Creator earnings
How much does H&M make?
About $59,420 to $187,820 for one sponsored post on Instagram, Facebook, YouTube, and TikTok, or $3,089,840 to $9,766,640 a year at one sponsored post a week.
Per account
| Account | Audience | Per sponsored post |
|---|---|---|
| Instagram @hm | 38.1M followers | $30,860 – $92,590 |
| Facebook @hmtheus | 41.8M followers | $19,390 – $64,630 |
| YouTube @hennesandmauritz | 607K subscribers | $6,070 – $18,210 |
| TikTok @hm | 1.5M followers | $3,100 – $12,390 |
| All accounts | $59,420 – $187,820 |
Show the math
- Instagram 1,000,000 × √38.1 ÷ 1,000 × $5.00–$15 = $30,860 – $92,590
- Facebook 1,000,000 × √41.8 ÷ 1,000 × $3.00–$10 = $19,390 – $64,630
- YouTube 607,000 ÷ 1,000 × $10–$30 = $6,070 – $18,210
- TikTok 1,000,000 × √1.5 ÷ 1,000 × $2.50–$10 = $3,100 – $12,390
Above 1 million followers, the price grows with the square root of the audience: the biggest accounts charge far less per follower than smaller ones.
The rate is the usual price of a sponsored post per 1,000 followers on each platform, at typical engagement for the account's size. One sponsored post a week makes 52 a year. These are estimates, not quotes: real rates depend on niche, country, format and usage rights.