9 TikTok stars explain how much money they charge brands for sponsorships
- Some influencers have built high-paying careers on TikTok and brand sponsorships are often central to them making money.
- There are several different types of TikTok brand deals, like product placement or a "Hashtag Challenge."
- Business Insider spoke with 9 influencers about how they price their rates for sponsored content on TikTok.
- Subscribe to Business Insider's influencer newsletter: Insider Influencers.
This is the latest installment of Business Insider's TikTok money logs, where creators break down how much they earn.
While TikTok is still relatively new compared to rivals like Instagram or YouTube, some influencers have built high-paying careers on the app.
But the short-form video app doesn't have swipe-up features (like Instagram Stories) or in-app monetization (like YouTube's Partner Program), so influencers often turn to brand sponsorships as a way to make money on TikTok.
As brands become more comfortable with marketing on TikTok and work closely with creators on campaigns, an economy of TikTok brand deals has emerged. These deals range in scale and scope, depending on the creator and the brand.
Sometimes, the deals will be a product placement, where a creator wears a certain brand. Other times it may include a more elaborate campaign, such as a "Hashtag Challenge," or the use of a specific sound and dance.
And some of TikTok's biggest stars are receiving huge paychecks for brand sponsorships.
Forbes ranked the top-earning TikTok stars in the last year, with Addison Rae Easterling taking the top spot at $5 million in estimated annual earnings, followed by Charli D'Amelio at $4 million. Forbes estimated that Easterling's revenue from merchandise and brand sponsorships made up two-thirds of her earnings.
Business Insider spoke with 9 influencers across a variety of content categories about how much money they are charging brands for sponsorships on TikTok.
The TikTok creators are listed with the most recent interview first.
Here's what they said:
The McFarlands: 2.1 million TikTok followers (interviewed in November)
The McFarlands have always made videos together and in 2019, the family of five started making TikToks as the platform began to pick up steam.
Since launching their TikTok account, the McFarlands have amassed over 2 million followers (as of November).
2020 has been a big year for the family. They became TikTok ambassadors, signed with a manager, and started their own LLC.
"Working with a manager helps you understand your worth a lot more," Dylan McFarland told Business Insider in November. Before, the family had been working with a few brands on their own, but they didn't know how exactly to price their content.
As of November, their starting rates for branded TikTok content ran between $5,000 and $8,000, with an additional starting rate of $3,000 to $6,000 for cross promotion on Instagram. Business Insider verified these rates with documentation provided by the family's management agency, Gleam Futures.
Read the full post: A 59-year-old dad and his sons have gained over 2 million TikTok followers and built a family business. Here's how much money they charge brands for sponsorships.
Alexa Collins: 438,000 TikTok followers (interviewed in November)
Alexa Collins works full time as a social-media influencer.
Since kicking off her social-media career, Collins' steady stream of swimsuit and dog photos, clothing (and occasionally tax accounting) promotions, and product placements have provided the 25-year-old Miami resident with a steady income.
"I started this a while ago, and it takes a really long time to build a following on an app," Collins said. "I work with a lot of clothing and swimwear and makeup and hair brands. A lot of girly stuff."
After posting her first TikTok video in April, Collins has since built a following of over 400,000 fans on the app. She charges $500 for a sponsored post on TikTok, according to her media kit.
"Most brands now are putting together deals where they'll be like, 'Our deal will be two [Instagram] posts and one TikTok, or two [Instagram] posts and one YouTube video,'" Collins said. "They're doing bundles now because they want to take advantage of each platform."
Read the full post: How much money an influencer with 1 million followers charges for sponsored content and the 8-page media kit she uses
HoneyHouse: 940,000 TikTok followers (interviewed in November)
One of the many content collab houses that emerged in 2020, HoneyHouse is made up of millennials between the ages of 26 to 32.
Founded by J.T. Barnett, a fitness influencer and former professional hockey player, and Nick Dio, a brand strategist and talent manager, HoneyHouse launched in August 2020.
In November, when Business Insider interviewed the founders, the house had about 700,000 followers on TikTok. Now, HoneyHouse has officially launched its second season — with a few new house members — and has about 940,000 followers.
The two founders work on securing brand sponsorships for the house, such as Mamitas, a tequila brand that they integrated into their content.
When pitching brands, HoneyHouse includes a menu of sponsorship options in their media kit, which ranged from $5,000 to $250,000 as of November. Each option offers different types of content and deliverable scopes.
The house's brand sponsorships are what allows the group to fund the seasonal costs, such as rent and production.
Read the full post: The founders of a TikTok influencer house share the exact 17-page media kit they use to get brand sponsorships
Carolina Freixa: 290,000 TikTok followers (interviewed in October)
Carolina Freixa, 23, started posting to TikTok at the end of 2019 just for fun. Then, in March 2020, her TikTok started taking off after she posted a "recreating my favorite Pinterest outfits" video. The video ultimately ended up reaching over a million views.
"After that, I just started making more fashion videos of things that I wore, like to wear, and then recreate," she told Business Insider in October. "And it kind of took off from there."
Freixa had about 260,000 followers on TikTok when Business Insider interviewed her in October (she now has about 290,000).
