You’ve been posting and growing your audience; now, brands are sliding into your DMs. Exciting, right? But before you jump at the first “We’d love to gift you our product in exchange for a post” message, let’s get one thing straight: you are not an unpaid billboard.
Brand deals aren’t just about free products or quick cash. They’re business partnerships, and negotiating them the right way separates serious creators from influencers who burn out hustlin’ for pennies. It’s never too early to think like a business, even if you’re just getting started.
Negotiation can feel awkward, intimidating, and even terrifying. What if the brand says no? What if you ask for too much? What if you totally fumble the conversation? Brands expect professional influencers to negotiate, and when you do it confidently, they respect you more.
This guide is your blueprint for negotiating like a pro, even if you’ve never landed a brand deal. From knowing your worth to spotting contract red flags, we’ll break down exactly how to get paid fairly, set clear boundaries, and build long-term brand partnerships that benefit you and your audience.
You’re not just another creator — you’re a brand in your own right. So, let’s make sure you negotiate deals like one.
Know Your Worth: Why Exposure Doesn’t Pay the Bills
If you’ve ever had a brand hit you with the “We don’t have a budget, but we’d love to feature you!” line, congrats: you’ve just met the oldest game in influencer marketing. Exposure doesn’t pay rent. It doesn’t cover your equipment costs, creative time, or the value you bring to their brand.
But here’s the deal — brands have the budget but don’t want to spend it on creators who don’t ask for it. That’s why knowing your worth is the first and most crucial step in negotiation.
Before you even think about responding to a brand, you need to clarify what you bring to the table. This exercise isn’t just about your follower count but your engagement rate, niche authority, and content quality. A creator with 10,000 loyal, engaged followers is often more valuable than an influencer with 100,000 ghost followers.
So, how do you figure out what you’re worth? Start by asking yourself:
- What’s my average engagement rate? (Hint: brands care more about this than raw follower numbers.)
- Have I driven sales or traffic to a brand before? If so, how much?
- How long does it take me to create content, from ideation to final edit?
- Am I offering just a post, or am I giving them high-quality creative assets they can repurpose?
- Does my content align with their brand in a way that makes sense for their audience?
A good rule of thumb: if a brand wants to work with you, they see value in your content. That means you deserve to be paid for it.
Once you’ve nailed down your worth, it’s time to set a baseline rate (more on that in the next section). When you confidently state your price, brands know they’re dealing with a creator who takes their work seriously — and that’s the kind of partnership they’re willing to invest in.
Set Your Baseline Rate: Stop Guessing, Start Charging
You wouldn’t walk into a job interview and say, “Pay me whatever you think is fair.” So why would you do that with brand deals? Knowing your worth is one thing; putting a price tag on it is another.
The biggest mistake new creators make? Underselling themselves when monetizing. If you don’t set a firm rate, brands will happily lowball you (or worse, offer “free product” as payment). So, let’s talk numbers.
How to calculate your rate like a pro
Forget about pulling numbers out of thin air. Instead, use a mix of industry standards and your data to set a realistic, profitable rate. Here’s a starting formula:
Base Rate = (Engagement Rate % × Follower Count) × Industry Standard CPM (Cost Per Mille, aka cost per 1,000 impressions). For example, if you have 50,000 followers and an engagement rate of 5%, with an industry average CPM of $25, your base rate can be estimated using this formula: (0.05 × 50,000) × 25 = 62,500, then divide by 1,000 (since CPM is based on per 1,000 impressions), which gives you $62.50 per sponsored post as a starting point. Of course, this is just a baseline, and you should adjust it based on deliverables, brand reputation, and exclusivity terms!
Most creators charge between $10–$100 CPM, depending on their niche, engagement, and content quality. But don’t just copy-paste what others are charging. You need to factor in your unique value:
- Content Type: A simple TikTok video is one thing, but a full campaign with concept, filming, and editing is another.
- Usage Rights: Charge extra if the brand wants to repurpose your content on its social media or ads.
- Exclusivity: If a brand asks you not to work with competitors for a certain period, that limits your income, so they should compensate for it.
Industry rate ranges for reference
- TikTok Video (10K–100K followers): $150–$1,500+ per post
- TikTok Video (100K–500K followers): $1,500–$5,000+ per post
- TikTok Video (500K+ followers): $5,000+ per post
- Add-Ons: Usage rights, whitelisting (allowing brands to run paid ads using your content), and exclusivity all increase your rate.
