Influencer price tables put a 1K to 10K Instagram creator at $37 to $191 a post and a 1M+ creator at $10,000 and up. We checked what those prices buy. For 31,663 creators who ran sponsored reels, we took the published rate for their follower count and divided it by the views their own sponsored reels got. The median comes to $43 per 1,000 views on Instagram and $72 on TikTok. Agencies that price by the view quote $10 to $34 per 1,000 views, so the follower-based tables charge about twice as much.
The pages that rank for "influencer rates" print price tables and stop there. A few give a rule of thumb, such as "expect views from 20% to 40% of followers". None of them measure what a sponsored post at those prices delivers. This study measures it, tier by tier, with the views each creator's own sponsored posts got.
$43
Per 1,000 views
2x
Above per-view deals
5x to 7x
Inside one tier
How much do influencers charge? What 56 price tables say
We collected every Instagram price range we could find from 2025 and 2026: Influencer Marketing Hub, Shopify, Click Analytic, agency tables from France and Germany, four Japanese tables and five Korean ones. The Korean rows come from the 104 price points we gathered for our Korean influencer rates study. Each row is a low and a high price for one post by one follower tier.
| Tier | Median low | Median high | Price for the median creator |
|---|---|---|---|
| Nano, 1K to 10K | $37 | $191 | $110 |
| Micro, 10K to 100K | $188 | $1,601 | $635 |
| Mid, 100K to 500K | $1,600 | $9,072 | $3,553 |
| Macro, 500K to 1M | $5,043 | $12,715 | $8,266 |
| Mega, 1M+ | $10,000 | $42,011 | $13,894 |
The middle of each range is wide. A micro creator can be $100 or $5,670 depending on which table you read. To price one creator, we placed them inside their tier by follower count: a creator at the bottom of a tier gets its median low, one at the top gets its median high, and everyone in between sits on a log scale. That is how most of these tables are meant to be read.
Asking and getting paid are two different numbers. Collabstr, a marketplace, reports on 21,000 deals: Instagram creators list packages at an average of $214 and get paid an average of $193. On YouTube the ask is $311 and the payout $255. 80% of the deals on Collabstr cost under $300. That is closer to the nano and low micro rows than to the tables' middle.
Published rates cost $43 per 1,000 views on Instagram
Then we divided each creator's price by the median views of their own sponsored reels. A reel counts as sponsored if Instagram shows the paid partnership label or the caption carries an ad tag such as #ad, #sponsored, #publi, #werbung or #광고.
| Tier | Creators | Sponsored reel views | Views per follower | Cost per 1,000 views | Cost per like or comment |
|---|---|---|---|---|---|
| Nano | 4,067 | 2,949 | 69% | $36 | $1.07 |
| Micro | 12,610 | 14,958 | 42% | $41 | $1.91 |
| Mid | 9,006 | 69,956 | 32% | $53 | $2.96 |
| Macro | 2,938 | 178,190 | 25% | $45 | $2.33 |
| Mega | 3,042 | 388,260 | 19% | $39 | $2.10 |
| All | 31,663 | $43 | $2.01 |
The tables are consistent across tiers. Whether you buy a nano or a mega creator, the median works out to $36 to $53 per 1,000 views. Mid-tier creators, 100K to 500K followers, cost the most per view.
The tables are not consistent with per-view pricing. Agencies that price by the view quote $10 to $30 per 1,000 people reached (adspecialist.de, from over 10,000 campaigns in Germany), $10 to $25 for Instagram lifestyle content (InfluencerFee), 3.8 yen per reel view in Japan, about $24 per 1,000 (Mocha, 55 creators), and 20 won per view in Korea, about $15 per 1,000 (TAGby). Take $22 per 1,000 views as the middle. At that rate the median nano creator's sponsored reel is worth $65 and the table says $110. For the median micro creator it is $329 against $635. For 68% of creators the table price is higher than their views are worth at $22 per 1,000.
Likes and comments tell the same story. A nano creator's sponsored reel costs $1.07 per like or comment at table price, a mid-tier creator's $2.96.
Rate tables price followers, and views fall with size
Most price tables start from followers. The views a post gets do not grow at the same speed.
