Free tool · Influencer rate calculator
What is that influencer quote actually made of?
A free influencer rate calculator that shows what you're really paying for
When a creator quotes you a number, most of it isn't reach. This influencer rate calculator takes the quote you were given and breaks it into what it's actually buying (distribution, production, usage rights, and exclusivity), then shows the part that's left over for the name. It's the fastest way to see which part of an influencer's rate is defensible and which part is the negotiation, whether you're a brand or an agency.
1Enter the deal
The deal
Input The ask
Deliverables
Posted to their feed and yours
reels
Photo or carousel. A video post counts as a Reel
posts
Your link in their profile
weeks
24 hours, priced per frame
frames
Made for you, not posted, you own it
videos
How UGC is priced: the creator films the content but never posts it, and you own the files to run as ads or on your own channels. Owning it is the whole point of UGC, so ownership is mostly built into the price, with a small 15% top-up for a full buyout. No audience comes with it, so reach isn't priced.
What the deal includes
Enter the ask and median views to continue
2What it's made of
The breakdown
Output What the content is worth
$0
By deliverable
Reach and production at market rates, before rights and exclusivity.
| Deliverable | Qty | Priced on | Per unit | Total |
|---|
What each lever is worth here
Where that leaves you
Directional estimate from published industry conventions. It is a way to reason about a number, not a valuation or financial advice.
Influencer rate calculator: frequently asked questions
Why doesn't this just tell me what an influencer should cost?
Because no reliable market rate exists. The same audience size gets quoted at wildly different prices, so any influencer rate calculator that outputs a single "fair price" is guessing. Instead of predicting a price, this tool takes the quote you were given and shows what it's made of, which is something you can act on in a negotiation.
How is each line in the influencer rate priced?
Distribution values the reach at what the same attention costs as paid media. Production is benchmarked to what a comparable branded asset costs to commission. Usage rights and exclusivity apply published industry conventions as a percentage of the posting fee. Whitelisting is priced per month by creator tier.
How are Reels, posts, Stories, link in bio, and UGC priced differently?
Each format is priced on the reach it gets and the work it takes. A Reel gets the creator's full Reel reach and a full production. A feed post (photo or carousel) is priced close to a Reel, with slightly less reach and production; a video feed post counts as a Reel. A Story frame reaches a small slice of their followers for 24 hours with light production. A link in bio is priced per week on profile traffic, with nothing new to produce. UGC is content the creator films for you but never posts. No audience is included, and because owning the files is the point of UGC, ownership is mostly built into the price with a small top-up for a full buyout. Link in bio has no published standard, so treat that line as the roughest estimate.
What is the "residual", and is a big one bad?
The residual is what's left once everything with a market price is accounted for: the name, the scarcity, the representation, and what they think you'll pay. A large residual is not automatically a bad deal. For an established or agency-represented influencer it's simply what a name costs, and it's the most negotiable part of the number.
Where do the usage and exclusivity percentages come from?
Published industry conventions that converge across independent sources. They're relative guidelines, not a fixed price book, so adjust the terms in the calculator to match what's actually in the contract, and treat the output as a structured starting point.
Is this a valuation or financial advice?
No. It's a way to reason about an influencer rate using industry conventions, not measured rates for every creator. Treat the breakdown as a starting point for a conversation, not a verdict on whether a price is fair.
