How much should you charge for a TikTok brand deal? This guide covers real UK rate benchmarks by follower count, average views, niche and engagement — so you know exactly what your TikTok is worth before a brand gets in touch.
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Check My TikTok Rate →TikTok rates in the US are primarily driven by average video views, not just follower count. A creator with 30k followers averaging 200k views per video commands significantly more than one with 100k followers averaging 8k views. Brands buying TikTok deals increasingly understand this.
| Tier | Followers | Avg Views | Rate Per Video |
|---|---|---|---|
| Nano | 1k – 10k | 2k – 20k | $100 – $350 |
| Micro | 10k – 50k | 20k – 150k | $350 – $900 |
| Mid-tier | 50k – 200k | 150k – 600k | $900 – $3,500 |
| Macro | 200k – 1M | 600k – 2M | $3,500 – $12,000 |
| Mega | 1M+ | 2M+ | $12,000+ |
Your niche significantly affects your rate. Brands in high-margin industries pay more because their customer lifetime value is higher. A finance creator with 50k followers is worth more to a fintech brand than a general lifestyle creator with 200k followers.
| Niche | Rate Multiplier | Why |
|---|---|---|
| Finance / Fintech | 2.0 – 3.0× | High-value customers, huge brand budgets |
| Tech / SaaS | 1.8 – 2.5× | High CPM, educated buyer audience |
| Health & Fitness | 1.5 – 2.0× | Strong purchase intent, loyal audiences |
| Beauty & Skincare | 1.3 – 1.8× | High repeat purchase, strong brand affinity |
| Gaming | 1.2 – 1.6× | Engaged but younger demographic |
| Food & Lifestyle | 1.0 – 1.3× | Broad appeal, lower purchase intent |
The TikTok creator economy has matured significantly. Brands that used to rely on gifting and exposure are now operating with real budgets — partly driven by TikTok Shop and its performance-based attribution making creator ROI easier to measure.
What this means for rates: brands have money. The first offer is rarely the real budget. Most brands come in 30–50% below what they're willing to pay, expecting a counter-offer that most creators never send.
Usage rights are one of the most commonly missed parts of a TikTok deal. If a brand wants to run your video as a paid ad (whitelisting or dark posts), that is a separate commercial use and should be charged accordingly.
| Usage Type | Additional Charge |
|---|---|
| Brand's organic channels (30 days) | +10 – 20% |
| Paid ads / whitelisting (30 days) | +25 – 50% |
| Paid ads / whitelisting (90 days) | +50 – 100% |
| Exclusive category (any period) | +20 – 40% |
| Exclusivity (no competitor deals) | +30 – 60% |
Most TikTok creators leave money on the table because they don't know how to push back without risking the deal. Here's what actually works:
1. Know your number before you respond. Don't reply to an offer without knowing your real rate first. Use our calculator to get a baseline before you engage.
2. Counter with data, not feelings. "Based on my average views and engagement, the market rate for this type of content is $X" lands far better than "I was hoping for more."
3. Ask about usage before you quote. Find out if they want to run it as an ad before you price. If they do, your rate needs to reflect that — quoting without knowing is how creators undercharge.
4. Don't apologise for your rate. Brands expect negotiation. Quoting confidently with a clear rationale is respected, not resented.
Enter your stats and the brand's offer. Get your real market rate in 30 seconds — free, no card needed.
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