Paste a TikTok handle. See what a sponsored video should cost, plus the price of a Spark Ad.
What TikTok creators usually charge for one sponsored video. The price per follower is lower than on Instagram. That's because TikTok shows videos to people based on their interests, not just to followers. All prices assume 2.5% engagement.
| Tier | Audience | Video15–60s | Long-form60s+ | Spark Adpaid amplify | Full campaign3 videos · 30 days |
|---|---|---|---|---|---|
| Nano | Under 10K followers | $43–$57 | $55–$75 | $66–$89 | $102–$138 |
| Micro | 10K – 100K | $425–$575 | $553–$747 | $659–$891 | $1,020–$1,380 |
| Mid-tier | 100K – 1M | $4,250–$5,750 | $5,525–$7,475 | $6,588–$8,913 | $10,200–$13,800 |
| Macro | 1M – 5M | $17,000–$23,000 | $22,100–$29,900 | $26,350–$35,650 | $40,800–$55,200 |
| Mega | 5M and above | $85,000–$115,000 | $110,500–$149,500 | $131,750–$178,250 | $204,000–$276,000 |
Each price is a range of 15% either side of the middle, for the video only. Spark Ads, longer use of the video and keeping the creator away from competitors cost extra.
Here’s how the calculator works, in four steps. We’ll use one example all the way through: 50,000 followers on TikTok, with 3.5% engagement.
On TikTok, every 1,000 followers is worth $10. Each platform has its own price, because the content takes different amounts of work.
Creators whose followers like and comment more are worth more. We divide their engagement rate by 2.5%, which is about average. Average scores 1.0×.
One viral post can make engagement look much higher than normal. So the score never goes below 0.6× or above 2.2×.
No one can price a creator to the exact dollar. So we show a range from 15% below to 15% above the middle price. Most real deals land in that range.
On TikTok, the app decides who sees a video. So prices work a bit differently. Here's what changes them.
Start at about $10 per 1,000 followers. That's around $500 for 50,000 followers, or $5,000 for 500,000. Then adjust for engagement. On TikTok, views matter more than followers, so check their normal views too.
Because followers mean less on TikTok. Instagram mostly shows posts to followers. TikTok shows videos to anyone it thinks will watch. So we start with a lower price per follower. But TikTok engagement is usually much higher, which brings the price back up.
A Spark Ad lets you pay to promote the creator's own video. Their name and likes stay on the ad. Creators usually charge around 50% extra for this. It normally lasts 30 to 90 days.
Pay per video. Paying per view sounds fair, but it's hard to track. Views keep changing for weeks, and creators don't want to take that risk. Look at their normal views and agree on a fixed price.
30 to 90 days is enough for most campaigns. TikTok trends move fast. Paying to use a video for a whole year makes little sense if you stop using it after six weeks.
Yes, more than on Instagram. TikTok videos are quicker to make, so creators post more of them. Booking several videos lowers the price of each one. Asking for a rush job raises it.
Sometimes, and it's fair to push back. Following a trend doesn't cost the creator anything extra. What does cost more is a script you wrote, a special location or a detailed shot list.
Exclusivity means the creator won't promote your competitors for a set time. It's usually priced as a percentage of the fee for each month. 30 to 90 days is common. Keep it narrow. 'No other energy drinks' costs much less than 'no other drinks'.
Start with how many people you want to reach. Ten small creators cost about the same as one mid-size creator. Ten creators reach ten groups of people and give you ten videos. But you'll also have ten briefs to write and manage.