Discover influencer prices with the Kolculator

An influencer with 100,000 followers in the UK falls between the micro-influencer and macro-influencer categories. Earnings depend on niche, engagement, and monetisation methods.

An influencer with 100,000 followers can earn anywhere from a few hundred to several thousand per month, depending on their platform, engagement rate, and income streams. Some rely on occasional sponsorships, while others turn content creation into a full-time business.

On Instagram, influencers typically earn money through sponsored posts, with rates varying based on how engaged their audience is. TikTok creators also make money primarily from brand deals, though the platform’s Creator Fund offers an additional, smaller income stream. YouTube influencers tend to have higher earning potential because they can monetize through both sponsored content and ad revenue from videos.

If they secure occasional sponsorships, these influencers' monthly incomes range from £1,000 to £3,000. Those with regular brand deals and multiple revenue streams might make between £3,000 and £10,000 per month, while top-performing creators who land major partnerships and have high engagement can earn over £10,000 per month. On a yearly scale, this means earnings vary significantly.

In addition to sponsorships, influencers make money through affiliate marketing, where they earn a commission from tracked sales. YouTube creators benefit from ad revenue, while some influencers build additional income through subscriptions and donations on platforms like Patreon. Others monetise by selling merchandise or digital products, such as online courses or exclusive content.

While follower count is important, engagement and diversified income sources play a bigger role in how much an influencer earns. Those who cultivate a loyal audience and consistently create high-quality content tend to maximize their earning potential.

It depends. Influencer earnings vary widely based on niche, engagement rate, platform, and brand deals. Some earn nothing. Others make millions.

At the lower end, small influencers might only receive free products. Mid-tier creators can make thousands a month. Top influencers secure six-figure contracts. The richest ones bring in millions.

What affects influencers' earnings?

• Follower count: More followers usually mean higher earnings. But engagement matters more than numbers.
• Engagement rate: High likes, comments, and shares boost influence, leading to better pay.
• Niche: Some niches pay more. Finance, beauty, and tech influencers earn more than lifestyle creators.
• Platform: Instagram and TikTok are top-earning platforms. YouTube provides ad revenue, boosting income.
• Monetisation strategy: Influencers make money through sponsorships, ads, affiliate marketing, merchandise, and subscriptions.

Follower count is one of the biggest pricing variations. Here's a breakdown of each type of influencer's average costs.

• Nano-influencers (1,000–5,000 followers): These creators often receive free products rather than sponsored posts. They are also more open to affiliate marketing. Nano-influencers charge £10–£100 per post.
• Micro-influencers (5,000–100,000 followers): Charging £100–£1,000 per post, micro-influencers will be offered sponsored posts and affiliate deals. They have more options for collaboration than nano-influencers.
• Macro-influencers (100,000–1m followers): These creators will be offered high-paying collaborations at around £1,000–£10,000 per post. They may be less willing to promote gifted products.
• Mega-influencers (1m+ followers): Many mega-influencers make over £10,000 per sponsored post. Some command over £100,000 per campaign. Mega-influencers will often be celebrities, appearing on reality TV shows or being well-known in their niche. As a result, they can pick and choose which brands they work with and command high rates. They typically work with agents who handle their terms and contracts.

Top influencers, like Molly-Mae Hague or KSI, can earn millions. But most influencers don’t reach that level.

Influencers also earn differently depending on the platform. TikTok, Instagram, and YouTube each have unique ways for creators to make money, and earnings can vary widely based on follower count, engagement, and monetisation strategies.

TikTok has grown rapidly, but it generally pays less than Instagram and YouTube unless influencers secure brand partnerships. One of the main ways TikTok creators earn is through the TikTok Creator Fund, which pays based on video views and engagement. However, the payouts are low, averaging around £0.02–£0.03 per 1,000 views. This means a video with one million views might only earn £20–£30. It's not enough for most creators to rely on.

The real money on TikTok comes from brand deals. A creator with 100,000 followers can charge £500 per sponsored post, while those with 1m+ followers can earn £5,000+ per post. Larger creators often work with major brands on long-term contracts.

Other income sources include live gifts and donations, where followers send virtual gifts that convert into cash, and affiliate marketing, where influencers earn commissions from product sales through custom links.

Alternatively, Instagram is one of the most profitable platforms for influencers, particularly for brand sponsorships. Like TikTok, most earnings come from sponsored posts, affiliate marketing, and product sales. Brands pay influencers based on their follower count and engagement rate, with higher engagement leading to higher fees.

Instagram also allows influencers to earn through affiliate marketing, where they earn a commission (usually between  5% and 30%) on product sales made through their links. Some influencers also make money through subscriptions, where followers pay for exclusive content, and merchandise sales, where creators launch their own fashion lines, beauty products, or digital courses.

