TikTok rates have matured. Brands have real performance data on creator campaigns now, and they're not surprised by four-figure quotes from mid-tier creators anymore.
Here's how to price a TikTok brand deal accurately. This guide includes what the base rate looks like, what Spark Codes cost, and how bundled IG + TikTok deals should work.
The Short Answer
For creators with 50K–500K TikTok followers, sponsored post rates typically range from $500 to $9,000+ — before Spark Codes, usage rights, or exclusivity.
A useful anchor: a lifestyle creator with around 100K TikTok followers and consistent strong performance charges $2,500 per sponsored post — the same rate as a comparable Instagram Reel, which reflects where TikTok brand deal rates have landed for mid-tier creators with genuine engagement.
The tier table below is your starting point. What drives you to the top of your range — or above it — is explained in the sections that follow.
Rate Ranges by Follower Tier
These are base content fees: one sponsored TikTok video, posted once, no Spark Code access, no usage rights, no exclusivity.
| Follower Count | Typical TikTok Rate |
|---|---|
| 50K–75K | $400–$900 |
| 75K–150K | $1,000–$3,000 |
| 150K–250K | $2,000–$4,500 |
| 250K–500K | $4,000–$9,000+ |
TikTok's algorithm distributes content to non-followers more aggressively than Instagram, which means a creator with 80K followers might regularly hit 200K–500K views per video. If your view count consistently and significantly outpaces your follower count, your effective reach is closer to the tier above — and your rate should reflect that.
What Goes Into a TikTok Rate
Views and view-to-follower ratio On TikTok, views are often more relevant to a brand conversation than raw follower count. A creator with 80K followers averaging 300K views per video is delivering reach that behaves like a 200K+ follower account. If you have this data — and you should — bring it to the rate conversation.
Niche and audience intent Finance, fitness, and lifestyle niches with demonstrated purchase behavior command higher TikTok rates than passive entertainment niches. Brands with conversion-focused campaigns increasingly track click-through and purchase lift on TikTok specifically. If your niche converts and you have evidence of it, that belongs in your pitch.
Spark Codes Spark Codes are TikTok's version of ad code or whitelisting. They grant a brand permission to run your organic TikTok as a paid ad — boosted from your account, with your handle attached. This is a separate right from the content creation itself and should always be quoted as a separate line item. What is a Spark Code in a TikTok brand deal →
Usage rights beyond TikTok If the brand wants to repurpose your TikTok content on other platforms — their website, email campaigns, YouTube ads — that's usage rights beyond the Spark Code question, and it's priced separately. How much to charge for usage rights →
Exclusivity TikTok exclusivity is increasingly common in campaign briefs — particularly category exclusivity, which can prevent you from working with any brand in a given vertical for 30–90 days. That restriction has real monetary cost. How to price exclusivity in a brand deal →
Spark Code Pricing
This is where most creators leave money on the table. A Spark Code grants a brand permission to run your TikTok as a paid ad from your account. TikTok users will see your username and profile as the publisher of the ad. The brand avoids running a cold paid ad under their own handle. You absorb the reputational exposure instead.
That's not a neutral arrangement. The brand is paying you to take a risk they don't want to take themselves. Your rate should reflect that.
Spark Codes typically add 50–75% on top of your base content fee, depending on the duration of the ad access:
| Spark Code Duration | Typical Add-On |
|---|---|
| 30 days | +50% of base rate |
| 60 days | +65% of base rate |
| 90 days | +75% of base rate |
Brands frequently request Spark Code access in the same sentence as the content brief — as if it's included in the deal by default. It isn't. If the brief mentions "Spark Code," "TikTok ad authorization," or "right to boost," that's an add-on, and it's priced separately.
Bonus Tip: If a brand requests a Spark Code alongside the content, negotiate the code duration as a separate term. A 60-day video brief doesn't automatically come with 60-day Spark Code access. Quote the content and the code on separate timelines, and charge accordingly for each.
Bundling: TikTok + Instagram Reel
Many brands want both — the same content posted to TikTok and Instagram Reels. For you, it's one production effort extended across two platforms. That's worth pricing accordingly.
The bundle framework: Charge your full rate for the primary platform. For the cross-posted platform using the same content, charge 25–40% of that rate. The production is identical; the additional cost reflects the second posting, the rights on an additional channel, and the extended audience reach.
