to receive positive public feedback even without financial compensation. “You might have a bunch of product available to gift or provide as value even if you don’t have the financials for it right away,” Mauricio says. “Sure, the big names might not work for you, but there are smaller folks that have an engaged audience who can still provide value.”

Giveaways

Giveaways and contests, in which one or more creators encourage followers to comment and follow a brand to enter a random prize drawing, can help grow followers and brand awareness.

Your giveaway budget should cover associated costs (including the cost of prizes) and the predicted ROI.

If you’re running an awareness campaign, set a giveaway budget below your projected earned media value—the worth of organic media coverage. One way to predict media value is to estimate how many impressions, followers, and engagements a partnership will likely produce, then compare those numbers against industry benchmarks.

Caption mention

A caption mention (when the influencer mentions a brand in the caption) works similarly to a sponsored post. These mentions are useful as part of a simple call to action and are an economical option due to low production costs.

Platform takeover

A platform takeover is when an influencer creates content for a brand’s account. Takeovers are most popular on Instagram, TikTok, and Snapchat and can attract new followers and reach new audiences.

The price of influence

Whether it’s a single mention or a long-lasting partnership, the right influencer can speak to customers in a way that’s hard for brands to replicate.

If you’re struggling to build social proof for your products, expand brand recognition, or simply get noticed by your target audience, consider budgeting for an influencer marketing campaign.

Not sure how to connect with influencers? Shopify Collabs makes it easy for merchants to send influencers gifts and affiliate links, so they can share your products with their audience.