YouTube generally offers the highest earning potential for influencers because it provides multiple revenue streams, including YouTube AdSense. Unlike TikTok and Instagram, where earnings depend heavily on sponsorships, YouTube allows creators to make passive income through ads. On average, YouTube pays creators £3–£5 per 1,000 views. This means a video with one million views could earn £3,000–£5,000 from ad revenue alone.

Aside from ad revenue, YouTubers also make money from brand sponsorships, where companies pay influencers to promote products in their videos. A mid-tier YouTuber with 50K–250K subscribers can charge £1,500–£10,000 per sponsored video, while larger creators often earn more than £10,000 per video. YouTube also offers channel memberships and Super Chats, where fans pay for exclusive content and donate during live streams. Many YouTubers also sell merchandise and affiliate products, further increasing their income.

Facebook is not as popular for influencers as TikTok, Instagram, or YouTube, but it still offers ways to earn money. Many influencers use Facebook to build communities and drive traffic to other platforms, but some make a full-time income directly from it.

The main way influencers earn is through Facebook’s Ad Breaks (in-stream ads), which work like YouTube ads. Creators earn money based on ad views, typically making £2–£5 per 1,000 views. However, only pages with 10K+ followers and 600,000 watch minutes in the past 60 days qualify.

Brand sponsorships are another key income source. Influencers with 10K–50K followers may earn £100–£500 per sponsored post, while those with 100K+ followers can charge more than £1,000 per post. Facebook also allows creators to earn through Stars (fan donations), paid subscriptions, and affiliate marketing.

The KOLculator estimates how much an influencer earns per post. It is an average based on data from our database. Understanding the exact cost is challenging because influencers' earnings from collaborations vary significantly. They are influenced by factors like follower count, engagement rates, content quality, and location.

On average, nano-influencers (1,000-5,000 followers) might make between £10 and £100 per post, while micro-influencers (5,000-100,000 followers) can earn £100-£1,000 per post. Macro-influencers (100,000-1m followers) earn between £1,000 and £10,000 for each post. Mega-influencers or celebrities with over a million followers command fees upwards of £10,000 per post.

Location also plays a crucial role in influencer pricing. Influencers in the United States and Western Europe generally earn higher rates compared to those in other regions due to higher advertising budgets and a more mature market.

For example, an influencer in New York or London might charge significantly more than an influencer with a similar following in Southeast Asia or Eastern Europe. GlassDoor suggests that the average social media influencer in the UK earns £26K - £39K per year. However, earnings vary significantly.

However, emerging markets are rapidly growing, and influencers in these regions are beginning to see increased earnings as brands expand their marketing efforts globally.

Finding the right influencer can be challenging, but how do you determine their costs once you've found them? Here are the key factors influencing pricing across platforms like Snapchat, Facebook, YouTube, and Instagram:

• Follower count: Audience size affects how much an influencer costs. Typically, creators with large audiences have more video views, meaning larger reach and increased brand awareness.
• Engagement rates: High engagement indicates an active, responsive audience, justifying higher fees. On the other hand, low engagement, even with a large following, may reduce perceived value and lower fees.
• Content quality: Influencers with consistently high production values and compelling content can command higher fees.
• Niche and industry: High-demand niches like fashion and beauty tend to attract higher fees due to competitive markets. Specialised niche content can also command premium pricing if it offers unique audience access.
• Geographical location: Influencers in high-cost regions generally charge more due to higher advertising budgets.
• Demographics: Certain demographics are more expensive to market to, depending on the user base and demand.
• Campaign scope and deliverables: One-off posts are lower cost and less commitment. n the other hand, comprehensive campaigns may demand higher costs, platform takeovers, multiple posts, stories, and cross-platform promotion.
• Social media platform: YouTube is often the most expensive due to high conversion rates and long-form content. Instagram and TikTok pricing varies based on influencer metrics and verticals.
  
• Influencer reputation and professionalism: Influencers with established personal brands, strong reputations, and media coverage can command higher fees. In addition, influencers known for meeting deadlines and delivering quality work are more valuable.

Pricing an influencer campaign requires a clear understanding of your marketing objectives and the specific goals you wish to achieve. Do you want to drive awareness or sales? How much risk are you willing to shoulder? Do you want short term results (e.g. promoting a product launch) or are you looking for long-term success?

Begin by segmenting influencers into categories such as nano, micro, macro, and mega-influencers, each with their distinct pricing ranges and audience size.

