Influencer pricing is tricky. When approaching influencers, you want to come off as credible – you don’t want to insult them by offering too little, but you also don’t want to overpay for sponsored content. And you can’t exactly ask your competitors how much they’re paying…

That leaves you with two options: corporate espionage, or reading Modash’s deep dives into influencer pricing.

We’ve already covered influencer pricing on Instagram and YouTube; now it’s time for TikTok. Read on to understand:

✅ The main deliverables you can buy from TikTokers

✅ What TikTok pricing is usually based on

✅ Ballpark ranges and factors that affect TikTok pricing (including the latest pricing trends)

✅ How to expertly negotiate with TikTok influencers

Let’s get into it…

What can you buy from influencers on TikTok?

When you think of TikTok, you automatically think of short-form videos.

But did you know that TikTok also offers longer videos and static content?

Here’s a quick breakdown of the available content formats on TikTok:

👉 Short-form video: TikTok’s bread and butter. Can be up to 10 minutes long (or up to 60 minutes when recorded outside the app and uploaded).

👉 Static content: Yep, TikTok also supports single-image and carousel posts, just like in-feed posts on Instagram.

👉 TikTok Live: Live-streamed videos lasting for up to an hour, allowing influencers to interact directly with their audience in real time – perfect for Q&A content.

👉 Live shopping: Brands can feature their products on a livestream, and viewers can buy instantly.

So which format(s) should you use in your next campaign? To find out, I spoke to influencer marketing pros Marit Tiesema and Andreea Moise.

Marit shares her thoughts on each content format:

Overall, she broadly recommends prioritizing TikTok videos. Andreea Moise adds that choosing the right content is always a combination of researching your ICP, market, and competitors.

Andreea Moise

Influencer Marketing Strategist and Founder Hype Maven

If just starting out, choose the type of content that supports your strategy first – do you want to entertain, sell, be remembered? Choose according to that.

What factors affect TikTok pricing?

While every social platform is unique, they all support short-form content – which means you can use the same set of factors to gauge how much to pay influencers for short-form content on basically any platform, including TikTok.

Marit groups these factors into two categories:

In other words: number of average views is the most important pricing factor on TikTok, but you need to add context by considering secondary factors, too. For instance, Andreea notes that you’d pay lower CPMs for targeting Latin American audiences than for the US or Western Europe.

Andreea Moise

Influencer Marketing Strategist and Founder Hype Maven

The population, influencer density, language restrictions, and buying power of your market will factor in the pricing.

🤓 Pro tip: To measure views, look back over the influencer’s last dozen or so TikToks. Disregard any outliers (views at the upper and lower end), then take the average. Because sponsored posts typically perform worse than organic content, you’ll want to base your forecast conservatively based on that average.

🤓 Bonus pro tip: TikTok follower count isn’t a useful standalone factor, but it does provide valuable context. If an influencer has a lot of followers on TikTok but a low number of video views, that’s a bad sign for reach. Conversely, if an influencer has fewer followers on TikTok but a high number of video views, that’s a good sign for engagement.

Ultimately, the biggest factors that influence TikTok pricing are you and your goals. While you can calculate all the ballpark prices in the world, the actual price is determined by your own budget as well as the influencer you’re working with (plus their region, niche, follower count, the value they place on their own work, etc.).

For example: if your campaign is focused on sales, and you know that your customer acquisition cost (CAC) needs to be less than $100, your TikTok influencer budget needs to reflect that. If an influencer is asking for an amount that drives your CAC over $100, then they’re out of your budget – and that’s okay.

At that point, you know you need to continue digging to find someone maybe a little smaller, but with an active, niche audience that will respond to a collaboration.

Ballpark figures for TikTok pricing

The last thing I want is to write yet another article promising a simple answer to the issue of TikTok influencer pricing only to tell you, “Actually, it depends…” 🙄

In addition, you should steer clear of anyone who says they can give you influencer pricing information that applies to any niche, audience, and location – because there are simply too many variables.

(Incidentally, Andreea has posted at length about this in the past.)

So let’s give you some actual numbers.

In terms of CPMs, Marit recommends aiming for a maximum of $20.

Meanwhile, based on our own market intelligence here at Modash, we’ve put together some broad benchmarks for video costs spanning TikTok and Instagram Reels, segmented by influencer size (although, as Marit noted in the previous section, follower count shouldn’t be your sole metric for assessing influencer pricing).

