Guide

How Much to Pay Influencers in 2026: Rate Table

How much to pay influencers in 2026: a sourced rate table by tier and platform, six ways to structure pay, usage rights add-ons, and a budget template to copy.

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2026-11-13
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26 min read

How Much to Pay Influencers in 2026: Rate Table

Pay a micro influencer (10,000 to 100,000 followers) $100 to $500 for an Instagram post, $200 to $800 for a TikTok video and $200 to $1,000 for a YouTube video. Nano creators under 10,000 followers run $10 to $200 a post. Those are Influencer Marketing Hub's 2026 figures, last updated October 6, 2026. Usage rights and whitelisting go on top as separate lines.

Rate sheets list asking prices. Small brands on self-serve marketplaces pay less: Collabstr's 2026 report, built on more than 21,000 collaborations, found nearly 80 percent of deals closed under $300.

Every figure below links to the page that published it and was checked against that page on October 23, 2026.

If you want a number for one creator right now, put their platform, follower count and average views into the free UGC rate calculator. It uses the same sources.

How much do influencers charge per post in 2026

Influencer Marketing Hub (IMH) prices one sponsored deliverable by audience size in its 2026 rate guide. Start there.

The rate table by tier and platform

Tier Followers Instagram, per post TikTok, per video YouTube, per sponsored video
Nano Under 10,000 $10 to $100+ $50 to $200 $20 to $200+
Micro 10,000 to 100,000 $100 to $500+ $200 to $800 $200 to $1,000+
Macro 100,000 to 1,000,000 $5,000 to $10,000+ $800 to $5,000 $10,000 to $20,000+
Mega 1,000,000 and up $10,000+ $5,000 to $50,000+ $20,000 to $50,000+

Source: Influencer Marketing Hub, Influencer Rates 2026, last updated October 6, 2026. Checked: October 23, 2026. The plus signs are IMH's own, so deals above the top figure exist.

Two notes the table leaves out:

  • Mid-tier. IMH's Instagram and YouTube sections add a band between micro and macro: $500 to $5,000+ per Instagram post and $1,000 to $10,000+ per YouTube video.
  • Facebook, X and LinkedIn. Public data is thin. IMH says a micro creator "may charge as high as $1,250 per Facebook post" and a nano creator on X "may charge as low as $2 per post." Its nano page puts X and LinkedIn nano posts at $10 to $50, with higher rates in B2B and tech.

What brands pay on marketplaces

Collabstr publishes what buyers paid on its own self-serve marketplace, from completed deals.

Platform Average paid per collaboration (Collabstr 2026)
YouTube $255
Instagram $193
TikTok $186
Twitch $127
X $76
UGC (content only, no posting) under $197

Sources: platform averages from Storyboard18's coverage of the Collabstr 2026 report (March 20, 2026); the UGC average and the price spread from HelloPartner's summary of the same report (January 13, 2026). Checked: October 23, 2026.

The same report says nearly 80 percent of collaborations cost under $300 and only 2 percent cost more than $1,000. The sample is more than 21,000 collaborations.

Why the two tables disagree

The gap between the tables is the gap between asking and paying. Collabstr's report measured it on one platform: Twitch creators listed an average rate of $398 per engagement and received an average payout of $127, per Storyboard18's summary. Treat a quote as an opening number.

The averages also hide a skewed market. CreatorIQ's State of Creator Compensation (January 21, 2026) found creators earned an average of $11.4K per campaign while the median creator earned $3K, and the top 10 percent of creators took 62 percent of all payments in 2025. A handful of very expensive deals pull every average up.

Sprout Social's 2025 Influencer Marketing Report, quoted in its influencer marketing statistics roundup, says half of influencers charge between $250 and $1,000 per post.

How to use all of this: the IMH band for the creator's tier is the range a fair quote falls inside. The marketplace averages are what a first test with small creators usually costs. A nano creator quoting $1,500 for one Reel needs a reason. A 60,000 follower TikTok creator with strong views quoting $600 is normal.

How much to pay micro influencers and nano influencers

A first test usually starts in these two tiers, so each gets its own breakdown.

