Instagram vs. TikTok vs. YouTube: What to Charge on Each Platform (2026)

Here's something that surprises a lot of creators: you're worth a different amount on each platform — even with the same audience size. That's not random. It's because Instagram, TikTok, and YouTube are each priced on a different thing.

Once you understand what each platform is really selling, setting your rate gets a lot easier. Let's go through all three.

New to pricing in general? Start with the big picture in Brand Deal Rates 2026, then come back here for the platform-by-platform detail.

Instagram: priced on the post

Instagram is priced per post — and the format changes the price.

Rough per-post ranges for micro creators (10K–100K): about $200–$2,000. Mid-tier (100K–1M) commonly runs $3,000–$15,000. Where you land inside those ranges depends far more on your engagement than your exact follower count.

A simple gut-check some creators use as a floor: roughly $100 per 10,000 followers for a basic post — then adjust up for strong engagement, a premium niche, or video. Treat it as a starting line, not a ceiling.

TikTok: priced on average views

TikTok is the odd one out — it's priced less on followers and more on average views, because the algorithm (not your follower count) decides who sees each video.

That means a creator with 30K followers but 200K average views can charge more than someone with 100K followers and 20K views. Know your 30-day average views before you quote.

For a similar audience size, TikTok rates often sit a bit below Instagram — there are more creators and the pricing is view-based. But a consistently viral account flips that fast. Micro creators commonly see ~$200–$800 per video, scaling up with views and engagement.

YouTube: priced on depth and shelf life

YouTube usually pays the most per placement — and for good reason:

• Videos keep getting watched for months or years (long shelf life).
• Viewers are highly engaged — they chose to watch something long.
• A video is a real production, not a 15-second clip.

The big pricing question on YouTube is integration vs. dedicated:

A mid-tier creator's dedicated video can run into the thousands to tens of thousands, depending on audience and niche. Even a small, loyal channel can charge well, because the audience trust is so high.

Why the same creator earns different rates

Put it together and the logic is clear:

• Instagram sells a polished post to your followers.
• TikTok sells reach to whoever the algorithm serves — priced on views.
• YouTube sells a deep, long-lasting placement to a committed audience.

Different products, different prices. So when a brand wants "all three," don't quote one number — price each platform, then bundle. A multi-platform package is also a great place to offer a small volume discount to win a bigger total deal.

Don't forget the part that beats platform: usage rights

Whatever the platform, the single biggest add-on is usage rights. If the brand wants to run your content as paid ads — on any platform — that's a separate fee on top of your posting rate. Here's how to price usage rights, and don't give them away by default.

The bottom line

There's no single "creator rate." There's an Instagram rate, a TikTok rate, and a YouTube rate — each built on what that platform actually sells. Know your numbers on each (engagement, average views), price the format, add for usage, and you'll quote with confidence every time.

That's where BrandTreaty helps: it reads each deal, sees which platforms and formats a brand is asking for, and benchmarks the money against what creators your size charge — so you know in seconds whether an offer is fair, low, or worth a counter.

Want the full picture across tiers and formats? Read the pillar: Brand Deal Rates 2026.