How to price a brand deal
Start from the price of one standard piece of content, then build up. Follower count shows your reach on paper; average views show what a brand actually gets. This calculator uses both, so a small account with strong views isn't undersold and a big account with weak views isn't oversold.
Then each deliverable is priced against that standard piece, and extras like usage rights are added as a share of the content fee. Brands are used to seeing quotes built this way, which makes yours easier to approve.
The formula
One standard piece = average of (followers ÷ 1,000 × follower rate) and (average views ÷ 1,000 × view rate), × engagement factor.
The starting rates are $10 per 1,000 followers and $20 per 1,000 views on Instagram, $8 and $15 on TikTok, and $5 per 1,000 subscribers and $25 per 1,000 views on YouTube. The engagement factor compares you to accounts your size, from 0.6× to 1.6×. A Reel is 1.3× a feed post, a Story frame 0.4×, and a dedicated YouTube video 2.5× an integration.
Add-ons brands should pay for
These are where many creators leave money on the table. Common starting points:
- Usage rights: the brand reuses your content on its own channels or ads. Around +25% for 30 days, +50% for 90 days, +100% or more for perpetual.
- Exclusivity: you agree not to work with competitors for a time. Around +25%, more for long terms.
- Whitelisting or paid ads: the brand runs ads through your account. Around +30%.
- Rush: turnaround in under a week. Around +25%.
UGC is priced differently
With UGC (user-generated content), you make the video but the brand posts it, so your followers don't matter much. UGC is usually a flat fee per video based on your skill and the work involved, and usage rights become the biggest part of the price. Use this calculator's deliverables and usage add-ons, and set followers and views to reflect your portfolio rather than your account.
Frequently asked questions
How much should I charge for a brand deal?
Start from one standard post priced on your followers and average views, multiply by the deliverables, then add usage rights, exclusivity and whitelisting. The result is a starting point to negotiate from, not a fixed price.
What are usage rights?
Permission for the brand to reuse your content on its own website, social accounts or ads for a set time. The longer and wider the use, the more you should charge.
What is whitelisting?
The brand runs paid ads from your account, using your name and content. It's worth more than an organic post because your audience and credibility power their ads.
Can I get brand deals with under 10,000 followers?
Yes. Many brands work with smaller creators because their audiences engage more. Lead with your engagement and past results, and keep your rates in line with your views.
Should I share my rates first or wait for the brand's budget?
Asking for their budget first is fair and often gets you more. If they ask you first, send a range or a rate card so there's room to adjust the package.