A nano creator's reel reaches views equal to about 70% of their followers. A mega creator's reaches 16% to 19%. The 20% to 40% rule of thumb in pricing guides fits micro and mid creators. It undercounts small accounts and overcounts large ones. On TikTok, sponsored videos reach 8% to 27% of followers, which is why the same table prices cost more per view there.
Brands do pick well. In every tier above nano, creators who ran sponsored reels reach a bigger share of their followers than the average creator of their size. A brand that picks at random would pay more per view than our medians.
A sponsored post gets fewer views than the creator's usual post
A media kit shows the creator's usual numbers. To see whether a sponsored post matches them, we compared each creator's sponsored reels with their own normal reels. Comparing a creator with themselves takes size and content quality out of the result.
| Platform | Creators | Sponsored post vs the same creator's usual post (views) |
|---|---|---|
| 31,663 | 0.89x | |
| TikTok | 9,163 | 0.75x |
The median Instagram creator's sponsored reels got 0.89x the views of their normal reels, and the median TikTok creator's sponsored videos 0.75x. The drop grows with size on Instagram: nano creators hold 1.04x, micro 0.91x, mid 0.86x, macro 0.79x and mega 0.84x. So a price set from a creator's usual views overstates a sponsored reel by about 12% on Instagram and 33% on TikTok. Our sponsored post engagement study found the same pattern for likes and comments, at 0.69x.
Same tier, same price, 5x to 7x apart
A tier price says nothing about where a creator sits inside the tier, and the spread is wide.
A creator in the cheaper quarter of a tier gives 5 to 7 times more views per dollar than one in the dearer quarter, at the same table price. Six public creators show what that looks like. Prices are the published rate for their follower count, not what they charged; we do not know their fees.
Above the line. Ryota Takano (@superyoota, 84,822 followers) is a Japanese fitness creator. His five sponsored reels in our data, for De'Longhi, Old Spice, Oikos, YSL Beauty and a running event, got a median of 321,820 views, more than his usual 186,237. At the $1,373 table price, that is $4.27 per 1,000 views. Viky Procházková (@prochazkovaviky, 82,617) in Slovakia got a median of 355,107 views on reels for Sanytol and L'Oréal Paris: $3.77 per 1,000. Ania Morton (@aniamorton, 151,016) is in the BISSELL case below: her 25 sponsored reels have a median of 84,853 views, about her usual 87,047, so $29 per 1,000.
Below the line. Ott DeFoe (@ottdefoe, 125,685), a professional bass angler, posted four #OFFPartner reels for OFF! insect repellent. They got a median of 4,309 views against his usual 7,027. At the $2,047 table price, that is $475 per 1,000 views. Alison Tetrick (@amtetrick, 103,319), a former pro cyclist, got a median of 3,017 views on three sponsored reels: $549 per 1,000. Ben Greenfield (@bengreenfieldfitness, 455,610) got a median of 5,422 views on four sponsored reels against his usual 9,323: $1,514 per 1,000 at the $8,207 table price.
The view price is not the whole value. Ott DeFoe's followers fish, and OFF! sells to people who spend days on the water. A brand can pay more per view for the right audience. But mid-tier creators get about 32% of their followers in views on a sponsored reel, which would be 40,000 for him. His OFF! reels got a median of 4,309. A brand should know that before it pays for followers.
One brand program: 18 creators, $18 to $511 per 1,000 views
BISSELL, the vacuum and carpet cleaner maker, ran a #BISSELLpartner program on Instagram from November 2025 to August 2026. Our data has 21 of its paid partnership reels from 18 creators, most of them parents and pet owners with 12,000 to 456,000 followers.
At table prices the 21 reels would cost $42,009 and they got 455,020 views: $92 per 1,000, more than twice our Instagram median. 15 of the 18 creators got fewer views on their BISSELL reel than on their usual reel. Two creators brought 46% of all views. Ania Morton's reel, "Does this scene look familiar, parents?", got 139,578 views against her usual 87,047. Kristen Sellentin (456,373 followers), the largest account in the program, got 16,080 views against her usual 45,257, though her reel drew 355 comments from a "comment CLEAN for the link" prompt.
