How to Make an Influencer Rate Card, With a Free Template
A rate card is a short document, usually one or two pages, that tells brands what you offer and what it costs. It saves you from answering the same questions in every conversation, shows brands you take the work seriously, and gives you a clear starting point when you negotiate. This guide explains what to put on it, how to set your prices, and how to keep it honest, and you can download a free, editable template to fill in today.
Fill in your details and send it to brands this week. The template is an editable Word file with every section ready to go.
What to include on your rate card
1. Who you are
Your name, your niche, where you are based, a good photo and two or three sentences about what you make and why your audience trusts you. Brands want to know quickly whether you fit their product.
2. Your audience at a glance
Followers or subscribers, average engagement rate and your top audience locations and ages for each platform. Take the figures from your platform insights, and check your engagement with the free engagement rate calculator.
3. Rates by platform and format
List each format you offer, such as an Instagram Reel, a feed post, Stories, a TikTok video or a YouTube integration, with what is included and a starting price. Be specific about length, number of frames, edits and how long any link stays live.
4. Packages
Bundles such as a Reel with three Stories, or a month of content across platforms, make it easy for a brand to say yes and often lead to longer relationships.
5. Usage rights and extras
Using your content in a brand’s own paid ads, reposting it on the brand’s channels, exclusivity with competitors, extra revisions and rush delivery all have a value. Price them separately so the base fee stays clear.
6. How you work
Your turnaround time, how many rounds of edits are included, how payment works and whether your prices include VAT if you are VAT registered.
7. Brands you have worked with
A short list of past collaborations, with a real result where you have one, builds trust faster than anything else.
8. How to book you
A link to your ZOMZEY profile and a QR code, so a brand can send you an offer straight away.
How to set your prices
Start with the free influencer pricing calculator, which estimates a range from your platform, format, audience and engagement. For example, the calculator estimates £65 to £115 for an Instagram feed post with 10,000 followers at 1.5% engagement, £90 to £170 for a Reel with the same audience, and £85 to £155 for a TikTok video with 10,000 followers at 5% engagement. Use the range as your anchor, then adjust for your niche, the production work involved and how much demand you already have. Our guide to how much influencers charge in the UK explains each factor in detail.
On ZOMZEY, your rate card is your starting list, and the fee that counts is the offer you and the brand accept. Price usage rights and exclusivity on top of the base fee, often as a monthly amount or a percentage, and give bundles a small saving compared with buying each item separately.
Rate card or media kit?
A media kit tells your story: your background, your best content, your audience and your results. A rate card is the price list. Many creators combine the two into one document, and the template does exactly that, with your introduction and audience on the first page and your prices and terms on the second.
Keep it honest and up to date
Only use figures you can back up with your insights, and update them every month or two. Brands often ask for screenshots, and inflated numbers end relationships quickly. In the UK, paid content must also be clearly labelled as an ad, so say on your rate card that you label paid posts, and build the label into every brief.
List your services on ZOMZEY, receive offers from brands and get paid safely through Protected Payments.
Ready to find work? Read how to get brand deals as a small creator in the UK.
Influencer rates in other countries
ZOMZEY publishes the same rate research for three of Europe’s largest creator markets. Each guide is written in the local language, quotes fees in euros, and sets out the advertising disclosure rules that apply in that country rather than the UK ones.
- Prix influenceur en France, French rates by platform with the disclosure and written contract rules that apply there.
- Tarifas de influencers en España, Spanish rates by platform with the national disclosure rules and the registry of audiovisual service providers.
- Influencer Preise in Deutschland, German rates by platform with the labelling duties that apply to paid posts.
Frequently asked questions
Should I put prices on my rate card?
Starting prices help brands decide quickly and filter out budgets that do not fit. You can still quote a final price for each campaign once you know the full brief.
Do micro influencers need a rate card?
Yes. Smaller creators often benefit most, because a clear rate card shows professionalism and makes it easier for brands to book you without a long back and forth.
How often should I update my rate card?
Every month or two, or whenever your audience or engagement changes noticeably. Put the month and year at the top so brands know the figures are current.
How do I get paid safely?
Agree the deliverables and price in writing before you start. On ZOMZEY, Protected Payments secures the fee before work begins and releases it when the agreed content is delivered. You can see what you will take home with the what you keep calculator.
Creators on Instagram, TikTok and YouTube can find more on working with brands through ZOMZEY.
Should my rate card include my ZOMZEY profile?
Yes. Add the link to your ZOMZEY profile under how to book you, so a brand can send a priced offer straight away and pay through Protected Payments rather than by invoice and bank transfer.
Can a rate card show different prices for different brands?
A rate card gives starting prices. You can quote above or below them for a particular campaign, for example a lower rate for a small local business you want to support or a higher one for a long exclusivity period, as long as the final figure is agreed in writing before you start.
What if a brand says my rate card is too expensive?
Ask what the budget is and offer a smaller package rather than cutting the price of the same work. A single story or a shorter video at a fair fee protects the value of everything else on the rate card.
