How Much Should Creators Charge for Brand Deals in 2026

If you have between 10,000 and 100,000 followers, you should expect to charge anywhere from $200 to $7,500 per brand deal depending on the platform, deliverable type, and your engagement rate. YouTube pays the most per deliverable, followed by TikTok, Instagram, and Twitter/X. Creators with strong engagement rates in high-value niches like tech, finance, and beauty can command rates 2-3x above these baselines.

Why Most Creators Underprice Their Brand Deals

The single biggest mistake mid-tier creators make is charging too little. Industry surveys consistently show that creators in the 10K-500K follower range leave 30-50% of potential revenue on the table with every deal they accept.

A 2025 study by CreatorIQ found that 77% of creators set their rates based on what other creators charge, not on the actual value they deliver to brands. The problem is that the rates they benchmark against are often underpriced too, creating a race to the bottom.

Brands have budgets. Those budgets are based on CPMs (cost per thousand impressions), expected conversions, and the value of reaching a specific audience. When you charge $500 for a video that delivers $15,000 in attributable sales, the brand wins and you lose.

Here is what the data tells us about underpricing:

• Creators with engagement rates above 5% undercharge by an average of 47% compared to the value they generate for brands
• Niche audiences (finance, B2B tech, healthcare) command 2-5x higher CPMs than general lifestyle content, yet most creators in these verticals price identically to lifestyle creators
• 68% of brands expect to negotiate down from your initial ask, meaning your starting rate should be 20-30% above your target
• Usage rights and exclusivity are routinely given away for free, even though brands budget separately for them

The rest of this guide gives you the specific numbers you need to stop guessing and start pricing with confidence.

YouTube Sponsorship Rates by Follower Count

YouTube remains the highest-paying platform for brand deals because of its long content shelf life, search discoverability, and superior audience intent. A sponsored YouTube video continues generating impressions for months or years after upload, which is why brands pay a premium.

Rates vary significantly based on whether the sponsorship is a dedicated video (the entire video is about the brand), an integration (30-90 second segment within your regular content), or a YouTube Short.

| Follower Tier | Dedicated Video | Integration (30-90s) | YouTube Short | | ------------------- | ------------------- | -------------------- | ----------------- | | Nano (1K-10K) | $500 - $1,500 | $200 - $750 | $100 - $300 | | Micro (10K-50K) | $1,500 - $5,000 | $750 - $2,500 | $300 - $1,000 | | Mid-Tier (50K-500K) | $5,000 - $20,000 | $2,500 - $10,000 | $1,000 - $4,000 | | Macro (500K-1M) | $20,000 - $50,000 | $10,000 - $25,000 | $4,000 - $10,000 | | Mega (1M+) | $50,000 - $200,000+ | $25,000 - $75,000 | $10,000 - $30,000 |

These ranges assume average engagement rates for each tier. If your average view count is significantly higher or lower than your subscriber count would suggest, adjust accordingly. A channel with 100K subscribers averaging 200K views per video should price closer to the Macro tier.

A few things that shift YouTube rates higher:

Niche premium. Tech review channels, personal finance educators, and B2B SaaS-adjacent creators regularly command rates at the top end or above these ranges. A 50K-subscriber tech channel reviewing a $2,000 product can justify $15,000-$25,000 for a dedicated video because the audience has high purchase intent.

Production quality. Brands pay more for cinematic content they can repurpose across their own channels. If your production value is notably above average for your tier, price accordingly.

Audience geography. A channel where 70%+ of viewers are in the US, UK, Canada, or Australia can charge 30-50% more than one with a globally dispersed audience, because advertisers pay higher CPMs in those markets.