These are ballpark prices based on creators in North America – and creators will absolutely have different pricing based on their region, niche, and just about anything else that might vary. Ultimately, your needs and budget will determine which TikTok influencers you approach – but these can at least give you a jumping off point.

🤓 Pro tip: You can often negotiate reduced rates by bundling multiple deliverables. This works particularly well with Reels and TikToks because the formats are so similar – so your influencer partner doesn’t have to do much (if any) extra work.

TikTok pricing trends for 2025 (and beyond)

Our ballpark figures support the common view that sponsoring on TikTok is basically like sponsoring on Instagram Reels, but cheaper.

So far, TikTok has been one of the more affordable influencer marketing channels, both in terms of fixed fees and usage rights. But that might not be the case for much longer.

Marit warns that TikTok prices have steadily increased as the platform (and the number of influencers using it) has grown:

Marit Tiesema

Sr KOL and Ambassador Specialist, Loop Earplugs

Compared to other platforms, TikTok has seen a higher percentage increase in pricing.

There are two elements to this price increase, she explains:

💰 Post fees: “I've seen some double/triple in the past 3 – 4 years; TikToks used to be a fraction of the price of Instagram.”

💰 Usage: “This often wasn't paid for at all since it was less common, and there was less education on it among influencers on TikTok.”

Marit also notes that more TikTok influencers now have agents, making it tougher to negotiate pricing.

But it’s not all bad news because the growth of TikTok has also made cross-channel package deals more attractive. Content can be cross-posted between TikTok and Reels, helping brands optimize spend with a lower CPM.

So even if prices are up overall, there’s still good value to be found on TikTok.

Best practices for negotiating TikTok influencer pricing

We’ve written plenty of general guidance on how to negotiate with influencers, but here, I’m going to focus on TikTok-specific tactics (that’s a mouthful) to help you agree on rates that keep you and your influencer partners happy.

Base your pricing on realistic, meaningful data

Platforms like TikTok and Instagram Reels offer built-in virality.

That’s a good thing, giving you the opportunity to get your brand and products in front of a wider audience. But there’s always a risk that you could be seduced by the idea of doing massive numbers – even if the data tells you something different.

Marit insists that you should never be swayed by the prospect of one or two videos going viral.

Marit Tiesema

Sr KOL and Ambassador Specialist, Loop Earplugs

You shouldn’t be paying for a 0.01% chance that you might get 1M views instead of 30K. Your "average views" should be based on a realistic range. If they do go viral, amazing.

Additionally, she stresses that follower count is a largely meaningless metric on TikTok. So don’t feel you should pay more for an influencer with a big follower count if the other metrics – particularly views – don’t add up.

Similarly, Andreea warns about falling for the “cool factor” on TikTok. Channel your inner Shania Twain here: “Oh, you’ve worked with brand X? And celebrity Y watches your videos? That don’t impress me much.”

Again, the best way to avoid this trap is to simply dive into the data.

Andreea Moise

Influencer Marketing Strategist and Founder Hype Maven

Always look at the numbers, goals, and impact an influencer can help you achieve. Watch out for the dashboard analytics pitch and base your pricing on impact – not wishful thinking.

Consider engagement quality (not just quantity)

Engagement rate is a useful way to gauge how much an influencer’s audience enjoys their content.

But some forms of engagement are more “valuable” than others.

For instance, a video might have hundreds of comments – but if they’re all just people doing the “heart eyes” emoji, that doesn’t necessarily suggest the commenter put much thought into it. Maybe they never even watched the video.

On the other hand, saves and shares are strong positive signs because if a viewer’s instinct was to save or share a video, it’s a decent indication that the content is valuable.

That’s why Andreea recommends analyzing the proportion of “quality” engagements (i.e., shares and saves vs comments and likes) when negotiating prices.

Andreea Moise

Influencer Marketing Strategist and Founder Hype Maven

I started looking at the ratio of saves and shares in the past few years, and it has significantly reduced flops and poor performance on TikTok.

Suggest a clear budget based on your estimated CPM (if possible)

When we surveyed pro influencer marketers for their Instagram influencer pricing insights, over half said they always ask influencers to provide their rates first.

However, Marit disagrees. She strongly recommends taking the lead in price negotiations by sharing your own budget before asking about an influencer’s rates – provided the budget is based on your estimated CPM.

Marit Tiesema

Sr KOL and Ambassador Specialist, Loop Earplugs

An influencer might make an exception for the right partnership, but if their initial quote is significantly higher, negotiating too far below it could make them hesitant – no one wants to appear like they’re drastically undercutting their usual pricing.

