In depth
Brand deal rates are negotiated, not fixed. The widely cited '$100 per 10K followers' baseline is a starting point — actual rates can be 3–10× higher for high-engagement niche creators or for posts with usage rights, exclusivity, or whitelisting.
Deliverable type matters more than follower count. A 60-second TikTok with usage rights typically commands 2–4× the rate of a static Instagram post with the same audience.
What affects Brand Deal Rate
- Follower count and engagement rate.
- Niche and audience purchasing power.
- Deliverable type (Reel, Story, long-form, podcast, dedicated video).
- Usage rights and ad whitelisting (paid media boost).
- Exclusivity windows and category exclusivity.
Worked example
A 120K-follower fitness Instagram creator with 5% ER would charge roughly $1,200 base × 1.5 (above-average ER) × 1.3 (Reel) × 1.4 (3-month usage rights) ≈ $3,275 per Reel.