Influencer rate calculator
Get indicative references for a brand collaboration along two different routes: the tier your audience falls into and the performance you expect from the post. You can see both and compare them, but they are never blended.
Calculator form
Indicative references
Your indicative references
Your estimate will appear here
Pick a method, fill in its fields and press “Calculate references”. You will not see a figure until then.
- Pick the method: audience, performance or both.
- Fill in the fields for the method you picked.
- Press “Calculate references” or load the example.
Audience estimate
- Low
- —
- Reference
- —
- High
- —
Performance estimate
- Low
- —
- Reference
- —
- High
- —
These are two independent references: they are not amounts to be added or averaged. Use both as support for your negotiation.
Indicative references to prepare a negotiation, not official rates. Taxes are not included.
How those numbers are built
Each method has its own breakdown. Surcharges apply to the base of their own estimate, never to the other method's or to a subtotal.
Audience estimate
| Item | Amount |
|---|---|
| Estimate base | |
| Additional rights | |
| Exclusivity | |
| Other surcharges | |
| Total |
Performance estimate
| Item | Amount |
|---|---|
| Estimate base | |
| Additional rights | |
| Exclusivity | |
| Other surcharges | |
| Total |
Inputs used
What went into each estimate, so it ends up in writing in your proposal.
- Method
- Platform
- Followers
- Audience tier
- Audience base range
- Expected views or reach
- CPMs applied
- Average engagement
- Audience method currency
- Performance method currency
Assumptions applied
Worth noting
What this tool calculates
This calculator gives indicative references for a collaboration published on your profiles, by two independent methods: the audience benchmark, which starts from the tier your follower count falls into, and the performance estimate, which starts from the reach you expect and the CPM you want to apply.
In compare mode you see both figures side by side. They are not added, not averaged, and we do not pick one for you: they are two different ways of looking at the same job, and the gap between them is itself useful information for a negotiation.
If the content is made for the brand but never published on your profiles, what you are selling is production, not audience: use the UGC rate calculator. And if the brand also wants to reuse the content on its channels or in ads, that is a separate licence: usage rights calculator.
What moves the price
- UGC versus influencer
- UGC mainly pays for creating the content, with usage rights on top. An influencer collaboration pays for creating it and distributing it: the brand gets access to your audience. The distinction is not absolute in every contract, but it helps you know what you are quoting.
- Followers are not views
- They are different quantities, which is why there are two methods. A large account with poor reach and a small one with strong reach can end up with very different references.
- The audience tier
- Nano, micro, macro and mega bound a general range. It is a starting point, not a price: platform, country and sector move the real figure a long way.
- You set the CPM
- The performance method publishes no default CPM. We have no reference we could justify for social collaborations, so we would rather ask you than invent one.
- Rights and exclusivity
- The brand reusing the post, or you committing to avoid competitors, are separate items, and they apply to each estimate on its own.
- What is not in the formula
- Platform and average engagement are recorded but apply no multipliers: there is no universal rule to turn them into a percentage of price.
What it actually returns
Each method returns an indicative range with three figures: low, reference and high. In the audience method the reference is the midpoint of the range. In the performance method it comes from its own reference CPM, so it need not land in the middle.
In compare mode there are two separate results and no combined total. Use both references as support for your negotiation.
Ranges by audience tier
A general international reference in US dollars. The follower intervals do not overlap: each tier includes its own minimum and excludes the next one's. The macro tier spans 100,000 to one million, a far wider interval than other documentation splits it into, and price dispersion inside it is large: its range is our own criterion, at low confidence.
| Tier | Followers | Interval confidence | Indicative range | Nature |
|---|---|---|---|---|
| Nano | 1,000 – 9,999 | Derived high | $100.00 – $500.00 | Derived medium |
| Micro | 10,000 – 99,999 | Derived high | $500.00 – $2,500.00 | Our own heuristic medium-low |
| Macro | 100,000 – 999,999 | Our own heuristic medium-low | $2,500.00 – $10,000.00 | Our own heuristic low |
| Mega | 1,000,000 or more | No preset high | You set it | No preset high |
A general international reference in USD. Every tier carries two labels: one for where the follower interval is cut, another for the price range. These are not official rates and they do not hold equally across platforms or countries.
No preset: the performance-method CPMs and the three surcharges are yours to enter. We publish no default value.
From a source: a figure taken from an identifiable source. Derived: a transparent synthesis of several sources. Our own heuristic: the project’s own criterion, with no external source. No preset: we propose no value and you enter it.
Reviewed on 24 August 2026. The sources consulted and their limitations are on the sources page.
How each method is calculated
They share how surcharges are applied, and nothing else:
- Audience: the follower tier gives the base range, or you set it with your own minimum and maximum. The reference is the midpoint.
- Performance: base = (views ÷ 1,000) × CPM, each figure with its own CPM.
- Surcharges, on each estimate separately: rights, exclusivity and other, all on that estimate's own base.
- Each method's total = its base + its three surcharges. Never on a subtotal, so there is no compounding.
- Nothing is rounded between operations: rounding to two decimals is presentation only.
What is a reference and what you set yourself
- General reference
- The audience tier ranges. Nano and micro are derived from several rate cards and reports that agree on the order of magnitude; macro is our own criterion. They are in US dollars, they do not hold equally across platforms or countries, and the sources are listed on the sources page with their limitations.
- No preset
- The performance-method CPMs and the three surcharges. We publish no default value: you enter them.
- Informational
- Platform and average engagement. They appear in the result and can raise a note, but they move no figure.
- No conversion
- We do not change currencies. The automatic range is in US dollars; to work in another currency, enter your own range in that currency.
What the result excludes
- Taxes, withholdings and agency or platform fees.
- Extra production if the brand asks for more deliverables than agreed.
- Usage licences beyond the rights surcharge you enter.
- Any specific market value: these are references to negotiate with, not a valuation.
The project's general methodology
The criteria shared by every calculator in the project, and the limits that apply to any estimate, are described on the methodology page.
Sources
The base range in this calculator is an indicative reference put together by the project and does not yet rest on any verified external source. When one exists, it will be published with its review date on sources and updates. We would rather say so than cite a reference we have not checked.
Frequently asked questions
Which of the two methods is the right one?
Neither on its own, which is why we do not choose for you. The audience method says what accounts your size usually get paid; the performance method says what the exposure you will deliver is worth. If they diverge a lot, that gap is the interesting part.
Why can they not be averaged?
Because they measure different things. An average would produce a number that looks precise and means nothing: it is neither the market price for your tier nor the value of your reach.
Why is there no default CPM?
Because we have no reference we could justify for Instagram or TikTok collaborations. The CPMs in the YouTube sponsorship calculator belong to a different format and are not reused here.
What if I have fewer than 1,000 followers?
We publish no automatic range for that case: it would be invented. You can use the performance method or enter your own base range.
Why does the mega tier have no range?
Because above a million followers the real spread is too wide to publish an honest figure. We ask for your own range instead.
Shouldn't strong engagement raise the price?
It can certainly weigh in a negotiation. What does not exist is a universal rule to turn an engagement percentage into a percentage of the fee, so we record it without applying it.
Is anything I type stored?
No. The whole calculation happens in your browser. There is no server, no account, no cookies and no local storage: reload the page and nothing remains.
Can I show both methods to the brand?
Yes, and it usually helps. Showing that audience size gives one range and expected performance gives another makes it clear there is no single price, just two legitimate ways of looking at it. What you must not do is add them up or present the average as a third figure.
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