How much should I charge for a brand deal?

Use follower-tier benchmarks as a base: micro (10K-50K) = $200-$1,500/post; mid-tier (50K-250K) = $1,000-$7,000/post; macro (250K-1M) = $3,000-$20,000/post. Adjust for engagement rate, audience demographics, and content requirements.

Should I accept product-only brand deals?

Only at the nano level (under 10K followers) or if the product is genuinely valuable ($500+). Once you have 10K+ followers, you should receive cash compensation for brand partnerships. Product-only deals undervalue your work.

How do I know if a brand deal offer is fair?

Compare the offer to the benchmarks in this guide. If the offer is more than 30% below your tier's range, it is likely below market. Also consider: production time required, usage rights included, exclusivity terms, and payment timeline.

When should I raise my brand deal rates?

Every 6-12 months, or when you reach a new follower milestone (10K, 25K, 50K, 100K). Also raise rates when your engagement rate improves, you add a new platform, or your niche demand increases.

Guide

Brand DealsRate CardUSAAll Platforms

Brand Deal Rates by Follower Count in the USA: 2026 Benchmark Guide

Brand deal pricing is one of the most opaque areas of the creator economy. Most creators have no idea what others charge and frequently undervalue themselves by 50% or more. This guide provides comprehensive rate benchmarks across all major platforms and follower tiers for US creators in 2026.

Last updated: February 26, 2026

Step-by-Step Guide

Research your market rate

Use the benchmarks in this guide to identify your base rate. Cross-reference with what creators at similar audience sizes in your niche charge (ask in creator communities).

Create a professional rate card

Design a clean PDF with platform pricing, package deals, add-ons (usage rights, exclusivity, revisions), and past brand work examples.

Practice negotiation scenarios

Rehearse responses to common situations: low offers, scope creep requests, unfavorable payment terms. Having prepared responses prevents accepting bad deals in the moment.

Track all deals in a spreadsheet

Record every brand deal: brand name, deliverables, rate, payment terms, actual payment date. This data helps you identify patterns and justify rate increases.

Raise rates every 6-12 months

As your audience grows and portfolio strengthens, increase rates by 15-30% annually. Existing brand partners should receive advance notice of rate increases.

Cross-platform rate benchmarks by follower tier

Based on aggregated data from Aspire, Klear, HypeAuditor, Grin, and NeoReach (2025-2026):

Nano (1K-10K followers):
- YouTube: $100-$500/video
- TikTok: $50-$250/post
- Instagram Post: $50-$250
- Instagram Reel: $75-$300
- Instagram Story: $25-$100

Micro (10K-50K followers):
- YouTube: $500-$3,000/video
- TikTok: $200-$1,000/post
- Instagram Post: $200-$1,200
- Instagram Reel: $300-$1,500
- Instagram Story: $75-$400

Mid-tier (50K-250K followers):
- YouTube: $2,000-$10,000/video
- TikTok: $1,000-$5,000/post
- Instagram Post: $1,000-$5,000
- Instagram Reel: $1,500-$7,000
- Instagram Story: $300-$1,500

Macro (250K-1M followers):
- YouTube: $5,000-$25,000/video
- TikTok: $3,000-$15,000/post
- Instagram Post: $3,000-$15,000
- Instagram Reel: $4,000-$20,000
- Instagram Story: $1,000-$5,000

Mega (1M+ followers):
- YouTube: $15,000-$100,000+/video
- TikTok: $10,000-$50,000+/post
- Instagram Post: $15,000-$100,000+
- Instagram Reel: $20,000-$120,000+
- Instagram Story: $3,000-$15,000

These are base rates for a single content piece. Package deals, usage rights, and exclusivity are priced separately.

