It’s the question almost every creator asks, and the honest answer is that there’s no single number. Two creators with the same follower count can reasonably charge very different rates, because a fair price depends on much more than audience size.
Instead of chasing a formula, it helps to understand the factors that shape your value and build your rates from them.
The factors that shape your rate
Your audience. Follower count is a starting point, not the whole story. Who your audience is, and how closely they match the brand’s customers, often matters more than how many of them there are.
Engagement and views. A creator whose posts consistently get strong views, saves and comments can often charge more than a larger account with a quieter audience. Use your recent averages, not your best-ever post.
The deliverables. A single Story takes far less work than a scripted, edited video with multiple concepts. Count everything: planning, filming, editing, revisions and posting.
Production effort. Locations, props, extra people on camera, travel and specialist editing all add cost and should be reflected in the price.
Usage rights. If the brand wants to use your content in ads, on its website or for a long period, that adds value for them and should add to your fee. (See our guide to understanding content usage rights.)
Exclusivity. Agreeing not to work with competitors limits your other income, so it should be paid for.
Timeline. Rush turnarounds disrupt your schedule. It’s normal to price urgency.
Your niche. Some niches have audiences brands find especially valuable or hard to reach, which can support higher rates.
Build your rates from your own numbers
A practical way to start:
- Work out your costs. How many hours does each type of content take you? What equipment, software and expenses go into it? Your rate should cover your time and costs before anything else.
- Gather your performance data. Note your average views, reach and engagement for each format over recent months.
- Price each format separately. A Reel, a TikTok, a YouTube integration and a set of Stories are different products with different effort and results.
- Add usage and exclusivity as separate line items. This keeps your base rate clear and makes negotiation easier.
- Write it down. A private rate sheet keeps you consistent and stops you from undercharging under pressure.
Review your rates regularly. As your audience, skills and results grow, your pricing should grow with them.
Gifted collaborations
Product-only collaborations can make sense when you genuinely love the product and the ask is light. They become a problem when a brand expects the same work as a paid campaign. It’s fine to reply to a gifting offer by sharing your paid rates.
Negotiating without fear
Brands expect negotiation. A few things help:
- Ask about their budget and goals before quoting.
- If the budget is lower than your rate, adjust the deliverables rather than simply dropping your price.
- Be clear about what’s included, including revision rounds.
- Keep it friendly and professional. A good working relationship is worth protecting.
Where MBV fits in
Offer review and negotiation are a big part of what MBV does with the creators we manage. We look at the full picture, including deliverables, usage, exclusivity and timelines, so the rate you agree to reflects the work and the value you bring. We don’t publish rate cards, because a fair price is always specific to the creator and the campaign.