Instagram Brand Deal Rates

Instagram pricing is more fragmented than YouTube because the platform offers several distinct content formats, each with different engagement patterns and shelf life. Reels currently command the highest rates due to algorithmic reach, while Stories offer the lowest per-unit pricing but are often sold in bundles.

| Follower Tier | Feed Post | Story (set of 3) | Reel | Carousel | | ------------------- | ----------------- | ---------------- | ------------------- | ----------------- | | Nano (1K-10K) | $100 - $500 | $50 - $200 | $150 - $750 | $150 - $600 | | Micro (10K-50K) | $500 - $2,000 | $200 - $800 | $750 - $3,000 | $600 - $2,500 | | Mid-Tier (50K-500K) | $2,000 - $10,000 | $800 - $3,000 | $3,000 - $15,000 | $2,500 - $12,000 | | Macro (500K-1M) | $10,000 - $25,000 | $3,000 - $8,000 | $15,000 - $35,000 | $12,000 - $30,000 | | Mega (1M+) | $25,000 - $75,000 | $8,000 - $20,000 | $35,000 - $100,000+ | $30,000 - $80,000 |

Carousel posts are gaining ground as a premium format because they drive higher save rates and longer dwell time than single-image posts. If you create educational or tutorial-style carousels, position them as a premium offering.

For Stories, always price as a set (typically 3-5 frames) rather than per individual story. Brands expect a narrative arc, not a single tap-through frame. Adding a swipe-up link or link sticker to a Story set increases its value by 15-25% because it provides a direct conversion mechanism.

One important note on Instagram: engagement rate matters more here than on any other platform. An account with 50K followers and a 6% engagement rate is genuinely more valuable than one with 200K followers and a 1.2% rate. Price based on your average engagement, not just your follower count.

TikTok Sponsorship Rates

TikTok pricing is the most volatile of any platform because view counts are heavily algorithm-dependent. A creator with 100K followers might get 50,000 views on one video and 2 million on the next. This unpredictability is both a risk and an opportunity for pricing.

| Follower Tier | Sponsored Video | Video Series (3 posts) | Sound/Challenge Participation | | ------------------- | ------------------- | ---------------------- | ----------------------------- | | Nano (1K-10K) | $100 - $500 | $250 - $1,200 | $50 - $200 | | Micro (10K-50K) | $500 - $2,500 | $1,200 - $6,000 | $200 - $1,000 | | Mid-Tier (50K-500K) | $2,500 - $12,500 | $6,000 - $30,000 | $1,000 - $5,000 | | Macro (500K-1M) | $12,500 - $30,000 | $30,000 - $75,000 | $5,000 - $15,000 | | Mega (1M+) | $30,000 - $100,000+ | $75,000 - $250,000 | $15,000 - $50,000 |

Several factors unique to TikTok affect pricing more than on other platforms:

Average view count vs. follower count. On TikTok, your median view count over the last 30 videos is a more accurate pricing benchmark than your follower count. If you have 80K followers but consistently pull 500K+ views, you should price in the Macro tier.

Content style and virality history. Brands pay a premium for creators who have a track record of viral content. If three or more of your last twenty posts exceeded 1M views, your rates should reflect that upside potential.

Trend responsiveness. Creators who can natively integrate brand messaging into trending formats command higher rates because the content feels organic and performs better.

Spark Ads whitelisting. Many brands now request Spark Ads access, which lets them boost your organic post as a paid ad. This extends the reach and lifespan of the content significantly. If a brand wants Spark Ads rights, add 30-50% to your base rate. This is a separate line item from standard usage rights.

Twitter/X Brand Deal Rates

Twitter/X has the lowest per-post rates of the major platforms, but it compensates with high-value audience demographics, especially in tech, finance, crypto, and media verticals. Brands use Twitter/X sponsorships primarily for thought leadership positioning and reaching decision-makers rather than mass consumer awareness.

| Follower Tier | Single Post | Thread (4-6 posts) | Post + Spaces Mention | | ------------------- | ----------------- | ------------------ | --------------------- | | Nano (1K-10K) | $50 - $200 | $150 - $500 | $200 - $600 | | Micro (10K-50K) | $200 - $1,000 | $500 - $2,500 | $600 - $3,000 | | Mid-Tier (50K-500K) | $1,000 - $5,000 | $2,500 - $12,000 | $3,000 - $15,000 | | Macro (500K-1M) | $5,000 - $15,000 | $12,000 - $35,000 | $15,000 - $40,000 | | Mega (1M+) | $15,000 - $50,000 | $35,000 - $100,000 | $40,000 - $120,000 |

Threads have become the premium Twitter/X format for brand deals. A well-structured thread with a natural brand integration consistently outperforms single sponsored posts by 3-5x on impressions and engagement. Price threads accordingly.

