How to Price Brand Deals as a Creator

How to Price Brand Deals as a Creator

Pricing your first brand deal is one of the most stressful parts of being a creator. Charge too much, and they ghost you. Charge too little, and you leave money on the table.

The Standard Sponsorship Formula

A common starting point for estimating a YouTube sponsorship is to apply a sponsorship CPM to expected views. For planning only, this example uses $20 to $30 CPM for an integrated ad. Actual rates can vary with niche, audience quality, engagement, deliverables, usage rights, exclusivity, and negotiation.

Example formula: (Average Views / 1000) × an agreed planning CPM = Indicative Base Rate

Integrated vs Dedicated Videos

Not all sponsorships are the same. You should adjust your rates based on the deliverable:

• Integrated Ad (60 seconds): Start with the agreed planning CPM and scope
• Dedicated Video (Entire video is about the product): Often requires a higher negotiated rate because the deliverable is broader

Factors That Increase Your Value

You can and should charge more than the base rate if any of the following apply:

• Usage Rights: If the brand wants to run your video as a paid ad on Facebook or YouTube, charge an additional 20-50% per month of usage.
• Exclusivity: If they forbid you from working with their competitors for 6 months, charge a premium.
• Niche Audience: A highly targeted audience may support a different negotiated CPM, but the result depends on the campaign and audience evidence.