How much do influencers make in the UK?
Last reviewed 26 September 2026 by Waqas Sagar ACA FCCA FMAAT, Chartered Accountant
How much do influencers make? In the UK, a nano influencer with under 10,000 followers might charge £50 to £250 per sponsored post, while a creator with 100,000 engaged followers can command £1,000 to £5,000. Income depends far more on engagement, niche and how many revenue streams you run than on follower count alone. This guide gives realistic ranges by tier and platform, then shows what you actually keep after UK tax.
How much do influencers make by follower count?
These ranges reflect commonly reported UK rates for a single sponsored post or short video. They are indicative, and strong engagement or a valuable niche can push rates well above them.
- Nano (1,000–10,000 followers): £50–£250 per post, often paid partly in products.
- Micro (10,000–50,000): £250–£1,000 per post.
- Mid-tier (50,000–250,000): £1,000–£5,000 per post.
- Macro (250,000–1 million): £5,000–£15,000 per post.
- Mega (1 million+): £15,000 upwards, often through agency-negotiated packages.
Want to set your own prices? Our influencer rate card guide shows how to build one.
How much do influencers make on each platform?
Instagram pays almost nothing directly; income comes from brand deals, affiliate links and subscriptions. TikTok pays through the Creator Rewards Program for qualified views on videos over a minute, plus LIVE gifts and TikTok Shop commission. YouTube pays the most directly, sharing 55% of long-form ad revenue.
Estimate platform payouts with our TikTok money calculator and YouTube money calculator. See how much YouTubers make for a YouTube-specific breakdown.
Where influencer income actually comes from
- Sponsored posts and brand ambassadorships.
- Affiliate commission and discount-code sales.
- Platform payouts and creator funds.
- Gifted products, trips and experiences given in exchange for content.
- Subscriptions, paid communities and digital products.
- Appearance fees, events and speaking.
Full-time influencers rarely rely on one stream. Diversifying smooths out months when brand budgets are quiet. Our guide to brand deals covers contracts and invoicing.
What decides how much an influencer earns?
Engagement rate matters more than follower count. Brands look at saves, shares, comments and click-throughs, and increasingly ask for screenshots of analytics. A 20,000-follower account with 8% engagement often out-earns a 100,000-follower account with 1%.
Niche also matters. Finance, tech, beauty, parenting and travel attract bigger budgets than general lifestyle content. Usage rights, exclusivity clauses and whitelisting (the brand running ads through your account) should all add to your fee.
How much do influencers keep after tax?
Influencer income is usually self-employed trading income. In 2026/27 you pay no Income Tax on the first £12,570 of profit, 20% up to £50,270 and 40% above, plus Class 4 National Insurance at 6% and 2%. Nothing is deducted at source, so saving 20% to 30% of every payment is sensible.
Allowable expenses such as equipment, editing software, props used only for content and agency commission reduce your profit. Read our influencer tax guide and influencer tax deductions guide for detail, or try the self employed tax calculator.
Do gifted products count as income?
Usually yes, where you receive them in return for content. The market value is generally taxable. See are gifted products taxable?.
A micro influencer with 35,000 Instagram and TikTok followers
| Brand deals (18 at £600) | £10,800 |
| Affiliate commission | £2,400 |
| TikTok Creator Rewards | £1,200 |
| Gifted products received for content | £2,000 |
| Total income | £16,400 |
| Allowable expenses | (£2,900) |
| Taxable profit | £13,500 |
| Income Tax + Class 4 NIC (no other income) | about £242 |
Illustrative, using 2026/27 rates. With a full-time job, most of this profit would be taxed at 20% plus NIC.
Common mistakes
- 1Pricing by follower count alone and undercharging for usage rights.
- 2Forgetting to declare gifted products received for content.
- 3Not saving for tax because no tax is deducted from brand payments.
- 4Accepting payment terms of 90+ days without a written contract.
- 5Ignoring the £90,000 VAT threshold as income grows.
