How much do influencers charge? Rates by country
A brand sends a message: "Love your content. What are your rates?" You type a number, delete it, and type a smaller one. Public rate data is thin in most countries, and the figures that exist disagree. Here is what they say, and what moves your price.
- Rate guides exist for a few countries, and they disagree. Use them as a starting point, not a price list.
- For most creators, brand deals pay more than the platforms do.
- Follower tier sets the range. Engagement, format, usage and exclusivity set where you sit in it.
- Put your prices on one rate card in your currency, and adjust each deal in the quote.
What the numbers say
US rate data is plentiful, but most of it comes from vendors, and their numbers differ. One open, recent benchmark:
Elev8or's Creator Rate Report 2026 (elev8or.io), Instagram baseline, average-demand niche, per post:
| Tier | Followers | Per post |
|---|---|---|
| Nano | 1,000 to 10,000 | USD 50 to USD 250 |
| Micro | 10,000 to 100,000 | USD 250 to USD 1,500 |
| Mid | 100,000 to 500,000 | USD 1,500 to USD 5,000 |
| Macro | 500,000 and up | USD 5,000 to USD 12,000 |
For the micro tier, the same report sets platform against Instagram: YouTube about 1.7 times, TikTok about 0.85 times.
The report calls these directional planning ranges, not quotes, and does not publish its sample. Read on 20 October 2026.
What moves your price inside the range
Two creators with the same followers can charge very different rates. These are the reasons:
- Engagement. Comments, saves and shares from real people matter more than the follower count.
- Format. A Reel or a TikTok takes more work than a static post or a Story, and costs more.
- Niche. Beauty, finance, tech and parenting often pay more than general lifestyle, because the buyer is clearer.
- Usage rights. If the brand runs your video as its own ad, that is extra work for your face, and extra money.
- Exclusivity. Not working with a competitor for 30 or 90 days has a price.
- Speed. A brief on Monday for a post on Wednesday is a rush job.
- Audience location. A US brand pays more for US followers than for an audience it cannot sell to.
Where the money comes from
US creators have more ways to earn than most:
- Brand deals, direct or through agencies and talent managers.
- Platform programmes that share ad or view revenue, where you qualify.
- Affiliate links and creator storefronts.
- Services: UGC for brands' own channels, photography, consulting, workshops.
That makes your rate card the most important page you own.
A worked example in your currency
Lena, a fitness creator in Austin with 40,000 followers and strong engagement, writes these prices:
| Item | Price |
|---|---|
| Instagram Reel, up to 60 seconds | USD 1,000 |
| TikTok video | USD 800 |
| Three Instagram Stories with a link | USD 400 |
| UGC video for the brand's own page, no posting | USD 500 |
| Paid usage of one video in ads, 30 days | USD 300 |
When a supplement brand asks for a Reel, Stories and 30 days of ad usage, the quote is three lines and the total is clear.
Example numbers, for illustration only.
How to set your own rate
- Start from the range for your tier above.
- Move up for strong engagement, a clear niche, or a format that takes real work.
- Price each thing separately: a Reel, a TikTok, a set of Stories. Brands buy items, not "content".
- Add usage and exclusivity as extras, never inside the base price.
- Ask for a deposit on new clients. Here is how to ask for a deposit without it feeling awkward.
- Review every three to six months, and after any month you were fully booked.
Our influencer rate card template has the columns ready.
Gifts, barters and tax
"We will send you the product" is not a rate. A product does not pay rent. Say yes to gifts only when you would post about them anyway, and say no posting is promised.
Brand payments are self-employment income. The IRS says self-employment tax is 15.3% and applies once net earnings from self-employment reach USD 400 (IRS). Products you receive as payment for content can count as income too; ask a tax professional how to value them.
This is not tax advice. Check with the IRS or a qualified tax adviser.
Getting paid
Brands usually pay by ACH or card, often on net-30 terms, and ask you for a Form W-9 first. Card processors charge the seller: Stripe lists 2.9% + 30 cents for a domestic card, as checked on 20 October 2026.
When the deal is agreed, send a clear invoice: our guides on how to invoice a brand and how to invoice as a freelancer in your country cover the lines to include.
Where Piku fits
You can make a Rate Card in your currency in Piku, turn a yes into a quote and an invoice, and send a pay link the brand pays by card. Piku's fee is 2% of each paid invoice, never more than $25.
Plain limits in the United States today:
- Piku's plan is USD 15 a year for founding members, USD 50 standard.
- The client pays by card through Bachs checkout. Clients who prefer ACH or a check need your details from you.
- The Piku wallet, where paid invoices will collect before they go to a US bank by ACH, is opening soon. It is not live yet.
- Piku does not file 1099s or work out sales tax.
Questions
How much does a micro influencer charge?
A 2026 benchmark puts Instagram creators with 10,000 to 100,000 followers at about USD 250 to USD 1,500 a post, before niche, platform and usage adjustments.
Should I charge in my own currency or in dollars?
Charge local brands in your own currency. For a brand abroad, agree the currency in the quote, and know what it costs you to receive and convert it.
Do I pay tax on brand deals?
Yes. Brand payments are self-employment income. Self-employment tax is 15.3% once net earnings reach USD 400, on top of income tax. Ask a tax professional about your case.
Are gifted products part of my rate?
No. A product is not payment for your time. Say yes to gifts only when you would post about them anyway, and keep a record: in many countries, products received for content count as income.