How much should you charge for a TikTok brand deal?

Short answer: There's no fixed rate. TikTok doesn't set creator prices, so pricing is negotiated per deal. A common starting heuristic creators use is roughly a hundred dollars per ten thousand engaged followers or views, adjusted up for usage rights, exclusivity, and niche value. Price on the value you deliver, not follower count alone.

How creators set a starting number

Because no platform publishes rates, pricing is whatever you and the brand agree on. Most creators start from a loose anchor. One common rule of thumb is around a hundred dollars per ten thousand engaged followers or average views, then adjusted heavily based on the deal. Treat that only as a conversation starter, not a real rate. Actual prices swing wildly by niche, deliverables, and how badly the brand wants your specific audience.

What moves the price up

Usage rights. If the brand wants to run your video as a paid ad or reuse it elsewhere, charge more. You're selling more than one organic post.
Exclusivity. Agreeing not to work with competitors for a window is worth real money.
Deliverables. One TikTok is cheaper than a three-video series plus a Reel and a Story cross-post.
Niche value. A high-intent niche where viewers buy (finance, skincare, B2B tools) commands more than a broad entertainment audience of the same size.
Engagement, not just size. A small, active audience that converts justifies a higher rate than a large passive one.

Don't undercharge because it's your first deal. It's easier to hold a rate than to raise one later with the same brand. Send a clear price with what's included, and be ready to negotiate down by cutting deliverables rather than just dropping your number.

Never quote off follower count alone. Quote off the value you deliver: the audience's buying intent, the usage rights, and the work involved. Those three move the price far more than your total.

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How much should you charge for a TikTok brand deal?

How creators set a starting number

What moves the price up

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