TikTok and Instagram creator video pricing varies significantly, with Instagram typically being the pricier channel by follower tier

Budget allocation

Influencer follower count	TikTok video pricing low (USD)	TikTok video pricing high (USD)	Instagram Reels pricing low (USD)	Instagram Reels pricing high (USD)
1K - 10K	$50	$200	$50	$300
10K - 100K	$200	$1,000	$300	$1,500
100K - 500K	$1,000	$5,000	$1,500	$7,500
500K - 1M	$5,000	$10,000	$7,500	$15,000
> 1 Million	$10,000	—	$15,000	—

Sponsored video price range by influencer follower count, TikTok vs Instagram Reels

Reader Note:: Ballpark range for North American creators from Modash, which sells influencer pricing tools; the guide does not disclose the data, sample or period behind it.
Evidence:: Observed behaviour
Vendor interest:: High — This comes from a company with a commercial interest in this market, so it is not a neutral source.
Sample:: Not disclosed

Good for

Getting a rough orientation, and deciding what to check yourself.

Saying that one thing caused another, or predicting what you would get.
This is an aggregated or average number that covers very different cases. Real results in a particular segment may differ.
The source never says how big its sample was or what went into it.
The source never says how this number was measured.
The source never says when this data was collected. It could be considerably older than the publication date suggests.
This comes from a company with a commercial interest in this market, so it is not a neutral source.

Nearly half of all marketers allocate nothing to consumer research in influencer marketing, and no one allocates more than 10%

Share of respondents by % of influencer budget allocated to consumer research and analytics before campaign execution
Budget allocation range	Share of respondents (%)
0% (no dedicated research budget)	48%
1-5%	35%
5-10%	19%
10-15%	0%
More than 15%	0%

Typical macro influencer campaigns cost $8,000 to $25,000, while nano campaigns cost $400 to $1,200

Enterprise advertisers put 63.7% of their monthly Meta spend behind winning ads, against 23.0% at micro advertisers

Meta ads: share of monthly spend going to winners, mid-range and losers, by advertiser size (%)
Advertiser size	Losers (%)	Mid-range (%)	Winners (%)
Micro (<$10K)	31.5%	45.6%	23%
Small ($10K-$50K)	25.7%	39.7%	34.6%
Medium ($50K-200K)	18.6%	28.1%	53.3%
Large ($200K-1M)	17.1%	26.4%	56.5%
Enterprise ($1M+)	13.8%	22.4%	63.7%

Our Substack turns the data behind these cards into full breakdowns: what changed, why, and what to do about it.

71%

of organizations said their influencer marketing investment increased year over year

21%

of surveyed B2B SaaS leaders say they would invest a hypothetical $100K in partnerships into events and sponsorships

61%

of marketers plan to increase their investment in creator content in 2026