📊 Kolsquare Budget Report 2026: Optimize Your Influence Budget
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Influencer Rates on TikTok in 2023
The increase in collaborations has led to unique and engaging projects, but it has also had a significant impact on Influencer rates and budgets. Factors such as the professionalization of key opinion leaders (KOLs) and the increased demand for influencer marketing have contributed to the rise in rates. Accordingly, we will discuss the rates for influencers on TikTok in 2023 on the Kolsquare Influencer Marketing Blog.
Posted on
July 15, 2026
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Key Takeaways
- TikTok is growing at a rocket pace as experts predict 1.5bn active users by the end of 2022.
- To achieve faster success on TikTok, brands can partner with influencers to run conversion-boosting ads.
- The cost of working with TikTok influencers and advertising on the platform varies based on audience size and engagement rate.
TikTok has become an important platform for influencers to reach their audience and gain popularity, so marketers should definitely consider how to work with influencers on the platform.
Read more about influencer marketing on TikTok here.
Creators on TikTok can earn money through sponsored posts, brand partnerships and endorsements. Brands can also choose from different types of TikTok ads so far, including in-feed ads, top view ads, brand takeover ads and hashtag challenge ads. The cost of these ads can be expensive, and the platform's focus is on direct/authentic content, making collaborations with influencers even more appealing. This allows brands to be creative and keep post-production costs low. In terms of costs, today's topic is of course the rates for influencers on TikTok in 2023. Note that TikTok influencer rates may change in the future, especially if the profiles and the platform continue to grow.
How Can You Budget Rates for Your Influencers in 2023?
Influencer marketing has become an important tool for many companies and brands to increase their reach and appeal to the (younger) generation and internet-savvy target group that is fed up with overproduced and inauthentic advertising as Influencers enjoy consumer trust. While e-commerce brands prefer TikTok for advertising in 2023, and 85% plan to budget more for advertising on the network, one-third (31%) of brands plan to spend less on advertising on Meta.
As always, to set the budget for influencer marketing, brands need to define their strategic goals. Do you want to increase brand awareness, sales or followers? Working with content creators can be critical to achieving these goals. So your key performance indicators (KPIs) should align with that, which in turn can have a significant impact on the budget. Kolsquare note: Strategic goals for influencer marketing may differ depending on a brand's maturity, affecting the budgets allocated for future campaigns, the channels used and the types of KOLs involved.
What prices should or can be paid for influencers is often a topic of debate. A rule of thumb in the slowly maturing industry is that the prices can be based on the number of followers and engagement rate. Other factors that can affect the price include talent and access to a niche audience. Meanwhile, many influencers have price lists that they use for the content they produce. On Instagram, the average cost per post in 2021 is $1,170 and $906 for a story. According to Influencer Marketing Hub, the standard rate for Instagram influencers is as follows, depending on their reach:
Nano influencers (1,000 – 10,000 followers): $10 – $100 per post.
Micro influencers (10,000 – 50,000 followers): $100 – $500 per post.
Medium influencers (50,000 – 500,000 followers): $500 – $5,000 per post.
Macro influencers (500,000 – 1,000,000 followers): $5,000 – $10,000 per post.
Mega influencers (1,000,000+ followers): $10,000+ per post.
The Cost of Influencer Marketing on TikTok in 2023
As the popularity of TikTok continues to grow, more and more brands are using the platform to reach new younger audiences and increase sales. In the process, the average cost of a sponsored TikTok post is already a staggering $3,514, according to IZEA. According to forecasts, 41.4m Generation Z users can be reached via TikTok this year (37.3m on Instagram).
The TikTok algorithm allows for a higher level of engagement, making it easier to go viral than on other platforms. Nevertheless, these statistics should also be taken with a grain of salt. TikTok is a new platform, so the numbers can vary widely and are obviously not set in stone.
According to IZEA, the average cost per TikTok, depending on the influencer level, is as follows:
- Nano influencers (1,000 – 10,000 followers): $800 per post.
- Micro influencers (10,000 – 50,000 followers): $1,500 per post.
- Medium influencers (50,000 – 500,000 followers): $3,000 per post.
- Macro influencers (500,000 – 1,000,000 followers): $5,000 per post.
- Mega influencers (1,000,000+ followers): $7,000+ per post.