Nano influencers: under 10,000 followers

IMH's dedicated nano influencer rates page (updated August 31, 2026) breaks the tier down by format:

Nano deliverable Reported rate
Instagram static feed post $10 to $50
Instagram Story frame $5 to $25
Instagram Reel $20 to $100
TikTok video $20 to $100
YouTube Short $20 to $100

Look at the TikTok line. The nano page says $20 to $100 per video. The main 2026 cheat sheet from the same publisher says $50 to $200. Same publisher, two ranges, both live on October 23, 2026. That gap is normal in this data, and it is why one published number should never be read as a price list. Use the higher range when the creator's average views are strong for their size, and the lower one when they are weak.

The same page reports nano TikTok creators with "average interaction rates hovering just above 10%." Small accounts often get more interaction per follower, which is the usual case for hiring them.

Micro influencers: 10,000 to 100,000 followers

IMH's micro band is $100 to $500+ per Instagram post, $200 to $800 per TikTok video and $200 to $1,000+ per YouTube video. Its wider micro research runs from roughly $100 to $2,000+ per deliverable, depending on platform and scope.

A 90,000 follower creator and a 12,000 follower creator sit in the same tier and should get different rates. Inside the band, four things move the number:

  • Average views on recent posts. The strongest signal of what your post will reach.
  • Niche. Fueler's 2026 UGC data reports tech and SaaS videos at $300 to $2,500 each, against $150 to $600 for beauty and skincare.
  • Production. A scripted, edited video costs more than a story frame. Fueler reports extra hook or CTA variations at $50 to $100 each.
  • Turnaround. Influee reports a common rush fee of 25 to 50 percent.

If the creator makes the video and never posts it, you are buying UGC, priced by the deliverable with no audience attached. How much UGC creators make has those rates from the creator side.

The micro influencer definition covers where that tier starts and ends. If you are unsure what follower count a deal needs, how many followers you need for a brand deal covers the floors brands set.

How much to pay TikTok influencers vs Instagram influencers

At the small end the two platforms price close together. On Collabstr, the average paid collaboration was $186 on TikTok and $193 on Instagram. On the IMH sheet, TikTok's micro band ($200 to $800) starts higher than Instagram's ($100 to $500+), while Instagram's macro band ($5,000 to $10,000+) runs well above TikTok's ($800 to $5,000).

Demand shifted between them in the same data. Instagram held 40 percent of Collabstr's campaigns in the 2026 report, and TikTok held 21 percent, down from 41 percent a year earlier.

Format moves the price too. These are IMH's 2026 figures by format:

Format Reported rate Tier
Instagram Story frame $5 to $25 Nano
Instagram static feed post $10 to $50 Nano
Instagram Reel $20 to $100 Nano
Instagram Reel $20,000 to $150,000+ Mega
TikTok video $20 to $100 (nano page), $50 to $200 (main sheet) Nano
YouTube Short $20 to $100 Nano
YouTube sponsored video $200 to $1,000+ Micro
YouTube sponsored video $1,000 to $10,000+ Mid-tier
X or LinkedIn post $10 to $50 Nano

IMH gives two reasons for the spread inside a band. Reels cost more than static posts because they take scripting, filming and editing. On YouTube, IMH tells brands to weigh average views alongside subscriber count, and contrasts two channels with 100,000 subscribers each, one averaging 150,000 views a video and the other 15,000.

On Facebook and Threads the published data is too thin to quote a band, so price by the views recent posts got. On X, LinkedIn and Bluesky, use a flat fee and judge the creator by engagement on recent posts. Numbers read from the platform through the creator's connected account beat anything typed into a media kit. How to verify a creator's followers and views walks through the checks.

Price by views: influencer marketing CPM

Convert every quote into a cost per 1,000 views. One column then compares a TikTok creator with an Instagram creator or a YouTuber on the same terms, whatever their follower counts.

The formula: effective CPM = fee ÷ (average views ÷ 1,000).

Example creator Fee Average views per post Effective CPM
TikTok, 40,000 followers $400 20,000 $20
TikTok, 40,000 followers $400 5,000 $80
Instagram, 25,000 followers $300 12,000 $25
YouTube, 30,000 subscribers $800 40,000 $20

These are worked examples with made-up view counts, so you can see the math. The fees sit inside IMH's micro bands. In the second row the same $400 fee costs four times as much per view, because the creator's recent posts average 5,000 views.

