Where the figures come from
Brand fees are often discussed as a rate per 1,000 followers, adjusted for how engaged the audience is. This calculator uses broad ranges of roughly £6 to £18 per 1,000 followers for an Instagram post and £4 to £12 for a TikTok video, scaled up or down by your engagement rate compared with a typical one. It is a starting point for a conversation, not a quote.
Why real offers vary so much
- Niche: finance, beauty and tech audiences tend to command more than general lifestyle.
- Audience location: brands selling in the UK want UK viewers.
- Usage rights and exclusivity add to a fee.
- Format: a reel plus stories is worth more than a single photo.
Payouts from TikTok itself
Separate from brand deals, TikTok runs creator programmes that pay for qualifying views on longer videos, with eligibility rules including a follower minimum, age and authentic activity. Payouts depend on many factors and change over time; check TikTok’s current terms.
A word about bought followers
Brands check engagement and audience data, so a follower count that is largely bought will not support these fees, and presenting it as genuine can mislead them. If earning is your goal, put your effort into genuine growth. See also our ASA guide on labelling paid posts.
Ask about this calculator
Is this calculator accurate?
It gives a broad range. Actual fees depend on niche, audience, format and negotiation.
Do I pay tax on influencer income in the UK?
Generally yes, including gifted items in some cases. HMRC has guidance for content creators; take advice if unsure.
How many followers do I need to get paid?
Some brands work with accounts of a few thousand engaged followers; engagement and audience fit matter more than the number alone.