Key findings
⮕ The median price of a standard collaboration (one feed content and a story share) rose from €4,000 in 2025 to €5,200 in the first half of 2026 — a 30% increase (+24% at constant profile mix).
⮕ The rise is inversely proportional to influencer size: +200% for micro-influencers, +29% for mid, +19% for macro, stable prices for influencers above one million followers.
⮕ Influencers signing with the same brand year after year contained the rise to +10%, three times less than the market.
The smaller the community, the faster prices rise
The study reveals an unprecedented hierarchy of increases (median prices):
⮕ Micro-influencers (10,000 to 50,000 followers): from €1,000 to €3,000 — the median price tripled (+200%).
⮕ Mid-influencers (50,000 to 500,000 followers): from €3,500 to €4,500 (+29%), on the deepest segment of the study (nearly 400 collaborations).
⮕ Macro-influencers (500,000 to 1 million followers): from €6,750 to €8,000 (+19%).
⮕ Mega-influencers (over one million followers): median price stable at €13,000.
The reason for this inversion: the market is concentrating on micro and mid-influencers, whose more authentic content outperforms the top of the pyramid relative to the money invested. The dynamic is amplified by the platforms' algorithmic distribution, where content can break through whatever the size of the account: reach is no longer bought per follower, it is earned per content. As a result, the price gap between a mega and a micro-influencer has collapsed: from 13 times in 2025 to 4 times in the first half of 2026.
The advisory agency, best buffer against inflation
This rise comes as influence takes a growing share of advertisers' budgets, across all sectors, in B2C and B2B alike. The study also measures the other side: the value of negotiation and long-term relationships. At constant scope, influencers who collaborate year after year on the agency's programmes raised their rates by only 10% in median terms — three times less than the market.
"This inflation is not a market dysfunction, it is a transfer of value: influence delivers growing performance compared with other marketing levers, and brands are arbitrating accordingly. Across all sectors, influence is no longer a side channel: it is settling at the centre of the marketing mix, and its prices are tightening like those of any medium that performs. In a market rising this fast, knowing the right prices and negotiating every collaboration at fair value becomes decisive: that is where an advisory agency maximises its clients' budgets."
Élodie Monchicourt-Lecuyer and Charlie Trouillebout, co-founders of Matriochka Influences
Methodology
The Matriochka Influences study of influencer collaboration prices covers more than 600 paid collaborations, negotiated and signed by the agency, with more than 400 influencers in France, in 2025 and the first half of 2026. The prices analysed are amounts actually paid, not declared rates. The reference price is that of a standard collaboration: one feed content and a story share, excluding media usage rights. Collaborations span all platforms, Instagram and TikTok foremost. UGC collaborations, whose content runs only on the brand's own accounts, are excluded. All analyses rely on the median price. Influencer tiers are defined by follower count: micro (10,000 to 49,999), mid (50,000 to 499,999), macro (500,000 to 999,999), mega (1 million and above).
Frequently asked questions
Where does the study's data come from?
From the agency's own contracts: more than 600 paid collaborations, negotiated and signed between 2025 and the first half of 2026, with more than 400 influencers. These are prices paid, not published rate cards or influencer declarations — which is what makes the inflation measurement reliable.
Why are smaller influencers' prices rising faster?
Because demand has shifted towards them: their authentic content outperforms relative to investment, and algorithms let content break through whatever the account size. Brands understood it, demand surged, prices followed.
How should these figures be used when planning a budget?
As a negotiation reference — combined with our detailed ranges by platform and profile size, updated with the study's results, in our influencer marketing costs guide.
Can the study's figures be quoted?
Yes, with the credit "Matriochka Influences study of influencer collaboration prices, 2025 – H1 2026".
For press enquiries, interviews or additional data:
elodie.monchicourt@mtrchk.com / charlie.trouillebout@mtrchk.com
Published: 7 September 2026 · Last updated: September 2026
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