UK Brand Deal Rates for Creators in 2026 (By Platform & Size)

The UK influencer marketing industry is worth approximately £1.5 billion in 2026, making it the largest market in Europe. However, it's still roughly one-fifth the size of the US market, which directly impacts what brands are willing to pay.

UK brand deal rates are typically 20-40% lower than US equivalents at the same follower count. This isn't because UK creators are worth less — it's because UK marketing budgets are smaller and the addressable market (67 million people vs 330 million) is significantly smaller.

The structure of UK brand deals has evolved. A few years ago, most deals were simple: one post for one fee. Now, brands typically want packages — a Reel plus Stories plus a feed post, or a YouTube integration plus TikTok cross-promotion. Understanding how to price these packages is crucial for maximising your income.

Who's spending? The biggest UK influencer marketing spenders include fashion retailers (ASOS, Boohoo, PrettyLittleThing), beauty brands (Charlotte Tilbury, Boots own brands, The Ordinary), tech companies (Sky, Three, Samsung UK), food and drink (Deliveroo, HelloFresh, M&S), and fintech (Monzo, Revolut, Starling). These brands have dedicated influencer budgets and work with creators across all size tiers.

Agencies play a significant role in the UK market. Brands often work through PR and marketing agencies who handle creator selection and negotiation. Knowing the major UK influencer agencies (Gleam, Goat, Social Chain, The Fifth) helps you understand the landscape.

YouTube (dedicated sponsorship):
- 5K-25K subscribers: £300-£1,000 per integration
- 25K-100K subscribers: £1,000-£5,000
- 100K-500K subscribers: £3,000-£15,000
- 500K+ subscribers: £10,000-£50,000+
Dedicated videos (entire video about the brand) typically cost 2-3x an integration.

Instagram (feed post):
- 5K-25K followers: £100-£400
- 25K-100K followers: £400-£2,000
- 100K-500K followers: £1,500-£6,000
- 500K+ followers: £5,000-£25,000+
Reels command a 30-50% premium over static posts. Stories are priced at 25-40% of feed post rates.

TikTok:
- 10K-50K followers: £100-£500
- 50K-200K followers: £500-£2,500
- 200K-1M followers: £2,000-£8,000
- 1M+ followers: £5,000-£25,000+

Newsletter/Email:
- 1K-5K subscribers: £100-£300 per mention
- 5K-25K subscribers: £300-£1,000
- 25K+ subscribers: £1,000-£5,000

Podcast (mid-roll read):
- 1K-5K downloads per episode: £100-£300
- 5K-25K downloads: £300-£1,500
- 25K+ downloads: £1,500-£5,000

All rates assume UK-based audience. International reach may justify higher pricing.

British politeness is your enemy when negotiating brand deals. Here's how to get paid properly.

Never accept the first offer. UK brands and agencies almost always start with a low-ball figure, expecting negotiation. Their first offer is typically 40-60% of their actual budget. A polite counter at 50-80% above their offer is standard practice.

Know your metrics cold. Before any negotiation, know your engagement rate, average views per post, audience demographics (age, gender, location — UK percentage is crucial), and past campaign results. Present these confidently.

Price based on deliverables, not just your size. Break your pricing into components: content creation fee + posting fee + usage rights + exclusivity. A basic Instagram Reel might be £500, but if the brand wants usage rights for 6 months and exclusivity in your niche for 3 months, the total should be £1,500-£2,500.

Usage rights are where the real money is. If a brand wants to use your content in their paid advertising (whitelisting), charge 50-200% extra per month of usage. A 3-month usage licence can easily double your deal value. Many UK creators miss this entirely.

Exclusivity commands a premium. If a brand wants you to avoid working with competitors, charge 20-50% extra per month of exclusivity. A 3-month exclusivity clause with a broadband provider should add significant value to the deal.

Get everything in writing. Use a simple contract covering deliverables, timeline, payment terms (request 50% upfront or payment within 30 days), usage rights, exclusivity period, and revision policy. UK payment terms can be slow — chase invoices at 30 days.

UK creators frequently make mistakes that cost them money. Avoid these.

Working for 'exposure' or gifting only. If a brand has budget for product, they have budget for a fee. Gifting-only deals are acceptable below 5,000 followers or when the product is genuinely high value (£200+), but always try to negotiate a fee alongside.

Not charging for revisions. Include a revision policy in your agreement. One round of minor edits should be included in your base rate. Anything beyond that — reshoots, re-edits, additional content — should be charged extra.

Ignoring ASA regulations. The Advertising Standards Authority requires UK creators to clearly label paid partnerships. Use #ad prominently (not buried in hashtags) or Instagram's Paid Partnership tag. The ASA has investigated and sanctioned UK creators for non-compliance. Getting it wrong can mean fines and reputational damage.

Undervaluing your niche expertise. A finance creator with 20K followers is worth more to a bank than a lifestyle creator with 200K followers. Price based on your audience's value to the specific advertiser, not just your reach.

Accepting slow payment terms. Many UK agencies default to 60 or 90-day payment terms. Push for 30 days, or request 50% upfront. Cash flow is critical for full-time creators — waiting three months for payment isn't sustainable.

Not tracking performance. Share campaign results with brands after every deal — impressions, engagement, click-throughs, conversions if available. Brands who see ROI become repeat clients, and repeat clients are worth more than one-off deals.