Why you need a rate sheet (and how to make one)
A rate sheet is a clean, professional document that outlines your services, pricing, and add-ons. These sheets aren’t about locking yourself into rigid pricing; it’s about setting expectations, so brands take you seriously.
Pro Tip: Use Canva to create a sleek, visually appealing rate sheet that reflects your personal brand. Keep it simple but clear, listing what you offer, what’s included, and any additional costs (e.g., rush fees, revisions, usage rights).
When a brand slides into your DMs asking, “What are your rates?” you won’t have to scramble. You’ll already have a polished, professional answer ready to go. Trust me; brands LOVE creators who come prepared.
Don’t Wait for Brands; Make the First Move
You don’t have to wait for a brand to magically land in your inbox. The best creators go after opportunities instead of waiting to be discovered. If you want consistent, high-paying partnerships, you need to know where to find them and how to pitch yourself like a pro.
Where to find brand partnerships
Brands constantly seek creators to promote their products, but they’re not always sliding into your DMs first. Here’s where you can find paid collabs:
🔹 Creator Marketplaces: Platforms like TikTok Creator Marketplace, Aspire, and Upfluence connect brands with influencers. These are great if you want deals to come to you, but competition is fierce, so don’t rely on them alone.
🔹 Brand Websites & Press Releases: Many companies announce new product launches in press releases or have dedicated “Work with Us” pages. If a brand is launching a new product, it needs creators to help promote it.
🔹 Networking on LinkedIn & Twitter (X): Yes, LinkedIn. Many influencer marketing managers are active on LinkedIn, and a well-crafted DM can land you a direct conversation. X (formerly Twitter) is also full of PR reps looking for creators; follow industry hashtags like #PRrequest.
🔹 Competitor Research: See which brands work with influencers in your niche. If a company pays other creators for promos, they might also be open to working with you.
🔹 In-Person Networking: Whether trade shows or network-specific events, offline networking can also play a massive role in your future success, and in-person meets can deepen the roots of obligation between humans, so don’t sleep on this option!
How to pitch yourself (without sounding desperate)
Cold pitching can feel awkward, but it makes you stand out when done right. Brands receive tons of generic “Hey, I love your brand! Can we collab?” messages daily. If you want a response, your pitch needs to be different.
The perfect pitch formula
1️⃣ Personalized Hook: Avoid the “I love your brand” cliché. Instead, show that you actually know their products or campaigns.
2️⃣ Your Value Proposition: What can you bring to the table that other creators can’t? Mention engagement rate, past brand wins, or audience insights.
3️⃣ A Quick Call to Action (CTA): Make it easy for them to say yes by asking for a quick chat, a media kit review, or the next steps.
Example DM or email pitch
Subject: Let’s Get [Brand Name] on More FYPs 🚀
Hey [Brand Rep’s Name],
I’ve been following [Brand Name]’s latest campaigns, and I love how you [mention something specific they’ve done]. I create [niche] content for [your audience type], and my audience is always asking about [relevant product/trend].
Here’s the fun part: I recently conducted a poll, and [X% of followers] said they’d love recommendations for [product category]. That’s why I think a collaboration would be 🔥.
I would love to chat about how I can help drive engagement and sales for [Brand Name]. Let me know if you’d be open to discussing this. I’m happy to share ideas and my media kit!
Looking forward to hearing your thoughts.
[Your Name]
[Your Contact Info]
[Your Social Links]
Proactive > reactive: Get those deals
Waiting around for brands to notice you is a waste of time. Creators who take action get the best deals. Start by researching brands aligning with your audience, craft a killer pitch, and send. Building those relationships will pay off in the long run, even if you don’t get a yes immediately.
Now, let’s talk about what happens after you land a brand deal because negotiation is where the real money is. 👀
Negotiation 101: Get Paid What You Deserve
So, let’s say you landed a brand deal — congrats! But before you pop the champagne, let’s talk negotiation. Because if you’re accepting the first offer brands send, you’re leaving money on the table. Every. Single. Time.
Negotiation isn’t just about getting more money (although, yes, that’s part of it). It’s about ensuring the deal works for you, from the timeline to the terms. The goal? A win-win partnership where you’re fairly compensated, and the brand gets incredible content in return.
Know the standard rates (so you don’t lowball yourself)
Here’s a hard truth: brands will test you. They’ll go for it if they think you’ll accept $100 for a three-video campaign. But creators who know their worth get higher rates, better contracts, and long-term partnerships.
