Home / Rates / 100,000 followers
What should a 100,000 follower account charge?
$1,950 to $3,900
for one feed post on Instagram
$2,450 to $4,900
for one feed post on TikTok
$3,150 to $6,250
for one feed post on YouTube
The work is worth $1,950 to $3,900 for a feed post. This is also the size where brands start coming to you instead of the other way round.
What you’ll actually be offered
The number above is what the work is worth.
At six figures you become what I’d call a lead influencer. Brands find you. They see the work, the consistency, the niche, the nuance, and they reach out.
Below this, creators are the ones searching for brands. At 100,000 you have enough visibility that the search runs the other way, and that changes every conversation you have about money.
The budgets change with it. Offers in the thousands become normal, three, four, five and upwards, depending on the brand, the category, your engagement and the quality of the work. Not the follower count on its own.
The threshold some brands actually write down
A number of brands have a policy that they don’t pay a creator until 100,000 followers. Cross it and the same brand that ignored you at 40k will email you. Nothing about your work changed. Their rule did.
The tables
The same maths the calculator runs, at 100,000 followers.
Every figure here is computed, not looked up in a band. Change any one input on the calculator and it moves.
| Format | Range |
|---|---|
| Feed post | $1,950 to $3,900 |
| Reel / short video | $2,650 to $5,300 |
| Carousel | $2,350 to $4,700 |
| Story set (3 frames) | $785 to $1,550 |
| UGC, no posting | $75 to $350 |
| What they want | Range |
|---|---|
| Organic only | $1,950 to $3,900 |
| Paid ads · 1 month | $2,700 to $5,400 |
| Paid ads · 3 months | $3,450 to $6,850 |
| Paid ads · 6 to 12 months | $4,900 to $9,800 |
| Perpetual | $5,900 to $11,750 |
| Category | Range |
|---|---|
| Fast fashion | $785 to $1,550 |
| Fashion, mid and premium | $1,950 to $3,900 |
| Beauty | $2,150 to $4,300 |
| Tech & electronics | $2,450 to $4,900 |
| Travel & hospitality | $2,050 to $4,100 |
| Food & drink | $1,750 to $3,550 |
| Finance & apps | $2,250 to $4,500 |
Instagram is the baseline everything else is priced against.
| Format | Range |
|---|---|
| Feed post | $2,450 to $4,900 |
| Reel / short video | $3,300 to $6,600 |
| Carousel | $2,950 to $5,900 |
| Story set (3 frames) | $980 to $1,950 |
| UGC, no posting | $75 to $350 |
| What they want | Range |
|---|---|
| Organic only | $2,450 to $4,900 |
| Paid ads · 1 month | $3,350 to $6,750 |
| Paid ads · 3 months | $4,300 to $8,600 |
| Paid ads · 6 to 12 months | $6,150 to $12,250 |
| Perpetual | $7,350 to $14,700 |
| Category | Range |
|---|---|
| Fast fashion | $980 to $1,950 |
| Fashion, mid and premium | $2,450 to $4,900 |
| Beauty | $2,700 to $5,400 |
| Tech & electronics | $3,050 to $6,150 |
| Travel & hospitality | $2,550 to $5,150 |
| Food & drink | $2,200 to $4,400 |
| Finance & apps | $2,800 to $5,650 |
TikTok carries 25% more than the same post on Instagram.
| Format | Range |
|---|---|
| Feed post | $3,150 to $6,250 |
| Reel / short video | $4,250 to $8,450 |
| Carousel | $3,750 to $7,550 |
| Story set (3 frames) | $1,250 to $2,500 |
| UGC, no posting | $75 to $350 |
| What they want | Range |
|---|---|
| Organic only | $3,150 to $6,250 |
| Paid ads · 1 month | $4,300 to $8,600 |
| Paid ads · 3 months | $5,500 to $11,000 |
| Paid ads · 6 to 12 months | $7,850 to $15,700 |
| Perpetual | $9,400 to $18,800 |
| Category | Range |
|---|---|
| Fast fashion | $1,250 to $2,500 |
| Fashion, mid and premium | $3,150 to $6,250 |
| Beauty | $3,450 to $6,900 |
| Tech & electronics | $3,900 to $7,850 |
| Travel & hospitality | $3,300 to $6,600 |
| Food & drink | $2,800 to $5,650 |
| Finance & apps | $3,600 to $7,200 |
YouTube carries the most of the three, 60% above an Instagram post.
If it’s gifted
Gifted isn’t automatically a no. It’s a no when they want usage rights with it, or three pieces of content, or exclusivity. One post for a product you’d have bought anyway is a fair trade. Everything past that is unpaid work.
Usage, and why it is separate
Usage is the brand’s right to run your post as an advert. It’s a second thing you’re selling, quoted on top of the fee and never folded into it. It’s also the thing most often handed over for nothing.
Ask what they’re spending to run it as an ad. If a brand is putting budget behind your post, they’ve already decided your content is worth spending more money on. That’s a fact sitting in the open, in the brief, and almost nobody asks about it.
Next
Your number, not this one.
This page prices a 100,000 follower account. Change the format, the category, the usage or your engagement and the answer moves. The calculator does that in one screen.