The short answer
One feed post pays $75 to $350 at 1K to 10K followers, $350 to $1,400 at 10K to 50K, $1,400 to $7,000 at 50K to 250K, $7,000 to $20,000 at 250K to 1M, and $20,000 to $45,000 above that. Multiply by the format: a Reel is ×1.35, a three-frame Story set ×0.4. Then add usage on top, from nothing for organic only to an extra 150 to 300% for perpetual rights.
The numbers · four steps
Tier, format, usage, category.
Tier gives you the band. Format multiplies it, usage adds to it, and category moves the whole thing.
Start here: what your tier pays for one feed post.
Cross-category ranges in USD for 2026.
Very high engagement, a tight niche, or a category that pays well
Views well above follower count, and a media kit with audience data in it
Proven conversion, previous campaign results, and a firm negotiator
Category, exclusivity, and whether the brand wants paid usage
Almost always negotiated as a package, rarely as a single post
The spread is wider than any table admits
My own records: a 120K creator was paid $2,000 for the same kind of brief a 410K creator was paid $1,000 for. Engagement, category and negotiation decide where inside the band you land.
Or take your exact size, not the band.
A band is wide enough that where you sit inside one matters more than which one you are in. These five pages price a single follower count each, on all three platforms, and show the working.
Priced at 10,000 exactly rather than across the whole band. Instagram, TikTok and YouTube on the same page.
Priced at 25,000 exactly rather than across the whole band. Instagram, TikTok and YouTube on the same page.
Priced at 50,000 exactly rather than across the whole band. Instagram, TikTok and YouTube on the same page.
Priced at 100,000 exactly rather than across the whole band. Instagram, TikTok and YouTube on the same page.
Priced at 500,000 exactly rather than across the whole band. Instagram, TikTok and YouTube on the same page.
Multiply your feed-post rate by the deliverable.
Platform, format, category and engagement all multiply together, and usage is added on top of the result. The calculator does exactly that, so it is the one to trust over any arithmetic on this page.
Feed post
The baseline everything else is priced against
Reel or short video
Production time, and it is what brands want most right now
Carousel
More assets to shoot, more time on screen
Story set, 3 frames
Twenty-four hours of life, unless they want it as a Highlight
TikTok
Reach is less predictable, which brands pay a premium for
YouTube integration
Longest production time and the longest tail
UGC, no posting
$75 – $350 per asset. Priced on production, not audience
Bundle
A Reel plus three Stories. A small discount wins you the whole brief
Then add what they want to do with it.
Usage is quoted on top of your posting fee, never instead of it.
If you take one thing from this page
This is the single largest sum of money creators hand over without noticing, almost always because the contract said “in perpetuity” in a paragraph nobody read.
Ask for a term. Three, six or twelve months. Then price it.
Why the same creator gets very different offers.
The step almost everybody skips.
Tech & electronics
Bigger marketing budgets and longer product cycles.
Finance & apps
High customer value, so they can afford to pay more per acquisition.
Premium beauty
Strong budgets, and they reuse content heavily, so raise usage early.
Fashion, mid and premium
The published rate tables are written mostly from this category.
Travel & hospitality
Often part-paid in stay or experience. Get the cash portion agreed separately.
Food & drink
Tight margins, high volume, and a lot of gifting.
Fast fashion
Pays least per post and works with the most creators. That is the model, not a judgement of you.
The one I know best
A 552K creator I booked was paid $2,000 for a fast fashion campaign, against a published band of $7,000 to $20,000. She was not being cheated. That is what the category pays, and knowing it in advance is the difference between negotiating and being insulted.
Worked example
45,000 followers, mid-market fashion, average engagement, one Reel with three months of paid usage. Her feed-post rate interpolates to about $895–$1,800. The Reel multiplier of ×1.35 takes it to $1,200–$2,400.
Three months of paid ads adds 75%, so the quote is $2,100–$4,250 and her floor is $2,100.
The rate calculator runs it for you, and it still gives you a range. The Rate & Pitch Audit works from your real figures and gives you your number.
Where these numbers come from
Two places, and I’d rather tell you which. The bands are published market ranges for 2026.
Everything sitting on top of them, the multipliers, the usage percentages and the order the categories fall in, comes from my own records. Six years in the middle, agreeing these fees between the brand and the creator.
They are ranges, not a guarantee. And where I quote one deal on this page it is one deal out of my files, not a benchmark.
Once you have your band
Three things to do with the number.
Check it: the calculator runs this arithmetic for you. Use it: the media kit page is about getting somebody on the other side to open the email. Then, before you send that email, the free guide is what happens to it after you do.
The list
What brands are actually paying.
Rate breakdowns, pitch teardowns, and when a brand comes to me looking for creators, that goes out here first. The free guide arrives the moment you sign up.
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