The rate card template
Copy this, swap in your numbers, and paste it anywhere. A brand should be able to read it in under a minute.
[Your name] | @[handle] Niche: [e.g. skincare, home finds, fitness] PACKAGES 1 TikTok video (posted to my page): $500 3-video bundle (posted to my page): $1,350 UGC video (delivered to the brand, not posted by me, 30 days of organic use): $250 ADD-ONS Paid usage (ads, Spark Ads): +$150 per 30 days Raw footage: +$75 Extra revision: +$50 Category exclusivity: +$100 per 30 days TERMS - Payment before filming - 1 round of revisions included - Usage ends after 30 days unless extended Contact: [your email]
The numbers above are examples, not rules. You'll pick your own in the pricing section below.
What to put on your rate card
Each line earns its spot:
- Name and handle. Cards get forwarded. If your card gets detached from the email thread, they still know who it belongs to.
- Niche. One line that tells the brand what kind of content you make, so they know the fit before they scroll.
- Packages. Offer the three things brands ask for: a single post, a batch of posts, or content they can use themselves. Pricing all three upfront answers the "what do you charge?" question early.
- Add-ons. Anything that extends the value of the video beyond the first post goes here. Usage, raw files, exclusivity. More on this below.
- Terms. Payment before filming protects you. Stating revisions and a usage end date stops scope creep before it starts.
- Contact. The email you actually check.
If you already send brands a media kit, you can fold your rates into it. Sprout lists bio, social accounts, performance stats, case studies, rates, content samples and contact information as the pieces of a media kit, so rates belong in there too1. If you don't have one yet, grab this media kit template and build one around your rate card.
How to set your prices
Set three numbers for every package: the price on the card, the lowest you'd accept, and the opening ask you lead with when a brand negotiates. The card price is public. The floor lives in your head. The opening ask sits above the card price so you have room to come down without touching your floor.
When a brand comes in low, don't improvise. Use this guide on how to counter a low brand deal offer so you respond with a number and a reason instead of a shrug.
For a starting point, look at what the market actually pays. Treat each of these as one source's average, not a rule.
Collabstr's 2026 report, based on 2025 marketplace data, puts the average UGC asking price at $180 per engagement. In the same data, the average amount brands actually paid for UGC was $154 per engagement, which is below the asking price. Collabstr treats the asking price as the rate a creator posts and the cost as the final negotiated amount2. That gap is your reminder to price the card above your floor, because some brands will negotiate.
Usage changes the math. On Collabstr's marketplace (2024 data), collaborations that included usage rights averaged $307 versus $221 without, about 39% more3. That report collected its data from January 1 to December 15, 20244. This is one marketplace's average price gap, not a pricing formula, but it tells you usage deserves its own line item.
If you work in TikTok Shop, check what creators charge for one TikTok Shop video to see real numbers from creators in your lane.
Price add-ons as separate lines
Add-ons are where underpricing hides. A video is a fixed piece of work, but usage, exclusivity and raw files keep giving the brand value after you've been paid. Each one gets its own line and its own price.
| Add-on | Example price | Why it costs extra |
|---|---|---|
| Paid usage | $150 per 30 days | The brand runs your video as an ad, on top of your own post |
| Raw footage | $75 | The brand can re-edit your content into ads you never see or approve |
| Extra revision | $50 | More of your time beyond the round you already included |
| Category exclusivity | $100 per 30 days | You turn down competing brands while it's active, so the brand pays for that lost income |
Before your next negotiation, read the guide on usage rights and whitelisting for creators. The short version: organic use for a set window is not the same as ad rights, and they shouldn't cost the same.
Send it, then let it do the work
Once the card exists, stop retyping your prices. Paste the card into brand replies, or put it behind a link in your bio so it answers "what are your rates?" while you sleep.
If you're a TikTok Shop creator, Rateful builds a rate card into your public page, where brands can see your packages, recent videos and numbers and book you directly. Brands can also email your deals address, and Sam, Rateful's AI manager, answers them. Sam negotiates to the rate card you set and never goes below your minimum, and accepting a deal always needs your OK. Your card stops being a document you send and becomes the number the negotiation starts from.
Questions people ask
What is an influencer rate card?
An influencer rate card is a one-page document that lists what you charge for each type of content, plus add-ons and terms. It answers "what are your rates?" so you never have to make up a number mid-DM. Keep it as a saved text block or PDF and send it whenever a brand asks.
Should I put my rates in my media kit?
Rates fit naturally in a media kit, which Sprout describes as a way to present your partnerships, experience and metrics1. Some creators keep rates separate so they can update prices without redoing the kit. Either way works, as long as a brand can find your numbers without asking twice.
How often should I update my rate card?
Update your rate card whenever something real changes: your views climb, you get busier than you want, or you notice every brand says yes instantly (a sign your prices are low). A quick review every few months keeps it honest. Raise the card price first, and your floor moves with it.
Should I share my lowest price on my rate card?
Your rate card shows the card price only. The lowest number you'll accept stays private, because the moment a brand sees it, that becomes the price. Keep three numbers straight in your head: the opening ask, the card price, and the floor. The brand sees the card price on your card and hears the opening ask when you negotiate, but never the floor.