How to calculate your rate as a creator
A simple framework to set rates that brands respect and you don't regret.
Last updated: May 14, 2026
Quick steps
- 1
Start with CPM
Reach × CPM band for the platform and format.
- 2
Apply engagement multiplier
0.8x to 1.2x based on your engagement rate.
- 3
Add production time
Hourly rate × hours of work.
- 4
Add exclusivity & usage
+25–100% depending on scope and duration.
There's no universal formula, but every workable rate combines four inputs: reach, engagement, production effort, and exclusivity. Here's how to weigh each.
1. Reach
Use a CPM baseline. For Instagram in 2026, $10–25 CPM on reels and $5–15 on static is a reasonable industry band. Multiply by your average reach.
2. Engagement
Add a multiplier for engagement rate. Above 3% on IG or 8% on TikTok = 1.2x. Below 1% = 0.8x.
3. Production effort
A UGC clip filmed in your kitchen ≠ a 3-day shoot with a crew. Add hourly time at $75–200/hr depending on your skill level.
4. Exclusivity and usage rights
If the brand wants exclusivity in your category for 90 days, add 25–50%. If they want paid-media usage rights, add 30–100% depending on duration.
Use the Influki rate calculator
The Tools → Rate Calculator does this math live with your real audience data.
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