The highest engagement platform and the fastest-moving rate economy.
TikTok rate cards evolve faster than any other platform. A viral moment can multiply a creator's value 5-10x in a week, and brands pay for the possibility as much as the baseline reach. 2026 rates have stabilized as the market matured — sponsored In-Feed content has become the dominant deliverable, TikTok Shop affiliate rates are creeping upward, and UGC-only work (white-label content without paid amplification from the creator's account) is emerging as a separate pricing tier entirely.
Headline rates for the primary TikTok deliverable (In-Feed Sponsored Video) across all 5 creator tiers. Click any tier for the full rate breakdown, negotiation playbook, and real scenarios.
TikTok's rate economy is driven by three factors brands consistently under-appreciate: (1) the algorithm surfaces content to non-followers, so follower count matters less than engagement signals; (2) TikTok Shop integration is becoming the dominant deliverable for consumer brands and pays differently than brand-awareness work; (3) viral upside is genuinely asymmetric — creators rationally price in the tail outcome. The rates below reflect 2026 observed averages, not aspirational asks.
It depends on engagement and content format. At the micro tier (10K–50K) TikTok rates are typically 20-40% higher per post than Instagram because TikTok videos take more production work and deliver more reach per follower. At the macro tier (500K+) Instagram tends to pull premium rates back because Instagram's audience skews older and more affluent, which favors many brand categories.
Shop affiliate rates range from 5-30% of sale value depending on category, with beauty/fashion on the higher end and consumer electronics/appliances on the lower end. A flat-fee + commission hybrid is becoming the 2026 standard (e.g. $500 base fee + 15% of sales through the affiliate link). Pure-commission deals work for established creators with proven conversion rates but leave upside uncertain for both sides.
Yes, and creators should adjust quickly. A viral video (>1M views in 7 days) justifies a 2-3x rate bump for 30-60 days. Brands signing during viral moments should expect to pay the premium or explicitly price-lock for a 90-day window. The mistake most creators make is not updating their rate card after a viral moment; the mistake most brands make is trying to anchor on pre-viral rates after the fact.
Yes. Organic-only usage (the post lives on the creator's feed without amplification) is the default at quoted rates. Spark ads (the brand amplifies the creator's post) typically adds 50-150% to the base rate. Whitelabeled usage (the brand runs the content from their own account) typically adds 100-200%. White-label UGC (the brand owns the content outright, never posts to the creator's account) is a separate deliverable entirely and is often priced as if it were a production buy, not an influencer post.