TikTok Creator Fund vs Brand Deal Earnings [2026 Statistics And Demographics]

Brands paid an average of $2,741 for a single sponsored TikTok post in 2022, based on IZEA marketplace data. TikTok’s own Creator Fund paid roughly $0.02 to $0.04 per 1,000 views before the company shut it down in December 2023. This post sets what TikTok pays creators directly against what brands pay for sponsored content, using figures from IZEA and TikTok.

TikTok Creator Fund vs Brand Deal Earnings: Key Numbers

The headline figures first, then the detail.

Brands paid an average of $2,741 for a sponsored TikTok post in 2022 (IZEA).
Post rates ran from $1,105 for nano creators to $5,865 for accounts with 1 million or more followers in 2022 (IZEA).
TikTok discontinued the Creator Fund on December 16, 2023, in the US, UK, France, and Germany.
The Creator Rewards Program replaced it, leaving beta on March 18, 2024.
TikTok says total creator revenue rose more than 250% from September 2023 to March 2024.

How Much Do Brands Pay for a TikTok Post?

TikTok ranked third among platforms for sponsored-post cost in 2022. A post averaged $2,741, behind Twitch at $4,373 and Instagram Stories at $2,784, and ahead of YouTube at $2,102.

IZEA’s numbers are negotiated rates paid through its own creator marketplace, not survey estimates. The figures cover more than $70 million in payments tracked from 2015 to 2022.

Platform	Average Cost Per Post (2022)
Twitch	$4,373
Instagram Stories	$2,784
TikTok	$2,741
YouTube	$2,102
Twitter / X	$1,643
Pinterest	$1,450
Instagram Photo	$1,311
Facebook	$642

Source: IZEA, 2023 State of Influencer Earnings (2022 data, negotiated marketplace rates).

Video content sits at the top. Twitch, Instagram Stories, and TikTok took the three highest rates, while Facebook posts came in lowest at $642. Our breakdown of ways to earn on TikTok covers each income stream in full.

TikTok Brand Deal Earnings by Follower Count

Rates climb with audience size, then the curve flattens near the top. A nano creator with 1,000 to 9,999 followers averaged $1,105 per post in 2022. A web celebrity with 1 million or more averaged $5,865, roughly five times as much for an audience many times larger.

IZEA also noted that creators under 200,000 followers hit record payment highs in 2022, while larger accounts were flat or down year over year.

Tier	Followers	Average Post Price (2022)
Nano	1,000–9,999	$1,105
Micro	10,000–49,999	$1,674
Mid-tier	50,000–199,999	$3,396
Macro	200,000–499,999	$4,992
Mega	500,000–999,999	$5,497
Web celebrity	1,000,000+	$5,865

Source: IZEA, 2023 State of Influencer Earnings (2022 data, all platforms).

What Replaced the TikTok Creator Fund?

TikTok launched the Creator Fund in 2020 as a $1 billion pool that paid creators by unique views. Per-view payouts thinned as more creators joined, and low rates drew steady complaints.

The company discontinued the fund on December 16, 2023, in the US, UK, France, and Germany. The Creativity Program took its place and left beta as the Creator Rewards Program on March 18, 2024.

That program pays by qualified view using four metrics: originality, play duration, search value, and audience engagement. A video’s search value feeds directly into the payout, so rates swing by niche and audience location.

Creator Rewards Program eligibility

Creators must be 18 or older, have at least 10,000 followers, log 100,000 views in the last 30 days, hold a personal account in good standing, and post original videos over one minute.

TikTok says the program pays up to 20 times the old fund. It reported total creator revenue up more than 250% from September 2023 to March 2024, and the number of creators earning $50,000 a month nearly doubling over the same window. A fuller per-view earnings breakdown shows how payouts scale.

TikTok Creator Fund vs Brand Deal Earnings: Which Pays More?

Brand deals pay more for most creators, and the two figures measure different things. The Creator Rewards Program pays per qualified view. A brand deal pays for access to an audience.

TikTok does not publish a rate card. Creators report roughly $0.40 to $1.00 per 1,000 qualified views under the new program, against $0.02 to $0.04 under the old fund.

Program	Creator-Reported RPM (per 1,000 views)	Status
Creator Fund	$0.02–$0.04	Ended Dec 16, 2023
Creator Rewards Program	$0.40–$1.00	Launched Mar 18, 2024

Source: creator-reported RPM figures; TikTok, program dates.

One average sponsored post at $2,741 clears what many creators collect from platform payouts in a month. That gap is why TikTok Shop commissions and sponsorships carry most full-time creator income, alongside a large monthly user base that brands pay to reach.

FAQs

Does the TikTok Creator Fund still exist?

No. TikTok discontinued the Creator Fund on December 16, 2023, in the US, UK, France, and Germany. The Creator Rewards Program replaced it, leaving beta on March 18, 2024.

How much do brands pay for a TikTok post?

A sponsored TikTok post averaged $2,741 in 2022, per IZEA. By follower tier, rates ran from $1,105 for nano creators to $5,865 for accounts with 1 million or more followers.

How much does the TikTok Creator Rewards Program pay?

TikTok publishes no rate card. It says revenue rose over 250% from September 2023 to March 2024 and that the program pays up to 20 times the old fund. Creators on Reddit report about $0.40 to $1.00 per 1,000 qualified views.

Do brand deals pay more than the Creator Fund?

For most creators, yes. One average brand deal at $2,741 exceeds typical monthly payouts, which is why creators on Reddit often treat platform earnings as a baseline and chase sponsorships for real income.

Who can join the Creator Rewards Program?

Creators must be at least 18, have 10,000 or more followers, log 100,000 views in the last 30 days, hold an account in good standing, and post original videos longer than one minute.