November 10, 2026
Influencer Rate Card Template and How to Use It With Brands
A complete rate card template for talent managers: content rates, add-ons, and terms, plus a filled-in example and advice on when to share it.
An influencer rate card template gives every creator on your roster a one-page price list: their content rates by platform, the add-ons brands commonly ask for, and the terms that apply to every quote. It keeps your managers quoting the same numbers, and it answers the “what are their rates?” email in one reply.
Below is a complete template you can copy, a filled-in example, and practical advice on how to set each rate, when to send the card, and when to hold it back. Every dollar figure in this article is an example to show the format, not a market benchmark.
What a rate card is, and what it is not
A rate card lists a creator’s starting prices. It is not a final quote. The final price for any deal depends on the scope the brand asks for: how many deliverables, how long the usage runs, and whether exclusivity applies.
It also helps to keep three documents separate:
| Document | What it shows | Who it is for |
|---|---|---|
| Media kit | Audience, stats, top content, past partners | Brands deciding whether a creator fits |
| Rate card | Starting prices for each deliverable and add-on | Brands asking about cost, and your own team |
| Quote | The price for one specific deal, line by line | One brand, for one brief |
Some agencies put rates inside the media kit. Others keep them separate so they can share stats freely and share prices only on request. Either works, as long as the numbers match everywhere.
The influencer rate card template
Copy the sections below for each creator. Replace every bracket and blank with the creator’s details.
Header
- Creator: [Creator name]
- Handles: [TikTok @handle], [Instagram @handle], [YouTube channel]
- Niche: [for example, skincare and wellness]
- Represented by: [Agency name], [manager name], [email]
- Rates valid through: [date]
Section 1: Content rates
| Deliverable | Platform | What is included | Rate (USD) |
|---|---|---|---|
| Short-form video (30 to 60 seconds) | TikTok | Concept, filming, editing, one round of revisions, posting | $____ |
| Reel | Concept, filming, editing, one round of revisions, posting | $____ | |
| Story frame | One frame with a link sticker | $____ | |
| Story set (3 frames) | Three frames posted the same day | $____ | |
| Carousel post | Up to [number] images and caption | $____ | |
| Integration (60 to 90 seconds) | YouTube | Segment inside a regular video | $____ |
| Dedicated video | YouTube | Full video about the brand | $____ |
| Short | YouTube | Vertical video under 60 seconds | $____ |
| UGC video (not posted) | Brand’s channels | Filmed and edited video delivered to the brand | $____ |
| Livestream | [Platform] | Per hour, with brand mention | $____ |
Delete any row the creator does not offer. A short, accurate card is better than a long one with formats the creator never makes.
Section 2: Add-ons
| Add-on | Unit | Rate (USD) |
|---|---|---|
| Paid usage | Per deliverable, each 30 days | $____ or ____% of base |
| Whitelisting (ads through the creator’s handle) | Per deliverable, each 30 days | $____ or ____% of base |
| Category exclusivity | Each 30 days | $____ or ____% of base |
| Raw footage | Per deliverable | $____ |
| Extra round of revisions | Per round | $____ |
| Rush turnaround (under [number] days) | Per deliverable | ____% of base |
| Cross-post to another platform | Per deliverable | $____ |
| Link in bio | Per week | $____ |
Section 3: Terms
- All rates are in USD and do not include sales tax or VAT.
- Base rates include one round of revisions and organic reposting on the brand’s own channels.
- Paid usage, whitelisting, and exclusivity are priced separately and start on the go-live date.
- Payment terms are net [30] days from the invoice date.
- Rates are starting prices. Final pricing is confirmed in a written agreement for each deal.
