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How much should a post actually cost?

A fair-rate calculator for sponsored posts on Instagram, TikTok, X, LinkedIn and YouTube — based on 2026 benchmark CPMs and engagement multipliers.

  • Free
  • No signup
  • 2026 CPMs
  • 5 networks

How we estimate

What the numbers mean — and don’t mean

Rates are derived from a base CPM (cost per thousand impressions) per network, multiplied by the creator’s expected reach (a function of follower count and engagement rate) and a network-specific format premium. We give you a low, median and high band — most negotiated deals land between the low and high.

This is a starting point, not a final price. Categories, content requirements, exclusivity windows, usage rights and creator track record can move a rate by ±50% in either direction. Use it to anchor the conversation.

Benchmark CPMs (2026): Instagram feed $12, Story $8, Reel $18 · TikTok video $14 · X post $6 · LinkedIn post $22 · YouTube integration $28. Rate × 1.4 for whitelisting rights, × 1.6 for 12-month usage, × 1.25 for category exclusivity.

Median rate per post$1139,375 effective reach
$113
Low$79
Median$113
High$169

Usage multiplier ×1.00. These bands are a starting point — final price depends on category, exclusivity windows and creator track record.

FAQ

Frequently asked

How much do nano influencers charge in 2026?
Nano influencers (1 k – 10 k followers) typically charge $50–$500 per Instagram feed post, $100–$800 per Reel. TikTok creators in the same tier charge $100–$1,200 per video. Rates climb roughly linearly with reach × engagement.
What factors most affect influencer rates?
In order of magnitude: (1) effective reach (followers × engagement rate), (2) network and format, (3) usage rights and exclusivity, (4) category — finance and beauty pay 50 % more than lifestyle, (5) production complexity.
Should I pay more for whitelisting?
Yes — typically +40 % over the base post rate. Whitelisting (Spark Ads on TikTok, Partnership Ads on Meta) lets you run paid amplification through the creator’s handle, which converts dramatically better than your own ads.
What is a usage rights add-on?
Usage rights are how long and where you can re-purpose the content. Standard is 30 days, organic only. Common add-ons: 6-month usage (+30 %), 12-month usage (+60 %), paid usage rights (+40 %), category exclusivity (+25 %).
Do creators charge more for Reels than feed posts?
Yes — usually 30–50 % more, because Reels demand more production work and tend to outperform feed posts on reach. The same logic applies to TikTok dedicated videos vs Spark posts.
How do I negotiate with an influencer?
Start with a clear scope (number of posts, formats, usage rights, exclusivity window). Anchor with our median rate, then negotiate up if you need extras and down if you can offer long-term work, product, or strong creative freedom.

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