Influencer Hiring Rates 2026 — Rate Card for All Platforms (Instagram, TikTok, YouTube)

Before hiring an influencer or KOL, the first thing brands always want to know is, "How much does it cost?" This article compiles the price range for hiring influencers in Thailand in 2026, categorized by platform and follower level, to help you plan your budget more effectively.

Factors that cause differences in influencer pricing.

There's no fixed formula for hiring influencers, but there are several key variables that can cause prices to fluctuate significantly, including:

• Number of followers — The more you buy, the more expensive it is, but that's not always the case.
• Engagement Rate Influencers with high engagement tend to charge higher prices.
• Platform — TikTok, Instagram, YouTube, and Facebook have different pricing.
• Content Type — Short Video, Story, Feed Post, Live, YouTube Review have different prices.
• Usage Rights — If the brand wants to reuse the content or run paid ads, there will be additional costs.
• Exclusivity — If you want an influencer to not accept work from competitors, the price will be higher.

Rate Card Influencers Thailand 2026

Instagram

level	Follower	Feed Post	Story (3 Frames)	Reels
Nano	1K–10K	500–3,000 baht.	300–1,500 baht.	1,000–4,000 baht.
Micro	10K–100K	3,000–20,000 baht.	1,500–8,000 baht.	4,000–20,000 baht.
Macro	100K–1M	20,000–150,000 baht.	8,000–50,000 baht.	20,000–150,000 baht.
Mega	1M+	150,000 baht or more	50,000 baht or more	150,000 baht or more

TikTok

level	Follower	Short video (15–60 seconds)	Long video (1–3 minutes)
Nano	1K–10K	500–2,000 baht.	1,000–4,000 baht.
Micro	10K–100K	2,000–15,000 baht.	5,000–25,000 baht.
Macro	100K–1M	15,000–100,000 baht.	30,000–150,000 baht.
Mega	1M+	100,000 baht or more	150,000 baht or more

YouTube

level	Subscriber	Dedicated Review	Mention in the video
Micro	10K–100K	5,000–30,000 baht.	2,000–10,000 baht.
Macro	100K–1M	30,000–200,000 baht.	10,000–50,000 baht.
Mega	1M+	200,000 baht or more	50,000 baht or more

Facebook

level	Follower/Like	Post / Reel	Live
Micro	10K–100K	2,000–15,000 baht.	3,000–20,000 baht.
Macro	100K–1M	15,000–100,000 baht.	20,000–100,000 baht.

Other expenses that require additional budgeting.

Besides influencer fees, a typical campaign has other expenses that you should be aware of in advance:

• Product samples (Seeding) — The value of the products sent to influencers for review.
• Agency Fee — If you use an agency to manage your campaign, they typically charge 15–20% of Influencer Budget.
• Paid Amplification — Boost Post budget to expand the reach of content posted by influencers.
• Creative Brief & Concept — If you need a complex concept, some agencies will develop it separately.

Frequently Asked Questions about Influencer Pricing

How much does it cost to hire a Thai influencer in 2026?

Nano Influencers (1K–10K Followers) start at 500–3,000 THB per Instagram Post, Micro Influencers (10K–100K) are at 3,000–20,000 THB, and Macro Influencers (100K–1M) are from 20,000–150,000 THB. Actual prices depend on the platform, type of content, and usage rights.

Does TikTok or Instagram pay influencers more?

Pricing is similar at the Micro and Macro levels, but TikTok is generally slightly cheaper at the Nano level because the platform is relatively new. YouTube reviews are typically the most expensive due to their higher production costs.

What are Usage Rights and how do they affect the price?

Usage Rights refer to the rights a brand has to use content created by an influencer, such as for paid ads or reposting on the brand's channel. Additional Usage Rights beyond the standard post price typically cost 20–50%, depending on the influencer.

Is hiring an influencer through an agency better than hiring them directly?

Agencies have a wider database of influencers, can help verify fake followers, and handle the brief and legal aspects completely. This comes at a cost of approximately 15-20% of the influencer's budget. Hiring directly is cheaper but requires handling everything yourself.

What is a rate card?

A rate card is a document summarizing the pricing for an influencer's services, specifying rates based on content type (e.g., feed posts, stories, reels, or videos), along with terms and conditions such as the number of revisions, the duration the content remains on the influencer's profile, usage rights, and exclusivity. Typically, influencers or their agencies send rate cards to brands upon contact to serve as a starting point for negotiations. It's crucial for brands to understand that the prices on a rate card are usually "base prices" and are negotiable depending on the scope of work, contract duration, and collaboration type. Therefore, it's essential to read all terms and conditions thoroughly before making a decision, rather than simply comparing the price figures.

A good rate card should include at least the following information:

• Price per type of Content — Clearly separate Feed / Story / Reels / Video / Live.
• Number of revisions — The general standard is 1–2 rounds; anything beyond that will incur an additional charge.
• Content retention period — Posts can be permanently posted or deleted after 30/90 days.
• Usage Rights — Can brands reuse/demonstrate the content, and for how long?
• Exclusivity — Periods when I don't accept work from competing brands (if any, I usually add a fee).

Techniques for reading and negotiating prices from rate cards.

• Hire as a package — Combining multiple content pieces into a single deal (e.g., 1 Reel + 3 Stories) often results in a better price than hiring them separately.
• Offer a long-term contract — A 3-6 month collaboration in exchange for a lower rate per piece, providing both price advantages and brand continuity.
• Purchase Usage Rights only for what you actually use. — Narrow the channel and duration (e.g., 3-month Meta-only ads) instead of buying broader, more expensive coverage.
• Look at real engagement, not just followers. — The appropriate rating should be related to the engagement rate and comment quality, not just account size.
• Don't undercut the quality by lowering the price A better option is to offer a performance bonus structure when performance targets are met.

Rate Card (China Side): How much does it cost to hire a Chinese KOL/KOC?

For brands looking to target Chinese customers (Chinese tourists in Thailand or exporting products to the Chinese market), the pricing structure will differ from that of Thai influencers. This is because they work on Chinese platforms like Xiaohongshu, Douyin, and WeChat, which adds to the costs of setting up and verifying brand accounts and creating bilingual content. The pricing range is based on HelloAds' actual work experience:

list	Price range
Open and verify your brand account (Xiaohongshu / WeChat / Douyin).	15,000–30,000 baht.
Develop a bilingual (Thai-Chinese) content strategy.	20,000–40,000 baht.
KOC Seeding: Product reviews from 50-100 people.	30,000–80,000 baht/month

See the complete pricing structure of the Chinese market across all platforms here. Chinese market prices in 2026 — what are the prices on each platform?

HelloAds can help you plan your influencer marketing budget.

If you're unsure how much to spend, or want to know which type of influencer is right for your product and goals, the HelloAds team is happy to help you plan and provide free, no-obligation advice.

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Read more in the Influencer Marketing series.

• What is a KOL? How does it differ from an influencer? And which type should you use to get the most out of it?
• What is an influencer? A career, types, and actual income in Thailand in 2026.
• How to Find Influencers for Product Reviews — Platforms, Pricing, and a Checklist Before Hiring.
• What are the differences between Nano, Micro, Macro, and Mega Influencers? Which Tier is the best for your budget?
• What is a Shopee KOL? How to register and earn money with the Shopee KOL Program.
• What are AI Influencers and Virtual Influencers? A brand trend in Thailand in 2026.