How Much Should You Pay Influencers in 2025?

In 2025, creator pricing has changed dramatically. With engagement rates shifting and regional CPMs evolving, it's harder than ever to know if you're overpaying.

Quick Rate Breakdown by Platform

Here's what the data shows for 2025:

• **Instagram Reels**: Average $25 CPM
• **TikTok Videos**: Average $18–22 CPM
• **Stories**: Often underpriced – but not always

The variance in pricing has grown significantly, making it crucial to have accurate, up-to-date market data when negotiating with creators.

Regional Rate Differences

Rates vary massively by country and region:

• **US creators (macro)**: ~$3,000 per post
• **UK micro-influencers**: ~$250–500
• **Australia mid-tier**: ~$800–1,500
• **Canada creators**: ~$1,200–2,800
• **EU market**: ~€400–1,200

These numbers reflect the purchasing power and advertising spend in each market, but many brands still use outdated "rules of thumb" that can lead to significant overpayment.

Platform-Specific Trends

Instagram Instagram remains the premium platform for brand partnerships, but the introduction of Reels has complicated pricing structures. Many creators now charge separately for: - Feed posts - Stories - Reels - IGTV content

TikTok TikTok's explosive growth has normalized higher engagement rates, but CPMs can be deceptive. The platform's younger demographic often converts differently than Instagram's more mature audience.

YouTube YouTube Shorts vs long-form content pricing has created confusion in the market. Many creators undervalue Shorts while overpricing traditional videos.

Don't Guess – Use Data

The biggest mistake brands make is guessing based on outdated industry reports or "competitor intel." Real-time market data is essential for fair negotiations.