Home / Rates / 10,000 followers
What should a 10,000 follower account charge?
$245 to $490
for one feed post on Instagram
$305 to $610
for one feed post on TikTok
$390 to $785
for one feed post on YouTube
The work is worth $245 to $490 for a feed post. What you’ll actually be offered is usually gifting. Both of those are true, and the gap between them is the whole thing.
What you’ll actually be offered
The number above is what the work is worth.
Here’s the honest version, and it isn’t the number above. Most brands won’t offer you money at this size. They’ll offer product. Gifting, a barter deal, an exchange. When they do pay, it’s usually somewhere around $80 to $200.
That isn’t the same as what the post is worth. One is what the industry expects. The other is what gets offered, and the difference is that at 10,000 you have very little to push back with.
At 10,000, every brand that emails you feels like a big opportunity. Brands know that. Most creators this size take the gifting because they’re still growing and it feels like progress, and quite often it is.
The bit that surprises people
Small brands are more likely to pay you than big ones at this stage. A big brand has a process that says no. A small brand has nobody in the back office telling them what is too expensive, so if you name a number they’ll sometimes just say yes.
The tables
The same maths the calculator runs, at 10,000 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 | $245 to $490 |
| Reel / short video | $330 to $660 |
| Carousel | $295 to $590 |
| Story set (3 frames) | $100 to $195 |
| UGC, no posting | $75 to $350 |
| What they want | Range |
|---|---|
| Organic only | $245 to $490 |
| Paid ads · 1 month | $335 to $675 |
| Paid ads · 3 months | $430 to $855 |
| Paid ads · 6 to 12 months | $610 to $1,200 |
| Perpetual | $735 to $1,450 |
| Category | Range |
|---|---|
| Fast fashion | $100 to $195 |
| Fashion, mid and premium | $245 to $490 |
| Beauty | $270 to $540 |
| Tech & electronics | $305 to $610 |
| Travel & hospitality | $255 to $515 |
| Food & drink | $220 to $440 |
| Finance & apps | $280 to $565 |
Instagram is the baseline everything else is priced against.
| Format | Range |
|---|---|
| Feed post | $305 to $610 |
| Reel / short video | $415 to $825 |
| Carousel | $365 to $735 |
| Story set (3 frames) | $120 to $245 |
| UGC, no posting | $75 to $350 |
| What they want | Range |
|---|---|
| Organic only | $305 to $610 |
| Paid ads · 1 month | $420 to $840 |
| Paid ads · 3 months | $535 to $1,050 |
| Paid ads · 6 to 12 months | $765 to $1,550 |
| Perpetual | $920 to $1,850 |
| Category | Range |
|---|---|
| Fast fashion | $120 to $245 |
| Fashion, mid and premium | $305 to $610 |
| Beauty | $335 to $675 |
| Tech & electronics | $385 to $765 |
| Travel & hospitality | $320 to $645 |
| Food & drink | $275 to $550 |
| Finance & apps | $350 to $705 |
TikTok carries 25% more than the same post on Instagram.
| Format | Range |
|---|---|
| Feed post | $390 to $785 |
| Reel / short video | $530 to $1,050 |
| Carousel | $470 to $940 |
| Story set (3 frames) | $155 to $315 |
| UGC, no posting | $75 to $350 |
| What they want | Range |
|---|---|
| Organic only | $390 to $785 |
| Paid ads · 1 month | $540 to $1,100 |
| Paid ads · 3 months | $685 to $1,350 |
| Paid ads · 6 to 12 months | $980 to $1,950 |
| Perpetual | $1,200 to $2,350 |
| Category | Range |
|---|---|
| Fast fashion | $155 to $315 |
| Fashion, mid and premium | $390 to $785 |
| Beauty | $430 to $860 |
| Tech & electronics | $490 to $980 |
| Travel & hospitality | $410 to $825 |
| Food & drink | $355 to $705 |
| Finance & apps | $450 to $900 |
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.
Said plainly
Some brands won’t pay a creator anything until they hit 100,000 followers. That’s a policy written down somewhere, not a judgement of your work. Knowing which kind of brand you’re talking to before you reply is most of the job.
Next
Your number, not this one.
This page prices a 10,000 follower account. Change the format, the category, the usage or your engagement and the answer moves. The calculator does that in one screen.