Freixa landed her first brand partnership in the spring, with the popular fashion brand Princess Polly. Since then, she's continued to work with brands and turn her TikTok into a side hustle.
Her average rates for sponsored content as of October included:
- Music integration: $200
- Product or brand integration: $400 to $600
TikTok is still only a part-time job for Freixa, she told Business Insider. She also works full time as a nanny and wants to attend graduate school next year.
Read the full story: A TikTok influencer with about 260,000 followers also works full-time as a nanny. Here's how much money she makes from brands and how she balances 2 jobs.
Young Yuh: 1.3 million TikTok followers (interviewed in October)
Young Yuh has over a million followers on his TikTok account, where he shares comedic skincare routines and reviews of products.
Yuh decided to go full time as a content creator in 2019, but his career didn't take off until he found rapid success on TikTok earlier in 2020. He posted his first TikTok in March and his popularity snowballed, with each video amassing hundreds of thousands of views within his first month, he told Business Insider in October.
He makes money as a TikTok creator through brand sponsorships with skincare brands, as well as affiliate marketing.
For a sponsored TikTok, he will charge between $1,000 and $3,000, Yuh said in October, when he had about 1 million followers (he now has about 1.3 million).
Read the full post: A TikTok influencer with over 1 million followers explains how he calculates the pay rate he pitches to brands and what a day in his life looks like
Dana Hasson: 1.7 million TikTok followers (interviewed in October)
Dana Hasson launched her TikTok account last summer after slowly building a following on Instagram.
Hasson's account started to grow rapidly after her recipe videos trended and gained attention on TikTok's "For You" page.
Hasson, 23, now has over 1.7 million followers on TikTok and over 100,000 followers on Instagram.
Hasson earns most of her money by working with brands like Olay, Revlon, and Head & Shoulders on sponsorships, she told Business Insider in October.
"My main source of income right now is sponsorships," she said. "I feel like brands are more focused on TikTok right now, so my main income comes from TikTok. I would say TikTok is not on the same level with how much brands will pay on Instagram. Brands will pay way more for 1 million Instagram followers than they would for TikTok."
In October, when she had about 1.5 million followers, her average rates fo a sponsorship were between $3,000 and $6,000 for one video on TikTok, according to email screenshots viewed by Business Insider.
This rate varied based on video rights and if the brand wanted her to repost the video to Instagram Stories, she told Business Insider in October.
Read the full post: A TikTok star with 1.5 million followers explains how much money she makes from brand sponsorships
Lindy Goodson: 93,000 TikTok followers (interviewed in August)
After graduating from college in the spring, Lindy Goodson started her first post-grad job as a content creator.
As a micro influencer on Instagram, YouTube, and TikTok, Goodson has the largest audience on TikTok, where she had about 67,000 followers in August when Business Insider spoke with her (she now has over 93,000).
Goodson works with brands on sponsored content across her social-media platforms. Often, these come from brands directly reaching out to through her DMs or emailing her, she told Business Insider in August. She also uses affiliate marketing, including Amazon and Reward Style's LIKEtoKNOWit.
In August, when she had about 67,000 followers, she was charging brands between $150 to $250 per TikTok, she said.
Read the full post: 6 Instagram micro influencers explain how much money they charge brands for sponsorships
JJ Yosh: 3.1 million TikTok followers (interviewed in February)
With 3.1 million TikTok fans, Simon, the "backpacking kitty," is one of the most popular pet influencers on TikTok.
"When I got Simon, everything kind of took off from there," said JJ Yosh, an adventure and travel influencer who regularly films trips with his cat Simon.
The pair have posted photos and videos where they swim, kayak, and climb up rocks in settings like Lake Tahoe and the Rio Grande in New Mexico. Their unique content attracts a wide variety of sponsors who cater to both human and feline customers. Procter & Gamble, Petco, Intuit, Planters, PetSafe, and Samuel Adams brewery are just a few of the companies that have hired either one or both of them to promote their products.
Yosh told Business Insider in February (when Simon had around 2 million TikTok fans) that an exclusive brand deal on Yosh's or Simon's channels costs between $10,000 and $50,000 depending on the terms of the deal.
Read the full post: Inside the business of an 'adventure cat' TikTok influencer, who has 2 million followers and earns up to $60,000 for a sponsored video package
Alan Stokes: 28.5 million TikTok followers (interviewed in February)
Alan Stokes and his twin brother, Alex, first rose to fame on Instagram by adopting a familiar twin trope: posting photos of themselves in matching outfits.
The pair now have over 28 million fans on TikTok where they regularly post comedic skits (the brothers recently courted controversy for filming a fake bank robbery video on YouTube).
"Two years ago, we didn't know we'd be doing TikTok," Stokes told Business Insider in an interview in February, when the pair had around 15 million followers. "Our goal is to continue to make videos and expand and grow and see what other cool projects and opportunities we can take on. Pretty much grow as a brand and a business."
The brothers and their talent agency Amp Studios were able to negotiate "low five-figure deals" for just one to two sponsored posts on their TikTok and Instagram accounts, Stokes said in February, when they had about 15 million followers.
Read the full post: A 'twinfluencer' with millions of followers says he's leaning into TikTok for brand sponsorships and getting 'low 5-figure deals'
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