Influencer Rate Calculator
Work out what to charge for a sponsored post, Reel, TikTok, YouTube integration, or UGC package. This influencer pricing calculator starts from format CPMs, then prices the two things creators most often give away for free: usage rights and exclusivity.
Your deal inputs
Highest-reach IG format
Use the median of your last 10 posts in this format — not follower count.
How influencer rates are actually calculated
Brands buy attention, so nearly every sponsorship rate reduces to a CPM — a price per 1,000 people reached. Instagram Reels and TikTok videos commonly transact around $20-$25 CPM, in-feed posts slightly lower, Story frames around $10 because they expire in 24 hours, and YouTube far higher ($60 CPM for a 60-90 second integration, $110+ for a dedicated video) because production effort and watch-time intent are both higher.
Two multipliers matter more than the CPM itself. Usage rights decide whether the brand can run your face as an ad: organic-only is your base, 30-90 days of paid amplification typically adds 25-50%, twelve months roughly doubles it, and perpetual all-media rights should cost at least triple. Exclusivity is income you are agreeing not to earn, so a 90-day category lockout adds around 30% and anything broad or longer than six months adds more.
Finally, price UGC differently. When the brand is not posting to your audience, you are selling production, not media — a flat per-asset fee plus a license window. Never let a UGC deal be priced off your follower count.
Sponsored post rate benchmarks
| Format | Typical CPM | Example rate |
|---|---|---|
| Instagram Story frame | $10 | 20k reach → ~$200 |
| Instagram in-feed post | $20 | 20k reach → ~$400 |
| Instagram Reel | $25 | 20k reach → ~$500 |
| TikTok video | $20 | 50k views → ~$1,000 |
| YouTube integration (60-90s) | $60 | 20k views → ~$1,200 |
| YouTube dedicated video | $110 | 20k views → ~$2,200 |
| UGC asset (no posting) | flat | ~$250-$500 per asset |
Ranges reflect commonly transacted organic-only rates in the US creator market. Add rights, exclusivity, and rush fees on top.
Influencer pricing questions, answered
How much should I charge for a sponsored post?
The industry starting point is roughly $20-$25 per 1,000 people reached for an Instagram Reel or TikTok, and $60-$110 per 1,000 views for YouTube depending on whether it is an integration or a dedicated video. Multiply that CPM by your realistic reach, then add fees for paid usage rights, exclusivity, and extra revisions. A creator with 40,000 followers and 20,000 typical Reel reach lands near $500 for organic-only usage before any rights uplift.
How does this influencer rate calculator work?
It applies a format-specific CPM to your estimated reach, then multiplies by usage-rights and exclusivity factors and adds any production or rush fees. It returns a low-to-high range rather than one number, because real deals settle inside a band based on your niche, audience quality, and the brand's budget cycle.
Should I price on followers or engagement?
Price on reach, not followers. Followers are a vanity ceiling; reach and views are what the brand actually buys. Use your last 10 posts' median reach for the format being sold. If a brand insists on a follower-based CPM, quote the higher end of the band to offset the mismatch.
How much extra should I charge for usage rights?
Paid amplification or whitelisting is a separate fee, typically 25-50% of the base for 30-90 days. Twelve-month rights commonly double the base, and perpetual all-media rights should be at least triple. Rights are the single most common place creators give away money for free.
What is a fair rate for UGC with no posting?
UGC without posting is priced as production, not media: a flat fee per asset that covers concept, shoot, edit, and one revision round, plus a rights fee for the license window. It should not be priced off follower count, because the brand is not buying your audience.
Is this brand deal calculator free?
Yes. The calculator is free and requires no account. If you want the contract behind the number checked, Black X scores the agreement across six risk dimensions and returns a Clarity Score in about 60 seconds.