Companies also need to consider production costs when working with influencers, including travel, studio rental and equipment needed. Also, keep the time factor in mind: You should also factor in how long it will take creators to produce the content and allow a few extra weeks for negotiations and final agreements.
Types of Influencer Partnerships on TikTok
Each type of influencer brand partnership has its benefits and costs, so it's important to choose wisely to build lasting and effective partnerships with brand-focused influencers. Data-driven influencer marketing in particular can help save time and resources. Why not request a free demo of Kolsquare's complete solution here today?
1. Affiliate marketing: This type of partnership is a commission-based model where influencers promote a brand's products or services and receive a commission for each sale that results from their recommendation. Commission rates can vary and usually range from 5% to 50%, depending on the influencer and the brand.
2. Brand ambassadors: This is a long-term partnership where influencers regularly share content about the brand and its products. KOLs will be associated with the brand sooner or later, so it's important to choose them wisely. The three ways to turn influencers into your brand ambassadors are:
3. Sponsored content: Typically, influencers create a photo or video and mention the brand or product, either in the post or in the description.
4. Gifting: Some brands send influencers products in hopes of a positive post. Gifting is a cost-effective way to engage with nano- and micro-influencers, but may not appeal to larger influencers. Read the basics of free gifting for influencers.
5. Channel takeover: This is when an influencer creates content for a brand's account for a certain period. Brands should carefully consider the different types of posts associated with the takeover, the KOL's hourly rate for scheduling and the potential number of new followers through the partnership. Influencer Contract: Tips and Tricks.
What really drives the price of a TikTok influencer
Engagement rate. This is the primary negotiation factor. A profile with 30,000 followers and a 6% engagement rate can legitimately charge more than a profile with 80,000 followers at 1.5%. Always verify actual engagement and audience credibility before discussing price.
The niche. High-value verticals (finance, B2B, healthcare, luxury) command higher fees than general lifestyle content because the audience is more qualified and harder to reach.
Usage rights. Repurposing content on your own channels, for advertising (Spark Ads), or for e-commerce is negotiated separately: expect to pay 20 to 50% of the base rate for amplification rights, and more for exclusivity or longer durations.
Format and production. A scripted video with multiple sequences costs more than a simple integration. Factor in any additional production requirements: travel, studio time, or equipment.
The type of collaboration. A one-off partnership costs more per unit than an ambassador program spanning several months, where volume drives down the unit price.
Where should TikTok fees fit into your influencer budget?
The 2026 Kolsquare Budget Report recommends that mature brands structure their influencer budget into four pillars: 50 to 60% for talent and activation (fees, gifting, UGC, ambassador agreements), 15 to 25% for paid amplification (boosting, dark posts, whitelisting), 10 to 15% for tools and tech (influencer platforms, tracking, payments, reporting), and 5 to 10% for production and administration (contracts, briefs, content licenses).
In other words, the fee negotiated with a TikTok influencer represents only a little more than half of the total cost of a campaign: plan for the rest during the scoping phase.
Types of TikTok partnerships and their pricing logic
Sponsored content. The classic format: the influencer creates a video mentioning the brand or product. This is the basis for the ranges mentioned above.
Affiliate marketing. Commission-based model: the influencer receives a percentage of the sales generated, generally between 5% and 50% depending on the sector. This is an effective way to align costs with performance.
Ambassador programs. Long-term partnerships with regular posts. The unit price decreases, while consistency and credibility increase.
Gifting. Sending products without payment works with some nano and micro-influencers, but rarely beyond that. Since the Influencer Law, a product gifted in exchange for a post is still considered a commercial collaboration and must be identified as such. "The number of contracts has literally exploded. Even for a simple product shipment, a contract is necessary," notes Charlotte Caron (Wellcom Agency) in the 2026 Kolsquare KOL Budget Report.
Takeovers. The influencer manages the brand's accounts for a set period. The rate is negotiated based on the time spent and the formats produced.
How to estimate the rate for a specific TikTok influencer?
The ranges provide an order of magnitude; negotiations are handled on a profile-by-profile basis. Two free tools help make the discussion more objective:
- The TikTok calculator from Kolsquare estimates the price and EMV of a TikTok influencer based on their actual data: followers, engagement, and audience credibility. It is useful for preparing negotiations or verifying a quote.
