TikTok Brand Deal Rates by Follower Count in 2026: The Complete Rate Card

Ask five creators what a sponsored post costs and you'll get five wildly different numbers. A 100K-follower fitness creator might quote $3,000 while a 100K-follower meme page quotes $400 — for the same follower count. Which one is right?

Both are. Brand deal rates on TikTok are driven by a small set of variables, and follower count is only one of them. Across the 50,000+ accounts we've analyzed at TokValue, the spread within a single follower tier is routinely 5-10x. The creators earning at the top of their tier understand the rate card — and the multipliers that move it.

In this guide, we break down the complete 2026 rate card by follower count, then show you exactly how engagement rate, niche, and deliverables push your price up or down. If you want the short version first: brand deals pay $10-$25 CPM on average, and a 3% engagement rate commands 2-3x the price of a 1% engagement rate.

How Brand Deal Rates Work

Brand deals on TikTok are priced like media, not like labor. The frame brands use is CPM — cost per 1,000 impressions. In 2026, the average sponsored-post CPM on TikTok sits between $10 and $25, with top-tier creators in premium niches clearing $30+.

Here's the math a brand runs before ever messaging you:

``

Estimated views = followers × average views-per-follower ratio

Price = Estimated views ÷ 1,000 × CPM

``

Take a 200K-follower account with a healthy 15% views-per-follower ratio: that's roughly 30,000 expected views per post. At a $20 CPM, the "fair" price is $600. But a brand paying $600 expects reliable delivery of those views — which is why engagement rate, not just followers, drives the final number.

Two other forces shape the market in 2026. First, the brand deal market passed $30 billion globally, so budgets are real and growing. Second, TikTok's own Creator Marketplace publishes rate suggestions, giving brands a baseline to negotiate down from — which means creators who don't know their numbers get squeezed. Brands anchor low; the rate card below is your anchor.

The 2026 Rate Card by Follower Count

These ranges are compiled from Creator Marketplace data, public rate cards, and our internal analysis of 50,000+ evaluated accounts. They assume a healthy engagement rate (3%+) and a monetizable niche — adjust down for weak ER, up for premium niches.

Follower Count

Average Deal (1 sponsored post)

Range

Typical Views

1K	$50	$20 - $100	1K - 5K
5K	$120	$50 - $200	5K - 15K
10K	$250	$100 - $400	10K - 40K
50K	$1,200	$500 - $2,000	50K - 150K
100K	$2,500	$1,000 - $5,000	100K - 400K
500K	$9,000	$5,000 - $15,000	500K - 2M
1M+	$25,000	$15,000 - $50,000	1M - 5M
10M+	$120,000	$50,000 - $250,000+	5M - 30M

Read the ranges, not the midpoints. The 1K-50K tier is where most creators live, and the difference between $100 and $400 at 10K followers is almost entirely engagement rate and niche. The 1M+ tier is where deals stop being per-post and become campaigns, exclusivity agreements, and long-term ambassadorships — hence the enormous range.

One more way to think about it: in the mid-tiers, a single sponsored post is worth roughly 1.5-3% of the account's total brand-deal value per year. A $100K/year account takes 3-5 sponsored posts a month. That's a useful sanity check when a brand offers you something that looks off — check our TikTok account worth guide for the full valuation framework.

Engagement Rate Multiplier

Engagement rate (ER) is the single biggest multiplier on the rate card. Here's the rule our data supports: 3% ER commands 2-3x the price of 1% ER at the same follower count. A 100K account at 6% ER routinely out-earns a 300K account at 1.5%.

Engagement Rate

Multiplier vs. Baseline

What It Signals to Brands

Under 1%	0.3x - 0.5x	Disengaged audience; paid or bot-heavy following
1% - 2%	1x (baseline)	Average — fine for awareness campaigns
2% - 3%	1.3x - 1.7x	Above average; reliable view delivery
3% - 5%	2x - 3x	Highly engaged; strong conversion potential
5%+	3x - 5x	Premium; community-driven account, top rates

Why do brands pay up for ER? Because engagement predicts conversion. A beauty brand paying for a 5% ER account isn't buying views — it's buying the probability that followers actually click, save, and purchase. Comments, shares, and saves matter most: TikTok's algorithm treats save/share signals as high-intent, pushing the post to more of the FYP.

If your ER is under 2%, do not negotiate — fix the content first. See which analytics metrics actually matter before you pitch any brand.

Niche Multiplier Table

Niche is the second multiplier. Brands pay for audiences they can sell to, and some audiences are simply worth more per follower.

Niche

Multiplier vs. Baseline

100K-Follower Example

Finance / Money	2.5x - 4x	$4,000 - $10,000
Beauty / Skincare	2x - 3x	$3,000 - $7,500
Fitness / Health	2x - 3x	$3,000 - $7,500
Tech / Gadgets	1.5x - 2.5x	$2,500 - $6,000
Food / Cooking	1.5x - 2x	$2,000 - $5,000
Fashion	1.5x - 2x	$2,000 - $5,000
Travel	1.2x - 1.8x	$1,500 - $4,500
Lifestyle / General	1x	$1,000 - $2,500
Comedy / Memes	0.5x - 0.8x	$600 - $2,000
Gaming	0.5x - 1x	$500 - $2,500

The pattern is simple: high purchase-intent niches pay 2-4x, entertainment niches pay below baseline. Finance and beauty lead because their products have high margins and their audiences convert — a 25% follower overlap with a brand's buyer persona is worth more than raw reach.

