. While TikTok is the hub for short-form video content, reels appear to be the more profitable format: 44% of creators in the survey had earned over $200 per reel, compared to 28% who earned similar amounts per TikTok. Some creators in the survey even reported earning as much as $7,000 for a sponsored reel. Thomas said brands are more familiar with Instagram than TikTok, which is a younger platform. She also said creators can build more dependable followings on Instagram.
When setting pay rates, creators most commonly weigh factors including the content format, scope of work and resources required, and the expected time to deliver and create content, according to the survey. Thomas said creator calculators like FYPM and Hashtag Pay Me show there's a disconnect between brands and creators on how much sponsored content is worth.