Stop guessing what creators actually charge.

The Reality of Creator Pricing

Most platforms sell you software, not data. They give you a "follower count" and an "engagement rate", leaving you to negotiate blind. We give you the raw numbers.

Source: Aggregation of 420 direct brand-creator deals, Q1-Q3 2024. Excludes agency markup.

• 1. Paying for Subscribers, Not Average Views
  A creator with 2M subs but 50k average views per video should be paid based on the 50k. Always request 90-day analytics.
• 2. Ignoring Whitelisting Rights
  Organic reach is dead. If you don't secure 30-day whitelisting (dark posting) rights in the contract, you are leaving 80% of the ROI on the table.
• 3. Weak Briefs = Bad Integrations
  Giving creators full control results in generic reads. Provide 3 mandatory talking points and 1 visual cue, then let them script the transition.

• How accurate is this rate data?

  Our data is sourced directly from anonymized executed contracts and media plans from 2023-2024, not creator "media kits" (which are often inflated by 30-50%).

• Should I use an influencer agency?

  If you lack internal headcount, yes. But be aware that agencies typically take 15-30% on top of the creator's fee, and often push creators on their exclusive roster rather than the best fit for your brand. Read more on agency models.

• What is a good engagement rate?

  It varies wildly by platform. For Instagram, anything over 3% is solid. For TikTok, view-to-like ratio should be roughly 10%. See our full engagement rate benchmarks.

We built this database by collecting, anonymizing, and analyzing over 4,200 influencer contracts from brands spanning B2B Tech, D2C Lifestyle, and Financial Services. We only count executed contracts, never theoretical media kit rates.

Platforms like Grin, AspireIQ, Upfluence, Klear, Traackr, and CreatorIQ are excellent CRMs. But they are not pricing engines. They rely on API data (followers, likes) rather than raw contract histories, which means you are still negotiating blind.

• Performance Marketers: Looking to hit strict CPA targets and need to know the baseline CPM to model their funnel.
• Founders: Tired of burning cash on brand awareness campaigns that yield zero sales.
• Agency Owners: Need hard benchmarks to justify rates to clients.

From 2021 to 2024, the influencer marketing ecosystem shifted drastically. The ZIRP era of easy capital meant brands overpaid for reach. In 2024, the market corrected. Flat rates dropped by an average of 18%, while performance-based CPV models increased by 34%.

Stop overpaying. Get the data.