Brand Deal Rates Guide — What to Charge in 2025
Industry benchmarks, rate calculation formulas, and negotiation strategies for brand partnerships across Instagram, TikTok, YouTube, and more.
By the Matador Team • Last updated 29 December 2025
What Determines Brand Deal Rates?
Brand partnership rates vary widely based on several key factors:
- Audience size: Follower/subscriber count across platforms
- Engagement rate: Likes, comments, shares relative to audience size (2-5% is healthy)
- Niche relevance: How well your audience matches the brand's target market
- Content type: Feed post vs Story vs dedicated video vs integration
- Platform: Instagram, TikTok, YouTube, Twitter/X each have different value
- Usage rights: Organic only vs paid advertising rights (adds 20-50% premium)
- Exclusivity: Category exclusivity (e.g., no competing brands for 6 months)
Industry Rate Benchmarks by Platform
These are UK market averages as of 2025. Your rates may vary based on niche and engagement:
- Micro (10K-50K): £200-£500 per post
- Mid-tier (50K-500K): £500-£5,000 per post
- Macro (500K-1M): £5,000-£15,000 per post
- Stories: 30-50% of feed post rate
TikTok
- Micro (10K-50K): £100-£400 per video
- Mid-tier (50K-500K): £400-£4,000 per video
- Macro (500K-1M): £4,000-£12,000 per video
- Trend integration: +20-30% premium
YouTube
- Micro (10K-50K): £300-£800 per dedicated video
- Mid-tier (50K-500K): £800-£8,000 per dedicated video
- Macro (500K-1M): £8,000-£20,000 per dedicated video
- Integration/mention: 40-60% of dedicated rate
Pro tip: High engagement (5%+) can command 30-50% above these benchmarks. Niche audiences (e.g., finance, tech) often pay 2-3x general lifestyle rates.
How to Calculate Your Rate
Use this simple formula as a starting point:
Base Rate = (Followers / 1,000) × £10-£20
Then adjust for engagement, niche, and deliverables
Example calculation for 75K TikTok account:
- Base: (75,000 / 1,000) × £15 = £1,125
- High engagement (+30%): £1,125 × 1.3 = £1,463
- Niche audience premium (+20%): £1,463 × 1.2 = £1,756
- Usage rights (+40%): £1,756 × 1.4 = £2,458
This is a starting point for negotiation. Track your actual conversions and engagement to justify higher rates over time.
Negotiation Strategies
How to negotiate fair rates and protect your value:
- Know your metrics: Have engagement rate, demographics, and conversion examples ready
- Understand usage: Organic-only vs paid ads vs perpetual rights have very different values
- Bundle strategically: Offer package deals (e.g., 3 posts + 5 stories) for better total value
- Set minimums: Have a floor rate you won't go below, regardless of brand size
- Value alignment over followers: Perfect audience fit justifies premium rates
- Get it in writing: Always have a contract specifying deliverables, timeline, usage, and payment terms
Common Pricing Mistakes to Avoid
Don't undervalue your work. Watch out for these pitfalls:
- Charging too little early on: Low rates set expectations; harder to raise later
- Accepting "exposure" instead of payment: Only work for free if YOU choose (e.g., charity, passion project)
- Ignoring usage rights: Brands using your content in ads should pay significantly more
- Not tracking performance: Without data, you can't justify rate increases
- Competing on price: Differentiate on audience quality, not lowest price
- Forgetting expenses: Factor in production costs, taxes, agent commission (if represented)
Frequently Asked Questions
What should I charge for my first brand deal?
Start with the follower-based formula above, but don't go below £100-£200 for a dedicated post, regardless of follower count. Your time, creativity, and audience access have value. Track results from this first deal to justify higher rates for future partnerships.
Should rates differ between platforms?
Yes. YouTube typically commands higher rates due to longer watch time and higher production value. TikTok and Instagram Stories are often 30-50% of feed post rates. Factor in the effort required and the content's lifespan on each platform.
How do I handle usage rights in pricing?
Organic-only (your channels only) is your base rate. If brands want to use your content in paid ads, add 30-50%. Perpetual usage rights (they can use it forever) should command 2-3x your base rate. Always specify usage terms in your contract.
What if a brand says my rate is too high?
Justify with data: engagement rate, past campaign results, audience demographics. If they still can't meet your rate, offer scaled-back deliverables (e.g., Stories instead of feed post) or walk away. Accepting lowball offers devalues your work long-term.
Should I offer discounts for long-term partnerships?
Yes, but structure it carefully. Offer 10-15% discount for 6-month commitments or 20-25% for annual partnerships, but include performance bonuses if results exceed targets. Long-term deals provide stability but lock you in at one rate.
How often should I raise my rates?
Review every 6-12 months or when your metrics significantly improve. If your engagement rate increases, audience grows 50%+, or you gain specialized expertise, you've earned a rate increase. Grandfather existing clients for one renewal, then apply new rates.
Do I need an agent to negotiate brand deals?
Not necessarily. Many creators negotiate directly, especially early on. Agents add value when you're doing 5+ deals monthly, need legal support, or want access to premium brands. They typically take 10-20% commission but can often negotiate rates high enough to offset their fee.
What about gifting vs paid partnerships?
Gifted products (free items for coverage) are different from paid partnerships. Only accept gifts if you genuinely want the product or it aligns with your content. Never let brands use "gifting" as a substitute for payment when they expect guaranteed posts. Professional partnerships are always paid.
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