Brand deals are the highest-paying income stream for TikTok creators, often paying 10–50x more than the Creator Rewards program for the same audience size. But most creators have no idea what they should be charging — and brands know it.
| Follower Tier | Rate Per Post | Notes |
|---|---|---|
| 1K–5K (Nano) | $50–$300 | Product gifting common |
| 5K–20K (Micro) | $100–$600 | Growing demand from DTC brands |
| 20K–50K | $300–$1,500 | Sweet spot for first deals |
| 50K–100K | $800–$3,000 | Mid-tier brand budgets |
| 100K–200K | $1,500–$6,000 | Established rate card territory |
| 200K–500K | $4,000–$15,000 | Agency representation common |
| 500K–1M | $10,000–$35,000 | Major brand campaigns |
| 1M+ | $25,000–$100,000+ | Celebrity tier |
These are starting points. Your actual rate depends heavily on engagement rate, niche, and audience quality — not just follower count.
Your content niche is the biggest multiplier on your base rate. Brands in high-value industries pay more because their customer lifetime value is higher.
| Niche | Rate Multiplier | Why |
|---|---|---|
| Finance & Money | 2.5–4x | High CLV, premium advertisers |
| Tech & SaaS | 2–3x | B2B budgets, high-ticket products |
| Beauty & Skincare | 1.8–2.5x | Strong purchase intent |
| Fitness & Health | 1.5–2x | Supplement and apparel demand |
| Fashion & Style | 1.5–2x | Strong visual alignment |
| Food & Cooking | 1.2–1.5x | Broad appeal |
| Gaming | 0.8–1.2x | Lower brand ROI |
| Comedy & Entertainment | 0.7–1x | Hardest to monetize |
Brands don't just look at follower count — they look at how engaged your audience is, because an engaged audience actually buys things.
| Engagement Rate | Rate Multiplier |
|---|---|
| 10%+ | 1.5–2x |
| 6–10% | 1.2–1.5x |
| 3–6% | 1x (standard) |
| Below 3% | 0.6–0.8x |
TikTok average engagement is 3–5%. Anything above 6% is excellent and commands a premium. If your engagement is high, lead with that number in every pitch.
| Package Type | Pricing Formula |
|---|---|
| Single post | Base rate |
| 3-post package | 2.2–2.5x single post rate |
| Monthly ambassador | 3–4x single post rate |
| Usage rights (30–90 days) | +25–40% |
| Usage rights (6+ months) | +50–100% |
| Exclusivity | +25–50% |
| Paid media / whitelisting | +50–100% |
Never quote a single post rate without asking about usage rights first. If a brand wants to run your video as a paid ad, that is worth double.
First-time brand deal seekers typically get 60–70% of the market rate. Brands lowball creators who have never done a deal before. After 2–3 deals with documented performance data, you can charge full rates. After 5+ deals, you can charge a premium.
This is exactly the problem GhostOS solves — instead of guessing your rate, GhostOS audits your profile and tells you your exact readiness score, realistic deal range, and full rate card.
Micro-creators are in demand. Brands are shifting budgets from mega-influencers to mid-tier creators because engagement is higher and cost is lower. If you have 20K–100K followers with strong engagement, you are in the most attractive tier right now.
Usage rights are a bigger conversation. Brands running paid media want to use creator content as ad creative. Always ask upfront — it can double your deal value.
TikTok Shop is changing the structure. Performance-based deals tied to Shop affiliate commissions (5–20% per sale) are increasingly common in buying-intent niches.