Ask ten creators what to charge for a sponsored post and you'll get ten different 'follower × a penny' formulas. Brands know this, which is why the first number they offer is almost always low. A defensible rate isn't a vibe — it's built from what actually drives value.
Start with engaged audience, not follower count
Reach matters, but engagement matters more. A 20,000-follower account with 8% engagement often outperforms a 200,000-follower account at 0.5%. Base your rate on engaged audience (followers × engagement rate) and the content format — a produced Reel or video is worth far more than a static story frame.
Charge separately for usage rights and exclusivity
The single biggest under-charge in creator deals is usage rights. If a brand wants to run your content as a paid ad (whitelisting/allowlisting) or reuse it beyond the campaign window, that is worth a large premium over a single organic post — sometimes 2–3x. Category exclusivity (you can't work with competitors) is also billable, priced by how long it locks you out.
Bundle deliverables the way brands buy
Package your rate as a clear deliverable set — e.g., one Reel + two stories + 30-day whitelisting — so the brand can't cherry-pick the cheapest line. Anchor high, then let the negotiation come to a fair middle rather than starting from the brand's low opener.
Get a rate you can defend
The Sponsorship Rate Calculator combines reach, engagement, format, exclusivity, and usage into a fair-market number and drafts a counter-offer email so you never accept the first low bid.
Open the free Sponsorship Rate Calculator →
Frequently asked questions
What is a good CPM for influencer marketing?
There's no single CPM — rates swing widely by niche, format, and rights. Instead of a flat CPM, price from engaged audience plus premiums for usage rights and exclusivity, which is how brands actually value a deal.
How much should I charge for whitelisting?
Whitelisting (letting a brand run your content as paid ads) is worth a significant premium over an organic post — often 2–3x — because the brand gets ongoing paid usage of your face and voice. Price it separately and by duration.
Should I have a rate card?
A starting rate card is useful, but keep it flexible. Final pricing should flex with usage rights, exclusivity, and deliverable volume rather than a single fixed number.