A brand just emailed you. They found your profile, they love your content, and they want to know your rates. You have 100K followers, a real audience that trusts you, and absolutely no idea whether to quote $800 or $8,000.
That gap is the problem this guide solves.
At 100k followers, you're now in a cohort where two different creators with the same following can be charging drastically different amounts for a brand deal.
It's now time to understand what you're actually selling, and what brands at this follower tier are actually willing to pay. The ranges are real. The add-ons are significant. And the difference between a flat quote and a fully itemized deal can easily be $2,000 on the same piece of content.
Here's what you need to know.
The Short Answer
For a single deliverable (one sponsored Instagram Reel, one TikTok, one YouTube integration), creators with 100K followers typically charge in the range of $1,450–$4,400, before add-ons.
That's a wide range, and it's intentional. The base rate is just the starting point. Exclusivity, usage rights, ad boosting, and cross-platform posting can each add meaningfully to that number, or stack together to double it.
Here's a faster view by platform and deliverable:
| Platform | Deliverable | Typical Starting Range |
|---|---|---|
| Single Reel | $2,100–$3,600 | |
| Story Set (3–5 frames) | $650–$1,100 | |
| Static Feed Post | $1,100–$1,800 | |
| TikTok | Single Video | $1,450–$2,600 |
| YouTube | Integration (30–60 sec) | $2,200–$4,400 |
| YouTube | Dedicated Video | $4,400–$8,800 |
These are starting points for a clean deal: content only, standard terms, no extended usage or exclusivity. Your niche, engagement rate, and the specific terms of the deal will all move these numbers.
What Goes Into the Price
The deliverable is the foundation. Everything else is a line item on top.
The Base Content Fee
This is what you're charging for the creative work: concept, filming, editing, and posting. At 100K followers, you've built something real. Your audience is qualified. Your content has a track record. The base fee should reflect that.
Most creators at this tier undercharge on the base. They treat it like a freelance content creation job. It's not. It's a media buy. The brand is getting access to your audience. That's worth more than the editing time.
Niche Matters More Than You Think
A beauty creator and a gaming creator with identical follower counts will command different rates. Beauty, fashion, lifestyle, and fitness creators working with product brands often have high commercial intent in their audiences, which is what brands are paying for. Finance and parenting niches can command strong rates too, particularly for products with high lifetime customer value.
If your niche is one that brands compete aggressively to reach, that's a lever in your rate.
Engagement Rate
At 100K, your engagement rate tells brands more than your follower count does. An above-average engagement rate (typically 3–6% or higher on Instagram at this tier) is a legitimate negotiating point. If your audience actually responds to your content, your posts perform. That performance has value the base rate doesn't always capture.
The Add-Ons That Change Your Total
This is where most creators at 100K leave money on the table. A brand quotes you a flat rate. You accept it. The deal is actually worth far more than what you charged.
Here's what you should be pricing separately:
Usage Rights
Usage rights give the brand permission to repurpose your content: in their own ads, on their website, in their email campaigns. This is not included in your content fee. It's a separate license.
Usage rights add 15% of your base rate per month for organic use, 40% for paid ads and 50% for billboards, print and TV. Digital-only usage for 30 days is a fraction of what you'd charge for broad commercial rights across print, broadcast, and digital for 12 months.
How to price usage rights correctly →
Exclusivity
If a brand asks you not to work with competitors during the deal period, or for some window after posting, that's exclusivity. It costs you other revenue. It should be priced accordingly.
Category exclusivity is broader and more expensive than brand exclusivity. If a skincare brand asks you to avoid all skincare partnerships for three months, that's not a small ask. Selah charges 40% of the content fee for a three-month window, and more in a crowded niche.
How to price exclusivity in a brand deal →
Ad Boosting and Spark Codes
If a brand wants to run your content as a paid ad, whether through Instagram ad code access, TikTok Spark Code, or whitelisting, that's a different deal than a standard post.
They're using your face, your voice, and your credibility to reach people you've never met. Your audience will see it. People outside your audience will see it. The brand avoids the reputational weight of running a brand ad. You absorb it. That has a cost, and it should appear on your invoice.
Selah prices ad boosting at 40% of the content fee per month when the brand runs the ads from its own account, and 75% when they run from yours. Longer amplification windows cost more in total and less per month.
What is a Spark Code in a TikTok brand deal? →
What is ad code access in a brand deal? →
Rush Fees
If a brand needs your content in less than 7 days, that disruption to your schedule has a price. Published guides put rush fees at 25–50% of the content fee; Selah charges 50%, the top of that range, so a $2,800 Reel due in four days carries a $1,400 rush fee. Most creators don't charge them. Most brands don't volunteer the timeline upfront either.
A Real Deal Breakdown: 100K Lifestyle Creator
Let's make this concrete. Here's what a fully itemized quote might look like for a mid-tier lifestyle creator with 100K Instagram followers and 60K TikTok followers.
