What Should I Charge for a TikTok Video?

Right behind "what should I charge for a Reel," this is the question I field most. And the honest answer is that TikTok pricing does not work the way most creators assume. People copy their Instagram number over to TikTok, or they undercut themselves because the platform feels less premium. Both are mistakes.

Let me walk you through what the market actually pays for a sponsored TikTok in 2026, what makes TikTok pricing different from Instagram, and how to land on a number you can defend.

TikTok Pricing Is Not Just "Instagram Minus 20%"

There is a rough rule of thumb that TikTok commands about 20 to 30 percent less than Instagram for a creator of the same size. That is a fine starting point, but it hides what is really going on.

TikTok is a discovery engine first and a follower platform second. A video from a creator with 40K followers can do 2 million views if the algorithm picks it up, and it can do 8,000 views if it does not. That variance changes how brands think about the buy. On Instagram they are paying for a known audience. On TikTok they are partly paying for a shot at the algorithm.

What that means for you: your follower count matters less on TikTok than your median view count and your hit rate. A creator who reliably lands videos in the six-figure view range is worth more than the raw follower number suggests. Price on performance, not just size.

TikTok Rate Ranges by Tier (2026)

These ranges are for a single sponsored TikTok video, concept and creative by the creator, one round of revisions, 30-day usage rights, no exclusivity. This reflects Prscnt platform data and general market benchmarks.

Nano Creators (1K to 10K followers)

Typical range: $25 to $400 per video.

A lot of nano TikTok work is still gifted or low cash. But nano creators with a strong hit rate and a tight niche can push toward the top of this range, especially if their median views run well above their follower count, which is common on TikTok.

Micro Creators (10K to 50K followers)

Typical range: $200 to $1,000 per video.

This is where TikTok pricing starts to get real. If your videos consistently clear 50K to 100K views, you should be anchoring toward the upper half of this band regardless of follower count. Brands notice reliable reach.

Mid Creators (50K to 250K followers)

Typical range: $800 to $4,000 per video.

Most managed TikTok deals live here. The spread is wide because it is driven by view performance and niche. A finance or tech creator at 100K will price above a general lifestyle creator at the same size.

Macro Creators (250K to 1M followers)

Typical range: $4,000 to $12,000 per video.

At this level you are selling both reach and production. Brands expect a video that feels native to your feed, not an ad bolted onto your account. Price the craft, not just the eyeballs.

Mega Creators (1M+ followers)

Typical range: $12,000 to $150,000+ per video.

Mega deals are priced per campaign, not per post. Usage, exclusivity, and whitelisting often dwarf the base creative fee at this tier.

What Moves Your TikTok Number Up or Down

• Median views over follower count. This is the single biggest lever on TikTok. Pull your last 20 videos, find the median view count, and lead with that in your rate conversation.
• Hit rate. How often do your videos break out? A creator who lands one viral video in five is a better bet for a brand than one who has never broken 30K.
• Usage rights and whitelisting. If a brand wants to run your video as a Spark Ad or use it in paid media, that is a separate charge on top of your base rate. Spark Ads in particular are worth real money because your content becomes their ad creative.
• Exclusivity. Locking you out of competing brands for a window costs extra. Never give it away to be nice.
• Deliverable bundle. One TikTok is not the same as a TikTok plus a Reel plus three Stories. Price the whole package, and price cross-posting to Instagram as its own line.

The Cross-Posting Trap

Here is a mistake I see constantly. A brand asks for "a TikTok, and you can post it to your Reels too." That sounds like a courtesy. It is actually a second deliverable on a second platform reaching a second audience, and it should be priced as one.

If a brand wants the same video live on TikTok and Instagram, that is closer to two deals than one. You do not have to charge full price for the cross-post, but you should never give it away. A fair structure is your TikTok rate plus 40 to 60 percent of your Reel rate for the cross-post.

How to Land on Your Number

Start with your median view count, not your follower count. Map that against the tier ranges above. Adjust up for a strong niche, a high hit rate, and any usage or exclusivity the brand is asking for. Adjust down only if the brand is a genuine long-term partner offering volume, and even then, protect your usage rights.

If you want a number tailored to your exact deal, run it through our free Rate Check. Enter your platform, your reach, and what the brand is asking for, and it will show you the floor, the starting number, and the ceiling based on real closed deals at your size.

And if you want this working automatically every time a brand slides into your inbox, SmartPitch brings the same rate intelligence, plus brand reliability data, right into your AI assistant.

The creators who get paid what they are worth are not the ones with the biggest followings. They are the ones who walk into the conversation knowing their number and why it is their number. TikTok rewards performance. Price like it.