The Pricing Problem
Ask 10 creators what to charge for a sponsored post and you'll get 10 wildly different answers. Some undercharge because they're afraid of scaring brands away. Others overprice and wonder why nobody responds.
The truth is, there's a framework for this — and once you understand it, pricing becomes much less stressful.
The Base Rate Formula
A common starting point is the 1% rule:
Base rate = Follower count × $0.01
So if you have 10,000 followers, your base rate for a single feed post would be around $100.
But this is just the starting point. Several factors can (and should) adjust this number up or down.
Adjustment Factors
Engagement Rate (±50%)
If your engagement rate is above 3%, you can charge more. Brands pay for attention, not just eyeballs.
- Below 1%: Reduce base rate by 25–50%
- 1–3%: Stick with base rate
- 3–5%: Increase by 25–50%
- Above 5%: Increase by 50–100%
Content Format
Different formats require different effort levels:
| Format | Multiplier |
|---|---|
| Single feed post | 1x |
| Carousel (3–5 slides) | 1.5x |
| Instagram Story set (3–5 frames) | 0.5–0.75x |
| Reel (15–30 sec) | 2–3x |
| Reel (60+ sec) | 3–5x |
Usage Rights
If the brand wants to repost your content or use it in ads:
- Repost on their social: +25–50%
- Use in paid ads: +50–100%
- Use for 6+ months: +100–200%
Exclusivity
If they want you to avoid competing brands for a period:
- 30 days: +25%
- 60 days: +50%
- 90+ days: +75–100%
Real-World Examples
Scenario 1: 5,000 followers, 4.5% engagement, single Reel
- Base: $50
- High engagement: +50% → $75
- Reel format: ×2.5 → $187
Scenario 2: 25,000 followers, 2.8% engagement, carousel + stories
- Base: $250
- Average engagement: no adjustment
- Carousel: ×1.5 → $375
- Add stories: +$125 → $500
Don't Forget: Package Deals
Brands love bundles. Instead of pricing each deliverable separately, create 2–3 packages:
- Basic: 1 post + 3 stories — $X
- Standard: 1 reel + 1 post + 5 stories — $XX
- Premium: 2 reels + 2 posts + stories + usage rights — $XXX
Use Our Rate Calculator
KitDeck includes a built-in rate calculator that factors in your follower count, engagement rate, and niche to generate fair market pricing. Try it in your dashboard.