While there’s no universal price tag for brand deals, here’s a loose guide:
- Nano influencers (1K-10K followers) → $50-$500 per post
- Micro-influencers (10K-100K followers) → $500-$5,000 per post
- Mid-tier influencers (100K-500K followers) → $5,000-$15,000 per post
- Macro influencers (500K-1M followers) → $15,000-$50,000 per post
- Mega influencers (1M+ followers) → $50,000+ per post
Rates fluctuate based on engagement, niche, and deliverables, so don’t just go by follower count alone. A creator with 50K highly engaged followers can sometimes charge more than someone with 200K ghost followers.
Pro Tip: Instead of asking brands for their budget (which puts them in control), say: “For a campaign like this, my rate typically falls between [$X-$Y]. Let me know your budget so we can find a great fit.”
This framing positions you as a professional, not just a content creator, and ensures you don’t undersell yourself.
Never accept the first offer (seriously, don’t do it)
The first offer is rarely the best. Brands expect negotiation, so their initial number often has wiggle room. Even if the amount seems decent, pause before saying yes.
- Step 1: Thank them for the offer and ask for more info (scope, usage, exclusivity).
- Step 2: Counter with confidence, whether money, timeline, or terms.
- Step 3: Frame your counter in a way that highlights your value. Instead of just saying, “I’d like more money,” say: “Given my engagement rate and audience alignment with your brand, I typically charge [$X]. I’d love to make this work — can we adjust the rate to reflect that?”
If they push back, negotiate other perks instead of just cash.
What ELSE you should be negotiating (because it’s not just about the $$)
A smart creator doesn’t just negotiate price; they optimize the deal. Sometimes, brands have fixed budgets, but that doesn’t mean you can’t negotiate for other wins.
- Usage Rights: Are they just posting it on their Instagram, or do they want full ad rights? If they’re running paid ads using your face, that costs extra.
- Exclusivity: If a brand wants you to avoid working with competitors, that’s fine—but that’s lost income for you. Charge more for exclusivity clauses.
- Timeline: If they need content in 24 hours, that’s a rush fee.
- Whitelisting: If a brand wants to boost your content as an ad, you should be charging for it.
- Affiliate Deals: You could negotiate a higher percentage if they offer a commission instead of upfront payment.
Brands may want to repurpose your content for ads, emails, or billboards. If you don’t negotiate usage rights upfront, they could keep using your work indefinitely without additional pay. Always clarify how long they can use your content and where it will be displayed, especially if they plan to run paid ads featuring your face or name.
Want to be a negotiation pro? Read this book
If the thought of negotiating makes you break out in hives, it’s time to level up. Getting to Yes by Roger Fisher and William Ury is the negotiation bible used by business leaders, lawyers, and, yes, even content creators.
Big takeaway? Negotiation isn’t a battle; it’s about finding a win-win where both sides walk away happy. The best deals come from collaboration, not confrontation. Brands expect creators to negotiate. The ones who do it well aren’t just making more money — they’re setting themselves up for long-term success.
So, now that you’ve secured a killer rate, what’s next? Let’s talk contracts because getting it in writing is EVERYTHING.
Red flags in brand deals you can’t ignore
Not all brand deals are good deals. Some are flat-out sketchy, and others seem fine until you read the fine print and realize you just signed away your content and creative freedom. The best way to avoid getting scammed or locked into a bad deal is to know the red flags.
If a brand deal seems off, it probably is. Here is how to spot and avoid bad partnerships before they damage your credibility, your content, or your paycheck.
🚩 The “we can’t pay you, but…” excuse
If a brand approaches you with an offer to send free products in exchange for content, think carefully before saying yes.
There is nothing wrong with gifted collaborations if the brand is upfront and you genuinely want to promote it. But if they expect a full campaign with deliverables, exclusivity, and a testimonial, that is unpaid labor, not an opportunity.
How to respond:
“I appreciate the offer, but I only take on paid partnerships. If you have a budget for this collaboration, I would love to discuss it further.”
The exception to this rule is if it is a dream brand or a strategic move. In that case, a gifted collaboration might be worth it, but only if it benefits you, not just them.
🚩 The vague or overloaded deliverables list
Some brands intentionally keep things vague, hoping you’ll agree to more than you realize. A contract that says “one video, one post” without details is a red flag.
Other brands overload the deliverables list with too much work for their offer rate. If they expect multiple TikToks, Instagram reels, stories, cross-posts, and unedited content, all for a low fee, that is an unfair deal.
How to respond:
“Can we clarify the deliverables for this project? I want to make sure we’re aligned before moving forward.”
A good brand will define the scope upfront, while a shady one will try to squeeze more out of you after you sign.
