How much influencers earn per post on Instagram, YouTube, and TikTok, according to a new survey of over 1,200 creators

a man standing in front of a mirror posing for the camera: Brand sponsorships typically make up a majority of an influencer's income. Miguel Medina/AFP via Getty Images.© Provided by Business Insider Brand sponsorships typically make up a majority of an influencer's income. Miguel Medina/AFP via Getty Images.
  • Influencers typically rely on paid posts and branded content as a big part of their incomes.
  • A recent survey by Intellifluence asked 1,249 influencers about what brands pay for sponsored content.
  • Here's how much money influencers expect to get paid on platforms like Instagram, YouTube, and TikTok.
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    • As "influencer" becomes a more and more viable profession, and money pours into the creator economy - influencer marketing spending will surpass $3 billion this year, in the US alone - many internet stars have struggled with a question: "How much should I charge?"

    CONSTELLATION BRANDS, INC.

    In a market where pay rates are changing rapidly, startups like Influent and marketing firms like Izea have tried to provide some sort of roadmap for sponsored-content earnings. The influencer-marketing platform Intellifluence is the latest entrant, recently publishing a survey of 1,249 influencers.

    The survey, which was conducted in May 2021 in the US, UK, and Canada, asked creators how much money they expect brands to pay them for sponsored content on platforms like Instagram, TikTok, and YouTube. Intellifluence broke down the data by number of followers, from under 10,000 to more than 5 million, and found that creators can get paid anywhere from $56 per post on Twitter to more than $4,300 per post on TikTok.

    The influencers surveyed have different levels of experience, with about 64% starting out as content creators within the last three years. They also receive a variety of payment methods: About 70% of the influencers surveyed said they receive both product and money, and only about 6% received just free product.

    Knowing what pay rate is fair can be important for many influencers, as about 41% of influencers reported to Intellifluence that they did not feel that brands were pitching "adequate compensation" for sponsored posts.

    Here's what influencers charge brands on average for posts on Instagram, TikTok, YouTube, Facebook, and Twitter:

    Instagram

    In the report, Intellifluence specifically broke down how much money Instagram micro influencers (under 100,000 followers) typically expected brands to pay for posts. However, the survey did not specify what type of Instagram post - an in-feed post, carousel, story slide, Reel or IGTV.

  • Fewer than 10,000 followers: $193.74
  • 10,000 to 19,999: $273.82
  • 20,000 to 29,999: $311.31
  • 30,000 to 39,999: $377.56
  • 40,00 to 49,999: $517.91
  • 50,000 to 59,999: $744.45
  • 60,000 to 69,999: $750.00
  • 70,000 to 79,999: $809.00
  • 80,000 to 89,999: $1,001.00
  • 90,000 to 300,000: $1,221.00

    • Intellifluence did survey influencers with larger audiences, but the data skewed heavily toward smaller creators, making the data for creators with more than 300,000 followers less reliable.

    YouTube

    (Peer or authoritative influencers)*

  • Fewer than 5,000 followers: $207.32
  • 5,000 to 9,999 followers: $331.40
  • 10,000 to 14,999 followers: $567.00
  • 15,000 to 19,999 followers: $731.44

    • (Aspirational influencers)*

  • 850,000 to 899,999 followers: $1,000.00
  • 900,000 to 899,999 followers: $1,250.00
  • 950,000 to 999,999 followers: $2,000.00
  • More than 1 million followers: $3,666.67

    • TikTok

    (Peer or authoritative influencers)*

  • Fewer than 5,000 followers: $180.85
  • 5,000 to 9,999 followers: $241.00
  • 10,000 to 14,999 followers: $283.33
  • 15,000 to 19,999 followers: $550.00
  • 20,000 to 24,999 followers: $880.00
  • More than 25,000 followers: $927.20

    • (Aspirational influencers)*

  • 1 million to 1,999,999 followers: $2,658.33
  • 2 million to 2,999,999 followers: $2,750.00
  • 3 million to 3,999,999: $3,093.06
  • 4 million to 4,999,999: $3,436.11
  • More than 5 million followers: $4,372.22

    • *For both YouTube and TikTok, Intellifluence categorized influencers into "peer" or "authoritative," and "aspirational" influencers. In other words, micro influencers and macro influencers.

    Facebook

  • Fewer than 5,000 followers: $169.63
  • 5,000 to 10,000: $184.67
  • 10,000 to 15,000: $190.00
  • 15,000 to 20,000: $203.17
  • 20,000 to 25,000: $245.80
  • More than 25,000 followers: $266.00

    • Twitter

  • Fewer than 5,000 followers: $56.30
  • 5,000 to 9,999 followers: $64.80
  • 10,000 to 14,999 followers: $81.52
  • 15,000 to 19,999 followers: $88.20
  • 20,000 to 24,999 followers: $101.00
  • More than 25,000 followers: $125.78

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