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Jan 04, 2023

The Cost of Influencer Marketing & Advertising on TikTok

There’s been a fresh influx of beauty brands taking on TikTok in 2022, making it all the more challenging to get new products noticed across the platform. It’s no surprise then that 85% of brands are planning to up their TikTok advertising spend in 2023; a tactic that boosts visibility and, in turn, sales for social media savvy brands. For accelerated success, power players will be teaming up with influencers on these conversion-driving ads, so they can take their in-platform presence to the next level. Brands increasing TikTok spend in 2023

So how much can beauty brands expect to spend on influencer marketing and advertising on TikTok?  Here are the average costs you need to know for

  1. Cost of working with TikTok influencers
  2. Cost of in-feed ads
  3. Cost of TopView ads
  4. Cost of brand takeover ads
  5. Cost of hashtag challenge ads
  6. Cost of creating ad content



Cost of working with TikTok influencers

On average, a sponsored post with a TikTok influencer can cost from $5 to $2,500, but prices can vary drastically depending upon audience size and engagement rate. Influencer Marketing Hub estimates that nano influencers (with 1,000 - 10,000 followers) charge around $5 to $25 per post, while mega influencers (with 1,000,000,000+ followers) charge $2,500+ per post. 

Cost of working with TikTok influencers


Cost of in-feed ads

If you want to boost influencer posts, in-feed advertising is a great way of getting content noticed. These videos appear as users scroll through their #fyp (for you page), and can be up to 60 seconds long. The goal is to make them feel organic and native to users’ feeds, so they’re more likely to engage. You can also include a call to action and direct to a landing page, such as an etail store. As you need to bid for these ads, they can be expensive. You have to pay $500 to launch your campaign, plus an average of $10 CPM (cost per thousand views) or $1 CPC (cost per click).

TikTok Cost of in-feed ads 


Cost of TopView ads

Beauty brands with bigger ad budgets may want to invest in TopView ads. These are splashy, full-screen, 60-second videos that appear as soon as you open the TikTok app, and feature a call to action. They don’t feel organic like in-feed ad campaigns, but 71% of TikTok users say they grab their attention. Unsurprisingly, the price is high, with 7.4 million impressions costing $65,000 per day.

Cost of TopView ads


Cost of brand takeover ads

Brand takeover ads are similar to TopView ads in that they appear as soon as a user opens up the TikTok app, but instead of taking up the full screen, they’re visible within the feed. What makes them special is their scarcity; only one specific advertiser can take over a category per day. This means they’re both impactful and expensive, with a minimum spend of $53,000 per day for 8.9 million impressions.

Cost of brand takeover ads on TikTok 


Cost of hashtag challenge ads

Some of the best beauty brands on TikTok have launched hashtag challenges, where a bespoke dance or skit is created with a branded hashtag to inspire a deluge of organic posts. They come with a high initial price of $150,000 for the first six days, but if the idea is creative and compelling enough, the amplification can be huge and even take your brand to viral heights.  TikTok Hashtag Challenge Advertising


Cost of creating ad content

One of the best things about TikTok is its focus on raw, authentic content. The platform itself reminds brands: “don’t make ads, make TikToks”. Not only does this force companies to be more creative and eschew traditional production models, but it also means costs of editing content are relatively minimal. In fact, if needed, you can make quick tweaks to ad content for free on Canva, meaning even if your influencer investment is high, post-production prices can hit zero.

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Up next: Discover 5 tips on how to launch a new beauty product on TikTok.

January 4, 2023