How Much Do Influencers Charge? Complete 2026 Pricing Guide

Whether you're a brand setting a budget or a creator determining your rates, understanding influencer pricing is essential. This guide breaks down what influencers charge in 2026 across platforms, niches, and content types.

Influencer Pricing Overview

Influencer rates vary dramatically based on multiple factors including follower count, engagement rate, niche, platform, and content type. Here's a high-level overview:

Rates by Follower Count

Nano Influencers (1,000-10,000 followers)

Nano influencers are often the best value for brands due to their high engagement rates (often 5-10%) and authentic community connections.

• Instagram Post: $50-$500
• Instagram Story: $25-$150
• Instagram Reel: $75-$750
• TikTok Video: $50-$500
• YouTube Video: $100-$1,000

Micro Influencers (10,000-100,000 followers)

The sweet spot for many brands. Micro influencers offer strong engagement (3-5%), professional content quality, and reasonable rates.

• Instagram Post: $500-$5,000
• Instagram Story: $150-$1,500
• Instagram Reel: $750-$7,500
• TikTok Video: $500-$5,000
• YouTube Video: $1,000-$10,000

Macro Influencers (100,000-1,000,000 followers)

Professional creators with polished content and significant reach. They typically work with agencies and have standardized rate cards.

• Instagram Post: $5,000-$50,000
• Instagram Story: $1,500-$15,000
• Instagram Reel: $7,500-$75,000
• TikTok Video: $5,000-$50,000
• YouTube Video: $10,000-$100,000

Mega Influencers (1,000,000+ followers)

Celebrity-level creators with massive audiences. Rates are highly variable and often negotiated through agents.

• Instagram Post: $50,000-$500,000+
• Instagram Story: $15,000-$150,000+
• Instagram Reel: $75,000-$750,000+
• TikTok Video: $50,000-$500,000+
• YouTube Video: $100,000-$1,000,000+

Rates by Platform

Instagram

Instagram remains the top platform for influencer marketing. The visual-first platform is ideal for fashion, beauty, travel, and lifestyle brands.

TikTok

TikTok offers exceptional organic reach, making it valuable for viral marketing. Rates are often comparable to Instagram despite the platform being newer.

Average rates per video: 1-3x the creator's Instagram post rate, depending on content complexity and production value.

YouTube

YouTube commands premium rates due to longer content, higher production costs, and extended content lifespan.

• Dedicated Video: 3-10x Instagram post rate
• Integration (30-60 sec): 1-2x Instagram post rate
• Mention (10-15 sec): 0.5-1x Instagram post rate
• Shorts: Similar to Instagram Reels

Rates by Niche

Different niches command different premiums. High-value purchase categories typically pay more.

Premium Niches (Higher Rates)

• Finance & Investing: +40-60% above average
• B2B & Tech: +30-50% above average
• Luxury & Fashion: +25-40% above average
• Health & Wellness: +20-35% above average
• Beauty & Skincare: +20-30% above average

Standard Niches (Average Rates)

• Travel & Lifestyle: Industry average
• Food & Cooking: Industry average
• Fitness: Industry average
• Home & Interior: Industry average

Competitive Niches (Lower Rates)

• Entertainment & Comedy: -10-20% below average
• Gaming (general): -10-20% below average
• General Lifestyle: -15-25% below average

Content Type Pricing

Different content types require different levels of effort and deliver different value to brands.

Stories vs. Posts vs. Reels

As a general rule of thumb:

• Stories: 30-40% of post rate per story
• Posts: Base rate
• Reels: 1.5-2x post rate (due to higher production and reach potential)
• Carousels: 1.25x post rate

Package Deals

Brands often get better value with package deals. Common packages include:

• Story Package: 3-5 story frames at a bundled rate
• Content Package: 1 post + 3 stories + 1 reel (15-20% bundle discount)
• Ambassador Package: Monthly content quota with significant discount (30-50% off a la carte)

Additional Costs to Consider

Base content rates are just the starting point. Several factors can increase the total cost:

Usage Rights

If brands want to repurpose influencer content in their own ads, they pay a premium:

• Social media usage: +25-35% of content rate
• Website usage: +20-30% of content rate
• Paid advertising: +50-100% of content rate
• Perpetual rights: 2-3x content rate

Exclusivity

Exclusivity clauses prevent influencers from working with competitors:

• 30-day exclusivity: +15-25%
• 90-day exclusivity: +30-50%
• 1-year exclusivity: +75-150%

Rush Fees

Content needed urgently typically costs 25-50% more.

Revisions

Most influencers include 1-2 rounds of revisions in their base rate. Additional revisions may cost $50-$500 depending on scope.

Negotiation Tips

For Brands

• Start with a fair offer - Lowballing damages relationships
• Offer long-term partnerships - Influencers often discount for ongoing work
• Be flexible on deliverables - Trade-offs between content types
• Consider performance bonuses - Align incentives for success
• Pay on time - Build reputation for reliable payments

For Creators

• Know your worth - Use our Rate Calculator
• Have a rate card ready - Look professional and prepared
• Don't undersell - You can negotiate down, but rarely up
• Value-stack - Highlight additional benefits (high engagement, niche audience)
• Be willing to walk away - The right opportunities will come

Factors That Increase Your Rates

Want to command premium rates? Focus on these factors:

1. High Engagement Rate - Above 3% is good, above 5% is excellent
2. Quality Audience - Real, active followers who match brand demographics
3. Professional Content - High production value, consistent aesthetic
4. Track Record - Proven campaign results and case studies
5. Niche Authority - Being THE voice in a specific space
6. Multi-Platform Presence - Ability to cross-promote
7. Owned Audience - Email list, website traffic beyond social

Conclusion

Influencer rates in 2026 span from modest payments for nano influencers to six-figure deals for celebrity creators. The right rate depends on your specific situation - follower count, engagement, niche, platform, and content type all play a role.

Remember: the best deals are ones where both parties feel they received fair value. Brands should pay what quality content is worth, and creators should deliver genuine value for their compensation.