US Creator Rates Up 22% YoY in Q3 2024 Rate Inflation Report
KALO IQ today released its Q3 2024 US Creator Rate Inflation Report, documenting a 22% year-over-year increase in paid post rates across DTC-focused creator partnerships. The report covers Instagram plus TikTok with data from 8,400 brand-creator deals analyzed.
Headline findings
US creators with 10K to 100K followers charged an average of $1,840 per Instagram post in Q3 2024, up from $1,510 in Q3 2023. TikTok rates rose faster at 28% YoY but from a lower base.
Beauty plus skincare categories saw the steepest inflation at 31% YoY. Fitness plus apparel tracked closer to the overall average.
Why rates are rising
Three factors drove the increase. First, US-specific creator demand from DTC brands grew faster than supply. Second, top-tier creators in saturated niches consolidated pricing power. Third, ad cost inflation on Meta plus TikTok pushed brands to allocate more budget to creators as a cheaper acquisition channel.
Methodology
The report analyzed 8,400 paid post deals signed through KALO IQ between July 1 and September 30, 2024. All deals were US-based, DTC-focused, in beauty, fitness, food, fashion or supplements. Rates are gross dollar value before platform plus agency fees.
About KALO IQ
KALO IQ is a US influencer marketing platform headquartered in Beverly Hills, California, founded in December 2015. The company helps brands plus agencies discover, engage plus track American creators across major social platforms with the largest hand-verified US creator database. Visit kaloiq.com for more.
Media contact
KALO IQ Press Team
Email: press@kaloiq.com
Press kit: kaloiq.com/press
Quick facts
- Q3 2024 research released November 4, 2024
- 8,400 brand-creator deals analyzed
- Average Instagram rate up 22% YoY
- TikTok rates up 28% YoY
- Beauty plus skincare led inflation at 31%
Distribution and republishing
This press release is freely available for republishing by media outlets with attribution to KALO IQ.