Align these categories with your campaign goals to ensure a balanced approach. For example, while nano and micro-influencers might be ideal for niche and highly engaged user bases, macro, and mega-influencers are often chosen for campaigns aiming for widespread brand awareness.

In addition, YouTube influencers are better for long-form content, while Instagram creators can post photos of short-form content. As a result, YouTube collaborations often cost more.

Setting a clear budget and defining key performance indicators (KPIs) for each segment will help you allocate resources effectively and measure success accurately.

It is essential to develop flexible, data-driven pricing models. Performance-based models, such as paying per engagement or conversion, provide a precise measure of an influencer's impact and are particularly useful for tracking ROI.

Fixed-rate models, on the other hand, are the best way to build rapport with creators who have a proven track record of consistent engagement and quality content.

Hybrid models that combine fixed fees with performance bonuses can motivate influencers to produce high-quality work and exceed campaign expectations. The key is to tailor your pricing model to fit the unique dynamics of your campaign and the influencer's strengths on a case-by-case basis. However, the right influencer is worth investing in for multiple posts to strengthen your relationship with their user base.

Robust reporting is crucial for refining your strategies and making informed decisions. Detailed reports offer insights into the performance of influencer collaborations, highlighting KPIs, such as reach, engagement, conversion rates, and overall ROI. These insights enable brands to tweak their strategies, recognise top-performing influencers, and optimise future campaigns.

Tools like Kolsquare streamline this process, providing comprehensive reports and insights that ensure your decisions are backed by accurate, actionable data. Detailed reporting not only maintains transparency but also helps combat any assumptions about influencer effectiveness, allowing for continuous improvement and greater success in your marketing efforts.

The price of sponsoring social media influencers has significantly increased in 2025 as the influencer marketing industry matures. The Senior Partnership Manager of UK tech company CurrentBody told Kolsquare that "Influencer marketing in the UK is not as easy as it was five years ago. You can easily waste a lot of time and money.” Read the full interview here.

Influencers are becoming more aware of their worth, and brands are willing to invest more in influencer collaborations due to the high ROI and engagement rates. This upward trend is reflected across various platforms such as YouTube, TikTok, and Instagram.

This price increase is due to several factors. First, the growing recognition of influencer marketing’s effectiveness has led brands to allocate larger portions of their marketing budgets to influencer collaborations.

Second, influencers are more aware of their market value and are increasingly selective about the brands they partner with, ensuring their collaborations align with their personal brand and audience.

Finally, the competitive landscape has intensified, with more brands vying for the attention of top influencers, further driving up prices.

As the market matures, the demand for data-driven decisions in influencer marketing becomes even more critical.

Determining the price of influencer marketing campaigns on platforms like YouTube, TikTok, and Instagram requires extensive research and careful consideration of various factors. The KOLculator can tell you the average price for sponsoring an Instagram influencer's post, but that isn't the entire campaign. Influencer marketing is complex—sometimes very complex.

Firstly, you can use the Kolculator to estimate the price of a sponsored post on Instagram. We also have a calculator for TikTok posts: just click here to access it.

In addition, influencer marketing involves many resource-intensive tasks, such as understanding each influencer’s follower count, engagement rates, content quality, and audience demographics. Manually sifting through profiles, analysing engagement metrics, and comparing potential influencers can be daunting and time-consuming, significantly raising in-house costs. However, finding the right influencer is essential -- it's not a task to hurry.

Once potential influencers are identified, the next step is outreach and agreeing on contract terms. Effective negotiation requires accurate and comprehensive data about the prospective influencer and the industry. Without insights into an influencer's performance metrics, such as their average engagement rates, follower demographics, and past campaign results, it’s challenging to make informed decisions or negotiate fair rates. Brands need reliable data to ensure they are investing wisely and achieving the best possible return on their marketing spend.

This is where Kolsquare comes in, cutting in-house costs by providing essential metrics. Kolsquare offers a comprehensive platform that provides detailed analytics on influencers across YouTube, TikTok, and Instagram. With Kolsquare, you can access in-depth data on follower authenticity, engagement metrics, and audience demographics all in one place. This eliminates the need for manual searching and data collection, saving valuable time and effort.

Kolsquare helps you streamline the entire campaign development, from identifying and evaluating potential influencers to reports. The platform’s analytics tools ensure you have the data needed to make informed decisions, negotiate effectively, and optimise your campaign, removing the operational complexity.

How much influencers charge depends on the industry, type of content, and desirability. They may even lower their fees during quiet times when there is little interest.