In practice: the same creator referenced above — 130K Instagram and 83K TikTok — charges approximately $4,000 for a bundled IG Reel and TikTok post of the same content. Each platform individually would be $3,000. The bundle is $4,000 — not $6,000, but definitely not $3,000. The second platform isn't free just because the content was already made.
That $1,000 delta is the cross-posting fee: two channels, two audiences, one production effort.
For the full logic behind cross-platform pricing, see How to price platform mirroring →.
Get an accurate quote for your next deal in 2 minutes →
Real Example: An 83K TikTok Rate, Broken Down
Here's what a complete TikTok deal looks like using the creator referenced above:
| Line Item | Amount |
|---|---|
| TikTok video (base content fee) | $3,000 |
| Spark Code — 30-day ad access | +$1,500 |
| Exclusivity — 30 days, same category | +$600 |
| Total | $5,100 |
The base rate is $3,000. The full deal, itemized, is $5,100. Most of that gap comes from the Spark Code — which the brand likely included in the brief without labeling it as an additional cost.
Note that this example also excludes usage rights beyond TikTok. If the brand plans to repurpose the video in their own ads, on their website, or in external campaigns, that's a separate line item on top of the $5,100 total.
TikTok vs. Instagram: Which Rate Is Higher?
At comparable follower counts, TikTok and Instagram Reel rates are broadly similar for most mid-tier creators. The gap depends on where your audience is most engaged:
- If your TikTok views consistently and significantly outpace your follower count, TikTok may support a premium over your Instagram rate.
- If your Instagram engagement is stronger and your niche converts better there, Instagram leads.
- For creators with genuine traction on both platforms, neither rate needs to anchor the other. Price each independently, then apply the cross-post bundle discount for deals covering both.
For Instagram Reel rates, add-ons, and the bundle framework in more detail, see How Much to Charge for a Sponsored Instagram Reel →.
How to Calculate Your Rate
The table above gives you a floor and ceiling. Your actual TikTok rate for any specific deal depends on your view-to-follower ratio, what add-ons are embedded in the brief, the brand's industry, and whether the deal is TikTok-only or bundled with other platforms.
Selah reads the brief and builds the full rate: base TikTok fee, Spark Code if requested, usage rights, exclusivity, and any other line item the brand included without naming a price.
Get an accurate quote for your next deal in 2 minutes →
Frequently Asked Questions
How much should I charge for a TikTok brand deal? For creators with 50K–500K TikTok followers, sponsored post rates typically range from $500 to $9,000 or more before Spark Codes, usage rights, or exclusivity. A useful anchor: a creator with 100K TikTok followers and consistent strong performance typically charges $2,500 per sponsored post — the same rate as a comparable Instagram Reel, which reflects where TikTok brand deal rates have landed for engaged mid-tier creators.
Does TikTok view count affect my brand deal rate? Yes — sometimes more than follower count. On TikTok, a creator with 80K followers averaging 300K views per video is delivering reach that behaves like a 200K+ follower account. If your view count consistently and significantly outpaces your follower count, your effective reach justifies a rate closer to the next tier up. Bring that data to the rate conversation — views-to-follower ratio is a legitimate pricing lever on TikTok.
What is a Spark Code in a TikTok brand deal and how does it affect my rate? A Spark Code is an authorization that lets a brand run your organic TikTok as a paid ad from your handle. It adds 50–75% on top of your base content fee depending on the duration the brand is requesting. It is not included in your content creation fee and should never be assumed as a default. If a brand's brief mentions Spark Code access, that is a separate line item on your quote.
How does a TikTok brand deal rate compare to an Instagram Reel rate? At comparable follower counts, TikTok and Instagram Reel rates are broadly similar for most mid-tier creators. TikTok can support a premium if your view-to-follower ratio significantly outpaces your follower count, or if your niche converts strongly on TikTok specifically. Neither platform rate needs to anchor the other — price each independently, then apply a cross-post bundle discount if the brand wants both from one production.
What add-ons should I look for in a TikTok brand deal brief? Spark Code access (TikTok ad authorization), usage rights for content beyond TikTok (website, email campaigns, other platforms), category exclusivity, and cross-posting to Instagram Reels. Any of these mentioned in a brief — even casually — is a separate line item. Brands regularly include Spark Code requests in the same sentence as the content brief as if they are included in the base fee. They are not.
For the full framework behind every line item in a brand deal, see How to Price a Brand Deal →.