Resources / Influencer budget
How much does an influencer cost in 2026?
An influencer’s price depends mainly on the size of their community, the format requested and the rights you want to use. Here are concrete benchmarks to build your budget.
Average rates by account size
These ranges are indicative benchmarks for the French market, per post (a Reel, a TikTok video or an Instagram post); see the country table below for other markets. They’re the same averages used in our budget calculator. They don’t replace a quote: two creators of the same size can have very different prices.
| Profile | Followers | Indicative price per post |
|---|---|---|
| Nano-influencer | 1,000 to 10,000 | Gifted products to €400 |
| Micro-influencer | 10,000 to 100,000 | €400 to €2,000 |
| Mid-tier influencer | 100,000 to 500,000 | €2,000 to €6,000 |
| Macro-influencer | 500,000 and up | €6,000 to €20,000 and up |
A story usually costs less than a Reel, and a dedicated YouTube video costs more than a simple mention. Celebrities and very large accounts negotiate case by case.
What drives the price up or down
- Engagement rate: a highly engaged account with 30,000 followers can be worth more than a passive account with 80,000. Check it with our engagement rate calculator.
- Niche: finance, tech, luxury and B2B cost more than mainstream lifestyle.
- Format: a scripted video takes more work than a photo.
- Usage rights: reusing the video in ads, on your website or for a year raises the price, often by 20 to 100%.
- Exclusivity: stopping the creator from working with your competitors comes at a price.
- Volume: a partnership over several months often gets a better price per post.
Prices by country
Rates follow purchasing power and market size. Compared with France, on average we see:
| Market | Average difference vs France |
|---|---|
| United States | About 40% more |
| United Kingdom | About 15% more |
| Gulf (UAE, Saudi Arabia) | About 20% more |
| Belgium | About 5% less |
| Switzerland | About 40% more |
| Canada (Quebec) | About 10% more |
| Morocco | About 55% less |
| French-speaking Africa | About 65% less |
These differences are averages. A highly sought-after creator sets their price regardless of their country.
Gifting: an alternative to get started
Gifting means sending your product to creators without payment, hoping for a post. It’s the cheapest way to test influencer marketing, especially with nano and micro-influencers. But nothing guarantees the post or its content. To get consistent results, you need to select the right profiles, follow up with them and track the posts.
That’s the principle of our Creator Engine™ offer: activating 10 creators through gifting starts at €1,497 excl. VAT, including selection, coordination and tracking.
How to calculate your total budget
Creator fees are only part of the budget. Add the products sent, campaign management, usage rights and, if needed, ads to amplify the best content. Our guide how much budget for an influencer campaign details each line item.
To judge whether a creator is expensive or not, divide their price by the number of people actually reached: that’s the CPM. An influencer at €1,500 who reaches 100,000 people works out at €15 per 1,000 views, often cheaper than a standard ad.
Frequently asked questions
How much does an influencer with 10,000 followers cost?
In France, an account with 10,000 followers usually charges between €100 and €500 per post, or accepts gifted products depending on the brand and niche. Rates are generally higher in the US and the UK.
How much does an influencer with 100,000 followers cost?
Expect on average €1,500 to €3,000 per post in France, more in the US, and more again if you want to reuse the video in ads.
Do you need a contract with an influencer?
Yes, it’s advisable in every case, and mandatory in France from €1,000 excl. VAT in fees and perks over a year. See our guide to influencer marketing laws for brands.