TikTok has rapidly grown to become one of the most popular social media platforms, with over 1 billion monthly active users as of September 2021 (Source). The app allows users to create and share short videos, often set to music. This highly engaging, visual format has proven incredibly effective for influencer marketing. An influencer is someone who has built a reputation and audience around a specific niche, and can persuade others by virtue of their expertise and reach. Brands partner with influencers to promote products and services to their engaged followings. On TikTok, top influencers regularly receive millions of likes and views.
Influencer Tiers
TikTok categorizes influencers into tiers based on their number of followers:
Nano Influencers
Nano influencers have between 1,000 and 10,000 followers. They typically earn $10 – $100 per sponsored post (Source: tiktok.com). Their smaller audience allows them to engage followers on a more personal level.
Micro Influencers
Micro influencers have between 10,000 and 50,000 followers. They can earn around $100 – $500 per sponsored post (Source: tiktok.com). Their highly engaged niche audience allows them to drive real results for brands.
Mid-Tier Influencers
Mid-tier influencers have between 50,000 and 500,000 followers. They typically charge $500 – $5,000 per sponsored post (Source: tiktok.com). Their larger but still engaged audience allows them to generate strong ROI for brands.
Macro Influencers
Macro influencers have over 500,000 followers. They can command $5,000 – $50,000 per sponsored post (Source: tiktok.com). Their massive audiences allow them to drive huge reach for brands.
Nano Influencers
Nano influencers are defined as having between 1,000 and 10,000 followers on their TikTok account. They make up the largest percentage of influencers on the platform but usually have lower engagement rates than larger influencers. According to Insense[1], nano influencers charge on average $4-$25 per sponsored TikTok post. This tier of influencer is best for promoting products to a niche audience or testing a brand partnership on a smaller scale.
[1] https://insense.pro/blog/tiktok-influencer-pricing
Micro Influencers
Micro influencers are typically defined as having between 5,000 to 50,000 followers on TikTok. With a more niche, targeted audience compared to mega influencers, micro influencers often have higher engagement rates on their content. Their loyal followers see them as authentic experts in their field or interest area.
According to research by Galaxy Marketing, the average TikTok micro influencer can earn around $40 per sponsored post. However, earnings can range from $10 to $100 per post depending on the brand partnership and campaign goals. Micro influencers commonly participate in affiliate marketing campaigns and brand sponsorships to monetize their content.
For example, a micro influencer may share a special promo code or link to an ecommerce site and receive commission for resulting sales. Brands may also pay a flat sponsorship fee for product reviews, unboxings, tutorial videos, or other branded content. With strong audience connection and niche expertise, micro influencers can be highly effective partners for brands looking to increase awareness and drive conversions (Galaxy Marketing).
Mid-Tier Influencers
Mid-tier influencers have between 50k to 500k followers on TikTok. This tier makes up much of the influencer population on the platform and are considered established creators with strong engagement and niche audiences.
The average earning per sponsored post for a mid-tier influencer is around $500 to $5,000 according to Impact [1]. The cost varies based on several factors like follower count, engagement rate, niche, and video production values.
Mid-tier influencers typically work with both brands directly and influencer marketing platforms to create sponsored content. They often participate in affiliate marketing, promote products in dedicated videos, create branded content, sponsor giveaways, and more. The established audience and niche focus makes them appealing for performance marketing campaigns looking to drive awareness and conversions.
Macro Influencers
Macro influencers on TikTok are accounts with 500k or more followers. They have achieved a substantial reach, and have the highest earning potential compared to other tiers of influencers.
Macro influencers can earn from $5k-$10k or more per post or campaign according to industry estimates. Some top earners with several million followers can charge over $20k for a branded content post. This tier has opportunities to develop long-term brand ambassador roles and media partnerships.
“The average post price is from $4 to $25 on TikTok. While they receive the lowest average number of views, they have the highest engagement rate…” (Insense)
“Macro influencers (500,000 – 1,000,000 followers): $5,000 – $10,000 per post.” (Kolsquare)
Top Earners
The highest earning TikTok influencers make millions of dollars per year from brand sponsorships, merchandise sales, live performances, and other revenue streams. According to Forbes, Charli D’Amelio was the top earning TikTok star in 2022, making $17.5 million. Addison Rae earned an estimated $8.5 million the same year (source).
These TikTok mega stars earn income through multiple channels beyond just sponsorships. They leverage their massive audiences to sell branded merchandise, launch consumer products, get paid for appearances, perform in live shows, land TV deals and movie roles, publish books, and more. While sponsorship deals likely make up the bulk of earnings, diversifying into other monetization methods is key.
For example, Charli D’Amelio and her sister Dixie have launched a podcast, nails kits, and a collaboration with Hollister. Addison Rae has her own beauty line (Item Beauty), Spotify podcast, and acting roles. Both Charli and Addison have huge social media presences beyond just TikTok that further amplify their brand power.
It takes not just a huge TikTok following but smart leveraging of fame and business partnerships to reach the top tier of earnings. The highest paid TikTok stars expand their influence and monetization across platforms.
Calculating Potential Earnings
A TikTok influencer’s potential earnings depend on several key factors including number of followers, engagement rates, and content quality. According to the TikTok Money Calculator, influencers are paid between $0.002 and $0.04 per view. However, top influencers with millions of followers and high engagement can earn over $200,000 for a branded video.
You can estimate potential earnings using TikTok money calculators like Influencer Marketing Hub and Hype Auditor. These tools allow you to input stats like average views, follower count, engagement rate, and sponsored content rates to calculate potential earnings. The key is consistently creating high-quality content that builds your follower base and drives engagement over time.
While actual earnings vary widely, these calculators provide ballpark figures to understand how follower count, consistent posting, and high engagement are key to monetizing a TikTok following. With strategic sponsored content and a large, engaged audience, top TikTok influencers can earn 6 or even 7 figure incomes.
Influencer Marketing Trends
The influencer marketing industry has seen tremendous growth in recent years. According to Business Insider, the influencer marketing industry is on track to be worth up to $15 billion by 2022, up from just $1.7 billion in 2016 (Business Insider). This growth is largely driven by brands realizing the power of leveraging social media influencers to promote their products and services.
One of the biggest forces shaping influencer marketing trends is the meteoric rise of TikTok. TikTok has over 1 billion monthly active users and has become a hotspot for brands looking to tap into Gen Z audiences. Many influencers, especially teens and young adults, are flocking to build massive audiences on TikTok through dance videos, comedy skits, lifehacks, and more. According to eMarketer, TikTok influencer marketing spending in the US alone is projected to reach $3 billion by 2023 (eMarketer).
Conclusion
In summary, the amount an influencer can earn varies greatly depending on their follower count and engagement rate. Nano and micro-influencers generally earn a few hundred to a few thousand dollars per sponsored post. Mid-tier influencers with 100k-500k followers can earn anywhere from $5,000 to $10,000, while influencers in the millions of followers can demand six figures per post.
An influencer’s potential earnings also depend heavily on their content niche, audience demographic, and negotiation skills. Brand deals aside, influencers have many revenue streams available, including affiliate marketing, merchandise sales, sponsored content, subscriptions, and more. While reaching influencer status takes significant effort, those who break through have the potential to earn life-changing amounts of money through their online followings and content creativity.
