Brand deal rate calculator
Enter your real audience numbers and get a defensible sponsorship rate range — built from the CPM and per-follower heuristics brands themselves use — plus a rate card PDF ready to send.
How it works
- Pick your platform and enter followers, average views, and (optionally) your engagement rate — the calculator runs on your real reach, not vanity numbers.
- Choose the deal type and flag usage rights or exclusivity, which professionals always price separately.
- Get a defensible low–high range with the math shown, then download the rate card PDF or email it to yourself.
How much should I charge for a sponsored post?
Start from the two heuristics brands themselves use, then adjust for engagement. The classic Instagram baseline is $100 per 10,000 followers; the short-video baseline is a $10–25 CPM on your average views (that's $10–25 per 1,000 views you actually deliver). Take the higher of the two as your anchor — if your engagement rate is above typical for your platform, charge toward the top of the range.
What CPM do brands pay creators in 2026?
Commonly cited working ranges, before adjustments — your niche, audience quality, and how in-demand your category is move you inside (or above) these bands:
| Platform | Typical CPM range | Baseline this tool uses |
|---|---|---|
| TikTok | $10–$25 per 1k views | $15 |
| Instagram Reels | $10–$30 per 1k views | $18 |
| YouTube (dedicated) | $20–$35 per 1k views | $25 |
How do usage rights change my rate?
Usage rights mean the brand can run your face and content as paid ads — that's worth real money beyond the post itself, because it replaces production they'd otherwise pay an agency for. The common convention is +25–50% for limited usage (30–90 days, organic + paid social), more for whitelisting or perpetual rights. Never include usage by default; price it as a line item, which this calculator does.
Should I charge more for exclusivity?
Yes, always. Category exclusivity means you're turning down every competitor for the agreed window — that's lost income, not a favor. The working convention is +20–30% for 30 days of category exclusivity, scaling with the window length. If a brand wants six months of exclusivity, that's not a post rate anymore, it's a partnership retainer.
How do I justify my rate to a brand?
Show the math instead of naming a number cold. A rate card that lists your average views, engagement rate, and the CPM your price implies reframes the negotiation around value delivered:
- Lead with average views and engagement rate — the numbers that predict campaign results.
- Show your rate as an implied CPM ("$450 ≈ $17 per 1,000 views I actually deliver").
- Price usage rights and exclusivity as separate line items so the base rate stays comparable.
Frequently asked questions
Is this rate calculator free?
Yes — free, no signup, and the rate card PDF downloads without a watermark. Asobi Tools runs in your browser; there's no funnel behind this.
Are my numbers uploaded or shared?
No. The calculation happens on your device and your stats never leave your browser. Brands never see anything unless you choose to send them the PDF yourself.
Where do the rate formulas come from?
They're the heuristics working creators and talent managers commonly use: the $100-per-10k-follower Instagram baseline, $10–35 CPMs on delivered views by platform, integrations at roughly 60% of a dedicated post, and +25% style uplifts for usage rights and exclusivity. The methodology is shown openly on this page — adjust for your niche and demand.
Is the suggested range a guarantee?
No — it's a defensible starting position, which is what most creators are missing. Hot niches, strong audience trust, or brand urgency can push you well above the range; the point is to stop guessing and stop anchoring low.
What if my views are low but my followers are high?
The calculator takes the higher of the views-based and follower-based baselines, but if your views are consistently far below your follower count, brands will price on views. Lead with engagement rate instead if that's your strong number — the engagement rate calculator here builds that report.
Should nano creators charge at all?
Yes. Under 10k followers you may get more gifted-product offers, but if a brand wants usage rights or a dedicated post, money is on the table — nano creators with high engagement are exactly what performance marketers want. Even $150–$300 properly framed beats free.
What's the difference between a dedicated post and an integration?
Dedicated means the whole post is about the brand; an integration is a 30–60 second segment inside your normal content. Integrations price around 60% of dedicated because they cost you less audience goodwill and less production. Stories and reposts run lower still.
Can I send the rate card directly to brands?
That's the idea — it's a clean one-pager with your handle, reach numbers, package prices, and the line items, ready to attach when a brand asks "what are your rates?". Pair it with the Asobi Tools media kit generator for the full pitch kit.
Who built this?
Asobi Tools is built by Asobi Labs, an independent Brooklyn studio run by a working creator who negotiates these deals herself. Every tool is free, signup-less, and your data never leaves your browser.