Influencer rates in Malaysia: what creators charge in 2026

Rates by follower count

The most useful public dataset on Malaysian creator pricing is SushiVid’s 2026 report. It averages the asking rates creators in its database have quoted over the past two years. These are asking rates, not final fees, and SushiVid notes that negotiated prices often come in lower. Agency rate cards fill the gaps above 300K followers.

Planning range per creator, by follower count

Deliverable

TikTok video Reel + TikTok

Planning range Average asking rate (SushiVid) Published ranges only, no measured average

1. 1K–10K 1K–10K followers: plan for RM250–600. Average asking rate RM340. RM250–600
2. 10K–30K 10K–30K followers: plan for RM500–1,000. Average asking rate RM646. RM500–1,000
3. 30K–50K 30K–50K followers: plan for RM800–1,600. Average asking rate RM941. RM800–1,600
4. 50K–75K 50K–75K followers: plan for RM1,500–2,800. Average asking rate RM1,842. RM1,500–2,800
5. 75K–100K 75K–100K followers: plan for RM1,600–3,000. Average asking rate RM1,914. RM1,600–3,000
6. 100K–150K 100K–150K followers: plan for RM2,000–4,000. Average asking rate RM2,277. RM2,000–4,000
7. 150K–300K 150K–300K followers: plan for RM3,500–7,000. Average asking rate RM4,075. RM3,500–7,000
8. 300K–1M 300K–1M followers: plan for RM6,000–25,000. No measured average for this band; get quotes. RM6,000–25,000
9. 1M+ 1M+ followers: plan for RM18,000–70,000. No measured average for this band; get quotes. RM18,000–70,000

1. 1K–10K 1K–10K followers: plan for RM350–800. Average asking rate RM434. RM350–800
2. 10K–30K 10K–30K followers: plan for RM700–1,400. Average asking rate RM850. RM700–1,400
3. 30K–50K 30K–50K followers: plan for RM1,300–2,500. Average asking rate RM1,655. RM1,300–2,500
4. 50K–75K 50K–75K followers: plan for RM1,800–3,300. Average asking rate RM2,141. RM1,800–3,300
5. 75K–100K 75K–100K followers: plan for RM2,500–4,200. Average asking rate RM2,976. RM2,500–4,200
6. 100K–150K 100K–150K followers: plan for RM2,800–5,000. Average asking rate RM3,384. RM2,800–5,000
7. 150K–300K 150K–300K followers: plan for RM4,500–9,000. Average asking rate RM5,364. RM4,500–9,000
8. 300K–1M 300K–1M followers: plan for RM8,000–30,000. No measured average for this band; get quotes. RM8,000–30,000
9. 1M+ 1M+ followers: plan for RM20,000–80,000. No measured average for this band; get quotes. RM20,000–80,000

RM250RM500RM1KRM2.5KRM5KRM10KRM25KRM50K

Average ask: SushiVid’s average asking rate per round of content, 2024–2026, outliers removed. Plan for: our planning range, explained below. * Above 300K followers no measured data is published. These ranges come from agency rate cards (ZenWeb, Hashmeta and MYSense) and vary widely, so treat them as a reason to get quotes, not as a budget.

Prices roughly double between 30K and 75K followers, so that band is where a budget runs out fastest. At the bottom of the scale, ten nano creators together ask less (RM3,400) than one creator with 150K–300K followers (RM4,075).

TikTok, Instagram or both

At every band SushiVid measured, a TikTok-only video costs less than a bundle of an Instagram Reel plus the same video on TikTok. The bundle premium runs from 16% to 76% depending on the band. It is smallest for 50K–75K creators and largest for 30K–50K.

A bundle is usually worth it when your buyers are on both platforms, because the creator reuses one edit and you reach two audiences. Ask for the bundle price before you book each platform separately.

Xiaohongshu is a different market. Only about 4% of the Malaysian creators SushiVid tracks list an account there. If you’re selling to Mandarin-speaking Malaysians, there are few creators to choose from, so book them early. A Xiaohongshu note plus an Instagram Reel averages RM379 at 1K–10K followers and RM2,699 at 100K–150K.

What pushes the price up

Running the content as an ad

A posting fee covers the creator publishing on their own account. If you want to boost that post from your ad account, or run their video as your own ad, you’re paying for usage rights. On TikTok this usually means a Spark Ads authorisation code. Hashmeta’s rate card adds 30% for nano creators, falling to 15% for macro. ZenWeb puts paid usage or exclusivity at 20% to 100% on top of the base fee, depending on how broad and how long.

Agree the details in writing: which platforms, for how many days, whether you can edit or cut the video, and whether the creator’s handle stays on it. “Unlimited usage” with no end date is the clause creators push back on most, and with good reason.

Exclusivity

Asking a creator not to work with competitors costs money, because it costs them work. There is no reliable published figure for it. The price depends on how narrowly you define the category (“other cold brew brands” is cheaper than “any beverage”) and how long the period is. Ask for exclusivity to be quoted as its own line.