Pay per 1,000 followers is a weak rule

You will see "$10 per 1,000 followers" quoted for Instagram. Tipalti's influencer payments guide prints a version of it ($1,000 per 100,000 followers) with no source. It prices the wrong thing. Follower counts include inactive and bought accounts. Average views from the last 30 days show what the account reaches now.

Use followers to sort creators into a tier. Use views to set the number.

Six ways to structure influencer pay

Once you have a rate, decide how the money ties to the work. Six structures cover nearly every influencer deal, and each one puts the risk in a different place.

Structure How the creator is paid Best when Risk sits with
Flat fee One amount for the whole job You know the creator and the deliverable You, if the post underperforms
Per post Amount per post x posts A series of posts over weeks You, per post
Flat plus view bonus Base, plus a bonus past a view count You want a fair base and a reason to push reach Shared
CPM with a cap Rate per 1,000 views, up to a cap You pay for reach and want a ceiling Mostly the creator
Base plus ads commission Base (can be $0) plus a share of ad results You plan to run the content as ads Shared, tilted to results
Retainer Monthly guarantee against commission A creator already sells and you want to keep them Shared over months

Flat fee

One number for the whole job, and the easiest structure to agree and to pay. Example: $400 for one TikTok video from a 40,000 follower creator, inside IMH's $200 to $800 micro band. If the video hits 200,000 views, you got a bargain. If it hits 3,000, you paid $133 per 1,000 views.

Per post

An amount per post times the number of posts. Example: $250 per Instagram Reel x 4 Reels over a month = $1,000. Per post pay suits a run of content where you judge each piece and can stop after two if they miss.

Flat plus view bonus

A base for making and posting the content, plus a bonus if the post passes a view count inside a measurement window. Example: $300 base plus a $200 bonus if the post passes 100,000 views within 30 days. The creator is covered for the work, and you pay extra only for the reach you wanted. Write the window and the view source into the agreement, because views on a screenshot and views from the platform API can differ. See view bonus.

CPM with a cap

A rate per 1,000 verified views, paid when the measurement window closes, up to a cap. Example: $20 per 1,000 views, a 30 day window and a $1,000 cap. At 30,000 views the creator earns $600. At 80,000 views the math says $1,600 and the cap pays $1,000. Always set a cap. One viral post on an uncapped CPM deal can cost more than your whole quarter. See CPM.

Base plus ads commission

This structure fits whitelisting and Spark Ads deals, where the content runs as ads. The creator gets a base on delivery, which can be zero, plus a commission on what the ads drive: a share of attributed sales, or an amount per lead, per click or per 1,000 views. Example: a $250 base and 10 percent of attributed sales. Your ads report $8,000 in sales over the licence, so the commission is $800 and the creator earns $1,050 in total. If the ads sell nothing, the creator keeps the $250. UGC deals vs affiliate marketing covers how this compares with a plain affiliate link.

Retainer

A monthly guarantee for a set number of posts, often offered to a creator who already delivered once. Fueler's UGC pay data (updated April 2026) reports these bands:

Retainer Reported monthly rate
Basic, 2 to 4 videos a month $800 to $1,500
Standard, 6 to 10 videos a month $2,500 to $4,500
Full strategy, with scripting and testing $5,000 to $10,000+

Longer terms usually buy a better rate: Sprout Social's 2025 report says 71 percent of influencers offer discounts to secure long-term brand partnerships. A retainer can also be a guarantee against commission, where each month pays whichever is larger. Example: a $500 guarantee and 10 percent of sales. A month with $3,000 in attributed sales earns $300 in commission, so the creator gets the $500 guarantee. A month with $8,000 in sales earns $800, so the creator gets $800.

Hire creators who actually post

Set a floor for followers and average views on each platform, and only creators who clear it can apply. Follower counts come from each creator's connected account, and average views from the posts they publish through Socialync. When a creator posts for you, it goes out from their own account through Socialync with the disclosure label on.

To put one of these structures on a real job, set it on the listing when you hire UGC creators on Socialync. Creators see the pay before they apply.

