Just a few years ago, influencer marketing was treated as an experiment in marketing budgets. Today, it’s a key element of brand strategies, and its global value is growing year by year.
Companies that want to reach audiences authentically can no longer ignore the power of online creators. So, how much does influencer collaboration cost, and where should you invest?
YouTube, Instagram, TikTok – which channel is most profitable?
The latest data from SoBirds Agency shows that the differences in rates are huge and depend on both the platform and the influencer’s industry.
On YouTube, where tech reviews, gaming, and educational content dominate, the average price for a 60-second integration ranges from approximately 13,000 to even 35,000 PLN.
Tech brands have known for years that consumers look for reliable opinions on this platform before purchasing more expensive products, which is why they invest in long-term collaborations.
Instagram remains a key medium for premium brands – fashion, beauty, design, and lifestyle are categories that generate the highest rates.
Prices for posts and Reels range from 1,000 to even 75,000 PLN for the biggest creators. This platform still has enormous power in building brand prestige and attracting loyal customers, although in recent years, the decline in organic reach has forced increasing investment in content promotion.
TikTok, on the other hand, is the most dynamically growing platform, whose huge viral potential means campaigns have a chance to multiply their reach many times over.
Collaborating with influencers here is cheaper than on Instagram – prices start from 300 PLN, and popular creators can earn up to 6,000 PLN per single post. Brands wanting to reach a younger audience are increasingly choosing TikTok as their main promotion channel.
The Most Expensive Industries in Influencer Marketing
Not only the platform but also the topic of the content created affects the rates.
Technology and gaming are consistently one of the most expensive categories.
Creators specializing in hardware tests or game reviews on YouTube can expect earnings in the range of 13,000 – 35,000 PLN per piece of content.
Lifestyle and interiors are Instagram’s domain. Here, influencers can earn an average of 3,000 to 10,000 PLN per post, and the biggest stars of this platform significantly more.
Travel is a category where TikTok is starting to gain an advantage. While on Instagram post prices range between 3,000 – 10,000 PLN, on TikTok a similar viral effect can be achieved much more cheaply.
Pets are a premium segment that achieves very high rates in Europe. A single post can cost from 6,000 to even 30,000 PLN.
How Much Is Worth Spending on an Influencer Campaign?
Many marketers ask themselves: Is it worth investing in top influencers, or is it better to collaborate with smaller creators?
Anna Sójka, founder of SoBirds Agency, emphasizes that there is no single right answer:
“The biggest mistake brands make is looking only at the number of followers. Today, community engagement is key. Microinfluencers with smaller but more loyal audiences can bring a better return on investment than large accounts with low interaction rates. In the campaigns we run, we often combine different types of influencers to achieve both reach and a real impact on sales.
We see from our clients that influencer marketing is now an industry that cannot be ignored. Budgets are gigantic and still growing – both global corporations and smaller, local companies are investing. And a well-planned campaign can bring a surprising return on investment – not just in numbers, but in the real value of the brand.”
Conclusions for Brands
Influencer marketing in 2025 requires more conscious decisions and better alignment of strategy with the platform and target audience.
- YouTube is the best choice for tech and gaming brands looking for reliable reviews and long-term impact on purchasing decisions.
- Instagram works well for building brand image and prestige but requires larger budgets than TikTok.
- TikTok is still the most cost-effective platform in terms of viral reach, especially in the travel and lifestyle industries.
- Collaborating with microinfluencers can bring greater engagement than campaigns with celebrities who have millions of followers.
Companies that want to effectively invest in influencer marketing should approach the topic strategically. This means they should analyze data, test different formats, and build long-term relationships with creators.
At SoBirds Agency, we help brands match influencers to their business goals, regardless of platform and budget. We have created campaigns for both global sporting events and local markets. If you want to know how to plan a campaign well, contact us: info@sobirds.com.
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Is TikTok Overtaking YouTube in Video Marketing?
Effective PR Measurement. What Are the Key Metrics for 2025?
Influencer Marketing for Small Businesses: Is It Worth It?
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