2025 UK Rate Guide
How Much to Charge for a Brand Deal in the UK
Updated March 20258 min readTikTok / Instagram / YouTube / UGC
Most UK creators are being underpaid by 40-70% on brand deals -- not because brands are evil, but because creators don't know their real market rate. This guide fixes that. Real benchmarks, real formulas, no guessing.
Why Most Creators Undercharge
There's no publicly available price list for brand deals. Brands know this. They rely on creators not knowing their worth to keep costs low. The result? A creator with 50,000 engaged TikTok followers might accept £300 for a deal that should be worth £1,200.
The problem isn't just lost income on one deal -- it's that underpaying sets a precedent. Brands share creator rates with each other. Once you've accepted £300, you become a “£300 creator” in their systems.
The Average Underpayment
47%
Average underpayment for UK creators
£850
Average amount left on the table per deal
3x
Rate difference between nano & micro in same niche
68%
Creators who never counter-offer
TikTok Brand Deal Rates UK 2025
TikTok has fundamentally changed influencer pricing. The combination of high organic reach, viral potential, and purchase intent makes TikTok creators extremely valuable to brands -- often more so than Instagram creators with the same follower count.
TikTok rates are primarily driven by average views per video, not follower count. A creator with 15,000 followers getting 200,000 views per video should charge more than a creator with 50,000 followers getting 20,000 views.
| Tier | Followers | Avg Views | Rate Per Post | Rate Per Story |
|---|---|---|---|---|
| Nano | 1K – 10K | 5K – 50K | £150 – £400 | £50 – £120 |
| Micro | 10K – 50K | 20K – 250K | £400 – £1,500 | £120 – £400 |
| Mid | 50K – 250K | 100K – 1M | £1,500 – £6,000 | £400 – £1,500 |
| Macro | 250K+ | 500K+ | £6,000 – £25,000+ | £1,500 – £6,000 |
TikTok Pricing Tip
Instagram Brand Deal Rates UK 2025
Instagram remains the most established platform for brand partnerships. Brands have been spending on Instagram influencer marketing since 2015 and have well-established budgets.
Instagram rates vary significantly by content type. A static feed post, a Reel, and a series of Stories are priced very differently, and creators who bundle them together often leave money on the table.
| Tier | Followers | Feed Post | Reel | Stories (3-5) |
|---|---|---|---|---|
| Nano | 1K – 10K | £100 – £300 | £150 – £400 | £60 – £150 |
| Micro | 10K – 100K | £300 – £2,000 | £400 – £2,500 | £150 – £600 |
| Mid | 100K – 500K | £2,000 – £8,000 | £2,500 – £10,000 | £600 – £2,500 |
| Macro | 500K+ | £8,000 – £30,000+ | £10,000 – £40,000+ | £2,500 – £10,000 |
Instagram Engagement Rate Benchmarks
Instagram's average engagement rate has declined as the platform has grown. Don't let brands use industry averages to lowball you -- if your engagement is above benchmark, it's a strong negotiating point.
| Account Size | Below Average | Average | Above Average | Excellent |
|---|---|---|---|---|
| Nano (1K–10K) | <2% | 2–4% | 4–8% | 8%+ |
| Micro (10K–100K) | <1.5% | 1.5–3% | 3–6% | 6%+ |
| Mid (100K–500K) | <1% | 1–2% | 2–4% | 4%+ |
| Macro (500K+) | <0.5% | 0.5–1.5% | 1.5–3% | 3%+ |
YouTube Brand Deal Rates UK 2025
YouTube sponsorships are priced differently to other platforms because content has a longer shelf life -- a sponsored video from 2 years ago might still be getting views today. Brands value this and YouTube rates tend to be the highest per piece of content.
The standard YouTube sponsorship is a 60-90 second mid-roll segment. Integration sponsorships (where the product is woven into the content) command a 20-40% premium over dedicated sponsorship segments.
| Subscribers | Avg Views | Dedicated Video | Mid-Roll Segment | Integration |
|---|---|---|---|---|
| 1K – 10K | 500 – 5K | £200 – £600 | £100 – £300 | £150 – £400 |
| 10K – 100K | 5K – 50K | £600 – £3,000 | £300 – £1,500 | £400 – £2,000 |
| 100K – 500K | 50K – 250K | £3,000 – £12,000 | £1,500 – £6,000 | £2,000 – £8,000 |
| 500K+ | 250K+ | £12,000 – £50,000+ | £6,000 – £25,000+ | £8,000 – £35,000+ |
UGC Creator Rates UK 2025
UGC (User Generated Content) is one of the fastest growing opportunities for creators. Unlike traditional influencer deals, UGC creators don't need a large following -- brands buy the content itself to use in their own ads, website and social channels.
UGC rates are based on content type, usage rights and deliverable count rather than follower size, making it an excellent income stream for smaller creators.
| Content Type | Usage Period | Rate Range |
|---|---|---|
| Short video (15–30s) | 3 months | £150 – £350 |
| Short video (15–30s) | 6–12 months | £250 – £500 |
| Long video (60–90s) | 3 months | £300 – £700 |
| Long video (60–90s) | 6–12 months | £500 – £1,000 |
| Photo set (3–5 images) | 3 months | £200 – £450 |
| Photo set (3–5 images) | 6–12 months | £350 – £700 |
| Paid ads usage (Meta/TikTok) | Per month add-on | +£100 – £300/mo |
UGC Tip
How to Calculate Your Own Rate
The most reliable starting formula for any creator is CPM-based pricing. CPM (cost per thousand impressions) is how brands measure advertising spend, so anchoring your rates to this metric puts you on equal footing in negotiations.
