You're looking at a brand deal inquiry.
The deliverable is clear: one TikTok video. But the price? That's where the guesswork starts. You know you're worth more than $500, but is $3,000 too high? What if they counter? What if you're leaving money on the table? What if they ghost me?
Here's the truth: successful creators don't guess at their rates. They use a formula. The same formula that brand-side agencies use to calculate budgets, but flipped to work for you, not against you.
The Short Answer
The influencer pricing formula comes down to: Base Rate + Usage Rights + Exclusivity + Add-ons = Your Quote
For most mid-tier creators (50K–500K followers), expect your base content rate to be $20–50 per 1,000 engaged followers, then add 50–200% for usage rights, exclusivity periods, and platform-specific add-ons. A creator with 100K followers and strong engagement typically charges $2,000–$5,000 per TikTok video once all variables are factored in.
What Goes Into the Price
Your rate isn't just about follower count. Brands pay for five distinct value drivers:
Your content creation — the time, skill, and equipment to produce the video or post.
Your audience access — the reach and engagement your account delivers.
Usage rights — how long the brand can use your content beyond the original post.
Exclusivity — whether you'll promote competing brands during their campaign.
Platform leverage — add-ons like ad code access, whitelisting, or cross-posting.
Most creators undercharge because they only price the first two. The math changes dramatically when you account for usage rights and exclusivity. A brand asking for 6 months of usage rights and category exclusivity isn't just buying a TikTok video. They're buying media rights and competitive protection.
The Variables That Multiply Your Rate
Engagement Rate (Your True Reach)
Your engagement rate determines your base multiplier. A creator with 100K followers but 2% engagement (2,000 engaged users) charges differently than one with 100K followers and 8% engagement (8,000 engaged users).
Calculate your engagement rate: (likes + comments + shares) ÷ followers × 100. Above 5% is strong. Above 8% commands premium rates.
Usage Rights Duration
This is where most creators leave money on the table. When a brand asks for "usage rights," they mean permission to repost your content on their channels, run it as ads, or include it in marketing materials.
- 30 days: add 50–75% to base rate
- 90 days: add 100–150% to base rate
- 6 months: add 200–300% to base rate
- 12 months: add 300–500% to base rate
The brand isn't just buying one post. They're buying a media asset they can leverage for months. Price accordingly.
Exclusivity Period
Category exclusivity means you won't promote competing brands during their campaign. Personal care, fashion, fitness — whatever category the brand operates in becomes off-limits for you.
- 30 days: add 25–50% to total deal value
- 90 days: add 75–100% to total deal value
- 6 months: add 150–200% to total deal value
Exclusivity isn't free. You're giving up potential income from their competitors.
Platform-Specific Add-ons
Each platform has unique monetization features that brands want access to:
TikTok: Spark Code access (for running your content as ads from your account), duets/stitches, trending audio integration.
Instagram: Story highlights, collab posts, Reels vs. feed posts, ad code access for paid promotion.
YouTube: Integration style (dedicated video vs. mention), thumbnail inclusion, pinned comments.
Each add-on is a separate line item. Spark Code access alone typically adds 100–200% to your base TikTok rate.
A Real Example Breakdown
Let's walk through a real deal structure:
The Ask: One TikTok video + Instagram Reel, 90-day usage rights, 60-day category exclusivity, Spark Code access for TikTok.
Creator Profile: 150K TikTok, 80K Instagram, 6% average engagement rate, lifestyle niche.
The Math:
- TikTok base rate (150K × 6% × $30 per 1K engaged): $2,700
- Instagram Reel base rate (80K × 6% × $35 per 1K engaged): $1,680
- 90-day usage rights (125% of content total): $5,475
- 60-day exclusivity (75% of total deal): $7,314
- TikTok Spark Code access (100% of TikTok rate): $2,700
Total Quote: $19,869
Notice how the usage rights and exclusivity multiply the base content fee. The brand isn't just buying two videos. They're buying 90 days of media assets and 60 days of competitive protection.
How to Calculate Your Rate
The formula works, but the variables change with every deal. Follower count, engagement rate, platform, deliverable type, usage duration, exclusivity period — each combination produces a different result.
Most creators try to do this math in their head or use static spreadsheets. The problem: you miss variables, underestimate add-ons, or spend hours calculating what should take minutes.
Selah handles this automatically. Input the deal details — follower count, engagement rate, deliverables, usage rights, exclusivity — and get an itemized quote in two minutes. The pricing engine accounts for every variable, calculates the multipliers, and produces a number you can stand behind.
The Math Behind the Confidence
Brand managers know this formula. That's why they often bury usage rights in casual language ("we'd love to share this on our channels too") or downplay exclusivity ("just don't work with direct competitors during the campaign"). They're counting on you not doing the math.
The most successful creators price every variable explicitly. Base content rate, usage rights duration, exclusivity period, platform add-ons — each gets its own line item with its own logic.
When a brand questions your quote, you're not defending a guess. You're explaining a formula. The same formula their agency used to calculate their budget.
That confidence changes everything. You're not asking for money — you're stating what the deal is worth.