Factors that adjust your rate up or down

Base rates are starting points. These factors create significant adjustments:

Rate multipliers (increase your rate):

- High engagement rate: Top 25% engagement for your tier adds 25-50% to base rate. Brands track this closely using tools like HypeAuditor.
- US-heavy audience (70%+): US audiences are most valuable. International audiences reduce your rate for US-focused brands.
- Niche authority: Recognized expertise (credentials, media features, industry respect) adds 20-40%.
- Content exclusivity: Not promoting competitors for 30-90 days justifies 25-50% premium.
- Usage rights: Brand using your content in their ads adds 100-200% to base.
- Whitelisting/boosting: Brand running your content as a paid ad adds 50-100%.
- Multi-platform packages: Combined TikTok + Instagram + YouTube deal justifies 2-2.5x single-platform rate.
- Quick turnaround: Content needed within 48-72 hours adds 25-50% rush fee.

Rate reducers:
- Low engagement rate (bottom 25%): -20-30%
- International audience majority: -30-50% for US-focused brands
- Unproven track record: -10-20% for first brand deal
- Long-form relationship (6+ month ambassadorship): -10-15% per post (but higher total value)

How to determine and communicate your rate

Step 1: Find your base rate from the benchmarks above.
Identify your follower tier and platform. This is your starting point.

Step 2: Apply multipliers and reducers.
Adjust for engagement rate, audience demographics, niche authority, and any special factors.

Step 3: Calculate your minimum acceptable rate.
Consider your production time (scripting, filming, editing, revisions) and minimum hourly rate. If a brand deal takes 8 hours of work, your rate should exceed 8x your minimum hourly rate.

Step 4: Build your rate card.
Create a professional document with:
- Platform-specific content pricing
- Package deals (bundle discount)
- Add-on pricing (usage rights, exclusivity, revisions, rush)
- Past brand work examples

Step 5: Practice negotiation responses.
- When asked "What's your rate?": Quote 20-30% above your target to leave negotiation room
- When told "Our budget is $X": If below your minimum, propose fewer deliverables at your rate rather than discounting
- When offered product-only: "I appreciate the offer. My minimum for cash compensation is $X. I am happy to discuss a hybrid (product + cash) arrangement."

The most common mistake: Accepting the first offer without negotiation. According to creator platform data, 65% of brand deal initial offers are below the brand's actual budget. Negotiating typically yields 20-50% higher compensation.

Navigating common brand deal scenarios

Scenario 1: Brand offers $200 for a TikTok post (you have 50K followers)
Your benchmark rate: $1,000-$5,000. This offer is dramatically below market. Response: "Thank you for considering me. My rate for a TikTok post is $2,000, which includes one round of revisions and posting for a minimum of 30 days. I am happy to discuss a package that works within your budget."

Scenario 2: Agency wants usage rights at no additional cost
Usage rights have real value — the brand will use your content in paid advertising reaching millions. Response: "Usage rights for paid advertising are priced separately at $X (100-200% of base rate) for a 3-month license. I can include organic posting rights at no additional charge."

Scenario 3: Brand wants a 90-day exclusivity clause
Exclusivity means you cannot work with competitors for 90 days, which costs you potential deals. Response: "I can offer 90-day exclusivity at a 40% premium on the base rate, or 30-day exclusivity at a 15% premium."

Scenario 4: Payment terms are net-90 (paid 90 days after posting)
This is unfavorable. Response: "My standard payment terms are net-30. I can accommodate net-45 for larger partnerships. For net-90, I would need a 15% premium to account for the extended timeline."

Scenario 5: Brand wants unlimited revisions
This is a red flag for scope creep. Response: "My rate includes one round of revisions based on the approved brief. Additional revision rounds are $X each. This ensures efficient collaboration for both of us."

Pro Tips

65% of brand deal initial offers are below the brand's actual budget — always negotiate
Usage rights (brand using your content in ads) should be 100-200% of your base rate — never give them for free
Multi-platform packages (TikTok + Instagram + YouTube) justify 2-2.5x a single-platform rate
The most common pricing mistake is accepting product-only compensation when cash payment is appropriate for your tier
Track every brand deal in a spreadsheet to build market data for your own negotiations