Base Rate Formula
Base Rate = (Average Views / 1,000) x CPM+ Usage Rights Multiplier
+ Niche Multiplier
+ Exclusivity Fee (if applicable)
= Your Rate
Recommended CPM Rates by Platform (UK 2025)
| Platform | Content Type | Recommended CPM |
|---|---|---|
| TikTok | In-feed video | £20 – £40 |
| Reel | £25 – £45 | |
| Feed post | £15 – £30 | |
| Stories | £10 – £20 | |
| YouTube | Mid-roll segment | £30 – £60 |
| YouTube | Dedicated video | £50 – £100 |
Example Calculation
A TikTok creator with 40,000 followers getting an average of 180,000 views per video in the beauty niche:
+ Beauty niche multiplier (1.2x) = £5,400
+ Usage rights (brand's own social) = £800
Total Rate = £6,200
Don't rely on follower count alone
Niche Multipliers: Which Industries Pay More
Not all brand deals are equal. A creator in the personal finance niche can charge significantly more than a lifestyle creator with identical stats, because the customer lifetime value to a finance brand is much higher than to a fashion brand.
Use these multipliers on top of your base CPM rate:
| Niche | Multiplier | Why |
|---|---|---|
| Finance & Investing | 1.8 – 2.5x | Extremely high customer LTV |
| B2B / SaaS / Tech | 1.6 – 2.2x | High-ticket products, niche audiences |
| Health & Wellness | 1.4 – 1.8x | High repeat purchase, premium brands |
| Beauty & Skincare | 1.2 – 1.6x | High brand budgets, competitive market |
| Fitness | 1.2 – 1.5x | Strong purchase intent audience |
| Food & Drink | 1.0 – 1.3x | Mass market, mid-range budgets |
| Fashion & Style | 1.0 – 1.4x | Competitive, seasonal budgets |
| Gaming | 1.1 – 1.5x | Highly engaged audiences, growing budgets |
| Parenting | 1.1 – 1.4x | Trusted voices, safety-conscious brands |
| General Lifestyle | 0.9 – 1.1x | Broad but less targeted |
Usage Rights & Licensing
This is the most commonly misunderstood part of creator contracts -- and where the most money is left on the table. Usage rights are separate from your creative fee. When a brand uses your content beyond your own channels, they are licensing your intellectual property.
Types of Usage Rights
- Organic social use -- brand reposts your content on their channels. Add 20-30% on top of your base rate.
- Paid media use -- brand runs your content as a paid ad. Add £150-£400 per month of usage.
- Website/email use -- brand embeds your content on their site or email campaigns. Add £200-£500 flat fee.
- Out of home (OOH) -- billboards, retail, events. This requires a significant licensing fee -- minimum £1,000 and often much more.
- Whitelisting -- brand runs ads from your account handle. This is premium usage and should be priced at 2-3x your standard post rate.
Red Flag: “Buyout” Clauses
How to Negotiate a Higher Rate
Most creators never counter-offer. This is a mistake. Brands almost always have more budget than they initially offer -- it's standard practice to start low. When you counter-offer, you're not being difficult; you're being professional.
The Counter-Offer Framework
- Acknowledge the offer positively. Start from a place of collaboration, not confrontation.
- State your rate with confidence. Don't apologise for it or over-explain.
- Anchor with data. “Based on my average reach of X and engagement rate of Y, my standard rate for this type of content is £Z.”
- Give them options. Offer a way to make the deal work if budget is genuinely tight -- fewer deliverables, shorter exclusivity, etc.
- Hold the line. If they push back hard, ask what their maximum budget is rather than dropping your rate blindly.
What To Do When They Say “That's Over Budget”
This is the most common pushback. Don't drop your rate immediately. Instead, ask: “What does your budget look like for this campaign?” This forces them to name a number, which gives you information to work with. Often “over budget” means £50-£100 over budget, not completely unworkable.
Always Get It In Writing
Frequently Asked Questions
How much should a beginner influencer charge for a brand deal?
Even with a small but engaged audience, you should charge. A nano creator (1K-10K followers) with good engagement in a valuable niche should be charging £150-£400 per TikTok post or £100-£300 per Instagram post. Don't work for free or "exposure" - it devalues the market for everyone.
Should I charge more for exclusivity?
Yes, always. Exclusivity means you can't work with competitor brands for a set period - that has a real cost to you in lost revenue. Standard exclusivity fee is 15-25% of your base rate per month of exclusivity. If they want 3 months of category exclusivity, add 45-75% on top of your post rate.
Do I need to charge VAT on brand deals?
If you're VAT registered (required once your income exceeds £90,000/year in the UK), you must add VAT to your invoices. Below this threshold, you don't need to charge VAT, but you can voluntarily register. Always speak to an accountant about your specific situation.
Is it worth working with small brands for less money?
Sometimes, if the product genuinely fits your audience and you'd promote it anyway. But never go below your minimum rate just because a brand claims they're small. Your time and audience attention have a fixed value.
What's the difference between gifting and a paid partnership?
Gifting means a brand sends you free product in exchange for content - no cash payment. Paid partnerships involve a fee. You are never obligated to post about gifted product unless there's a written agreement. Once your account has meaningful reach (typically 5K+ engaged followers), you should be declining gifting-only deals in favour of paid partnerships.
How do I know if a brand deal offer is fair?
Use NegotiRate's free calculator - enter your stats and the offer amount, and we'll tell you instantly whether you're being underpaid and by how much. No guesswork, no spreadsheets.