If BISSELL had paid each creator by the view at $22 per 1,000, the program would have cost about $10,000 instead of $42,000.
By format: reels, photo posts, TikTok and YouTube
Reel and photo post columns are Instagram. YouTube uses each channel's usual video.
| Tier | Reel, per 1K views | Reel, per like or comment | Photo post, per like or comment | TikTok, per 1K views | YouTube, per 1K views |
|---|---|---|---|---|---|
| Nano | $36 | $1.07 | $1.18 | $122 | $186 |
| Micro | $41 | $1.91 | $1.61 | $90 | $103 |
| Mid | $53 | $2.96 | $2.37 | $81 | $126 |
| Macro | $45 | $2.33 | $1.66 | $67 | $195 |
| Mega | $39 | $2.10 | $1.23 | $39 | $167 |
Photo and carousel posts (8,902 creators, 25,828 sponsored posts) cost about the same per like or comment as reels, $1.64 against $2.01. Instagram does not show views for photo posts, so we compare them on likes and comments only. Many tables charge 1.3x to 3x more for a reel than for a feed post. We used the feed price for both, so the reel figures here are the low end.
TikTok is the most expensive per view at published TikTok rates, $72 for the median creator, because sponsored TikTok videos reach a small share of followers. Only TikTok mega creators come down to Instagram's level. On YouTube we could not detect sponsored videos, so the last column uses each channel's usual long-form video, for 9,546 channels: $144 per 1,000 views at published YouTube rates. Influencer Marketing Hub quotes $50 to $100 per 1,000 views for YouTube integrations, so YouTube tables also run above per-view pricing.
By market
| Market | Creators | Views per follower | Per 1,000 views, global table | Per 1,000 views, local table |
|---|---|---|---|---|
| United States | 1,457 | 26% | $71 | $49 (USD) |
| Brazil | 748 | 22% | $77 | |
| India | 927 | 104% | $16 | |
| United Kingdom | 446 | 30% | $58 | |
| Canada, Australia, NZ | 698 | 49% | $38 | |
| South Korea | 644 | 56% | $31 | $13 (KRW) |
| Japan | 438 | 68% | $25 | $30 (JPY) |
| France | 123 | 45% | $37 | $50 (EUR) |
| Germany, Austria, Switzerland | 132 | 88% | $22 | $29 (EUR) |
| Spanish-speaking Latin America | 348 | 27% | $61 |
Two things move the cost per view: how many followers a creator's reels reach, and the local price level. US and Brazilian creators reach about a quarter of their followers with a sponsored reel, so a follower-based price buys few views there. US price tables are lower than the global median for the same tier, which brings the US to $49. Korean tables are the cheapest of all, $13 per 1,000 views at Korean prices. Indian creators' reels get more views than they have followers, so even at global prices India costs $16 per 1,000.
By category
| Category | Creators | Views per follower | Per 1,000 views | Per like or comment |
|---|---|---|---|---|
| Comedy and entertainment | 1,033 | 38% | $36 | $1.69 |
| Beauty | 630 | 46% | $38 | $1.96 |
| Fashion | 3,113 | 44% | $40 | $1.75 |
| Food | 1,137 | 38% | $46 | $2.14 |
| Travel | 389 | 37% | $46 | $2.25 |
| Home and decor | 208 | 28% | $64 | $2.75 |
| Parenting and family | 180 | 28% | $64 | $2.22 |
| Education, health and finance | 386 | 25% | $69 | $3.37 |
These prices leave out niche premiums. Pricing guides say finance, tech and health creators charge more than lifestyle creators of the same size, and those are the categories whose reels reach the smallest share of followers. Before any premium, an education, health or finance creator already costs 1.9x a comedy creator per view. That can still be the right buy if the product needs a trusted voice. Beauty and fashion, the most popular niches on Collabstr, are among the cheapest per view.
What to do with this
For brands
- Price on views, not followers. Take the median views of the creator's last 10 to 15 reels, multiply by 0.89 for a sponsored reel on Instagram or 0.75 on TikTok, and compare the quote with $10 to $34 per 1,000 views. Our Instagram money calculator does this from a handle.