Negotiate if the fee/counterproposal is out of budget

In an ideal world, you’d be starting the pricing discussion by sharing your budget.That’s all well and good if you have a ton of influencer marketing experience and know exactly what CPMs you can afford.

But if this is your first rodeo, it’s not much help. Or what if you did share your budget, but the influencer came back with a counterproposal that blew it out of the water?

Either way, you can fall back on these Marit-approved TikTok negotiation tactics:

👉 Request 1 or 2 Instagram Story frames to drive traffic to the TikTok: This is a low-cost way to add reach while keeping spend manageable.

👉 Ask for paid usage rights for a limited time: If the content is suitable, negotiating a shorter licensing period can help lower your overall CPM and increase your ROAS.

👉 Consider adding more deliverables: It sounds counterintuitive, but packaging more content together can sometimes reduce the average CPM, meaning the overall deal offers better value for money. Plus the influencer gets more work – it’s a double win!

👉 Offer additional affiliate revenue: Sure, using influencer and affiliate marketing together adds some complexity. But offering both a fixed fee and performance-based earnings can lower your upfront risk while increasing the potential payout for both sides.

👉 Position your TikTok collab as a pilot partnership: Planning to build a long-term influencer relationship? Emphasize that this initial collaboration is a test run – and, if it performs well, you can offer a larger package deal later.

Marit Tiesema

Sr KOL and Ambassador Specialist, Loop Earplugs

Influencers are often more flexible when they see a future opportunity rather than a one-off partnership.

When it comes to negotiating by adding extra deliverables, you’ve got two options: requesting more TikTok deliverables or taking a cross-platform approach. There are positives to each tactic, Marit explains:

✅ Signing multiple TikToks: “Strengthens long-term partnerships and ensures ongoing promotion. While I'd focus solely on videos, signing 3 – 4 TikToks for the next six months would help maintain consistent visibility.”

✅ Taking a cross-platform approach: “Maximizes TikTok visibility while reinforcing the promotion across different formats, increasing recall and potentially improving conversion rates. Each format also enables diverse storytelling, helping to build trust (e.g. Instagram Stories offer a natural day-to-day integration with a clear CTA and direct links for easy action).”

Marit Tiesema

Sr KOL and Ambassador Specialist, Loop Earplugs

Multiple formats help to evaluate audience response and fine-tune content strategy based on engagement across platforms.

Make influencers a (metaphorical) sandwich

To be clear, this tip has nothing to do with a delicious grilled cheese.

Instead, it’s about keeping your price negotiation collaborative and constructive by framing a difficult message – AKA a lower rate – between two positive ones. Here’s how the sandwich technique might look for an ongoing negotiation between brand and agent:

Thanks so much for sharing her product selection! I’ve passed it along, and I’m excited to hear her thoughts. :)

As much as we’d love to offer $X, that’s unfortunately beyond our budget at this stage. However, we’d love to build this partnership together – would she be open to starting with a TikTok for $X + product?

We have a strong feeling this will resonate with her community, and once we’ve seen the engagement, we’d be happy to explore a longer-term collaboration.

Let me know her thoughts! If she’s on board, I can send over the contract right away so we can get started.

To be clear, the goal here isn’t to manipulate the conversation – it’s to keep the vibe positive and make your counteroffer feel like an exciting opportunity rather than a cutthroat negotiation.

As an added bonus, the last layer of bread in this proverbial sandwich reminds the agent in question that the influencer has the final say. And by dangling the possibility of a contract at the end, it creates a sense of immediacy, encouraging them to move forward fast.

Negotiating TikTok influencer pricing with Modash

Negotiating with TikTok influencers gets a whole lot easier when you have a ton of data about their followers and content metrics at your fingertips.

Sure, you could find TikTok influencers manually and ask them to share all that stuff themselves. Or you can save time and massively streamline the process using Modash.

Modash offers search filters to help you track down exactly the right influencer(s) for your next campaign. And once you’ve found a good match, you can review their profile before you take the time to reach out.

Our platform features all the regular TikTok metrics you’d expect – like followers, engagement rates, average views, and fake follower ratios.

But we go a whole lot deeper with data like:

✅ Audience demographics, locations, languages, genders, and ages

✅ Audience reachability (like how many other people their audience members are following, so you can see if you'll actually stand out among the noise)

✅ How many of their audience members have sizeable followings themselves

✅ Average saves, average comments, average shares, total likes, and total videos

And that’s just for starters.

See for yourself by creating your free Modash account – no credit card required!