A rate card is the document where an influencer lays out how much they charge for each content format: a reel, a story, a feed post, a bundled package, and so on. It usually accompanies the media kit and speeds up brand negotiations by avoiding a price discussion from scratch every single time.
Factors that shape the price
- Audience size and quality: not just follower count, but also engagement rate and niche relevance.
- Content type: a produced video (scripted reel, editing, multiple takes) usually costs more than a quick story.
- Exclusivity: if the brand asks you not to work with competitors during a given window, the price goes up.
- Usage rights: if the brand wants to reuse your content in its own paid ads (whitelisting), that's typically a separate fee.
- Turnaround and brief complexity: tight deadlines or very specific requirements also raise the price.
Why it's worth having in writing
Clear, written pricing cuts down on tense back-and-forth, keeps you from charging similar brands wildly different amounts for no good reason, and signals professionalism. Many creators revisit their rate card every 6-12 months as their audience grows or their real CPM improves.