If you’re growing a presence on social media, you might reach a point where brands want to collaborate with you. But one of the most common questions creators ask is: what should I charge for sponsored posts?
Whether you’re just starting out or already have a loyal following, it’s important to know your value and how to price your content fairly. This guide covers everything from pricing models to audience size, engagement, and industry benchmarks — so you can set your rates with confidence.
Why knowing your value matters
Sponsored posts are a form of influencer marketing — and brands are willing to pay for access to your audience. But if you undercharge, you risk undervaluing your content. If you overcharge without the results to back it up, brands may move on.
Getting your pricing right ensures:
- You’re paid fairly for your time, content, and influence
- Brands see you as professional and reliable
- You can build sustainable, long-term partnerships
Factors that influence what you should charge
There’s no universal rate card, but here are the key things that affect your pricing:
1. Your follower count
Generally, the more followers you have, the higher your rate — but micro and nano influencers (1k–50k) can still earn well if they have high engagement and a niche audience.
2. Your engagement rate
Brands care about likes, comments, shares, saves and video views — not just follower numbers. A smaller account with strong engagement often delivers better ROI than a big one with low interaction.
3. Content quality
Are you shooting professional-level photos or videos? Writing compelling captions? High-quality, well-edited content commands higher rates — especially if brands can reuse it in ads.
4. Platform
Instagram, TikTok, YouTube, and blogs all have different earning potential. For example, long-form YouTube videos may be priced higher than a single Instagram post.
5. Usage rights
If a brand wants to use your content in ads or for an extended period, you can (and should) charge more. This is called whitelisting or content licensing.
6. Exclusivity
If you agree not to work with competitors for a certain time, factor that into your rate. You’re limiting your earning potential — so charge accordingly.
Example rates by platform (2025 averages)
These are just ballpark figures — rates vary by niche, region and experience:
| Platform | Nano (1–10k) | Micro (10–50k) | Mid (50k–250k) | Macro (250k+) |
|---|---|---|---|---|
| Instagram Post | £50–£150 | £150–£500 | £500–£2,000 | £2,000+ |
| Instagram Story | £25–£100 | £100–£300 | £300–£1,000 | £1,000+ |
| TikTok Video | £75–£250 | £250–£750 | £750–£3,000 | £3,000+ |
| YouTube Video | £150–£500 | £500–£2,000 | £2,000–£10,000 | £10,000+ |
| Blog Post | £100–£300 | £300–£1,000 | £1,000–£3,000 | £3,000+ |
How to calculate your rate
A helpful formula for beginners is:
[£0.05 to £0.10 per follower] + extras (e.g. stories, usage rights, exclusivity)
Or, try a value-based approach:
- How long will it take to create the content?
- Will you need to travel, hire a photographer, or edit video?
- Is the brand getting long-term usage rights?
- Are you expected to post across multiple platforms?
Being transparent about your process helps brands understand what they’re paying for — and makes it easier to justify your pricing.
Should you create a media kit?
Yes! A media kit is a one-page document that outlines:
- Who you are and what you do
- Your audience demographics
- Engagement rates and follower stats
- Past brand partnerships
- Pricing packages or “starting from” rates
It’s one of the best ways to look professional and make negotiations smoother.
So, what should you charge for sponsored posts? The answer depends on your platform, content quality, audience engagement, and the scope of the campaign. But as a rule of thumb: charge based on the value you bring — not just your follower count.
Know your worth, communicate clearly, and don’t be afraid to negotiate. Brands are looking for real, relatable creators — and if that’s you, your content is worth investing in.
