Influencer Rate Calculator

The $100 per 10,000 followers rule is a survivor of the chronological feed, when reach was roughly follower count and the proxy held. It does not hold now. Reels, TikToks and Shorts distribute to strangers, so two accounts with the same 30,000 followers can deliver 8,000 views and 400,000 views. Quoting both the same fee means one of them is subsidising the other, and it is never the account with the inflated follower graph.

Brands stopped pricing on followers before creators did. The media planner running the budget already thinks in CPM, because that is the only unit that lets them compare you to a paid social buy, a podcast read and another creator. When you quote a flat fee with no view number attached, you are asking them to do the CPM sum themselves — and they will do it against your worst month, not your median. Lead with delivery and you control which number the maths starts from.

The bigger leak is rights. Most creators quote one fee and then say yes to whitelisting, six months of paid usage and category exclusivity without changing it, which can mean handing over three or four times the value they charged for. These are not goodwill gestures; they are line items with market prices, and a brand that budgeted for them is quietly relieved when you forget to ask. Itemise them, and negotiate by removing rights rather than cutting your fee — your rate card has to survive the next ten deals, not just this one.