🚩 The rush tactic to get you to sign quickly
If a brand says they are on a tight deadline and need you to sign immediately, proceed cautiously.
Never sign a contract without reading it thoroughly. Brands that pressure you to sign fast often do not want you to think too hard about what you agree to. They may be sneaking in a complete content buyout, an exclusivity clause, or payment terms that are not in your favor.
How to respond:
“I need time to review the contract before committing. When do you need it back at the absolute latest?”
If they refuse to give you time, it’s a major red flag. A legitimate brand will respect your process.
🚩 The usage rights trap
Some brands want to use your content for organic social posts, which is standard and usually fine. Others want full commercial rights, which means they can run your video in ads indefinitely without paying you again.
Charge more if a brand wants to own your content forever. Charge more if a brand wants to use your content in paid ads. If a brand wants to resell your content, that requires a different contract.
How to respond:
“Are the rights for organic use only, or will this be used in paid ads? I am happy to discuss licensing fees if needed.”
If a brand does not mention usage rights, always ask. Never assume.
🚩 The exclusivity clause that locks you in
Exclusivity can be a fair request, but only if it is reasonable. It’s normal for a brand to ask you to avoid working with competitors for a short period. However, if they expect a six-month exclusivity clause for a single post, that’s lost income they should be willing to compensate for.
How to respond:
“What is the exclusivity timeframe? I typically charge an additional fee for longer exclusivity periods.”
If they will not budge, either increase your rate or walk away.
🚩 The no-contract approach
If a brand says it does not use contracts but promises to pay you, you should not take that risk.
No contract means no legal protection and no guarantee of payment.
How to respond:
“I only take on partnerships with a clear contract to protect both parties. Let me know if you want me to send over a standard agreement.”
If they refuse to provide one, that is a dealbreaker.
Trust your instincts
If a brand deal seems off, trust your gut. Whether it’s a vague contract, a lowball offer, or unrealistic expectations, you deserve partnerships that respect your work.
The best creators do not just accept any deal; they choose the right ones. Being selective about partnerships will help protect your brand, build stronger relationships, and ensure fair compensation.
Delivering Results: How to Turn One Deal Into Many
Landing a brand deal is exciting, but the real magic happens when that one-off collab turns into a long-term partnership. Brands don’t just want influencers who can sell a product once; they want creators who consistently drive results and make their campaigns shine.
If you want repeat deals, consider yourself more than just a content creator — you’re a business partner. Here’s how to prove you’re worth working with again and again.
Overdeliver on expectations
Brands expect engagement, visibility, and conversions, but the best creators go beyond the contract. Here’s how to wow them:
- Post more than required: If the contract says one post, surprise them with an extra Story shoutout or a casual mention in another video.
- Engage like crazy: Respond to comments, answer questions, and keep the conversation going beyond the post itself.
- Create high-quality content: This sounds obvious, but the extra effort (from great lighting to a strong hook) makes a brand want to work with you again.
Brands notice when you go the extra mile; creators who do are the first ones tapped for future campaigns.
Keep the brand updated with results
Your job doesn’t end when you hit publish. Brands need to see how well the campaign is performing, and if you make it easy for them, you become their go-to creator.
- Send a follow-up email with engagement stats, audience reactions, and positive comments from followers.
- Share screenshots of DMs from people who bought the product because of your content.
- Offer insights on what worked and what you’d improve for next time.
Example follow-up message:
“Hey [Brand Contact], I just wanted to share some quick insights from our collab! The post has [X] views, [Y] comments, and [Z] shares so far. I also got some great DMs from people saying they tried [product] because of it! Let me know if you’d like a more detailed report, and I’d be happy to chat about future projects!”
This follow-up shows professionalism and initiative, making brands more likely to rehire you.
Suggest new ways to collaborate
Sometimes, brands don’t immediately offer a second deal — but that doesn’t mean they’re not interested. Take the lead and suggest new ideas:
- Pitch a longer-term partnership: “The campaign went really well; would you be open to a monthly feature or a series?”
- Offer a seasonal collab: “I’d love to do another post around [upcoming holiday or trend]!”
- Propose new content formats: “Since my audience responded so well to this, I’d love to test a live stream next time.”
By keeping the momentum going, you stay top-of-mind when the brand plans its next campaign.
Be professional and easy to work with
The influencer marketing world is small, and brands talk. If you’re easy to work with, responsive, and reliable, you become someone they want to work with repeatedly.
- Stick to deadlines: Don’t make them chase you.
- Be clear in communication: Quick, professional replies keep things smooth.
