What an influencer rate card is
An influencer rate card is one page, sent as a PDF, that turns your audience into prices a brand can approve. A rate that looks derived from your numbers gets questioned line by line; an unexplained number gets treated as an opening bid. It is not a media kit: a media kit says who you are and a rate card says what each deliverable costs. Read media kit vs rate card for where the two overlap.
The template, section by section
Copy the left two columns into a document of your own and fill each section with your numbers. The right column shows what the same section holds in a real rate card, made from a 28,000-follower Instagram yoga account. Keep it to one page, two at most.
| Section | What to put in it | In the example |
|---|---|---|
| Header | Name, handle, platform, niche, date | Sample Yoga Account, @sampleyoga, Instagram, the app's fitness and yoga labels, the export month |
| Audience | Followers, average Reel or video views, engagement rate, top countries | 28,000 followers, 6,000 Reel views, 4.0% |
| Placements | A price for each format you sell | Reel $627, feed post $483, Story $138, link in bio $100 |
| Package | What the brand gets and the package price | Reel plus Story, $765 |
| Add-ons | Usage rights, whitelisting, exclusivity, rush, each with a duration and a price | Usage rights 30 days, $168 |
| Total | The deal total for the package and add-ons | $934 |
| Terms | Payment terms, turnaround, revisions, approval process | Your own terms (not part of the app's rate card) |
| Past work | Brands you have worked with, recent videos | Left empty in the example |
Pricing each placement
Price every placement on its own line. A Reel, a feed post, a Story and a link in bio reach people differently, so one blended number undercharges one format and overcharges another. For this account the app prices a feed post at 77% of a Reel and a Story at 22%, and its own advice is to lead with Reels and treat Stories as an add-on. The link in bio is a flat fee. For the per-view side of Reels, read Instagram Reels CPM. To compare calculators that price Instagram, read Instagram sponsorship calculators compared.
| Placement | Rate | Range |
|---|---|---|
| Instagram Reel | $627 | $452 to $828 |
| Feed post | $483 | $348 to $638 |
| Story (3 to 5 frames) | $138 | $99 to $182 |
| Link in bio | $100 | none shown |
Add-ons as line items
Charge each extra on its own line, with a duration. In SponsorCraft every extra is a percentage of the package price, added to it and not multiplied: 30 days of usage rights or whitelisting adds 22%, 30 days of exclusivity adds 25% and 7 days of rush delivery adds 20%. The app labels its usage rights percentages an estimated pricing assumption, not an industry standard, so treat them as a starting point. To negotiate them, read about usage rights and rate card add-on pricing.
| Add-on | Duration | Price | Deal total |
|---|---|---|---|
| Usage rights | 30 days | $168 | $934 |
| Whitelisting | 30 days | $168 | $934 |
| Exclusivity | 30 days | $191 | $957 |
| Rush delivery | 7 days | $153 | $918 |
A real rate card: 28,000-follower yoga account
Here is the example behind the numbers above, run in SponsorCraft. The Reel and the Story are the package; the feed post and the link in bio print as reference rates, using the app's option to show reference rates in the export. Click any rate to change it before you export.
- Platform
- Niche
- Fitness, Yoga & flexibility
- Followers
- 28,000
- Average Reel views
- 6,000
- Engagement
- 4.0%
- Audience
- Mixed (the default)
- Package
- Reel and Story
- Extras
- Usage rights, 30 days
$934Deal total. Reel $627, Story $138
The Deal Summary adds the base $765 (Reel $627 plus Story $138) and usage rights $168, for a total of $934. The feed post prices at $483 (range $348 to $638) and the link in bio at $100.
SponsorCraft's Why this rate line reads: "Your Reels reach about 21% of your followers, close to the typical 21% for an account your size, so this is the market median rate for your follower count." That line is for you to use in a reply; it is not printed on the PDF.
Assumptions: a model estimate, not a guarantee. Mixed audience preset; Reel and Story selected. Usage rights for 30 days is +22% in the app, which labels it an estimated pricing assumption, not an industry standard.
Want this rate card with your numbers? Build your creator rate card in SponsorCraft.
This is the same rate card as the app exports it, with a made-up name and handle. Past brands and recent videos are left empty, and the preview prints the app's own date.
Why a rate card built from your numbers beats a template
A template gives you the layout and nothing else. Every price is blank, so you still invent each number, work out the extras and add up the total, and a brand can tell when a price is a guess. SponsorCraft builds a custom PDF rate card from your own audience numbers instead, so each figure is calculated rather than guessed, and you can still change any of them before you send it. The table compares the two with a generic template.
| Compared on | A generic template | A SponsorCraft rate card |
|---|---|---|
| Prices | Blank: you decide every number yourself | Calculated from your followers, views, engagement, niche and audience location |
| Placements | Whatever rows the template has | A separate price for each placement on your platform (on Instagram: Reel, feed post, Story, link in bio) |
| Extras | Usually missing, or a line you price by hand | Usage rights, whitelisting, exclusivity and rush delivery, each with a duration and a price |
| Total | Added up by hand | Worked out for you, package plus extras |
| Backing for the number | None a brand can see | A range around each rate and a "Why this rate" explanation you can use when a brand pushes back |
| Changing a figure | Edit the file | Click any rate to change it before export |
| Output | A file you design and format | A finished PDF rate card with your name, handle, stats, prices, extras and total |
Your rate. Your decision.
What makes a rate card look amateur
Most of these come from copying a layout without the reasoning behind it:
- Leading with follower count instead of average views
- One price for every format
- Vague deliverables: "sponsored segment" instead of length, placement, link duration and revisions
- Extras given away by default instead of priced as lines
- A design file a brand cannot forward, instead of a PDF
For a fuller checklist, read what to include on a rate card.
SponsorCraft
Know what your content is worth.
- A custom PDF rate card built from your own numbers, not a blank template: audience stats, placements, package, add-ons and total
- Separate prices for an Instagram Reel, feed post, Story and link in bio
- Usage rights, whitelisting, exclusivity and rush delivery as separate lines with durations
- Editable rates: click any rate to change it before export
- PDF rate card export, with reference rates shown or hidden
- Calculators for YouTube, Instagram, TikTok, YouTube Shorts and a Multi-Platform Bundle
- 19 creator niches with 111 optional sub-niches
- One-time purchase, no subscription, no login, runs offline
Creator License $49 one-time; Agency and Brands License $129 one-time.
Common questions
What should an influencer rate card include?
Your audience numbers, a price for each placement, any package, the extras you charge for (usage rights, whitelisting, exclusivity and rush delivery) with durations and prices, your terms and your past work. Keep it to one page.
What does an influencer rate card look like?
One page with your name and handle, audience stats, a price per placement, the package and the total. The example prices a Reel at USD 627, a feed post at USD 483, a Story at USD 138 and a link in bio at USD 100 for a 28,000-follower yoga account.
Should I put add-ons like usage rights on my rate card?
Yes, each on its own line with a duration. In the example, 30 days of usage rights adds USD 168 to a USD 765 package.
Should I send my rate card as a PDF?
Yes. A PDF is easy for a brand to forward without a login or a shared document. SponsorCraft exports the rate card as a PDF.
Is a rate card template good enough?
A template gives you the layout but not the numbers: you still set every price and add up the extras. SponsorCraft calculates the prices and the total from your own numbers and exports a custom PDF rate card you can still edit. The 28,000-follower example comes to a USD 765 package, or USD 934 with 30 days of usage rights.