A guide to how content creators should charge brands for sponsorships.

How Creators Should Price Brand Deals

Pricing brand deals is one of the trickiest parts of being a creator. You don’t want to underprice and leave money on the table—but you also don’t want to go so high that brands walk away.

There’s no universal formula, but here’s a framework I’ve found useful.

Start with Your CPM

CPM (cost per thousand views) is the most common benchmark brands use. For sponsored content, typical rates are:

• YouTube long-form: $20–$50 CPM

• Instagram Reels / TikTok: $10–$30 CPM

• Newsletters: $20–$80 CPM (higher for niche audiences)

Example: If your YouTube video averages 100,000 views, a $30 CPM = $3,000 per integration.

Add a Premium for Niche Audiences

Brands pay more for targeted audiences. If your audience is in finance, B2B, health, or legal, your CPM can 2–3x the baseline.

A general lifestyle creator with 100k subs might charge $2,000. A personal finance creator with 100k subs might charge $5,000+.

Factor In Usage Rights

If a brand wants to run your content as a paid ad, charge extra. Usage rights typically add 20–50% to your base rate.

Consider Exclusivity

Exclusivity (agreeing not to work with competitors for a period) also commands a premium. Typical rate: 15–30% increase per month of exclusivity.

Know Your Floor Price

Set a minimum you won’t go below. Factor in your time, your team’s time, and what the partnership means to your brand.

If you spend 8 hours on a sponsored video, and you value your time at $100/hr, your floor is $800 just for labor.

Don’t Discount Just to Close

Brands have budgets. If they’re asking for a discount, it’s often not because they can’t afford it—it’s because they’re testing you. Holding your rate signals confidence and professionalism.

Have a Rate Card—But Stay Flexible

A rate card gives you a starting point and signals you’re a professional. But custom packages often close bigger deals. Know your numbers, but be ready to build packages that fit a brand’s goals.

Summary

Pricing brand deals requires knowing your CPM baseline, adjusting for niche and audience value, charging for usage rights and exclusivity, setting a floor, and holding your rate. The creators who price confidently tend to earn more over time.