- The EMV (Earned Media Value) estimates what the reach and engagement of a piece of content would cost in paid media: it is the indicator used to judge whether a rate is consistent with the value produced. Kolsquare calculates it using a transparent and updated methodology.
At the campaign level, a influencer marketing platform allows you to compare profiles based on data (engagement, credibility, history), manage negotiations, and measure ROI in real time.
Pricing and compliance: what the Influencer Law changes
Since the law of June 9, 2023 on commercial influence, any paid partnership (money or benefits in kind) must be clearly identified: mention "advertisement" or "commercial collaboration." Liability applies to both the brand and the influencer, and the ARPP monitors compliance with its Responsible Influence Certificate.
In practical terms, integrate compliance from the moment you select profiles: at Kolsquare, every influencer has a compliance and credibility score, and data is hosted in the EU in accordance with GDPR. Our article on the evolution of influencer regulations in Europe details the 2026 framework. Negotiating a good rate with a non-compliant profile is still a bad deal.
FAQ
How much does a TikTok influencer cost in 2026?
Around €25 to €200 per post for a nano-influencer, €200 to €1,500 for a micro-influencer, €1,500 to €5,000 for a macro-influencer, and €5,000+ for those with over a million followers (Influencer Marketing Hub 2026 benchmarks, converted to euros for reference). The final quote depends on engagement, niche, usage rights, and format.
What is the price for a TikTok influencer with 100,000 followers?
A profile on the border of micro/macro generally charges between €800 and €2,500 per sponsored video, depending on their engagement rate and niche. At this level, always compare several profiles using data: the TikTok calculator provides a free estimate per profile.
Are TikTok rates higher than on Instagram?
Not necessarily. Find the ranges for all networks in our influencer pricing guide TikTok favors virality, which can generate more reach for the same price, but video production requires more work than a static post. For Instagram, the Kolculator provides a free estimate per profile.
What do usage rights (Spark Ads, rebroadcasting) cost?
Generally 20% to 50% of the base rate for advertising amplification rights, and more for exclusivity or longer durations. Always specify the rights in the contract: scope, channels, and duration.
Does a gifted product count as a paid collaboration?
Yes. Under the Influence Law (law of June 9, 2023), a benefit in kind in exchange for a post is a commercial collaboration and must be identified as such. The ARPP regulates these practices in France.
Why are TikTok influencer rates increasing?
According to the 2026 Kolsquare Budget Report, fees jumped 30% to 50% in 2025 due to three factors: increased demand (20% to 30% of marketing budgets now go to influencer marketing), higher creative demands driven by TikTok's "native-first" culture, and growing contractual and regulatory complexity.
How do you know if a rate is justified?
Compare the quote to the value produced: actual engagement, audience credibility, and estimated EMV. A high rate can be profitable if the profile converts; a low rate is never profitable if the audience is inflated. This is exactly what a data-driven platform like Kolsquare allows you to verify.
About Kolsquare
Kolsquare is Europe’s leading Influencer Marketing platform, offering a data-driven solution that empowers brands to scale their KOL (Key Opinion Leader) marketing strategies through authentic partnerships with top creators.
Kolsquare’s advanced technology helps marketing professionals seamlessly identify the best content creators by filtering their content and audience, while also enabling them to build, manage, and optimize campaigns from start to finish. This includes measuring results and benchmarking performance against competitors.
With a thriving global community of influencer marketing experts, Kolsquare serves hundreds of customers—including Coca-Cola, Netflix, Sony Music, Publicis, Sézane, Sephora, Lush, and Hermès—by leveraging the latest Big Data, AI, and Machine Learning technologies. Our platform taps into an extensive network of KOLs with more than 5,000 followers across 180 countries on Instagram, TikTok, Twitch, Facebook, YouTube, and Snapchat.
As a Certified B Corporation, Kolsquare leads the way in promoting Responsible Influence, championing transparency, ethical practices, and meaningful collaborations that inspire positive change.
Since October 2024, Kolsquare has become part of the Team.Blue group, one of the largest private tech companies in Europe, and a leading digital enabler for businesses and entrepreneurs across Europe. Team.Blue brings together over 60 successful brands in web hosting, domains, e-commerce, online compliance, lead generation, application solutions, and social media.
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