Current Rate Cards (2024 Benchmark)
Real pricing data extracted from over 4,200 executed contracts and media plans. Excludes agency markup and whitelisting fees.
Overall Platform Benchmarks
Pricing varies heavily by niche, but these represent the median CPV (Cost Per View) and CPM (Cost Per Mille/Thousand) across standard campaigns. For deeper platform specifics, check YouTube, TikTok, and Instagram.
| Platform / Format | Low (Broad/Entertainment) | High (Niche/B2B/Finance) |
|---|---|---|
| YouTube (60s Integration) | $15 CPM | $50+ CPM |
| YouTube (Dedicated Video) | $40 CPM | $100+ CPM |
| TikTok (15-60s In-Feed) | $5 CPM | $15 CPM |
| Instagram (Reel) | $8 CPM | $20 CPM |
| Instagram (Story Set, 3 frames) | $10 CPM | $25 CPM |
How to Negotiate Based on Data
Creators will almost always send a "Media Kit" with a flat rate. Do not accept flat rates blindly. Always map their requested flat rate back to a CPM based on their last 10 videos (excluding outliers). Read our negotiation guide.
Tool: Flat Rate to CPM Converter
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Common Mistakes in Rate Evaluation
- Evaluating by followers: Followers are a vanity metric. If they have 1M followers but 10k views, you pay for 10k views. Audit their followers.
- Ignoring usage rights: If a creator charges $2,000 for a post, but demands $5,000 to let you run ads behind it (whitelisting), the true cost is $7,000. Review contract terms.
- Not capping views on TikTok: TikTok virality is random. Pay a base rate + a CPV bonus capped at a specific budget.