There is no single rate card
A fashion creator with a highly engaged audience may charge more for a Reel than a general lifestyle creator with a larger but less engaged following. A fintech integration may take more research than a food post.
Treat any "standard rate per 10,000 followers" formula as a starting point, not a rule. It ignores the things that actually affect the work: time, usage, exclusivity and results.
- Audience size and engagement quality.
- Niche and how closely the audience matches the brand.
- Format: Story, Reel, carousel, video or UGC.
- Production effort and revision rounds.
- Usage rights, exclusivity and timeline.
Start with your costs
Before you think about the brand’s budget, calculate what the work costs you. This gives you a floor below which a deal does not make sense.
Include your time for concept, shooting, editing, captions, revisions and coordination. Add any direct costs such as props, travel, software or paid tools.
- Estimated hours × the hourly rate you want to earn.
- Equipment, props, location or travel costs.
- Editing, design or photography support.
- A buffer for revisions and admin.
- A margin for taxes and business expenses.
Price the value, not just the followers
Follower count is visible, but it is not the same as reach or trust. A creator with 15,000 followers and strong saves, shares and comments can drive more action than a larger account with passive followers.
If you have past campaign results, use them. Click-throughs, discount-code usage and saves are stronger signals than a generic engagement rate.
- Average reach per post or Reel.
- Engagement rate based on reach, not just followers.
- Audience match with the brand’s customer.
- Past results: clicks, codes, saves or sales.
- Content quality and production effort.
Build a rate card
A rate card makes conversations easier because the brand can see what different packages include. It also stops you from quoting a different number every time.
Use packages for common requests and add-ons for anything extra. Keep the language simple and leave room for custom campaigns.
- Starter: one Reel or one carousel post.
- Story bundle: three to five Stories with a link or code.
- Launch package: one Reel plus Stories and a carousel.
- UGC package: footage or edits without posting on your account.
- Add-ons: usage rights, exclusivity, rush delivery and extra revisions.
Negotiate without racing to the bottom
Negotiation is normal. The mistake is lowering your price without changing the scope. If the brand’s budget is lower, remove a deliverable or reduce the usage rights.
Ask about the brief, deliverables, timeline and budget before you send a final quote. A brand with a clear campaign plan is easier to work with than one asking for a vague "collab".
- Ask for the brief and budget range early.
- Quote a package and explain what is included.
- Trade scope, not value: fewer deliverables for a lower fee.
- Charge separately for usage and exclusivity.
- Consider a partial advance for new brands.
Review and raise your rates
Track the effective hourly rate for every collaboration: total fee minus direct costs, divided by the hours you actually spent. This is more useful than the headline price.
If your content performs well and brands come back, your rate should move. Raise it gradually after a few successful deals rather than waiting for a perfect moment.
- Log hours and direct costs for each deal.
- Review your rates every quarter.
- Raise prices after three to five successful collaborations.
- Keep old clients on a short grace period if needed.
- Drop clients who consistently demand more for less.