Pricing sponsored content is one of the most confusing parts of being a content creator — there are no published rate cards, brands lowball constantly, and "exposure" is still being offered in 2026. Here is a practical framework for pricing your work.
How to calculate a baseline rate for sponsored content
A widely used starting formula is CPM (cost per thousand impressions) multiplied by your average reach. For Instagram and TikTok creators, rates typically fall between $10 and $50 CPM depending on niche and engagement. A creator with 50,000 average views and a $20 CPM would start at $1,000 per post before factoring in production, exclusivity, or usage rights.
Engagement rate matters more than follower count. A creator with 10,000 highly engaged followers in a specific niche often commands higher rates than one with 100,000 passive followers. If your engagement rate is consistently above 3-5%, use that as leverage in negotiations.
Typical rates by platform and content type
Rates vary significantly by platform because the production effort and audience value differ:
- TikTok video (60 sec): $200–$2,000+ depending on follower count and niche
- Instagram Reel: $300–$3,000+ for mid-tier creators (50K–500K)
- YouTube integration (60–90 sec): $500–$10,000+ with longer shelf life factored in
- Newsletter sponsorship: $30–$100 CPM for niche, high-trust audiences
- UGC content (brand owns it): $150–$500 per video, no audience required
What to charge extra for
Base rates should go up for anything beyond a standard single-platform post. Charge additionally for:
- Usage rights: If the brand wants to run your content as a paid ad, add 20–50% of your base rate per month of usage
- Exclusivity: If they want you to avoid competitors for a period, charge a premium — typically 25–100% on top
- Rush turnaround: Less than 5 business days should carry a rush fee
- Cross-posting to multiple platforms: Each additional platform is a separate line item
UGC creator pricing: a different model
UGC (user-generated content) creators produce content for brands to use in their own channels — not for posting on the creator's audience. Pricing is simpler because it is not tied to reach. A standard UGC video package might be $150–$300 per video, with bundle discounts for 5–10 videos. Learn more about this model in our UGC creator guide.
Track your deals and stop undercharging over time
Most creators undercharge repeatedly because they have no record of what they charged before and what results they delivered. Keeping a deal log — what you charged, what the deliverables were, and what the brand's feedback was — gives you the data to raise rates with evidence. Threecus lets creators log brand deal history, track invoices, and manage contract terms in one place so your pricing gets sharper with every deal.
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