How much should you pay an influencer in 2026?
The price of a collaboration depends mostly on audience size, the social network and the format you ask for. Here are typical ranges to help you set a fair budget: attractive enough to get good applications, without overpaying.
Rates per post
| Audience | TikTok | YouTube | Twitch | ||
|---|---|---|---|---|---|
| Nano 1k to 10k followers | €50 – €400 | €40 – €280 | €150 – €1,200 | €80 – €600 | €60 – €480 |
| Micro 10k to 100k followers | €200 – €2,000 | €140 – €1,400 | €600 – €6,000 | €300 – €3,000 | €240 – €2,400 |
| Macro 100k to 500k followers | €1,500 – €8,000 | €1,050 – €5,600 | €4,500 – €24,000 | €2,250 – €12,000 | €1,800 – €9,600 |
| Mega 500k+ followers | €5,000 – €30,000 | €3,500 – €21,000 | €15,000 – €90,000 | €7,500 – €45,000 | €6,000 – €36,000 |
Indicative price per post (photo or video), excluding tax. Average rates observed on the market in 2026.
Amounts shown in EUR. Change currency at the bottom of the page.
Work out your campaign budget
- Choose the creator size. Micro-creators (10,000 to 100,000 followers) often offer the best balance of reach, engagement and price.
- Multiply by the number of creators and posts. Example: 5 micro-creators × 1 Instagram Reel = about €1,000 to €10,000.
- Add the extras. Content usage rights, exclusivity, extra stories or product shipping.
- Include the service fee. On kstr, it ranges from 4 to 10% of each collaboration depending on your plan; payment is held until you approve the content.
Our tips
- A Reel or video usually costs 30 to 50% more than a photo; a pack of 3 stories costs about a third of a Reel.
- TikTok rates are on average 20 to 40% lower than Instagram; a dedicated YouTube video costs 2 to 5 times more.
- Engagement matters as much as follower count: a micro-creator with a very engaged community can be worth more than a big but inactive account.
- Budget extra for usage rights (reusing the content in your ads) and for exclusivity (not working with your competitors).
- Food sector: rates are often 20 to 30% lower, in exchange for a meal or free products.
- For a first test campaign, plan €3,000 to €5,000 in total: enough to work with several micro-creators and compare results.
Frequently asked questions
Should you pay a nano-influencer?
Yes, in most cases. A creator with fewer than 10,000 followers may accept a free product, but even a modest fee secures real commitment: deadlines met, quality content and a post that follows the brief.
Why is TikTok cheaper than Instagram?
On TikTok, a video’s reach depends mostly on the algorithm rather than follower count: reach varies more from one video to the next, which pushes prices down by 20 to 40% on average.
How are these ranges calculated?
They reflect average rates observed on the market in 2026. As soon as enough creators in an audience bracket are registered on kstr, the range is recalculated from their actual rates (1st to 3rd quartile).
Does the price include usage rights?
Usually not. The rate covers publication on the creator’s account. Reusing the content in your ads or on your website is negotiated on top, often 20 to 50% of the base price depending on duration.
Ready to launch your campaign?
Post your brief for free: kstr estimates your budget live as you write it.