The brief: One sponsored Instagram Reel, cross-posted to TikTok, 30 days of ads run from her account using the Reel (ad code access), and 30-day category exclusivity.
| Line item | Amount |
|---|---|
| 1× Instagram Reel | $2,800 |
| 1× TikTok Video (cross-post) | $650 |
| 1-month exclusivity | $1,000 |
| 1-month whitelisting | $2,100 |
| Total | $6,550 |
The cross-post is charged at half the TikTok rate because it's the same video. If the brand also wants a Spark Code on the TikTok, that's a second ad licence at the TikTok's full rate: another $1,000 for 30 days.
The flat quote a lot of creators would send for this deal? The Reel fee, maybe with a little on top. The rest disappears because the add-ons were buried in the brief or assumed to be included.
They weren't. And brands know what they're asking for when they ask for it.
Platform-by-Platform Breakdown
Instagram remains the highest-CPM platform for most mid-tier creators in lifestyle, beauty, and fashion. Reels are the flagship deliverable. At 100K, a single Reel typically runs $2,100–$3,600, higher for strong engagement, lower for newer accounts without a track record of branded content.
Story sets are priced separately from Reels. A set of three to five branded frames typically runs $650–$1,100 at this tier. They're not a free add-on. They're a second deliverable.
For a deeper look: How much to charge for a sponsored Instagram Reel →
TikTok
TikTok rates at 100K have risen significantly over the past two years. A single branded TikTok video typically runs $1,450–$2,600 at this follower count.
The critical variable on TikTok is the Spark Code. If the brand wants to boost your video as a paid ad through TikTok's system, that's not included in the content fee. Price it separately. Full TikTok pricing guide →
YouTube
YouTube integrations (a 60-second mention inside a longer video) typically run $2,200–$4,400 for creators with 100K subscribers. Dedicated videos, where the entire piece is about the brand, run $4,400–$8,800 at this tier.
YouTube deals also often come with longer content lifespans, which means usage rights become more significant. A YouTube video from two years ago can still be driving views, and if a brand's messaging is in it, they're still getting value.
Rates for Lifestyle, Beauty, and Fashion Creators at 100K
Niche shapes rate in ways that follower count alone doesn't capture.
Beauty and skincare creators at 100K typically command rates toward the higher end of the range, particularly when working with product-adjacent brands in cosmetics, wellness, or personal care. The commercial intent of beauty audiences is well-documented, and brands in this space have marketing budgets that reflect it.
Lifestyle creators often have broader audience appeal, which is both a strength and a positioning challenge. The best approach: know what specific brands in your content ecosystem are paying, and lean into the versatility as a selling point rather than a discount.
Fashion creators can command strong rates for static posts and Reels, particularly for lookbook-style content. The deliverable format matters: campaign-style, high-production content should carry a production premium.
Most guides online default to conservative numbers because they're reporting what creators have historically accepted, not what the market will actually bear. Selah is built for the creator side. The rates in this guide reflect what you can and should be charging.
How to Calculate Your Actual Rate
A range is useful context. It's not your rate.
Your rate is specific to your deal: the deliverables, the platforms, the add-ons the brand is asking for, your engagement, your niche, and the brand's market position. Two creators with identical follower counts and different niches, posting on different platforms, with different usage rights requests, should be quoting very different numbers.
This is exactly why Selah exists. Instead of guessing at a range and hoping it holds up when the brand pushes back, Selah builds your quote line by line (base rate, add-ons, usage rights, exclusivity) and gives you a number you can stand behind.
If you're at 85K or 130K rather than 100K, the free influencer rate calculator prices your exact audience and shows the published range beside it.
Get a quote for your next deal →
Frequently Asked Questions
How much should a creator with 100K followers charge for a single Instagram Reel?
Typically $2,100–$3,600 for a base content fee, before add-ons. Usage rights, exclusivity, and ad boosting can push the total significantly higher depending on what the brand is asking for.
Does engagement rate affect how much I should charge at 100K followers?
Yes. An above-average engagement rate (3–6% or higher on Instagram at this tier) is a legitimate lever in your negotiation. High engagement signals audience quality, which is what brands are actually paying for.
Do I need to charge separately for usage rights and exclusivity at 100K?
Yes, always. Usage rights and exclusivity are separate line items, not included in the content fee. Most creators at this tier bundle them in without realizing it. Brands know to ask for them without flagging the extra value they're getting.
What's the difference between a Spark Code and standard TikTok usage rights?
A Spark Code lets a brand boost your specific TikTok post as a paid ad through TikTok's ad system, using your account as the publisher. This is different from general usage rights, which cover repurposing the content elsewhere. Both cost extra. Full breakdown here →
Should I charge more if a brand wants the content cross-posted on multiple platforms?
Yes. Cross-posting to a second platform (say, your TikTok in addition to your Instagram) is platform mirroring. Each platform is a separate audience and a separate piece of your reach. Price each one as a line item, not a free add-on. How to price platform mirroring →
You've built something real at 100K. The brands reaching out to you know your audience has value. Make sure your quote reflects that: all of it, not just the part you remember to charge for.