Influencer rate calculator
A starting point for pricing a collaboration, not a market survey. The model multiplies a per-platform base by engagement, content format, usage rights and exclusivity — and every multiplier is printed below, so you can disagree with any of them and adjust.
The model, in full (v1 — editorial assumptions)
| Factor | Values |
|---|---|
| Base (per 1,000 followers) | Instagram £12 · TikTok £10 · YouTube £25 |
| Engagement adjustment | <1%: ×0.85 · 1–3%: ×1 · 3–5%: ×1.15 · 5%+: ×1.3 |
| Content type | post ×1 · story ×0.6 · reel ×1.4 · long video ×2.2 |
| Usage rights | organic ×1 · ads 3mo ×1.5 · ads 12mo ×2.2 |
| Exclusivity | none ×1 · category 1mo ×1.25 · category 6mo ×1.8 |
| Range shown | midpoint ±30% |
These are editorial assumptions, versioned as v1 — not measured market data. When the platform has enough declared rates from claimed profiles, this page will publish observed ranges from the index instead, clearly labelled as such.
Why usage rights move price so much
A post on the creator's own feed borrows her audience once. Running the same content as a paid ad for a year is a media licence — the brand extracts value long after the post, which is why 12-month ad usage more than doubles the organic price in this model, and why “we'll also use it in ads” should never be a free add-on.
FAQ
Why does YouTube carry a higher base?
Long-form production costs more to make and keeps working in search long after publication. A £25/1k base against Instagram's £12 reflects that asymmetry in this model — adjust it if your niche behaves differently.
Is the output a fair rate?
It's a defensible opening position. Niche, audience quality, seasonality and deliverable complexity all move real prices, which is why the output is a ±30% range labelled an estimate rather than a number presented as truth.