How Much Do Influencers Charge in the UK?
There is no single price list for influencer work in the UK. What a creator charges depends on the platform, the type of content, the size of the audience, how engaged that audience is, and what the brand wants to do with the content afterwards. This guide explains each of those factors and gives worked examples from the free ZOMZEY influencer pricing calculator, so you can see how the numbers move.
Quick answer: example rates by platform
The figures below are estimates produced by the ZOMZEY calculator, using its default engagement baselines. They are a starting point for a conversation, not market averages, and real fees vary with niche, audience quality, usage rights and exclusivity.
| Platform and format | Audience | Engagement | Calculator estimate |
|---|---|---|---|
| Instagram feed post | 5,000 followers | not entered | £30 to £60 |
| Instagram Story | 10,000 followers | 1.5% | £35 to £65 |
| Instagram feed post | 10,000 followers | 1.5% | £65 to £115 |
| Instagram Reel | 10,000 followers | 1.5% | £90 to £170 |
| Instagram feed post | 50,000 followers | 1.5% | £315 to £585 |
| Instagram feed post | 100,000 followers | 1.5% | £630 to £1,170 |
| TikTok brand mention | 10,000 followers | 5% | £50 to £90 |
| TikTok video | 10,000 followers | 5% | £85 to £155 |
| TikTok video | 50,000 followers | 5% | £420 to £780 |
| YouTube Short | 25,000 subscribers | 2% | £160 to £295 |
| YouTube integration or mention | 25,000 subscribers | 2% | £525 to £975 |
| YouTube dedicated video | 25,000 subscribers | 2% | £1,315 to £2,440 |
Does ZOMZEY set UK influencer prices?
No. The calculator gives a starting range, and the fee that counts is the one you and the brand agree.
Get an estimate for your own audience and format in seconds.
What decides an influencer’s rate
Platform and format
Each platform and format asks for a different amount of work and reaches people in a different way. On Instagram, a Reel usually takes more production than a feed post, and a feed post more than a Story, so the calculator prices them in that order. On YouTube, a dedicated video is a far bigger job than a short integration or mention inside another video. Always price the actual deliverable rather than the creator’s “usual” post.
Audience size
Followers or subscribers set the scale of the estimate. Larger audiences cost more, but the relationship is not the whole story: a smaller, highly engaged audience in the right niche can be worth more to a brand than a larger, passive one. At one million followers or more, rates are usually agreed individually.
Engagement
Engagement rate shows how many followers actually interact with the content. The calculator compares the rate you enter with a baseline for each platform: 1.5% for Instagram, 5% for TikTok and 2% for YouTube. Above the baseline the estimate rises and below it the estimate falls, within a limit of 0.6 to 1.8 times the base estimate. For a 10,000 follower Instagram feed post, moving from 1.5% to 3% engagement changes the estimate from £65 to £115 to £115 to £210. You can check a creator’s rate with the engagement rate calculator.
Usage rights and exclusivity
A fee for one post on the creator’s own account is not the same as a licence to use that content in paid ads, on a website or in print. Usage rights, their duration and any exclusivity, such as agreeing not to work with competitors for a period, should be priced on top of the base fee and written into the agreement.
Production, niche and turnaround
Studio shoots, travel, props, scripting, extra revisions and short deadlines all add cost. Specialist niches with hard to reach audiences often command higher rates than broad lifestyle content.
Do micro influencers charge per post?
Many do, but a per post fee is only one way to price a collaboration. Creators often quote for a bundle, such as a Reel plus three Stories, or for an ongoing arrangement over several months. Agree the number of posts, revisions, usage rights and any exclusivity before settling the fee, because follower count alone does not determine a fair price.
How to agree a fair fee
Start with a clear brief: the platform, format, number of posts, key messages, deadlines and how the content may be used afterwards. Use the calculator to anchor the conversation, then adjust for the factors above. Put the agreement in writing, including payment terms. On ZOMZEY, every deal runs through Protected Payments, so the money is secured before work starts and released when the agreed work is delivered. Creators can also see what they will take home with the what you keep calculator.
Label paid posts clearly
In the UK, paid influencer content is advertising, and advertising rules require it to be obviously identifiable as an ad. The Advertising Standards Authority recommends a clear label such as “Ad” or “#ad” at the start of the post, not hidden among other hashtags. Build the label into the brief so the fee covers compliant content.
Work out your own estimate
Enter your platform, format, audience and engagement in the influencer pricing calculator to get a starting range in seconds. It is also available in French and in Spanish. Creators on Instagram, TikTok and YouTube can list their services on ZOMZEY and receive offers from brands, and brands can post an opportunity and compare quotes. Joining ZOMZEY is free.
Looking for creators to work with? Read our guide to how to find influencers in the UK.
Once you have your prices, set them out clearly for brands with our free influencer rate card template.
List your services or post an opportunity, and get paid safely through Protected Payments.
For the full rules on labelling paid posts, read how to label influencer ads in the UK.
Influencer rates in other countries
ZOMZEY publishes the same rate research for three of Europe’s largest creator markets. Each guide is written in the local language, quotes fees in euros, and sets out the advertising disclosure rules that apply in that country rather than the UK ones.
- Prix influenceur en France, French rates by platform with the disclosure and written contract rules that apply there.
- Tarifas de influencers en España, Spanish rates by platform with the national disclosure rules and the registry of audiovisual service providers.
- Influencer Preise in Deutschland, German rates by platform with the labelling duties that apply to paid posts.
Browse Influencers and venues by city
ZOMZEY lists its members by location, so you can see who is active near you before you write a brief or agree a fee.
- Influencers by city, with pages for Greater London and Miami.
- Hubs by city, the shops, venues, clubs and communities that host promotions, including Belfast, Bangor, Ayr and Weymouth.
Frequently asked questions
How much does a UK influencer with 10,000 followers charge?
Using the ZOMZEY calculator, an Instagram feed post for 10,000 followers at 1.5% engagement is estimated at £65 to £115, a Reel at £90 to £170, and a TikTok video at 5% engagement at £85 to £155. Real fees vary with niche, usage rights and exclusivity.
Is it cheaper to pay per post or for a bundle?
Bundles and longer arrangements often work out better for both sides because they reduce admin and give the creator steady work, but the fairest structure depends on the campaign. Compare the per post estimate with the bundle price before you agree.
Should I pay extra to use the content in my own ads?
Yes. Using a creator’s content beyond their own account is a separate licence, and its duration and scope should be agreed and priced in writing.
How do I make sure payment is safe?
Use an agreement with clear deliverables and payment terms. On ZOMZEY, Protected Payments holds the money securely and releases it when the agreed work is delivered, which protects both the creator and the brand.
Do influencer rates change with usage rights?
Yes. A fee for a post on the influencer’s own account covers that post. If the brand wants to reuse the content in its own ads, on its website or in print, the licence is priced on top, and so is any exclusivity.
How do I check what an influencer quotes?
Compare the quote with the calculator estimate for the same platform, format, audience and engagement, then ask what is included: posts, revisions, usage rights and deadlines. A clear brief and a written agreement matter more than the headline number.
