This page gives you both halves: the line items that belong on a card, and figures for each from our planning model so the card is not blank. Everything numeric here is a 2026 planning estimate from our calculator model and public rate cards. Adjust it to your own demand rather than treating it as a ceiling.
The numbers
| Audiencefollowers | Feed posttypical, then low to high | Reeltypical, then low to high | Story settypical, then low to high |
|---|---|---|---|
| 5,000followers | $60$40 to $85 | $90$65 to $125 | $25$15 to $35 |
| 10,000followers | $85$60 to $120 | $130$90 to $180 | $35$25 to $50 |
| 25,000followers | $215$150 to $300 | $320$225 to $445 | $85$60 to $120 |
| 50,000followers | $425$300 to $600 | $640$445 to $890 | $170$120 to $240 |
| 100,000followers | $700$490 to $980 | $1,050$740 to $1,470 | $280$195 to $390 |
| 500,000followers | $3,000$2,100 to $4,200 | $4,500$3,150 to $6,300 | $1,200$840 to $1,680 |
2026 planning estimates from our calculator model and public rate cards. Priced at each platform typical engagement rate with organic use only, no exclusivity and a tier-one market. Change any of those and the figure moves; the influencer rate calculator runs the same engine with every input exposed.
Estimate your own brief
The same model as the table, with your inputs. Nothing is sent anywhere and there is no signup.
The eight lines every rate card needs
Production, per deliverable and per length. Photo sets, priced as a set rather than per image. Raw footage, at 30% of the video fee with a floor of $50. Hook variations, at 20% each with a floor of $25. Paid usage, at 25% of production for 3 months, 50% for 6 and 100% for 12. Whitelisting, at 30%. Category exclusivity, on the same three shares as usage. And rush delivery, at 25% of the subtotal for anything under seven days.
The reason to separate them is that every one of those lines is a thing a brand can choose not to buy. A brand that only needs organic use should not be paying a rights premium, and a brand that needs 12 months should not be getting it inside a production fee. A card structured this way prices honestly in both directions, which is why it closes faster than a single number.
Audience fee or production fee
There are two different cards in this industry and mixing them causes most of the confusion. An influencer rate card prices an audience: our engine starts from 10 dollars per thousand followers on Instagram and 12 on TikTok, adjusted by tier, engagement and format. A UGC rate card prices production: a flat figure per asset with rights as a percentage on top, no audience component at all.
If you post the content, you are selling an audience and the influencer card applies. If the brand runs the content in their own ads, you are selling production and the UGC card applies. Many creators sell both, and the right move is to publish both cards rather than averaging them into a figure that is wrong for each.
A card you can copy
For a micro creator at 5,000 to 25,000 followers, a defensible starting card reads: 15 to 30 second video $225, 30 to 60 second video $295, photo set of five $225, raw footage $70 per video, hook variation $45 each, paid usage 3 months $55 per video, 6 months $115, 12 months $225, whitelisting $70 per video, rush 25% of subtotal.
For a nano creator under 5,000 followers the same structure at lower figures: video $150, photo set $175, raw footage $50, 3 month usage $40. Publish the structure, keep the figures editable, and put one line at the bottom naming what is not included, which is usually travel, props and paid media spend.
What a brand reads first
Brands scan a rate card for three things: whether you have made something like what they need, whether the price is inside their band, and whether working with you will be simple. The last one is the one creators neglect and the one that wins repeat work. A line naming your turnaround, your revision policy and what you need from the brand is worth more than another price on the sheet.
Keep it to one page and lead with the work. Two or three embedded examples above the numbers changes the conversation from what does this cost to can you do this, which is the conversation where your rate holds. Then put the rights lines directly under production rather than at the bottom, so nobody reads a production fee and assumes it covered the licence.
Questions people ask
What should be on an influencer rate card?
Production by deliverable and length, add-ons for raw footage and hook variations, rights lines for paid usage, whitelisting and exclusivity, and a rush fee. Eight lines is enough, and separating them is what protects the total in negotiation.
Should I put prices on my public rate card?
Put the structure publicly and the figures on request. A published structure filters briefs that do not fit; published figures anchor you at whatever you wrote six months ago and remove your ability to price a specific brief.
How often should a rate card change?
When your evidence changes, not on a schedule. A new case study, a jump in inbound demand or a genuinely better portfolio all justify a revision. An arbitrary annual increase does not, and it is easy for a brand to push back on.