Influencer Rate Card: What Goes on It, With a Filled Example

What goes on an influencer rate card

A rate card has seven parts. The first three are about you; the last four are about money. Brands skim it in seconds, so each part should fit on one line.

The last row is the one people forget. Your follower count changes, and so should your prices. A card with no date tells a brand it can hold you to last year's number.

A filled influencer rate card example

Here is a complete card for an illustrative creator, invented for this example and not a real account: 24,000 Instagram followers with a 4.83% engagement rate (1.25× the 3.86% average for that size), and 15,000 TikTok followers. Every price comes from the rate calculator with those inputs.

Two columns of price is the point of the example. The From price is what you would charge for the plain deliverable, and it is the only number a brand ever sees on your kit. The minimum is the lowest you would go, for a bundle, a repeat brand or a slow month. You never write it on anything a brand can read.

The 10% bundle discount is this creator's choice, not a standard. If you discount a bundle, show the price of the parts next to it, so the brand can see what it saves.

Sample media kit · demo creator

How to price each line of your rate card

You do not need a different method for every row. Start from one base number and move it, in this order.

1. Base: one number per 1,000 followers

The most quoted starting point is about $100 per 10,000 followers for a sponsored post. Hootsuite's influencer pricing guide (March 2026) calls it a benchmark "many brands use", and says the real base rate is still yours to set. At 24,000 followers that is about $240 for an in-feed post before anything else moves it.

2. Deliverable: video and effort cost more

A Reel takes longer to make than a single photo, and a Story frame disappears after a day. The calculator prices a Reel and a TikTok video at $12.50 per 1,000 followers, a carousel at $11, an in-feed post at $10 and a Story frame at $5. These are its own rules of thumb, shown on the calculator page, not survey data.

3. Engagement: adjust, but cap it

If your engagement rate beats the average for your size, you can charge more, but not proportionally more. Brands do not pay double for double engagement. The calculator moves the price by your rate ÷ the tier average, capped between 0.75× and 1.5×. The example creator's 1.25× is why the Reel lands at $375 rather than $300. Not sure of your rate? The guide to a good Instagram engagement rate shows how to work it out.

4. UGC: price the asset, not the audience

UGC (user-generated content) is a video or photo you make for the brand to post on its own channels. Your followers never see it, so your follower count should not set the price. Price it per asset by effort instead. The calculator starts a UGC video at $300, whatever your follower count.

5. Extras: one line each, on top of the base

Your base price should cover organic posting only: the post lives on your account and the brand can share it. Everything the brand buys beyond that is its own line. Separate lines let a brand drop what it does not need without asking you to cut the whole price.

Charging for this is normal. In a survey of more than 400 influencers by Lumanu and the agency Collectively, 51% said they charge a fee on top of their content fee when a brand wants to whitelist, boost or amplify their content. Lumanu's own guidance puts that fee anywhere from close to 0% (when you include it) to 50–100% of your rate.

6. Minimum: decide it now, in private

Before a brand pushes back, decide the lowest price you will accept for each deliverable. The example uses the bottom of the calculator's band. Deciding it now means a lowball offer gets a quick, calm answer instead of a nervous one. Write it down somewhere only you or your manager can see.

Should you put your rates on your media kit?

Both answers are fine, and a media kit works without any prices on it. The choice is about who sees your prices first. These are the four options, from most open to most private.

Whichever you pick, the rule from the top of this guide holds: the From price can be public, the minimum never is. A From price filters out briefs that were never going to reach your number. A minimum on a public page becomes the price every brand asks for.

Talent agencies often go further. While KitVerify was building private quotes, an agency's operations lead told us they never put prices on a talent's media kit. Every brand gets its own quote, because two brands asking for "one Reel" rarely want the same thing.

Common rate card mistakes

• No date. Prices without a "valid until" date can be held against you a year later.
• Usage folded into the base. If the Reel price quietly includes 90 days of paid ads, you have given away the most valuable line on the card.
• A single price per row with no "From". A bare number reads as fixed. "From" tells a brand the price moves with scope.
• Engagement you cannot back up. If the card says 4.8%, a brand should be able to check it. A kit whose numbers sync from Instagram does that for you.
• UGC priced per follower. It underprices a small creator who makes great video, and overprices a large one.
• A PDF that goes stale. Every PDF you send keeps its old prices forever. A link to a live kit shows the current ones.

Copy this: your reply when a brand asks for your rates

Most brands ask for rates before they share a brief. Reply with scope questions and your From prices, not your full card. Copy the text below and fill in the brackets.

The four questions in the fourth line are the ones that change the price most. Once a brand answers them, your quote is your From price plus the extras it asked for, which is why the extras sit on separate lines.

Rate cards for a roster of creators

A talent manager keeps one rate card per creator, but the rules should be the same across the roster: the same extras, the same uplifts, the same terms. A brand comparing two of your creators can then compare the base prices directly. Keep each creator's minimum private, and decide per pitch whether a brand sees prices at all. The guide to building a creator roster for brands covers the pitch itself.

Where KitVerify fits

The influencer rate calculator works out the band for each deliverable from your followers and engagement, shows the arithmetic, and prices the extras on separate lines. No account needed. The Put these rates in a media kit button carries the bands into the media kit generator as packages.

On a KitVerify media kit, each package shows an exact price, a From price, "Rates on request" or "Custom quote", and one switch hides prices across the kit and every roster. A rate card can also have its own page. On manager plans, each creator gets private minimums, and each brand gets a quote sent as a link.

Talent · Rate Card and packages