TikTok money calculator
A rough range for what one sponsored TikTok video might be worth, built from your average views, engagement, the kind of video and your niche. It runs in your browser and shows every assumption, because they’re ours.
How the estimate is built
- Base rate. $6 to $18 for every 1,000 average views on a video entirely about the product.
- Engagement by views. Likes plus comments and shares, divided by views. We treat 3% to 9% as typical and leave the range alone there. Below 3%, it shrinks in proportion, to no less than half. Above 9%, it grows in proportion, to no more than 1.75 times.
- Kind of video. A dedicated video × 1, a mention inside a normal video × 0.6, each video in a series of three × 0.85.
- Niche. Comedy and lifestyle, food and music × 1, fitness × 1.1, beauty and fashion × 1.15, money, tech and careers × 1.35, gaming × 0.9.
Worked example. A Liverpool home-cook averages 6,000 views, 380 likes and 25 comments and shares a video. Engagement by views is 405 ÷ 6,000 × 100 = 6.75%, inside the typical band. A dedicated video in the food niche comes to 6 × $6–$18 = $36 to $108. Nothing multiplies it up or down, so the range rounds to $35–$110.
Followers are optional. If you enter them, the calculator also tells you what share of your followers your average view count represents, because brands sometimes compare the two.
Our assumptions, not the market’s. The base rate and multipliers are numbers we picked so the maths is easy to follow and argue with. No survey, study or invoice sits behind them, and actual offers vary widely.
Why views, not followers
TikTok has said that the For You feed recommends videos based on how people interact with them, and that follower count and an account’s earlier hits aren’t direct factors in those recommendations. In practice that means many of your views come from people who don’t follow you, and an account with 3,000 followers can routinely outdraw one with 30,000. A brand paying for a TikTok video is really paying for the views it’s likely to get, which is why this calculator starts there. Our guide to how the TikTok and Instagram algorithms work goes into what the platforms have said.
Brand deals versus TikTok’s own payouts
There are two broad ways to earn on TikTok. The first is brand deals, where a company pays you to make or include something; this calculator is about those. The second is money from TikTok itself through its creator programmes, such as rewards for eligible longer videos, LIVE gifts and subscriptions. TikTok sets the eligibility rules for those, including age, follower and view minimums, and changes them from time to time, so check the current requirements in the app. It doesn’t publish a fixed rate per view, and anyone quoting you an exact figure is guessing.
Things that move a real quote
- Where your viewers are. Your TikTok analytics show viewer locations. A UK brand will care how many of your views come from the UK.
- Whether the brand can reuse the video. Running your video as a paid ad (TikTok’s Spark Ads use your post) is worth extra. Price it per month.
- How much the brand dictates. A tight script, approvals and reshoots take time. Your fee should reflect the hours.
- Proof of results. Link clicks, discount code uses or sales from a previous campaign are the strongest support for a higher number.
Labelling and tax for UK creators
Sponsored TikToks need to be obviously ads. The Advertising Standards Authority and the Competition and Markets Authority expect a clear label such as “Ad” at the start, and TikTok has its own content disclosure setting for branded content; use both. Earnings from brand deals, including products you were required to post about, can be taxable income, so keep records and look at HMRC’s guidance or ask an accountant. This is general information, not tax or legal advice.
Honest note on bought views
We sell TikTok views, so this matters: bought views won’t raise what you can charge. They raise the view count on one video without likes, comments, shares or watch time, so your engagement by views falls. In the example above, adding 10,000 bought views to a 6,000-view video takes engagement from 6.75% to about 2.5%, and a brand looking at the video would see the gap. Use our packages for appearances on a launch video, and quote sponsors from your normal, unboosted average. The TikTok engagement rate calculator helps you track that average honestly.
Launching a video that matters?
1,000 views, $1.99A views package goes to one public video and starts within minutes; up to 10,000 views usually finish within a few hours. It changes the count only. For a rough picture on Instagram as well, use the Instagram money calculator.