A brand slides into your DMs. They love your content. They want a post, two stories and a reel. Then comes the question that makes most creators freeze: “What’s your rate?”
I’ve been on both sides of that email. After 12+ years in marketing, a stint as a CMO and more than 100 brand collaborations, I can tell you this: the creators who get paid well are not always the biggest. They’re the clearest.
Why most creators underprice
Creators quote what feels comfortable. A number that won’t get a “no.” A number that sounds fair for the time it takes to film.
Brands don’t pay for your time. They pay for what your content does for their business. Attention, trust, clicks, sales. If you price by the hour, you’ll always leave money on the table.
Brands don’t pay for your time. They pay for the trust your audience already has in you.
A simple way to build your rate
1. Start with your real numbers. Look at your last 10 posts. Note average views, saves, shares and link clicks. Not your best post. Your average. That’s your baseline.
2. Price the deliverable, then the extras. A single reel has one price. Usage rights, exclusivity and a rush timeline each add to it. If a brand wants to run your video as an ad, that’s a separate fee. Don’t bundle it for free.
3. Know your floor. Pick the lowest number you’d say yes to without resenting the work. Write it down before the brand emails you. It’s much harder to find that number under pressure.
4. Quote a package, not a single line. Offer a good, better, best. Most brands pick the middle. It also moves the conversation from “yes or no” to “which one.”
Ask the questions everyone skipped
Before you send a rate, get clear on the deal. What’s the goal of the campaign? Who is the customer? How will they measure success? How long can they use the content?
Most creators skip these because they feel pushy. They aren’t. They’re what a professional partner asks. And brands notice. The creators who ask good questions get invited back.
Say it plain, then stop talking
When you send your rate, keep it short. State the deliverables, the price and the terms. No apology. No “I know this might be high.” Then wait.
If they push back, don’t drop your number. Trim the scope instead. Fewer deliverables, shorter usage window, no exclusivity. Your rate stays. The deal shrinks to fit the budget.
The idea matters, so does execution
A good rate card won’t help if your content strategy is scattered. Brands want a creator with a clear point of view, a consistent audience and a plan. If you’re not sure where yours stands, that’s what I help creators sort out through my content strategy services.
This week, pull your last 10 posts, write down your averages and set your floor. That’s an afternoon of work, and it changes every conversation you have after it. Clarity before content. Pricing included.