Example: a filled-in rate card
Here is the same template filled in for an example lifestyle creator who posts on TikTok and Instagram. The figures are illustrations only. Set your creators’ rates from their own stats and deal history.
| Deliverable | Platform | Rate (example) |
|---|---|---|
| Short-form video | TikTok | $2,000 |
| Reel | $1,800 | |
| Story frame | $400 | |
| Story set (3 frames) | $1,050 | |
| UGC video (not posted) | Brand’s channels | $900 |
| Add-on | Unit | Rate (example) |
|---|---|---|
| Paid usage | Each 30 days | 30% of base |
| Whitelisting | Each 30 days | 40% of base |
| Category exclusivity | Each 30 days | 20% of base |
| Raw footage | Per deliverable | $300 |
| Extra round of revisions | Per round | $250 |
Notice that the Story set is priced lower than three single frames. A small bundle discount like this rewards brands for booking more, without touching the TikTok or Reel rate.
How to fill in each rate
The influencer rate card template is only as good as the numbers in it. Set them in this order.
- Set base rates from recent performance. Use the median views on recent organic posts for each platform, then adjust for engagement, audience fit, and niche. Our guide on how to price brand deals walks through the CPM math with a worked example.
- Check base rates against closed deals. If the creator has been closing Reels well above your calculated rate, the market has already told you the price.
- Decide add-on rules at the agency level. Pick one way to price paid usage, whitelisting, and exclusivity, and use it for every creator. For the details, read how to price usage rights and whitelisting.
- Round the numbers. A rate of $2,000 reads as a decision. A rate of $1,973 reads as a formula.
- Agree the card with the creator. They should know their own starting prices and the lowest total they would accept.
When to send a rate card, and when to hold it back
A rate card saves time, but it also anchors the conversation. Use it with care.
Send the rate card when:
- A brand asks for rates before it has a brief.
- A repeat partner books the same formats every quarter.
- A brand is pricing several creators at once and needs comparable numbers.
Hold it back when:
- The brief is unusual, such as a long-term ambassador deal or a multi-platform launch. Quote the full scope instead.
- The brand has not shared a budget yet. Ask first, since its number may be higher than your starting rate.
- The brand wants long usage or broad exclusivity. Those terms change the price a lot, so send an itemized quote.
Always use it internally. Even when you never send it, the rate card is the reference your team quotes from. That keeps two managers from quoting the same creator at different prices.
A middle option works well for many agencies: share “starting at” prices for the main formats, and keep add-ons for the quote stage.
Keep rate cards current
A rate card that is six months old is a liability. Brands notice when the stats in a media kit do not match the prices on a card, and creators notice when their rates lag their growth.
- Review every quarter. Put a recurring reminder on the calendar for each manager’s roster.
- Review after a jump. A viral month or a big audience gain is a reason to raise rates, not to wait.
- Date every version. The “valid through” line in the header protects you when an old card resurfaces.
- Keep one source of truth. Store rates in one place and pull every card, deck, and quote from it.
- Customize per pitch, not per card. If one brand gets a special rate, change it in that pitch, not on the master card.
How July handles rate cards
In July, you add rates for each talent directly to their Media Kit, and you can edit or hide them at any time. The kit sits next to stats that update daily, so prices and performance stay in step. When you build a Deck for a brand, rates default to each talent’s standard rates and can be customized for that deck, so a special price never changes the master rate. For what else belongs in the kit, see the influencer media kit template.
Frequently asked questions
What should be on an influencer rate card?
List each deliverable the creator offers with its starting price, the add-ons brands ask for (paid usage, whitelisting, exclusivity, raw footage, extra revisions), and the terms that apply. Add a header with the creator’s handles, the agency contact, and a “valid through” date. Keep it to one page.
Should I put rates in a media kit?
It depends on how you sell. Rates in the media kit save a round of emails, while a separate rate card lets you share stats freely and prices only on request. Whichever you choose, make sure the numbers match everywhere.
How often should a creator update their rate card?
Review it every quarter, and right away after a big jump in audience or a standout campaign. Date each version so brands and your team know which numbers are current.
Is a rate card the final price?
No. A rate card shows starting prices. The final price depends on the scope of each deal, including the number of deliverables, the length of usage, and any exclusivity, and it is confirmed in the written agreement.
