How to Price Sponsored Content Deals in the UK

Feeling unsure what to charge for a brand deal? You’re not alone. Whether you have 2,000 or 200,000 followers, working out a fair rate can feel like a guessing game but it doesn’t have to. This guide gives you a clear, step‑by‑step process so you can price confidently and professionally.

1.  Know What Makes You Valuable

Before talking money, you need to understand what you bring to the table.

Audience size & engagement
Brands care about how many people actually interact with your content, not just your follower count.

A small account with loyal fans can be more valuable than a large one with no engagement.

Your content quality
Good lighting, strong editing, and consistent branding show brands you're worth the investment.

• Your niche
  A focused audience (e.g. sustainable fashion, autism parenting, women’s football) can be more appealing to the right brand.

• Trust with your followers
  If your followers actually listen to your recommendations, that has huge value. It’s something brands can’t buy with ads.

Quick Price Check Benchmarks

These are average UK rates to use as a starting point:

• Cost per engagement (CPE): £0.05–£0.12

• Cost per 1,000 impressions (CPM): £8–£15

You can use these to check if your fee makes sense. We’ll explain how below.

2. Key Things That Affect Your Pricing

Here are the most common factors that make your price go up or down:

Instead of hiding all this in one number, show the breakdown - brands respect transparency.

3. Easy Ways to Calculate Your Fee

Quick Follower-Based Formula

Basic idea: £10–£25 for every 1,000 followers
Example:
18,000 followers × £10–25 = £180–£450 for one post

3.2 Engagement-Based Formula (More Accurate)

Formula: Average likes + comments × CPE
Then add any extra costs

Example:
750 average engagements × £0.07 = £52.50
Add £60 for props/editing = £112.50 total fee

3.3 Premium Content Formula

If you're doing high-production video or YouTube integrations, start with your day rate.

Example:
Day rate (£150) + gear hire (£80) + editing (£70) = £300
Add 15% markup → £345 total

4. What Do Creators Charge on Average in the UK (2025)?

Use this as a range, not a rule. Your niche and engagement can push you higher or lower.

5. How to Package and Negotiate

Bundle offers: e.g. 3 posts + 1 Reel at 15% off. Brands love perceived value.

1. Show your price list: Give them a menu, then offer a custom bundle.

2. Explain every line: Break it down: content fee, usage, editing, exclusivity. No fluff.

3. Never drop your price: Instead, offer fewer deliverables if the budget is tight.

6. Legal & Tax Tips (UK Specific)

Always have a contract: List deadlines, content, usage rights, and when you get paid.

• Be transparent: Label content as “#ad” clearly and up front (not buried in hashtags).

• File your taxes: Income from brand deals is taxable.

If you earn over £90,000 a year, you’ll need to register for VAT.

7. Final Tips on Fair Pay

Sadly, data still shows creators of colour are often underpaid - even with similar stats.

Don’t just compare yourself to public averages. Compare with peers in your niche and be confident in your value.

Summary: What to Do Next

• Audit your past brand deals

• Calculate your average engagement

• Try the pricing formulas above

• Build or update your rate card

• Ask for what you’re worth - and explain why