Influencers charge varying amounts per post depending on their follower count, engagement rates, content quality, and location. For sponsored posts, nano-influencers (1,000-5,000 followers) typically charge between £10 and £100 per post, while micro-influencers (5,000-100,000 followers) ask for £100 to £1,000. Macro-influencers (100,000-1m followers) command £1,000-£10,000 per post, while mega-influencers and celebrities (over 1 m followers) can charge £10,000 or more.

Check out the Kolculator for more precise estimates. Just input the creator's handle and click "Kolculate!"

The fee structure for influencers varies depending on the type of collaboration, whether it is giveaways, affiliate programs, brand ambassadorship, or sponsorship deals.

Gifting and giveaways are the cheapest and lowest-risk types of influencer marketing. All you need to do is send your product and the postage fees. Giveaways tend to encourage user-generated content (UGC) from social media users with few followers. They also encourage users to interact with the brand by commenting to enter a competition to win a product.

Gifting, on the other hand, is more active. You select the influencer you want to promote your product and send them a gift. However, sending a free product does not guarantee that the influencer will review it or that their content featuring the brand will be positive.

Affiliate marketing is the next step up where influencers earn a commission for each sale generated through their unique links. It has the lowest influencer costs and almost guarantees a positive return on investment, as the model is performance-based, meaning the brand only pays the influencer when they directly create a sale. Product sales are tracked through unique links or discount codes. These links are often put in the influencer's or as a call to action in a post on social media platforms.

Depending on the product and agreement, commission can range from 5% to 30% of the sale value. This approach is popular for brands with lower budgets or those launching a large influencer marketing scheme to drive sales.

More structured campaigns may require sponsored posts. This can be a one-off or long-term strategy, and it typically gives the brand more control. Here, the influencer and brand work together to create content to ensure it fits the brand's image. The payment terms typically involve part payment upfront, part after the content is created. However, unlike other models, fees are fixed and don't alter based on performance. Sponsorship deals typically involve one-off or short-term collaborations where influencers are paid to create specific content, such as posts, Stories, or videos.

The most long-term collaboration is hiring a brand ambassador. Brand ambassadorships are partnerships where influencers consistently promote a brand over a certain period of time -- often months or years. Ambassadors often receive a mix of flat fees, product compensation, and performance bonuses. These agreements range from a few hundred to several thousand pounds per month, depending on the influencer’s reach and engagement. This type of collaboration builds a close relationship with the influencer and can be the best approach in the long run, despite the costs.

Many brands choose to combine these strategies or scale up their efforts with influencers who provide a good ROI from the initial campaign.

The KOLculator gives an average estimate of influencers' costs, but let's examine the UK market more closely.

The cost of hiring UK influencers varies depending on their follower count, engagement rates, content quality, and other metrics. These datapoints tell you how effective an influencer is at connecting with and impacting their audience.

That said, here are some average costs. Nano-influencers (1,000-5,000 followers) might charge between £10 and £100 per post, while micro-influencers (5,000-100,000 followers) can command £100 and £1,000. Mega and celebrity influencers are extremely expensive, often charging upwards of £10,000 per post.

If you're eying a celebrity influencer, be ready to spend £100,000! For example, we estimate that the average cost of a sponsored post by Kim Kardashian would start at €4,522,563.65. It's certainly not cheap.

However, audience size isn't everything. When choosing an influencer, it's a good idea to focus on engagement metrics — likes, comments, and shares — to assess their impact on their audience. Some would argue that engagement is the most valuable influencer marketing metric.

Put simply, if followers aren't interacting with an influencer's content, they are unlikely to remember the brand or product. Thanks to the undeniable power of high engagement rates, a micro-influencer with high engagement may encourage more sales than a macro-influencer with ten times the followers. As a result, influencers with a smaller but highly engaged audience may charge higher rates.

In addition, the quality and style of an influencer’s content. For example, let's take two influencers. One is an artist who posts content painting huge canvases and the painting process. Hire this influencer, and they likely need to spend 20 hours developing an artwork for your brand, and then additional time creating a voiceover or editing the video. The second is a lifestyle influencer who speaks directly and honestly to their audience with vlog-style content. Here, the influencer only needs to trial your product and speak about it from the heart. It may only take five hours to film and edit the entire video. In this scenario, the artist influencer may charge more because of the time it takes to develop the content.

In addition, their niche can also play a crucial role in determining costs. Influencers in visually driven sectors like fashion and beauty often charge more.

While quality content is important, the majority of followers value authenticity. They don't want to feel marketed to, and a creator capable of promoting products with genuine, engaging content is most likely to have a stronger impact.  

In addition, the scope of the campaign, including the number of posts, stories, and cross-platform promotions, also affects pricing, as do additional factors like exclusivity clauses and usage rights. Rates also vary across social media platforms, with Instagram generally being the most expensive.