Influencer rate card
An influencer rate card (also called a creator rate card) is a one-page list of what you charge for specific deliverables, such as a Reel, a TikTok, a set of UGC videos, or a usage add-on. It is not a quote for one deal.
Copy the free templateWhat is an influencer rate card?
An influencer rate card (also called a creator rate card) is a one-page list of what you charge for specific deliverables, such as a Reel, a TikTok, a set of UGC videos, or a usage add-on. It is not a quote for one deal.
Think of it as a menu. It tells a brand what you offer and the starting price of each line. It does not lock you to those figures for every brief, and it is not a contract. A contract is the document you sign once the deliverables, the usage and the fee for that job are agreed.
What to put on it
Keep it to one page. A brand should be able to read it without a call.
- Who it is from. Your name or handle, an email, and the month the card is valid. Rates go stale. A date gives you a reason to refresh them.
- Deliverables. One row per thing you actually sell: a Reel, a TikTok, a Story set, a YouTube integration, a UGC video with no posting. If you do not offer it, leave it off.
- Base rates. Your price for that deliverable with a stated scope, such as how many revision rounds are included. "From" is fine when the real number depends on the brief.
- Usage and whitelisting as add-ons. Organic reuse, paid ads, a longer window, and ads run from your handle are not included in the base rate. Give them their own rows, even if the amount is "quoted per brief". Usage rights are a separate product from making or posting the content.
- What is not included. Extra revision rounds, raw footage, exclusivity, rush turnaround, and posting if the row is a UGC file. Saying so stops a base rate being read as "everything".
Audience size, engagement and past campaign results do not go here. They belong on a media kit. The card is about price.
If you both post for brands and shoot UGC, list them as different rows. They are priced on different things. UGC vs brand deals is the short version of that split.
Three examples
These three cards are made up, so you can see the shape. Every dollar figure is an illustration. None of them is a market rate, an average, or a suggestion of what you should charge. Your numbers come from your work and your audience. Influencer rates and UGC rates explain how to choose them. They do not hand you a chart.
Example: an Instagram and TikTok creator
Rowan Hale, example only. Not a real creator. Not a rate.
| Line | Example figure |
|---|---|
| Instagram Reel, one revision round, lives on Rowan's account | $800 |
| TikTok, one revision round, lives on Rowan's account | $700 |
| Instagram Stories, 3 frames | $250 |
| Paid usage or whitelisting | Not included. Quoted once the channels and dates are known |
| Exclusivity | Not included |
The base rows are for an organic post to Rowan's audience. The moment a brand wants to boost the post or run ads from Rowan's handle, that is a new line, not a favour.
Example: a UGC creator
Sam Okoye, example only. Sam does not post the work.
| Line | Example figure |
|---|---|
| One 15–30s video for the brand's channels, organic use, 30 days, one revision round | $450 |
| Each extra video on the same brief | $400 |
| Paid social add-on, 3 months, brand's own ad accounts | $250 |
| Raw footage | $150 |
| Whitelisting from Sam's handle | Not offered |
Follower count is not on the card, because it is not what this fee is for. The organic 30-day line is the base. Paid use, raw files and a longer window are extras. Bundling them into the $450 is how the extras get given away.
Example: a YouTube integration
Leah Costa, example only.
| Line | Example figure |
|---|---|
| 60-second integration inside a regular video, one revision on the read | $1,500 |
| Dedicated video | Not on this card. Quoted only when a brief asks for one |
| Brand reuses the integration clip, organic, brand's channels, 3 months | $400 |
| Paid cut-downs | Quoted per brief, after the channels and window are named |
The integration price is for the mention inside Leah's video. Lifting that clip into the brand's ads is a usage add-on. It is not included because the video went live.
Rate card vs a quote
A rate card is your standard menu. You reuse it. A quote is for one brand, one brief and one set of usage terms. You build the quote from the menu, then change it: more videos, a shorter licence, a rush, a category you will not work in for three months.
Send the card when someone asks what you charge. Send a quote when you are ready to price the actual job. The quote should name the deliverables, the usage window and the channels, with usage on its own line. There is no quote template on this site yet. When the work is agreed, how to invoice a brand is the next document, not a second rate card.
The blank to copy is the free influencer rate card template. It leaves every number empty on purpose.
When to send it
Send it when a brand asks "what are your rates?", or when you are already in a conversation and they need a menu before a call. Reply with the card and one line on what is not included, especially usage.
Do not attach it to every cold pitch. A first pitch has to say why this brand, and why you. A price list with no context invites a no, or a bargain against your lowest row. Wait until they ask, or until you are negotiating a real brief. Then the card saves you rewriting the same numbers for the tenth time.
If a brief is already specific, skip the card and send a quote. Quoting "from $800" at a brand that wants six months of paid usage will only confuse both of you.
Related on Poppi
FAQ
The blank to copy
The free influencer rate card template leaves every number empty on purpose.