How much do micro-influencers actually get paid?

Micro-influencers—creators with between 10,000 and 100,000 followers—are increasingly sought after by brands due to their high engagement and niche audiences (similar to those of nano influencers). According to Rostock SocialThis level of influence is valuable for brands that want a more personal touch, especially on platforms like Instagram where authenticity is highly valued.

But what do these creators actually earn per sponsored post on Instagram and TikTok? The answer is extremely difficult to give as prices vary significantly depending on factors such as the influencer’s niche, audience demographics, as well as the brand’s budget and goals for each campaign they are involved with.

We spoke to micro-influencers in different niches to understand what rates they are offered and what is expected of them in each campaign. Keep in mind that this income may also depend on the influencer’s reach and level of engagement, as well as the brand’s intended use of the content—whether it will be used for advertising, posted on the brand’s profile, or simply exist as organic influencer content.

Carey Santayana (they/them), 14.4k followers

Carey Santayana, based in Philadelphia, Pennsylvania@karysantayana) is a non-binary LGBTQ+ lifestyle creator specializing in androgynous content about fashion and social impact. Because she is mixed race (Filipino and White), Carey’s content resonates with a diverse audience interested in inclusivity and authentic representation.

• Brand offer 1: $1,200 for 1 Instagram Reel and 1 Instagram Story with 14 days of social impact brand advertising rights.
• Brand Deal 2: $300 + product for 1 Instagram video with 10 days of home decor brand advertising.
• Brand Deal 3: $1,190 + product for 1 Instagram Reel and 2 UGC photos, plus 30-day advertising rights for photos with a gender-inclusive clothing brand.

Mackenzie Edwards, 30 thousand subscribers

Mackenzie Edwards lives in Nashville, Tennessee.@homebody_hq) shares the DIY home improvement projects she and her husband create with their 30,000 followers. Her content showcases her sustainable and affordable approach to decorating and renovating, attracting a dedicated community interested in hands-on home improvement.

• Brand deal 1: $4,000 plus $500 stipend for two TikTok videos, eligible for 90-day paint brand whitelisting.
• Brand deal 2: $500 + $800 per furniture set for 1 Instagram video posted on TikTok, no rights to use with furniture company.
• Brand deal 3: $800 per Instagram video, water bottle rights not included.

Tomiko Harvey, 16 thousand subscribers

Travel creator Tomiko Harvey (@Tomiko.harvey) from Murfreesboro, Tennessee, shares interesting travel content and tips with his subscribers. As a Black female creator over 50, her work highlights diverse travel experiences, resonating with audiences seeking travel inspiration.

• Brand deal 1: $8,500 for 2 Instagram videos, 2-3 daily stories, and 1 travel blog post.
• Brand deal 2: $10,500 for 3 Instagram videos, 2-3 daily stories and 2 blog posts with the city tourism board.
• Brand deal 3: $2,000 for 1 Instagram video and 2 Instagram stories with a wine brand.

Eden Marquis, 38 thousand subscribers

Eden Marquis lives in Los Angeles.@edenmarquis) is a Latina influencer who creates content on Instagram and TikTok about beauty, fashion, and health. Marquis also owns his own agency, where he helps book creators for brand campaigns.

• Brand deal 1: $800-$1,000 for one TikTok promoting a well-known hair and body care line.
• Brand deal 2: $1,000 per Instagram video, no rights to use new skincare line.
• Brand deal 3: $5,000 for one TikTok with six months of rights to use a famous cosmetics brand.

Adya Roy, 20.1 thousand subscribers

Adya Roy ((@thedesicareerwoman) is a Houston-based writer known for her focus on culture and corporate America. As an Indian and Asian woman, her mission is to help showcase what corporate America can look like for South Asian women.

• Brand deal 1: $250/1 Instagram Reel, no credit rating/fintech branding rights.
• Brand deal 2: $250 USD per 1 Instagram video, no rights to use the online course brand.
• Brand deal 3: $412 per Instagram Reel for wireless user-generated content.

Bottom line

These examples demonstrate how different micro-influencers can perform, even within the same circle of followers. Niche, audience demographics, and brand requirements all play important roles in determining payment rates. For micro-influencers, sponsored content can be lucrative, but its rates are heavily influenced by factors unique to each creator and campaign. As influencer marketing continues to evolve, so will these metrics, reflecting the growing value of authentic, engaged audiences in the creator economy.