Language and niche

Hashmeta’s card adds 20% to 35% for Mandarin content. We haven’t seen published premiums for Bahasa Malaysia, Tamil or English content. Niche matters too. Food, home and lifestyle, and beauty creators make up 39%, 37% and 33% of SushiVid’s categorised creators (a creator can be in more than one niche). Automotive and gaming creators are about 2% each, and parenting about 4%. Fewer creators means less competition between them, so expect firmer prices in those niches.

Production and timing

A scripted piece with a location, props, a second person on camera or travel outside the Klang Valley costs more than a creator filming at home. So do extra revision rounds and requests for raw footage. Book early for Hari Raya, 11.11 and 12.12. Brand demand peaks around those dates and creators’ calendars fill up.

What brings it down

• Packages. ZenWeb reports multi-post bundles running about 10% to 20% cheaper per post than booking each one separately.
• Longer relationships. A three-month ambassador arrangement gives the creator predictable income, and that is worth a discount to most of them.
• Flexible dates. If the post can go live any time in a two-week window, the creator can fit you around paying work they’ve already booked.
• Product instead of cash. Many nano creators accept product-only deals. That product is still taxable income for them under LHDN’s January 2026 guideline, so put its market value in writing. Our disclosure and tax guide covers what to include.

Why follower count is a weak guide

Two creators with the same follower count can deliver very different results. In SushiVid’s data, the middle half of micro creators on Instagram range from 0.51% to 5.03% engagement, a tenfold spread within one tier.

Source: SushiVid, 22,579 Malaysian creator profiles, October 2026. Compare within a platform only, because TikTok and Instagram count engagement differently.

Results are also lumpy. In one skincare launch SushiVid reported, 3 of 125 posts delivered about two-thirds of the campaign’s 913,813 views. You can’t predict which creator will break out, so it’s safer to book several mid-priced creators than to put the whole budget on one big name. Our shortlisting guide covers what to check instead of follower count.

Two worked budgets

These examples use the planning ranges above. The businesses are hypothetical. Neither total includes agency fees, production beyond what the creators shoot themselves, or media spend for boosting.

Nano creators suit a single-location business. Their followers are local, and six different videos tell you which angle works before you spend on ads.

The two anchors give the launch reach. The eight micro creators give you volume, and their videos become ad creative once you know which ones perform. Hashmeta’s card adds 30% for beauty. We haven’t applied that, because the measured averages aren’t split by niche. Ask for quotes before you assume it.

To try your own numbers, use the budget calculator. It starts from these ranges and lets you overwrite any rate with a real quote.

Before you pay anyone

1. Ask for the creator’s rate card and screenshots of their last 30 days of insights, including where their audience is.
2. Write down the deliverables: format, length, number of posts, platforms and the go-live window.
3. State how many rounds of changes you get, and what counts as a change versus a reshoot.
4. Set the usage terms: organic only, or paid. If paid, list the platforms, the number of days and your edit rights.
5. Price exclusivity separately, with a named category and an end date.
6. Require a paid-partnership label and a clear disclosure in the caption.
7. Record the market value of any product you give, and agree payment terms. Fourteen days after the post goes live is fair. Ninety is not.

How we built these ranges

The measured column is SushiVid’s average asking rate for each follower band, as published on 8 October 2026. For each band, our planning range starts about 10% to 25% below that average, rounded to a clean figure, because negotiated fees often land under the ask. The top of each range is about twice the floor. That leaves room for creators with strong engagement or a scarce niche. We checked every ceiling against the agency-published ranges. Those mostly run higher, partly because they group much wider follower bands together.

Above 300K followers there is no measured data, only agency rate cards. Those cards disagree. For 1M+ followers, ZenWeb starts at RM18,000, MYSense at RM20,000 and Hashmeta’s TikTok column at RM30,000. We show the widest sensible range and mark it as unmeasured.

We used Hashmeta’s rate card for its add-on percentages and as an upper reference. It reports that it draws on more than 500 campaigns, but it doesn’t publish sample sizes by tier, and some of the dates on the page don’t match each other.

We review this page every quarter and whenever a significant new dataset is published. Last reviewed on 27 October 2026. If you have rate data that would improve it, or you spot an error, email hello@seventhstudio.my.

Sources

1. SushiVid, State of Influencer Marketing in Malaysia 2026, 8 October 2026.
2. ZenWeb, Influencer Marketing Cost in Malaysia 2026, 18 June 2026.
3. Hashmeta, Malaysia Influencer Rate Card 2026, page states November 2026.
4. MYSense, KOL Marketing Cost in Malaysia, 14 July 2026.
5. LHDN, Garis Panduan Layanan Cukai ke atas Pendapatan Pempengaruh Media Sosial, 14 January 2026.