TikTok influencer pricing calculator
Enter your TikTok followers, follower-based engagement rate and format. See an illustrative sponsorship range in £, with the exact assumptions below.
Use likes and comments divided by followers. Do not paste the views-based rate from your OwlScran kit.
Illustrative sponsorship range
Add your figures
Complete the fields above to calculate a range.
Choose the right figures
Use the follower-based rate for this model: average likes and comments ÷ followers × 100. OwlScran kits highlight a views-based rate, which is a different calculation. Do not paste it into this field.
The result is a starting point for a discussion. A calculator cannot know how much work the brief involves or what a particular brand is willing to pay.
How this estimate works
Base estimate = followers ÷ 1,000 × £15 × (follower-based engagement rate ÷ 5) × format multiplier.
The format multipliers are: Video ×1, Story ×0.2. The displayed range is 0.6 to 1.6 times the base estimate, rounded to whole pounds.
These fixed values are assumptions for this calculator. They are not drawn from a dataset of completed deals. The model does not account for views, niche, production costs, usage rights, exclusivity or a brand’s budget.
For example, 50,000 followers and a 5% follower-based rate produce £450 to £1,200 for a video: 50 × £15 × (5 ÷ 5) = £750, then ×0.6 and ×1.6. These are illustrative figures.
Turn the range into a quote
Ask for the deliverables before quoting: how many pieces of content, their length, where they will appear and the deadline. Add the time and costs you need to make the work.
List paid advertising use, reposting rights and exclusivity separately. Define the channels, period and territory before agreeing a price. A fee for one post should not accidentally include months of advertising use.
State revision limits and payment terms in the written quote. Your media kit can show your work and rates, while the quote sets out the scope of this particular campaign.
Read the rate card guideWhat this calculator cannot tell you
The range is not a guarantee of income, an appraisal of your account or a claim that you should accept an offer within it. Check the result against your actual costs and experience of comparable briefs.
A smaller fee for a simple brief can leave more room for your time than a larger fee with extensive filming, revisions and rights. Compare the scope alongside the number.
TikTok pricing questions
Are these real market rates?
No. The calculator uses fixed assumptions described above. We do not present the output as a benchmark from completed sponsorship deals. Use it to test a starting range, then price the actual brief.
Does the price include usage rights or exclusivity?
No. Agree and price those terms separately. Specify where the brand may use the content, for how long, and which competing work an exclusivity clause would prevent.
How much should I charge for a TikTok sponsorship?
Start with the deliverables, the time and costs to produce them, expected exposure and any usage or exclusivity terms. The calculator supplies one illustrative range; your quote should explain what the fee includes.
Is this the same as platform earnings?
No. A sponsorship fee is paid by a brand for an agreed brief. Platform revenue depends on the platform programme and your eligible performance.
Can I put my rates in a free media kit?
Yes. OwlScran supports rates alongside your profile, selected content and account stats. You decide whether to include rates each time you share your kit.
Reviewed 6 September 2026 · OwlScran · Report an error