If you operate in B2B, fintech, or developer-adjacent spaces, your Twitter/X rates should be disproportionately higher than your follower count would suggest on other platforms. A 30K-follower account with an audience of CTOs and engineering leaders is worth far more to a SaaS brand than a 300K lifestyle account.

What Factors Affect Your Rate?

Follower count sets the baseline, but several factors can push your actual rate significantly higher or lower.

Engagement rate. This is the single most important modifier. Calculate yours as (average likes + comments) / followers x 100 for Instagram, or (average views) / subscribers for YouTube. Rates by engagement tier:

• Below 1%: Discount 20-30% from baseline
• 1-3%: Baseline rates
• 3-5%: Add 25-50% to baseline
• 5%+: Add 50-100% to baseline

Niche. Your content category determines the CPM brands are willing to pay. High-intent niches where the audience is actively looking to buy command the highest rates.

| Niche | Rate Multiplier | Why | | ---------------------- | --------------- | --------------------------------------------------- | | Finance / Investing | 2.0 - 3.0x | High customer lifetime value for financial products | | Tech / Software | 1.8 - 2.5x | B2B buyers, high ticket purchases | | Beauty / Skincare | 1.5 - 2.0x | High conversion rates, strong purchase intent | | Health / Fitness | 1.3 - 1.8x | Recurring subscription products | | Gaming | 1.0 - 1.5x | Large audience but lower direct purchase intent | | Lifestyle / Vlog | 1.0x | Baseline; broad but less targeted audience | | Comedy / Entertainment | 0.7 - 1.0x | High reach, lower purchase intent |

Audience demographics. Brands care deeply about where your audience lives, how old they are, and what their income level looks like. Share your audience demographics data proactively in negotiations. Key factors:

• US/UK/Canada/Australia audience: +30-50% over baseline
• Age 25-44 (peak purchasing power): +20-30%
• Gender alignment with product: +10-20% (e.g., 80% female audience for a beauty brand)

Content quality and production value. Brands assess your content as a proxy for how their product will look. High production value with good lighting, audio, editing, and storytelling consistently commands higher rates. If you invest in quality equipment and editing, reflect that in your pricing.

Exclusivity. If a brand asks you not to work with competitors for a period of time, that has a real cost. Standard exclusivity premiums:

• 30 days: +25-40% of the deal value
• 60 days: +40-75%
• 90 days: +75-150%
• 6 months or longer: +150-300%

Never give away exclusivity for free. Every day you cannot work with a competitor is a day of lost potential revenue.

How to Calculate Your Base Rate

Two formulas work well as starting points. Use both and take the higher number as your baseline.

The CPM Formula

Your rate = (Average views or impressions / 1,000) x Target CPM

Target CPMs by platform:

• YouTube: $20-$50 CPM
• Instagram Reels: $15-$35 CPM
• TikTok: $10-$25 CPM
• Instagram Feed: $10-$20 CPM
• Twitter/X: $8-$15 CPM

Example: A YouTube channel averaging 80,000 views per video at a $30 CPM = (80,000 / 1,000) x $30 = $2,400 as a starting integration rate. For a dedicated video, multiply by 2-3x.

The Engagement-Based Formula

Your rate = (Average engagements per post) x (Value per engagement)

Value per engagement varies by platform:

• YouTube: $0.10-$0.30 per engagement
• Instagram: $0.05-$0.15 per engagement
• TikTok: $0.03-$0.10 per engagement
• Twitter/X: $0.05-$0.20 per engagement

Example: An Instagram account averaging 5,000 engagements per Reel at $0.10 per engagement = $500 as a starting point. Apply niche and demographic multipliers from the section above.

After calculating both numbers, take the higher one. Then apply your niche multiplier and any demographic premiums. This gives you a defensible rate that you can justify with data when brands push back.

Negotiation Tips to Get Paid More

Knowing your rate is step one. Getting brands to actually pay it is step two. These negotiation strategies consistently help creators increase their deal values.