Add-ons: usage rights, whitelisting, raw footage, exclusivity

The rates above buy a post on the creator's own account. Anything you want to do with the content after that is a separate line on the invoice. These are the reported conventions:

Add-on Reported rate Source, checked October 23, 2026
Usage rights, one fee 30 to 50% of the base rate Influee
Paid social ad use 20 to 30% of the base rate, per month PitchBrand, October 13, 2026
Organic reuse included in the base Commonly 3 to 6 months PitchBrand
30 day paid ad use $150 to $500 on top of the base Fueler, April 2026
90 day paid ad use $300 to $1,200 on top of the base Fueler
Whitelisting or Spark Ads 30% of the base rate, per month Influee
Whitelisting or Spark Ads, flat $100 to $500 a month Fueler
Raw footage 30 to 50% of the base rate Influee and Fueler
Full buyout, perpetual $800 to $3,000 per asset Fueler
Rush delivery 25 to 50% Influee
Exclusivity No published rate None of these sources prices it

Influee's page is dated April 18, 2025 and still live. PitchBrand's formula for paid use is: base + (base x usage % x months) = total.

Worked example. A TikTok creator's base is $500. You want to run the video as a Spark Ad for two months and you want the raw clips.

  • Base: $500
  • Spark Ads at Influee's 30 percent a month for 2 months: $500 x 0.30 x 2 = $300
  • Raw footage at 30 percent: $150
  • Total: $950

Price the same Spark Ads access on Fueler's flat convention at $250 a month and the whitelisting line becomes $500, for a total of $1,150. Agree on a convention before either side names a number. Whitelisting rates: what brands pay creators breaks down both conventions, and UGC usage rights: how much to charge covers the licence variables in full.

Write two terms down every time. The first is the licence length in months: an "ongoing" licence with no end date is a perpetual buyout, which Fueler prices at $800 to $3,000 per asset. The second is the exclusivity clause, in days and category width. Price exclusivity by what the creator gives up. Definitions: paid usage rights, whitelisting, Spark Ads.

How much influencer marketing costs: the budget template

A campaign budget covers more than creator fees. This influencer marketing budget template has every line a first campaign usually needs. Copy it and change the numbers.

Line How to estimate it Example: first TikTok test
Creator pay Creators x rate 5 micro creators x $400 = $2,000
Usage rights or whitelisting % of base x months, on the winners only 2 winners x $400 x 30% x 2 months = $480
Product and shipping Units x (cost + shipping) 5 x $35 = $175
Platform or agency fee Read the pricing page Example at 5% of creator pay = $100
Ad spend behind the winners Your own media budget $1,500
Buffer for a reshoot or extra hook About 10% of creator pay $200
Total $4,455

The fee line varies most between platforms. UGC platform pricing models, explained lays out subscription, commission and results-based models with dated prices.

Five steps to set the number

  1. Pick the goal. Reach, content for your ads, or sales. A flat fee or view bonus buys reach; a base plus commission buys sales.
  2. Pick the tier by views. Decide the reach you need per post, then find creators whose recent posts average that.
  3. Start with three to five creators. A small test shows which hooks and creators work before you commit the budget. How to get influencers to promote your product covers finding and pitching them.
  4. Add rights only for winners. Buy paid usage or whitelisting after you see the numbers.
  5. Write the brief before you price. A brief with the deliverable, timeline and rights lets creators quote a real number. The UGC brief template has the fields.

The UGC rate calculator runs steps 2 to 4 for one creator: platform, followers, average views, structure, usage months and whitelisting months in, a reported range out.

How to pay influencers: terms, methods and tax forms

Settle five things before the first payment goes out: the written deal, the due date, the payment method, how you treat free product, and the tax forms.

Put the deal in writing

One page covers it: the deliverable, the rate and structure, the view source and window for any view-based pay, the usage rights and licence length, exclusivity, revisions, the disclosure, and when payment is due. The UGC contract template has every clause with notes.

Pay on a clock both sides can see

State a due date counted from a clear event, such as the day you confirm delivery. Pay the base on delivery, whatever happens to the ad later. Holding the base until a licence ends asks the creator to finance your campaign.

Pick a payment method that leaves a record

Bank transfer, PayPal, or a marketplace's payment rail. Pick one that records the creator's legal name. Your bookkeeper will ask for it in January.

Free product still counts as pay

Gifting is fine for seeding. Treat it as payment anyway. The FTC's Disclosures 101 for Social Media Influencers says "Financial relationships aren't limited to money" and covers free or discounted products. The disclosure "should be placed with the endorsement message itself." Reimbursement vs gifted vs paid UGC deals covers when product-only deals make sense.

Tax forms for US brands

General information only. Your accountant has the final word.