- Check where a creator sits inside the tier. Two creators with 100,000 followers can differ 5x to 7x in views. Our Instagram engagement rate calculator and TikTok engagement rate calculator show a profile's median post.
- Look at past sponsored posts, not only the average. A creator whose sponsored reels hold their usual views is worth more than the tier price says. Virev creator search shows each creator's recent posts with views.
- Read the media kit's audience as well as its numbers. A small, exact audience, like anglers for a bug spray, can be worth a high price per view. Pay that knowingly.
- Budget usage rights apart from the post. Our guide to budgeting usage rights separately from production explains why.
For creators
- Quote from your views. Your median reel views times $15 to $30 per 1,000 is a price a brand can check, and it rewards an audience that watches. Our page on how much influencers charge has the per-tier ranges.
- If your views per follower beat your tier, show it. A nano creator whose reels reach 70% of followers delivers far more than the 20% to 40% that pricing guides assume.
- Show your sponsored post median next to your usual median. Brands find the gap later anyway. Our note on asking for a rate card with context is the brand's side of that talk.
How we measured, and what can be wrong
- Data: Virev's crawl of public Instagram and TikTok, exported from our production database on October 2, 2026 (read-only). Accounts with 1,000+ followers, read between August 3 and October 1, 2026. We removed brands, media, businesses and organizations by Virev's profile label or Instagram category.
- Posts: Instagram feed posts and reels, not pinned, with likes visible, at least 3 days old at the read and posted within a year of it. Creators need at least 3 normal reels with views and at least 1 sponsored reel. TikTok: at least 3 normal videos and 1 sponsored video.
- Sponsored: Instagram's paid partnership label (70% of the sponsored reels) or an ad tag in the caption. TikTok's label is not in our data, so TikTok uses caption tags only. Our first TikTok rules counted #PaidPartnership posts from TikTok's LIVE incentive program, which are not brand deals: 24 of 60 posts in a first hand check. We removed those tags and checked 60 new posts: 56 correct. On Instagram, 95 of 100 caption-detected posts were correct. The errors were "#werbungunbezahlt" (unpaid) and ad hashtags used as a topic.
- Price: the median low and median high of all published ranges per tier and platform, in US dollars at October 1, 2026 rates, placed by follower count on a log scale. Tables with no upper limit count at their floor, so mega prices are a low estimate. Tables priced per feed post; reels often cost more, so our reel costs are a low estimate too.
- Views: the plays Instagram and TikTok report. When a brand runs a creator's post as an ad, the paid views count on the post. 7.7% of sponsored reels got more than 10 times the creator's usual views, which usually means paid reach. Without them the Instagram median rises from $43 to $52 per 1,000 views.
- Within-creator comparison: the sponsored-vs-usual ratios compare each creator with their own normal posts, so a creator's size and content quality do not drive them. The cost per view by tier compares different creators and is descriptive.
- Market and category come from Virev's creator profile, which covers a minority of accounts. YouTube uses each channel's usual long-form videos from 9,546 channels, not sponsored ones.
For the engagement rates behind the tiers, see our Instagram engagement rate benchmarks and TikTok engagement rate benchmarks.
Download the data
The aggregate tables behind every chart and table are in one CSV: influencer-rates-vs-reach-2026.csv. It has one row per tier, market, category and format, with creators, posts, the table price, median views, views per follower, the sponsored-vs-usual ratio, cost per 1,000 views and cost per like or comment. Please cite "Virev, October 2026" and link this page.
Sources
- Influencer Rates: How Much Do Influencers Really Cost
- Instagram Influencer Rates
- Influencer Pricing 2026
- Influencer Price List 2026
- 2026 Influencer Marketing Report
- Influencer Marketing Kosten: so verhandelst du den TKP richtig
- Influencer Pricing Guides 2026: Benchmarks
- インフルエンサー費用の相場
- 인플루언서 마케팅 단가
- Prix influenceur France 2026
- #BISSELLpartner reel by @aniamorton
- #OFFPartner reel by @ottdefoe
- Old Spice reel by @superyoota