- Respect brand feedback: Be flexible and professional if they ask for a minor tweak.
Repeat deals aren’t just about performance; they’re about relationships. Build trust, deliver results, and make their lives easier, and you’ll turn one-off partnerships into a steady income.
Pricing Yourself for Long-Term Success
Setting your rates as a creator isn’t just about getting paid today but about ensuring sustainable, scalable income over time. If you undercharge now, you risk stunting your growth and leaving money on the table later. The key to long-term success is pricing yourself in a way that reflects your value, builds credibility, and allows you to level up with every deal.
The problem with underpricing
Too many creators fall into the “I’ll take what I can get” trap, thinking they need to lowball their rates to land deals. But here’s the truth:
- Brands will pay what you ask — if they see the value.
- Cheap rates make it harder to raise prices later. Once you set the expectation that you’re “affordable,” brands will hesitate to pay you more.
- Underpricing signals inexperience. If your rate is way below industry standards, brands may assume you don’t know what you’re doing.
Instead of trying to be the cheapest option, position yourself as a high-value creator who drives actual results.
How to price yourself fairly (and confidently)
Pricing shouldn’t be a guessing game. Here’s how to set a rate that’s competitive but sustainable:
- Know the market rates: Research what other creators in your niche with similar engagement are charging. Resources like FYPM, Clara, or Creator Rates can help.
- Factor in your time: Content creation isn’t just filming a quick video — it includes planning, shooting, editing, engaging, and more.
- Charge for more than just the post: Your rate should reflect the content, usage rights, exclusivity, and deliverables.
- Start higher than you think: Brands often negotiate down, so don’t start at your lowest acceptable rate.
Pro tip: Think about how pricing affects future deals. If you land a big brand at a solid rate, you can use that as leverage for your next negotiation.
Why (and how) to increase your rates over time
You should never be charging the same rate today that you were a year ago. As your audience grows and your content improves, your value increases. But brands won’t offer to pay you more; you have to adjust your pricing.
Good signs it’s time to raise your rates:
- Your engagement has grown significantly since your last deal.
- You’re booking more deals than you can handle — if brands say yes quickly, you might be too cheap.
- You’ve improved your content quality and can deliver better results.
- You’re consistently getting strong ROI for brands.
When it’s time to increase your rates, own it confidently:
🚫 Don’t say: “I’m charging more now; hope that’s okay!”
✅ Do say: “Since my audience and engagement have grown, my updated rate is [new price] for this scope of work.”
Brands expect creators to adjust their rates, so don’t be afraid to charge what you’re worth.
Packaging deals for long-term income
One of the best ways to increase earnings without constantly chasing new deals is to sell multi-post packages instead of one-off collaborations.
- Offer a campaign instead of a single post: “Instead of one video, I’d love to create a 3-part series to drive stronger engagement.”
- Bundle different content types: “For more impact, I can include a mix of Reels, Stories, and a pinned post.”
- Pitch retainer deals: “Since my audience loves this product, I’d love to partner long-term to showcase different ways to use it.”
Brands prefer ongoing partnerships because long-term exposure yields better results. By positioning yourself as a long-term collaborator, you’ll build more stability in your income.
Pricing is part of your brand
The rates you set define how brands perceive you. Are you a budget-friendly, one-time promo creator, or a premium partner who delivers consistent results?
Be strategic, be confident, and remember: creators who charge what they’re worth don’t just make more money — they build sustainable careers.
The Bottom Line: Confidence, Strategy, and Long-Term Success
Negotiating brand deals isn’t about luck; it’s about knowing your value, setting clear expectations, and showing brands why you’re the best investment they’ll make. Whether landing your first partnership or scaling up to bigger collaborations, the key is approaching every deal with confidence and strategy.
We covered everything from pricing yourself for long-term success, navigating red flags, and securing repeat partnerships. Now, it’s up to you to put these tactics into action. Stand firm in your worth, negotiate intelligently, and never settle for less than what your content deserves.
What’s next?
- If you haven’t already, set your baseline rates. Do your research, crunch your numbers, and create a pricing structure that makes sense for your time and value.
- Refine your pitch. Whether it’s a cold DM or a response to an inbound offer, ensure your message is clear, confident, and backed by results.
- Think beyond one-time deals. The best creators don’t just chase brand deals—they build partnerships that grow over time.
The brands you work with should feel like a great fit, which goes both ways. You’re not just promoting a product but lending your voice, creativity, and credibility. And that? That’s worth a whole lot.
Now go out there, secure the bag, and make your brand partnerships work for you — on your terms.
