Brand Deal Math: What Creators Should Charge in 2027

Every creator gets the DM: "Love your content, what's your rate?" If you answer with a gut number, you're leaving money on the table. Here's how to build a price you can actually defend.

Start With the Deliverable

Price the work, not just the post. Count the concepting, shooting, editing, revisions and posting. A simple rate card starts with a base rate per format, whether that's a Reel, a Story or a long-form video, and then adds separate lines on top.

Two Ways to Find Your Base

Guides across the creator-business world point to the same two checks:

Your views: a CPM, meaning a price per 1,000 views, scaled to what you usually pull on that format.
Your time: your hours multiplied by your hourly rate.

Take the higher number. That's your anchor.

The Add-Ons Brands Forget

The post is only one piece. Each extra right the brand wants should be its own line item:

Usage rights: the brand reusing your content on its site, in email or in paid ads, priced by how long, where and on what channels.

Whitelisting: the brand running ads through your handle. That's more reach and more control for them, so it adds a fee.

Exclusivity: you agree not to work with competitors for a set period. That's income you're turning down, so build it into the rate.

Rush jobs and extra revisions: more work, more cost.

Industry sources put real numbers on these, and they vary a lot from guide to guide, which is the point: there's no fixed market rate and no law setting one. Build your quote in layers so you can explain every line.

Put It in Writing

Your quote should match the agreement. Check the deliverables, fee, usage terms and exclusivity period, and get payment timing in the contract before you start production. Know the deal type too: a flat-fee brand deal, an affiliate deal paid on sales, a monthly ambassador retainer and a gifting arrangement are all priced differently.

The Bottom Line

Your attention has value. Don't hand over broad usage rights inside a base rate, don't work with a vague scope, and never quote without a number you can explain. Do the math, send the rate card, negotiate from there.

Stack Pack Media: Boston culture, creator business, and the hustle behind it.

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