Costs, the FTC disclosure rule, and a safe way to pay.
To hire an influencer in the United States, shortlist creators whose recent posts reach your buyers, agree the price and ad rights in writing, make sure the disclosure sits with the endorsement, and pay in stages.
The advertising rule in the US
The FTC's Endorsement Guides (16 CFR Part 255) say that when an endorser has a connection to the brand that the audience would not expect, it must be disclosed clearly and conspicuously. A connection can be payment, free or discounted products, or a business, family, or personal tie, whether or not the brand asked for a post in return.
FTC staff guidance says to put the disclosure with the endorsement itself, not only in a profile, at the end of a post, behind a "more" link, or inside a pile of hashtags. In a video the disclosure should be in the video, not only the description, and in a live stream it should be repeated. Plain words such as "ad", "advertisement", and "sponsored" work. A hashtag is allowed but not required.
This is not legal advice. Check the current rules, and agree in your contract who adds the label and where.
What it costs
We do not have a the US-specific rate table. As a guide, the median agreed fee for one collaboration in Kolect's 2026 campaigns (global, in US dollars) was $250 for creators under 10K followers, $400 for 10K to 100K, and $600 for 100K to 500K. Treat the number as a starting point for a negotiation.
To price one creator, use the influencer rate calculator.
Before you book
Write the label into the brief, for example "Ad" at the start of the caption and on screen at the start of the video.
Ask for the disclosure inside the video, not only in the description.
Agree what counts as a connection: payment, free product, discounts, early access, or a commission.
Keep the signed brief and the live post link on file.
How Antellio handles the deal
Creators connect their accounts, so the media kit shows live stats.
Contracts fix the scope, dates, and usage. Milestones track the work.
The brand funds escrow, and the money is released when you approve.
Fees: 5% when a brand adds money to a wallet, and 5% when a creator cashes out. Brand plans are Launch $0, Growth $60, and Scale $200 a month.
Questions
How much does it cost to hire an influencer in the US?
We do not publish a the US-specific figure. Global medians from Kolect's 2026 campaigns were $250, $400, and $600 for creators under 10K, 10K to 100K, and 100K to 500K followers. Use the rate calculator for a specific creator.
Do influencer posts need a label in the US?
Yes, when the creator has a material connection to the brand that viewers would not expect, such as payment or free products. The FTC wants the disclosure placed with the endorsement and easy to notice. This is not legal advice.
Is a free product a material connection?
Yes. FTC staff say financial relationships are not limited to money. If a brand gives a creator free or discounted products or other perks and the creator mentions one of its products, the creator should disclose even if they were not asked to mention that product.
How do I pay a creator safely?
Put the scope, dates, usage, and price in a contract, and pay in stages. On Antellio the brand funds escrow and the money is released after you approve the work.