Influencer rate calculator
Work out what a creator’s post is worth to you from the views they really get, then see whether your product alone covers it or what fee would.
At your rate, the gift covers part of what these posts are worth. The fee above makes up the rest.
Worth = average views ÷ 1,000 × value per 1,000 views × posts × (1 + usage rights + exclusivity). Fee = worth − the gift’s retail value. An estimate at your rates, not a market price.
Why it starts from views, not followers
Most rate guides price posts by follower count. But on TikTok, Reels and Shorts, most views come from people who don’t follow the creator, so two creators with the same following can get very different views. What you’re paying for is people watching, so the calculator starts from the creator’s average views: the middle of their last 10 posts, which a single viral video can’t skew.
The formula
| Step | Formula |
|---|---|
| Base value | Average views ÷ 1,000 × your value per 1,000 views × posts |
| What the posts are worth | Base value × (1 + usage rights % + exclusivity %) |
| Share the gift covers | Gift’s retail value ÷ what the posts are worth |
| Fee on top of the gift | What the posts are worth − the gift’s retail value (never below 0) |
| Your CPM if they post for the gift | Your cost per kit ÷ views × 1,000 |
Picking your numbers
- Value per 1,000 views. Start with your paid social CPM on the same platform: what you’d pay to reach the same number of people with an ad. A creator’s post is usually worth more than an ad view, because it’s their voice, so treat this as a floor.
- Usage rights. If you want to run the video as an ad or on your own channels, that’s worth more to you and to the creator. Add a percentage and agree it in writing.
- Exclusivity. Asking a creator not to work with competitors for a while costs them work. Add a percentage for it.
- Gift’s retail value. What the creator would pay for what you send. Creators judge a gift by this, not by your cost.
- Your cost per kit. Product at cost, packaging and shipping.
Gift, pay, or both
When the gift’s retail value is close to or above what the posts are worth at your rate, asking for a post in return for the product is a fair deal, and many smaller creators will take it. When it covers only a small part, expect more creators to ask for a fee, or to post without one less often. The fee shown is a starting point for that conversation, not a market price: creators set their own rates, and theirs may be higher or lower.
A common path is to gift first, see who posts and how the posts do, then pay the creators whose posts worked. Our post on setting an influencer marketing budget walks through it.
Questions
How much should I pay an influencer?
Start from what their posts are worth to you: average views ÷ 1,000 × what 1,000 views cost you in ads, plus extra for usage rights or exclusivity. Then agree a fee with the creator; they set their own rates.
Why doesn’t it use follower count?
Followers don’t predict views on TikTok, Reels or Shorts. Average views of the creator’s recent posts do a better job of saying how many people will see yours.
Is a free product enough payment?
Sometimes. If the product’s retail value is close to what the post is worth at your rate, it’s a fair trade. If it covers only a small part, expect more creators to ask for a fee.
Where do the default numbers come from?
They’re an example to show how the calculator works, not market rates. Replace them with your own CPM and the creator’s real views.
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