Creator Compensation Guide: Recommended compensation ranges to attract quality creators and maximize campaign performance.
See below for average rates by creator type and deliverable format. 100% of creator compensation is paid to the creators. Cohley does not take a commission or fee from creator compensation rate
UGC Creators (Authentic, lo-fi content from everyday creators)
- UGC Video: $200 – $400
- UGC Photo: $25 – $50
Professional Creators (High-production content with sets, props & models)
- Pro Video: $750 – $2,000+
- Pro Photo: $75 – $100
Recommended rates will vary based on deliverable complexity and creator experience
Influencer Compensation by Tier
Recommended sweet spot rates per deliverable by follower count.
| Tier | Followers | Instagram | TikTok |
|---|---|---|---|
| Nano | 1K – 10K | $300 – $350 | $200 – $250 |
| Micro | 10K – 50K | $400 – $600 | $250 – $400 |
| Mid-Tier | 50K – 100K | $600 – $900 | $300 – $500 |
| Upper-Mid | 100K – 250K | $1,000 – $1,200 | $600 – $800 |
| Macro | 250K – 500K | $1,000 – $1,500 | $700 – $1,000 |
Influencer rates reflect a single deliverable. Multi-deliverable campaigns and added whitelisting rights should be compensated accordingly.
Asking for the same post on a second platform? If you want a creator to post the same content on a second channel — the Instagram Reel also going up on TikTok, for example — that’s a second deliverable and should be paid as one. The rate for the second channel doesn’t have to be full price: around 50% of that platform’s rate is a fair benchmark when it’s the same content, since the creator isn’t shooting twice. Two different pieces of content for two channels should be paid at full rate for each.
A note on celebrity creators: Cohley does not specialize in celebrity creators (generally defined as those with 1M+ followers). While creators at this level do exist on the platform, they typically work with talent agents who manage their brand collaborations, and their rates can increase exponentially as a result. Brands seeking celebrity partnerships should expect significantly higher compensation requirements and a different negotiation process than what is standard on Cohley.
Additional variables that may warrant higher than average compensation across any brief type include:
- Niche or underrepresented creator demographics – Creators who authentically represent audiences that are less common in the creator ecosystem (e.g., men over 40, navigating chronic illness or disability, parents of children with special needs, dog owners with overweight dogs/cats, etc.) While these may be large consumer audiences, fewer creators exist within these demographics, making them harder to source and therefore warranting higher compensation.
- Professional expertise or credentials – "Expert" creators such as veterinarians, licensed health professionals, contractors, college athletes, or other specialists and professions whose authority adds credibility to the content.
- Complex or remote shooting locations – Briefs that require travel, location scouting, or logistically challenging settings (e.g., mountain trails, beaches, construction sites, or professional facilities).
- Specialized equipment or production requirements – Content that calls for high-end camera gear, drones, underwater equipment, or studio-level lighting and setup.
- Exclusivity requirements – Creators asked to refrain from working with competing brands during or after the brief period.
- Accelerated turnaround – Briefs with a tight production timeline, less than 2 weeks of shooting time from when product is received.
- Whitelisting agreements – Creators whose content will be used in paid social amplification or influencer whitelisting campaigns.
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