How much to charge for brand deals (with a rate card)
By the Chatbait team ·
Short answer: most creators price a brand deal using one of four methods: a flat rate by follower count, a rate tied to engagement, a rate based on views (like a CPM), or a flat package price for several deliverables. The final number also depends on how long the brand can reuse your content, whether you promise not to work with competitors, and whether the brand can run your post as a paid ad from your account. There is no single correct number. Use the methods below to build your own rate, then quote with a rate card instead of guessing on the spot.
Facts last checked on October 18, 2026, against the sources linked below.
The four common ways to price a post
By follower count. You set a flat price based on how many followers you have, usually with a price per 1,000 followers. This is the simplest method and the easiest for a brand to compare across creators. It ignores whether your followers actually engage, so it can undervalue a small, loyal audience.
By engagement rate. You price based on likes, comments, and saves relative to your follower count, not the follower count alone. A smaller account with high engagement can charge more than a bigger account with a quiet audience. This method rewards creators whose audience actually acts on what they post.
By views or CPM (cost per thousand views). Common on YouTube, TikTok, and Reels, where views matter more than follower count. You set a price per 1,000 views, based on your typical video performance, then estimate the total. This fits creators whose follower count doesn't match their reach.
Flat package deals. You set one price for a bundle, such as one Reel plus two Stories plus a link in your bio for a week. Most working creators end up here, because brands want to buy a bundle, not haggle over each post separately. You can still use the other three methods to figure out what the bundle should cost before you round it into one number.
What changes the price
Two posts with the same follower count can have very different prices. These are the main reasons why.
| Factor | What it means | Effect on price |
|---|---|---|
| Usage rights | How long and where the brand can reuse your content | Longer or wider use costs more |
| Exclusivity | You agree not to post for competing brands for a period | Add a separate fee |
| Whitelisting / paid ads | Brand runs your post as an ad from your account | Usually the biggest add-on |
| Number of deliverables | How many posts, stories, or videos | Price scales with each item |
| Turnaround time | How fast you must deliver | Rush jobs cost more |
Usage rights means how long, and in what places, a brand can reuse what you made. A brand that only wants to repost your Reel to their own feed for a month should pay less than one that wants to run it on their website and ads for a year. Always put a time limit and a list of allowed places in writing.
Exclusivity means the brand pays you to skip deals with its competitors for a set time, often 30 to 90 days. This is a separate line item from the content itself, because it blocks other income you could have earned.
Whitelisting, also called paid ads usage or "spark ads" on TikTok, means the brand runs your post as a paid ad using your account's name and look, often targeted far beyond your own followers. Because the brand's ad budget can reach many more people than your organic post, this usually carries the highest add-on fee of any factor on this list.
Number of deliverables is simple: more posts, more money. But a bundle of several deliverables is usually priced a little below what each piece would cost alone, since brands expect a small discount for buying more.
Turnaround time matters because a same-week request forces you to rearrange your schedule. A standard turnaround (two to three weeks) should be your default price. Anything faster is a rush fee on top.
What real rates look like
Influencer Marketing Hub publishes typical rates by audience size (last updated October 6, 2026). It's a media company that earns money from partnerships with influencer marketing tools and agencies, so treat these as one company's estimates.
| Tier | Instagram post | TikTok video | YouTube video |
|---|---|---|---|
| Nano (under 10,000) | $10 to $100+ | $50 to $200 | $20 to $200+ |
| Micro (10,000 to 100,000) | $100 to $500+ | $200 to $800 | $200 to $1,000+ |
| Macro (100,000 to 1 million) | $5,000 to $10,000+ | $800 to $5,000 | $10,000 to $20,000+ |
| Mega (over 1 million) | $10,000+ | $5,000 to $50,000+ | $20,000 to $50,000+ |
The jump from micro to macro looks big because this table skips the middle. The same page puts "mid-tier" creators at about $500 to $5,000+ for an Instagram post.
These are wide ranges from one source, not a fixed price list. Treat them as a starting point to sanity check your own number, not as what you must charge.
How to answer "what's your rate?"
Don't quote a number on the spot. Ask what the brand wants first: how many posts, what platform, how long they want to use the content, whether they want exclusivity, and when they need it. Then send a short rate card or a quote built from it. This protects you from underpricing a deal that turns out to include usage rights or ads, and it looks more professional than a guess.
Rate card to copy and fill in
Email reply to "what are your rates?"
Disclosing paid posts (FTC basics)
This is general information, not legal advice. If you're unsure how a rule applies to your situation, check with a lawyer.
The FTC's Disclosures 101 for Social Media Influencers says you must disclose any "financial, employment, personal, or family relationship" with a brand, including free or discounted products, not only paid posts. The FTC also says: "don't assume your followers already know about your brand relationships."
On placement, the FTC says a disclosure should be "placed so it's hard to miss" and placed with the endorsement itself. It specifically warns that a disclosure is "likely to be missed if it appears only on an about me or profile page, at the end of posts or videos, or anywhere that requires a person to click more." On Stories or similar formats, it says to superimpose the disclosure over the image, not bury it in text underneath.
On wording, the FTC asks for "simple and clear language," such as "ad," "advertisement," or "sponsored," and says hashtags like #ad are fine. It warns against vague terms like "sp," "spon," or "collab," since readers may not understand what they mean.
Frequently asked questions
How do I work out my engagement rate?
Add up the likes, comments and saves on a post, divide by your follower count, and multiply by 100. Do this for your last 10 posts and take the average, so one viral post doesn't skew it.
Do I need a contract for a brand deal?
Most working creators use at least a short agreement covering payment, deliverables, usage rights, and deadlines. This protects both sides if something changes mid-project.
What if a brand only offers free product, no payment?
That's your choice to accept or decline. If you do accept, you still must disclose the relationship under FTC rules, since free product counts as something of value.
Is whitelisting the same as usage rights?
No. Usage rights let the brand reuse your content as-is on its own channels. Whitelisting lets the brand run ads from your actual account, reaching people who don't follow you, which is why it usually costs more.
How often should I update my rate card?
Many creators review their rates every few months, or after a jump in followers or engagement. Check your numbers against current data, like the Influencer Marketing Hub benchmarks above, before sending a quote.
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