How much should I charge for a brand deal?

What do creators charge at 10k, 50k, 200k and 1M followers?

Two sources are worth reading side by side. Influencer Marketing Hub publishes planning ranges for 2026. Kolect publishes the median fee actually agreed across more than 120,000 collaborations, mostly with US and European creators, created between August 2025 and October 2026.

The gap between those columns is the point. The ranges are what brands are told to budget. The medians are what a large set of real deals settled at, and that set leans towards single posts for consumer tech, home, DIY and lifestyle brands. A creator at 200k with strong recent views can sit near the top of the range. A creator at 200k whose views have dropped will be offered something nearer the median.

In our experience, follower count starts the conversation and recent views decide where it ends.

On the UK and US: almost every published benchmark is in dollars, and 85% of the deals in Kolect's data were in USD. We haven't found a reliable UK-only dataset, so if you quote in pounds, convert, then check the number against what the brief actually asks for.

What makes a brand deal worth more?

• Recent views and engagement. A brand is paying for attention, so your last ten posts matter more than your follower count.
• Deliverables. One Reel is not the same as one Reel, three Stories and a link in bio. Price each piece.
• Usage rights. If the brand wants to run your content in its own ads, that's extra. Influencer Marketing Hub puts paid usage at 20% to 30% of your base fee per month. Our usage rights guide covers how to price it.
• Exclusivity. Agreeing not to work with competitors costs you other deals. The same source puts category exclusivity at a 15% to 30% premium on total fees.
• Turnaround and revisions. Rush jobs and extra rounds of edits take time you could spend on another deal.
• Niche and audience location. An audience in the countries a brand sells to is worth more to that brand than the same numbers elsewhere.
• Production. Travel, props, a second person on camera, a location.

Kolect's data shows how normal usage has become: 80.4% of single-post deals included paid-usage, whitelisting or ad-code rights. If a brief doesn't mention usage, ask. It's much easier to price now than to argue about after the ad is live.

How do I work out my rate for a brand deal?

1. Start from views. Take your average views on recent posts on the platform the brand wants, not your best post.
2. Find your range. Use the table above to see where your tier sits, then place yourself in it by how your views and engagement compare with accounts your size.
3. Price each deliverable. A Reel, a set of Stories, a TikTok, a YouTube integration: each on its own line.
4. Add usage, exclusivity and rush fees as separate lines, each with a time limit and a scope, such as 30 days of paid social in the UK.
5. Set the payment terms: a date, a deposit on bigger jobs, and what happens if the brand cancels.
6. Leave room to move, and trade price for scope, never for nothing. If the brand wants a lower fee, take out a deliverable or shorten the usage.

Send it as a short written quote for that brief, not a rate card. Rate cards get forwarded and anchor every future deal to one number. A quote fits the job in front of you.

What are the most common brand deal pricing mistakes?

• Quoting from followers alone, when the brand will look at your views.
• Giving usage away inside the post fee.
• Agreeing to exclusivity without named competitors and an end date.
• Cutting the price without cutting anything from the brief.
• Leaving disclosure out of the plan. In the UK the ASA and CMA expect a clear "Ad" label upfront, and in the US the FTC says a video's disclosure belongs in the video, not only the caption. The ASA's guide notes brands won't want to risk a sanction over a missing label, so getting it wrong can cost you the next deal.

How we do it at TBC

Brands come to us for a shortlist with rates, and we pitch the creators on our roster to brands that suit them. A few things never change in how we price:

• Deals are negotiated up and signed in writing, never agreed in a DM.
• Usage is defined and time-limited, written into each deal. On our brands page we tell brands that 90 days of paid media is typical.
• Exclusivity is limited to the brand's category, for its campaign window.
• Brands pay on signature where we can get it, and you see every invoice.
• You're paid within five business days of the brand paying us.

If you're sitting on an offer and aren't sure the number's right, write to Mel. You can also send your brand DMs with your application and we'll tell you which are real.

Questions creators ask