Gaming deserves a footnote: brand budgets are large, but they skew toward sponsorships and tournaments rather than single posts, so per-post rates look low while total annual value can be high. If you're in a low-multiplier niche, you have two options: pivot content to a higher-value angle, or lean into volume and negotiate bundles (more on that below).

Deliverables Affect Price

The rate card assumes one thing: a single sponsored video. Change the deliverable and the price changes — sometimes dramatically.

Deliverable

Price vs. Single Post

Notes

Single in-feed video	1x (baseline)	The standard unit
Single video + bio link	1.2x - 1.5x	Adds a clickable conversion path
UGC (usage rights only)	0.3x - 0.6x	Creator films it; brand runs it as ads
UGC + posting rights	0.6x - 1x	Brand can post it on their channels
Bundle (3-6 posts, 1 month)	2.5x - 4x per bundle	Volume discount, guaranteed income
Exclusivity (30-90 days)	1.3x - 1.5x per post	You can't work with competing brands
Ambassador (3-12 months)	8x - 15x total	Recurring monthly retainer

UGC is the most underrated revenue stream on TikTok. Brands pay $150-$800 per UGC video from creators with as few as 1K-10K followers — no posting required, no audience needed. It's not a "real" brand deal in the influencer sense, but for small accounts it's often the fastest path to consistent income. If you're starting out, pitch UGC while you build your posting audience.

Bundles are where serious money lives. A brand that pays $2,000 for one post will often pay $6,000-$8,000 for four posts across a month — they get scale, you get predictable income and fewer negotiation cycles. Long-term ambassadorships are the endgame: one 500K creator we track earns $90K/year from a single 12-month skincare contract that started as a $500 trial post. For the full playbook on getting those first deals, read how to get brand deals on TikTok.

How to Negotiate Above the Rate Card

The rate card is a floor with multipliers attached — but multipliers only help if you negotiate. Here's what actually moves the number in 2026:

1. Quote a rate card, not a number. Send the brand a short PDF with your tiers (single post, bundle, exclusivity). Creators with published rate cards report 30-50% higher accepted offers — it frames you as a professional, not a hobbyist.

2. Lead with last month's performance, not follower count. Screenshot your 90-day average views, saves, and share rate. Brands anchor on deliverable reach, and your real reach is usually 2-3x their guess.

3. Never accept the first offer. The first offer is an anchor, not a ceiling. Counter at 1.5-2x with a justification ("my 90-day average views justify a $X CPM"). Even a polite counter recovers 20-40% on average.

4. Sell the audience, not the post. Name your audience's demographics and overlap with the brand's buyer persona. "70% of my audience is 18-34 US women, and 40% follow beauty accounts" beats "I have 100K followers."

5. Ask for usage windows and exclusivity add-ons. These cost the brand little but multiply your per-post value — and they're standard terms most creators forget to charge for.

6. Get it in writing. A verbal deal is a rumor. Require a brief, deliverables list, usage rights, and payment terms in the contract before you film anything.

The single most important negotiation lever is knowing your own numbers — your real CPM, your ER percentile, your niche multiplier. TokValue's free valuation gives you a benchmark-backed rate estimate in under a minute, so you walk into every negotiation with data instead of vibes.

FAQ

What is the average CPM for TikTok brand deals in 2026?

The average sponsored-post CPM is $10-$25 per 1,000 impressions. Premium niches like finance and beauty push $25-$40, while entertainment niches drop to $5-$10. Use your estimated views per post ÷ 1,000 × CPM to sanity-check any offer.

How much does a TikTok creator with 100K followers make per brand deal?

A 100K-follower creator with healthy engagement typically earns $1,000-$5,000 per sponsored post in 2026. The exact number depends on engagement rate (3%+ ER pushes you to the top of the range) and niche — finance or beauty at 100K can clear $7,000+.

Does engagement rate really double your brand deal rate?

Yes. A 3% engagement rate commands 2-3x the price of a 1% engagement rate at the same follower count, and 5%+ ER can command 3-5x. Brands pay for conversion probability, and engagement is the strongest signal of it.

How much should I charge for my first brand deal with 5K followers?

Expect $50-$200 per sponsored post at 5K followers. You can also pitch UGC (usage-rights videos) at $150-$800 per video regardless of posting — it's often the faster first dollar for small accounts.

Do 1M+ follower creators really get paid $15K-$50K per post?

Yes, for in-feed posts with strong engagement — and 10M+ creators command $50K-$250K+. But mega-accounts face heavy brand due diligence: brands verify ER, check for bot followers, and often require exclusivity, so the top of the range is reserved for accounts with verified, engaged audiences.

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