What sets a creator's fee
Views matter more than followers. A creator's fee follows the views a placement is likely to earn, so ask for the median views of recent posts rather than a follower count. Niche comes next: in SponsorCraft, finance and tech price well above entertainment for the same views. Audience location moves the number too, and the app adjusts for it. Then comes the placement, since a dedicated video, an integration and a Story are different products. Last are the extras: usage rights, whitelisting, exclusivity and rush delivery are separate lines, not part of the base fee. To compare creators on a common yardstick, read compare creators across platforms using CPM and see effective CPM.
Estimate a fee from a creator's numbers
Gather five numbers before you estimate a fee in SponsorCraft:
- The median views of recent posts. They are public on YouTube and TikTok; ask the creator for Reel views and the US share of the audience.
- The follower or subscriber count.
- The engagement rate.
- The niche and sub-niche.
- The placement and the extras you will ask for.
Public view counts are an approximation. The creator's own analytics are more accurate.
Check a quote against the estimate
Say a creator quotes $1,800 for one dedicated TikTok video. SponsorCraft's estimate for a 60,000-follower skincare creator averaging 18,000 views is $1,092, with a negotiation range of $786 to $1,442, so $1,800 is above the top of the range for the video alone. That is a prompt to ask what the quote includes, not a verdict. If you also want 30 days of usage rights ($240) and a 30-day exclusivity window ($273), the app's deal total is $1,606, and the gap narrows to terms you can negotiate line by line. The estimate is built on market data and calibrated to published 2025 to 2026 creator rate benchmarks, as the app's own note says, and it is refined and updated as the market shifts. It is an estimate to negotiate from, not a guaranteed price.
$1,092
estimate for one dedicated TikTok video
$786 to $1,442
the app's negotiation range
$1,606
with 30 days of usage rights and 30-day exclusivity
SponsorCraft v8.6.2 model output: 60,000 followers, 18,000 average views, 7.0% engagement, skincare, Tier-1 audience. The $1,800 quote is a hypothetical.
- Platform
- TikTok
- Niche
- Beauty and fashion, Skincare
- Followers
- 60,000
- Average views
- 18,000
- Engagement
- 7.0%
- Audience
- Tier-1
- Placement
- Dedicated video
- Extras
- Usage rights 30 days, exclusivity 30 days
$1,606Deal total. Dedicated video $1,092, range $786 to $1,442
The Deal Summary shows the base $1,092, usage rights $240 and the exclusivity premium $273, and prints a total deal value of $1,606. The app adds before rounding, so a total can sit USD 1 away from its lines as shown. The integration prices at $655 (range $472 to $865) and the Creator Marketplace estimate at $710 ($511 to $937).
The app's Why this rate line addresses the creator, so read it as the app's wording: "Your videos reach about 30% of your followers, above the typical 14% for an account your size. The rate rises with reach, more slowly the higher it goes."
Assumptions: model estimates, not guarantees. The $1,800 quote is a hypothetical. The app labels its usage rights percentages an estimated pricing assumption, not an industry standard, and 30-day exclusivity is +25% in the app. Dedicated video only selected.
Have a quote on your desk? Estimate the creator's fee in SponsorCraft.
Build a campaign budget from three creators
SponsorCraft prices one creator at a time, so a campaign budget is a sum you build yourself. Price each creator and placement, add the extras as lines, then add up the line totals. The table does that for a three-creator coffee campaign. The base ranges add up to $1,460 to $2,676 before the $176 usage rights line, and the line totals come to $2,203. For YouTube size and niche tables, read YouTube sponsorship rates.
| Creator | Placement | Estimate | Range | Extras | Line total |
|---|---|---|---|---|---|
| YouTube, 45,000 subscribers, 18,000 views, 4.0%, Coffee, 60% US | 60-second mid-roll | $621 | $447 to $820 | none | $621 |
| Instagram, 22,000 followers, 5,000 Reel views, 3.8%, Coffee, Tier-1 | Reel | $609 | $438 to $803 | none | $609 |
| TikTok, 50,000 followers, 15,000 views, 7.0%, Coffee, Tier-1 | Dedicated video | $798 | $575 to $1,053 | 30 days usage rights $176 | $973 |
| Campaign total | $2,203 |
The TikTok line total is the app's Deal Summary total; the app adds before rounding, so it is USD 1 below $798 plus $176.
What SponsorCraft does not do
SponsorCraft is a pricing app. It does not find, vet or track creators, check audiences for fraud or report campaign results. It estimates fees from the numbers you enter. If you are pricing creators for clients, read influencer pricing for agencies.
SponsorCraft
Know what a creator's content is worth before you brief.
- Fee estimates for YouTube, Instagram, TikTok and YouTube Shorts, plus a Multi-Platform tab for creators on several platforms
- Not tied to one creator: price every creator you are considering
- A separate estimate per placement: dedicated video, mid-roll and pre-roll on YouTube; Reel, feed post, Story and link in bio on Instagram; dedicated video, integration and a Creator Marketplace estimate on TikTok
- 19 niches with 111 optional sub-niches, and an audience location adjustment
- A negotiation range and a plain-language "Why this rate" explanation for every estimate
- Usage rights, whitelisting, exclusivity and rush delivery priced as separate lines in a Deal Summary
- Editable rates and a PDF rate card export
- One-time purchase, no subscription, no login, runs offline
Agency and Brands License $129 one-time, for brands and agencies working with creators. Creator License $49 one-time.
Common questions
How much should a brand pay an influencer?
It depends on real views, niche, audience location, the placement and any extras. In the example, SponsorCraft estimates USD 1,092 for one dedicated TikTok video from a 60,000-follower skincare creator averaging 18,000 views.
How can I tell if an influencer's quote is reasonable?
Compare it with an estimate and its range, USD 786 to 1,442 in the example, then ask what the quote includes. With 30 days of usage rights and a 30-day exclusivity window, the model total is USD 1,606.
How do I budget for an influencer campaign?
Price each creator and placement, add the extras as lines and add up the line totals. The three creators in the example come to USD 2,203.
Which SponsorCraft license does a brand need?
The Agency and Brands License, USD 129 one-time. It is the same app as the Creator License, licensed for brands and agencies working with creators, and it is not tied to one creator.
Does SponsorCraft find or vet influencers?
No. It estimates fees from numbers you enter. It does not search for creators, check audiences or track results.