As influencer marketing grows, so do micro-influencer rates: ‘there have been 10-20% fee jumps year-over-year’

As influencer marketing continues to grow up, taking in more marketing dollars, smaller influencers are asking for a bigger piece of the pie — sometimes double or trouble the rates they charged back in 2021, ad execs say. 

Two or three years ago, when influencer marketing was taking off, the average payout for TikTok micro-influencers (those with followings ranging from 5,000 to 20,000) ranged from $1,000 to $3,000 per post, according to Krishna Subramanian, CEO and co-founder of Captiv8 influencer marketing agency. Today, that figure has increased to range from $3,000 to $5,000. 

Mostly, industry experts say the uptick in costs is because influencer marketing has matured, becoming a mainstay in ad budgets. As more advertisers are willing to shell out for influencer content, asking for content usage rights and exclusivity, the more money influencers are asking for.

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