  • Form W-9. Collect one from each US creator before the first payment. It gives you their taxpayer identification number. IRS: About Form W-9.
  • Form 1099-NEC. The IRS page reads: "For payments made in 2026, the reporting threshold is $2,000." Payments made before 2026 used $600. IRS: Am I required to file a Form 1099. Payments to a corporation, including an LLC taxed as a C or S corporation, are generally exempt. The form is due January 31.
  • Card and payment network payments. The 1099-NEC instructions say payments made by credit card or payment card and third party network transactions are reported on Form 1099-K by the payment settlement entity, and are not subject to reporting on Form 1099-NEC. How you pay a creator can change which form applies, so ask your accountant about each method you use.
  • Creators outside the US. The IRS says a foreign person gives Form W-8BEN to the payer when the payer requests it. Collect it in place of a W-9.

Socialync does not collect W-9s or file 1099s for you. Keep those in your own books.

How influencer pay works on the Socialync job board

I built Socialync solo, and the job board opened November 1, 2026. It is new, so there are no case studies yet. The pay model is below in full.

The deal and the structure sit on the listing

Four deal types exist. An organic post runs on the creator's own account on any of eight platforms: TikTok, Instagram, Facebook, X, YouTube, LinkedIn, Threads and Bluesky. Whitelisting runs the content as a Meta partnership ad or a TikTok Spark Ad from the creator's identity. Ads buys the video file for your own ads, and the creator never posts. A retainer is a private offer to a creator who already finished a paid job with you.

Organic jobs pay flat, per post, flat plus view bonus, or CPM with a cap. When you post the video yourself, only flat and per post are offered, because there is no creator post to measure. Whitelisting and ads deals pay commission only, with no base at delivery: 1 to 50 percent of attributed sales or a set amount per sale, an amount per lead or per link click on Meta, or an amount per 1,000 views. Commission runs for as long as you run ads under the licence, and you can end the licence any time. These deals run on Instagram, Facebook and TikTok, and need your ad platform's pixel on the connected ad account.

The pay, the structure and the rights are on the listing before a creator applies.

The floor decides who can apply

You set countries, languages, and per platform minimum followers and minimum average views. Creators who do not clear the floor never see the job. Follower counts come from the creator's connected account, and average views come from the posts they publish through Socialync, read from the platform API. No screenshots, no self-reported numbers. See qualification floor.

Creators who opt in are listed in a creator directory you can browse and invite from, in plain order with no ranking. Creators who clear your floor apply, and you can also invite a creator whose exact handle you already have.

A view bonus counts views for 30 days from delivery. A CPM deal counts them over the window on the listing, 30 days by default and never less than 7 or more than 60 days from delivery, and it requires a cap. Socialync reads no view counts on X, LinkedIn and Bluesky, so use flat or per post there.

The fee, billed to the brand

There is no plan, no subscription and no seats.

Deal Fee Worked example
Organic, flat or per post 5% of agreed creator pay, counted when delivery is confirmed $400 flat: fee $20
Organic, flat plus view bonus 5% of the base at delivery, 5% of the bonus when it is met $300 + $200 bonus met: $15 + $10
Organic, CPM with a cap 5% of the amount settled from views $600 settled: fee $30
Whitelisting or ads, paid on sales 1.5% of attributed sales $8,000 attributed sales: fee $120
Whitelisting or ads, paid on leads, clicks or views 1.25% of ad spend $2,000 spend: fee $25

One ads rate per campaign, never both. A retainer that grows out of an organic job pays 5% of its total guarantee. Socialync takes nothing from creator pay, and your ad budget stays in your own Meta or TikTok ad account.

On organic work the board costs more than some alternatives. Trybe UGC publishes 1.5 percent of creator earnings on flat-rate work (jointrybe.com, checked October 23, 2026), which is $15 on a $1,000 job against $50 here. On ads deals the two match: Trybe UGC also publishes 1.5 percent of attributed sales and 1.25 percent of ad spend. SideShift vs Trybe compares those two apps side by side.

You pay the creator directly

Socialync never holds the money. For US creators, you pay on Socialync's pay page through Stripe, as a direct charge on the creator's own Stripe account. Cards cover payments up to $1,000; above that, payment goes by US bank transfer (ACH) from a business account. Stripe's processing fee comes out of the creator's charge. Creators outside the US settle with you directly, and Socialync verifies the delivery.

