Brand Deal Value Estimator
Estimate what you should charge for brand deals using platform benchmarks, follower tier, and engagement rate.
How Brand Deal Rates Are Calculated
The influencer marketing industry uses several overlapping models to price deals. This estimator uses a CPM-per-follower baseline adjusted for engagement rate tier and platform multipliers, which aligns with how most mid-market brands evaluate influencer spend.
Platform multipliers matter. LinkedIn audiences have higher B2B purchasing power, so deals command 1.5–2× Instagram rates. TikTok's massive reach means lower per-post rates but high volume potential. YouTube long-form commands the highest rates due to production effort and persistent views.
Engagement rate tiers: Below 1% — low demand pricing. 1–3% — standard rate. 3–6% — above average, negotiate higher. 6%+ — premium rate, typically 2–3× standard. High engagement signals genuine audience influence, which is what brands actually want to pay for.
Usage rights explained: Social media only (+20%) covers reposts on brand's social channels. Full commercial rights (+50%) includes ads, website, out-of-home, and broadcast. Always get usage terms in writing with a time limit (typically 6–12 months).