"Girl, you should be getting at least $20k per post."
Throughout her career, Brittany has worked from both the brand and influencer's side of the deal — scouting, vetting, and hiring influencers for campaigns, as well as helping influencers decide their pricing and strategizing a plan.
She's penned deals for influencers with Walmart, Pampers, General Mills, Glade, Neutrogena, JCPenney, and worked with companies like Facebook, Citizen Relations, and more.
"The industry is not standardized which makes it more difficult for creators and brands alike. So, in my opinion, there’s no right or wrong way to charge. There is, however, information that is outdated and ill-advised.
The days of $100 for every $10K followers is over. The most recent rule of thumb of '4% of your overall following' has merit, but it’s still a starting point, and doesn’t take into account EVERYTHING a creator needs to consider when pricing their rates.
Basing your pricing simply off of your following and engagement is a quick way to undercharge and undervalue yourself. Both following and engagement still matter, but they’re not the only factors when setting rates. [Your] following, reach, and engagement instead determine the BASE RATE, and then you
go from there to get your FINAL RATE by including additionals like usage &
In my experience, I notice base rates anywhere from 4-7% of their following and final rates 10-15% of their following. I’ve also had no problem securing brand deals following these parameters."
"If a brand ghosts an influencer/creator after they give their rates, it exhibits a lack of strategy on the brand’s end. It’s clear they didn’t adequately set a budget that was suitable for the creators they wanted to work with. It’s clear they’re still undervaluing creators.
When you’re on the brand side, it starts in the strategy stage. We’re strategizing with the brand to determine how much budget they have to work with and what type of creators they want to work with to help them reach their campaign goals. Once we know the answer to those questions, we think about what influencers are charging these days and act accordingly. There’s no reason for me to have a $5K budget and I reach out to an influencer with 100K followers. I know straight away that I can’t afford them. So, it’s my job to go back to my brand client and say, 'With this budget, and these goals we have set, we can afford a creator with X amount of followers, reach, ER, etc. for these deliverables.'
So, it’s not ONLY on the influencers to know how to charge and negotiate, but it’s on the brands to educate themselves on it as well. I find it very unprofessional to not respond. If they don’t have the budget, be upfront about it. As a brand manager, campaign manager, or whatever, you can’t act like the influencer isn’t important enough for a response. The same influencers that you need for your campaign to be successful? Treat them like the creative professionals they are and give them the respect they deserve — period.
My advice for influencers is to charge accordingly, and have discernment over which brands are worth working with and are willing to pay you for the work you’re doing."
"A lot of people underestimate the work that goes into being an influencer or content creator. [But] influencers and content creators are essentially running their own mini agency. They’re their own legal department, finance department, social media department, new business department, CEO, creative department, etc. If they haven’t grown to the point where they have their own team, then they’re doing it all on their own. That’s a lot of hours!
If you lowball yourself, you’re not going to see any profit from working on this campaign. Just money and time spent on a 'job' that’s not helping you pay your bills. Influencer marketing is a multi-billion dollar industry and it’s only growing."