How to Build a Rate Card That Ends the "What Do You Charge" Back-and-Forth
Every time a brand asks "what's your rate" and you have to go figure it out again, you lose time and, usually, a little bit of leverage. A real rate card fixes both.
There's a familiar moment in a brand negotiation: they ask what you charge for a Reel, and you pause. You do have an opinion, but you're trying to remember a number you've quoted five different ways to five different brands. A rate card puts that number somewhere you can find it quickly.
What a rate card actually is
It's not a pitch deck or pricing philosophy. It's a simple list with one price for each deliverable type. Add the things brands ask you for, such as a Reel, Post, Carousel, Story, UGC, Live, TikTok cross-post, blog mention, giveaway, whitelisting rights, or an in-person event. Use the same names as your signed deals, so "A Reel" means the same thing in both places.
Why "no invented average" matters
Some rate-setting tools show a "market average" based on limited data. Be cautious with those figures because there is no representative, verified dataset of what creators in your niche and at your size charge. A rate card based on what you've entered avoids anchoring you to an invented benchmark. If you haven't set a price, it should stay unset instead of using someone else's guess.
How to actually price each row
If you're starting from nothing, our guide to pricing a sponsored Instagram post walks through a defensible estimate using average reach and a CPM appropriate to your niche, adjusted for usage rights, exclusivity, and deliverable count. Once you work out a rate, save it to your rate card so you don't have to calculate it from scratch for every inquiry.
Treat it as a living document, not a one-time task
The biggest mistake with a rate card is building it once and never updating it. Review your rates when your numbers change, such as after a jump in reach, a strong campaign result, or audience growth without a price change. A stale rate card can cost you money on every deal that comes in.
What it actually saves you
- Time. "What's your rate for a Reel + 2 Stories" gets answered by reading two numbers, not by reconstructing a mental estimate mid-DM.
- Consistency. Two brands who compare notes (and brands do talk to each other) see the same number, not two different ones you improvised on different days.
- Confidence. A number you've already decided, in a calm moment, is easier to hold firm on than one you're inventing live during a negotiation.
Getting started
- List every deliverable type you get asked for, even the rare ones.
- Price each one honestly, using a real build-up, not a guess.
- Review it when your numbers change. Don't wait a year.
knit.bio's Money Suite includes a rate card with one price per deliverable. It is yours to set and free on every plan. See how it works, or start free and build yours today.