Delivery is confirmed when you click confirm, or automatically after 14 days. Payment is due 14 days after that by default, and you can set 1 to 90 days. Until a creator has been paid through the in-app rail, a brand runs one live public campaign at a time.

Rights, revisions and disclosure come with the deal

Rights follow the deal type. An organic job licenses organic use, and you may repost. An ads deal licenses the videos you approve for paid ads and whitelisting. The licence defaults to 12 months, you can set 1 to 120 months, and perpetual applies only if you choose it. Exclusivity runs 0 to 365 days and defaults to none. Revisions are unlimited, and you have 7 days to rule on each draft. Disclosure labels are switched on for campaign posts, including TikTok's Paid partnership toggle and Instagram's paid partnership label.

Partnership ads and Spark Ads launch from Socialync into your own ad account. On TikTok, Socialync applies the creator's Spark Ads code at launch, and if TikTok does not accept it that way, you paste it once in TikTok Ads Manager. How to get a TikTok Spark Ads code covers the creator's side of that step, and the Meta partnership ads guide walks through the Meta side.

To post a job with the number on it, create a brand account and build the listing. Creators reading this can see open UGC jobs and apply free.

Frequently asked questions

How much should I pay an influencer with 10,000 followers?

IMH places creators around 10,000 followers between the nano and micro tiers, at roughly $100 to several hundred dollars per deliverable. Its micro band starts at $100 to $500+ for an Instagram post and $200 to $800 for a TikTok video. Collabstr's average payouts ($193 on Instagram, $186 on TikTok) sit at the low end. Check the creator's average views first, then convert the quote to a cost per 1,000 views.

How much does a sponsored post cost on Instagram?

IMH's 2026 figures put an Instagram sponsored post at $10 to $100+ for nano creators, $100 to $500+ for micro, $500 to $5,000+ for mid-tier and $5,000 to $10,000+ for macro. Collabstr reports an average payout of $193 per Instagram collaboration. Usage rights and whitelisting are extra.

How much do brands pay influencers per 1,000 followers?

A circulating rule of thumb is $10 per 1,000 followers on Instagram, printed without a source in at least one payments guide. Pricing per 1,000 views is more reliable, because views count the people who saw recent posts. Divide the fee by the creator's average views in thousands to get the effective CPM.

Can I pay influencers in free product only?

Yes, for small seeding campaigns, and the FTC still treats free product as a financial relationship that needs a disclosure. Expect fewer acceptances than a paid offer. Gifting works best as a first step before a paid deal.

Do I need to send an influencer a 1099?

For US brands paying a US creator who is not a corporation, the IRS says the Form 1099-NEC threshold for payments made in 2026 is $2,000, up from $600. Payments by card or through a third party payment network are reported on Form 1099-K by the payment processor. Collect a W-9 before the first payment and confirm the details with your accountant.

How much should I pay for whitelisting or Spark Ads?

Influee reports 30 percent of the base rate per month. Fueler reports a flat $100 to $500 a month. PitchBrand prices paid social use at 20 to 30 percent of the base per month. A base plus a commission on attributed sales is the other common model, and it ties the cost to results.

Set the number before you post the job

How much to pay influencers comes down to five decisions you make before the first DM:

  • The tier band. Micro on IMH's 2026 sheet: $100 to $500+ on Instagram, $200 to $800 on TikTok.
  • The reality check. Nearly 80 percent of Collabstr's deals close under $300.
  • The cost per view. Fee divided by average views in thousands.
  • The structure. Picked by your goal, capped if paid per view.
  • The add-ons. Separate lines, with the months written down.

Run one creator through the UGC rate calculator to see the range. Then post the job with the pay, the rights and the floor on the listing at socialync.io/for-brands. Marketplace participation is 18+.

Related Topics

how much to pay influencers
how much to pay influencers per post
how much do influencers charge
micro influencer rates
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how to pay influencers
influencer marketing budget template

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Put your next UGC campaign on the job board

Write the brief and set your floor. Creators who clear it apply, and you pay the ones you hire directly. There is no subscription. Organic jobs carry a 5% fee on agreed creator pay, counted when delivery is confirmed, and ads deals carry 1.5% of attributed sales or 1.25% of ad spend.