Always quote higher than your target. Brands expect to negotiate. If your target rate for a YouTube integration is $3,000, quote $4,000-$4,500. This gives you room to make a "concession" that still lands at or above your target. Never open with your bottom number.

Charge separately for usage rights. When a brand wants to use your content in their own ads, social media, website, or email marketing, that is a separate line item. Standard usage rights pricing:

• Organic social repost (brand's own feed): +15-25% of base rate
• Paid advertising (brand runs your content as ads): +50-100% of base rate
• Website and email usage: +25-40%
• TV or out-of-home: +100-200%

If a brand's contract includes a "perpetual, worldwide, royalty-free license to use the content in any manner," you should either strike that clause or charge accordingly. Perpetual usage rights on a $5,000 deal should add $5,000-$10,000.

Bundle deliverables for volume pricing. Instead of pricing each post individually, offer packages. A bundle of one YouTube integration plus two Instagram Reels plus three Stories creates a perception of value while increasing your total deal size. Give a modest 10-15% discount on the bundle compared to a la carte pricing.

Propose performance bonuses. If a brand is hesitant about your rate, offer a lower base rate with performance incentives. Example: "Base rate of $3,000, plus $500 for every 100K views above 200K." This aligns incentives and often results in higher total payouts than a flat rate.

Never accept the first offer. If a brand leads with a number, it is almost always their floor, not their ceiling. A simple "That's below our standard rate for this type of deliverable. Based on our audience demographics and engagement metrics, we typically price this at [your rate]" wins more often than you would expect.

Get everything in writing before creating content. Deliverables, deadlines, revision rounds, usage rights, exclusivity terms, payment timeline, and kill fee. A clear contract protects you and eliminates ambiguity that brands can exploit later.

How Snippet Helps Creators Set the Right Rate

Pricing is hard because it requires data you probably do not have: what similar creators charge, what brands budget for your niche, and how your engagement metrics compare to the market.

This is exactly the problem Snippet solves. Snippet acts as your AI talent manager, analyzing your content, audience, and engagement data across platforms to generate rate recommendations grounded in real market data. Instead of guessing or copying what you saw in a subreddit, you get a personalized rate card that accounts for your niche, audience demographics, engagement rate, and content quality.

Beyond rate-setting, Snippet handles the entire brand deal pipeline: discovering brands that are the right fit for your content, writing personalized outreach pitches, and analyzing incoming deals to flag underpriced offers and predatory contract terms. It is the talent management system that mid-tier creators have never had access to.

Rate Benchmarks Summary

For quick reference, here is a consolidated view of baseline rates across all platforms for mid-tier creators (50K-500K followers), which represent the core creator segment that is most frequently underpriced.

| Platform | Deliverable | Low End | Mid Range | High End | | --------- | -------------------- | ------- | --------- | -------- | | YouTube | Dedicated Video | $5,000 | $12,000 | $20,000 | | YouTube | Integration (30-90s) | $2,500 | $6,000 | $10,000 | | YouTube | Short | $1,000 | $2,500 | $4,000 | | Instagram | Feed Post | $2,000 | $5,500 | $10,000 | | Instagram | Story Set (3) | $800 | $1,800 | $3,000 | | Instagram | Reel | $3,000 | $8,000 | $15,000 | | Instagram | Carousel | $2,500 | $7,000 | $12,000 | | TikTok | Sponsored Video | $2,500 | $7,000 | $12,500 | | TikTok | Video Series (3) | $6,000 | $16,000 | $30,000 | | Twitter/X | Single Post | $1,000 | $2,800 | $5,000 | | Twitter/X | Thread (4-6) | $2,500 | $7,000 | $12,000 |

These numbers represent baseline rates before applying niche multipliers, engagement premiums, or usage rights fees. Your actual rate could be meaningfully higher depending on your specific situation.

The most important takeaway from this entire guide: your rate should be based on the value you create for brands, not on what you think you can get away with asking. Brands have budgets. Those budgets are informed by data. Your pricing should be too.

Start with the formulas and tables above, adjust for your unique strengths, and never be afraid to walk away from a deal that undervalues your work. The right brand at the right rate is always worth more than a quick payout that sets a low anchor for every future negotiation.