As an influencer, you will often be asked to convey your prices to brands. When your conversation steers toward compensation, your rate sheet will provide clear pricing. Here’s how to create a detailed rate sheet, including what it is, why it’s important, what should be on it, and stats to remember.
What’s an influencer rate sheet?
Creators make an influencer rate sheet to communicate fees to brands. Typically, the cost per post is included, as is any special pricing for content bundles.
Why is a rate sheet important?
When you work with brands, you want to build a strong relationship. Relationships thrive on clear, open communication. A rate sheet is the best way to communicate your rates and set compensation expectations now and, hopefully, into the future.
Influencers sometimes list their rates in an email, but a rate sheet is more memorable and can be sent as an image or PDF inside an email or as an attachment.
What does an influencer rate sheet look like?
A rate sheet can take many forms. Some influencers put their pricing into a spreadsheet and send that to brands. Other influencers use pre-designed templates for a more professional, clean look. Canva has several templates you can use to produce a rate sheet, but here are two examples.
The first one, featuring Juliana Silva, is a template from Canva and has the influencer’s name, a small bio, a short list of previous collaborations, demographics, and rates. The second example is from influencer Funmi Ford, a fashion blogger whose rate sheet lists her monthly impressions, includes a picture, and lists her rates.
Another option in place of a rate sheet is creating a listing in IZEA’s Marketplace. It functions similarly to a rate sheet in that it features your information, content examples and social media platform connections and analytics, if connected.
As you can see, the information listed on a rate sheet can vary.
What’s the difference between a media kit and a rate sheet?
A media kit serves as a visual resume. It gives brands a brief history, relevant metrics like audience demographics and engagement rates, and examples of your work. While some of these items can be included in the rate sheet, the media kit excludes pricing.
What’s on a rate sheet?
First and foremost, a rate sheet expresses compensation for specific content, but you can include additional information, too.
Rates
List your rates in a clear format so it’s easy for marketers to see how much you charge at a glance. List the cost per piece of content on each platform. If, like many influencers, you offer content bundles, list those prices as well.
With content bundles, influencers can offer more content at higher rates while providing brands content on multiple channels. A content bundle might include a blog post and a YouTube video, for example.
Name contact information
Your rate sheet should have your first and last name, along with your preferred contact method, be it by phone, email, or DM. A rate sheet will likely be shared internally by the brand, so it’s good to reinforce your name and offer ways to reach out.
Your contact information extends to your website and social channels too. Provide links to all of them.
Short bio with a picture
At the top of your influencer rate sheet, consider adding your picture with a short three-sentence introduction. This mini bio should explain your niche and recap your experience working with brands.
Metrics
Your media kit will include a handful of metrics that brands are often interested in, but you can reiterate a few KPIs in your influencer rate sheet. Specially, you can list:
- Follower count
- Engagement rate
- Audience demographics
How do influencers set their rates?
Before you can list rates on a sheet, you must set them. Influencer rates depend on various factors, including audience size, content platform and type, and content bundles.
Audience size
Typically, the larger the audience, the more influencers charge. For a better gauge of rates, take a look at the chart below, pulled from IZEA’s State of Influencer Earnings report. The chart breaks up payment by influencer tiers, categorized by audience size. Tiers are as follows:
- Nano: 1K-10K
- Micro: 10K-50K
- Mid-tier: 50K-200K
- Macro: 200K-500K
- Mega: 500K-1M
- Web celebrity: 1M+
IZEA’s data show nano influencers making an average of $1,000 per post and micro-influencers making an average of $1,700 per post.
Content platform and type
Rates vary based on the platform, like Facebook or YouTube, and the type of content, usually a picture or video. Video content takes more effort than a still picture, so expect to pay more for video.
The State of Influencer Earnings looks at average pricing by platform. Facebook is the most affordable, averaging $642 per post, while content for Twitch, a live-streaming platform, hits an average of $4,373 per post.
Content bundles
As mentioned, many influencers offer content bundles. Bundles impact pricing, too. Here’s a look at IZEA data that explores common content bundles and their average costs.
The most affordable combo is a blog and Facebook post, averaging $1,735, while an Instagram Story and a YouTube video reaches $12,007.
Using this information, creators of all niches and tiers can create a competitive influencer rate sheet.
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