Fair Share AI → TikTok brand deal rates
TikTok rates · free calculator
How much to charge for a TikTok brand deal
The baseline most of the industry works from is about $15 per 1,000 followers for one in-feed TikTok video — then moved up or down by your engagement rate and your niche. Put your own numbers in and get the figure, plus what to say if they have already made you an offer.
What's your TikTok video worth?
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Your rate for this post
Reasonable range $310 – $490
An informed estimate from published creator-economy benchmarks and your own figures — a starting point for a negotiation, not a guarantee. Real rates move with the brand, the timing and the usage rights.
By follower count
TikTok sponsorship rates, one video
At TikTok-average engagement (about 5%) in a neutral niche. Your own engagement rate moves these figures in both directions, which is what the calculator above accounts for.
| Followers | Typical rate | Reasonable range |
|---|---|---|
| 5,000 | $75 | $60 – $95 |
| 10,000 | $150 | $120 – $190 |
| 25,000 | $375 | $300 – $470 |
| 50,000 | $750 | $600 – $940 |
| 100,000 | $1,500 | $1,200 – $1,875 |
| 250,000 | $3,750 | $3,000 – $4,690 |
| 500,000 | $7,500 | $6,000 – $9,375 |
| 1,000,000 | $15,000 | $12,000 – $18,750 |
These are single in-feed videos. A bundle — video plus Stories or a second post — is normally priced nearer $25 per 1,000 followers rather than the sum of the parts.
The five things that move your number
Why two creators the same size get paid differently
1. Engagement rate
The biggest adjustment after size. TikTok averages roughly 5% engagement — far higher than Instagram's 2% — so a 5% rate on TikTok is ordinary, not impressive. What matters is your number relative to that baseline. Double the average roughly doubles your rate; half of it cuts you down.
2. Your niche
Brand budgets are not equal. Finance and tech advertisers pay a substantial premium over entertainment and comedy for the same audience size, because a viewer is worth more to them. This is the least intuitive factor and the one creators most often forget to mention when justifying a rate.
3. Usage rights
This is where creators lose the most money without noticing. If the brand wants to run your video as a paid ad, that is not included in a standard post fee — it is a separate license, often worth another 50% to 100% on top, and more for a long term. Always ask whether they intend to run paid media against it, and for how long.
4. Exclusivity
Agreeing not to work with competitors has a real cost, because it removes future income you cannot get back. Price it as its own line, and push for a narrow category and a short window.
5. Turnaround and revisions
A three-day deadline and unlimited revisions are worth money. If the brief has a rush timeline or an open-ended approval process, that belongs in the price or it should be capped in writing.
Deliverables, usage rights and term, payment terms and date, and the exclusivity window if there is one. A brand that will not put those four things in writing is the risk, not the rate.
Questions
TikTok rate questions
How much should I charge for a TikTok brand deal?
A widely used starting point is about $15 per 1,000 followers for a single in-feed TikTok video, then adjusted for your engagement rate and your niche. A creator with 25,000 followers at TikTok-average engagement lands around $375 for one video. Bundles, usage rights and exclusivity all push that number up.
Is $100 enough for a TikTok brand deal?
It depends entirely on your size. $100 is reasonable around 6,000 to 7,000 followers at average engagement, and well under market above roughly 10,000. Run your own numbers rather than accepting a flat figure, because the same $100 is generous for one creator and a lowball for another.
Do brands pay more for higher engagement?
Yes, and it is usually the single biggest adjustment after audience size. TikTok's average engagement rate is around 5%. If yours is 10%, that roughly doubles your rate against a same-sized creator at average engagement; if yours is 2%, expect to be marked down.
Should I charge more if the brand wants to run my video as an ad?
Yes. Paid usage — sometimes called whitelisting or Spark Ads — means the brand runs your content as advertising, often for months, reaching far more people than your organic post. That is a separate license and it is commonly priced at an additional 50% to 100% of the base rate, scaled to the length of the term.
What about exclusivity?
Exclusivity means you agree not to work with competing brands for a set period. It has real cost, because it blocks other income. Price it separately and keep the window short — 30 days in one narrow category is very different from six months across a whole industry.
How do I counter a lowball TikTok offer?
Give a specific number and a reason for it. Something like: "Thanks for reaching out! Based on my current audience and engagement, my rate for this is $450." Naming your engagement rate and that the figure reflects the current market for your niche reads as professional rather than difficult.
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