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How brand deal rates are calculated
There's no universal formula — but the variables that matter most are consistent across platforms. Audience size sets the floor. Engagement rate adjusts it up or down. Niche applies a multiplier based on how well that audience converts for advertisers. Deliverable type (a dedicated video vs a story mention) has its own pricing tier.
Finance, tech, and business audiences typically command 1.5–2× the rates of general lifestyle audiences because the brands targeting them — financial products, software, SaaS — have higher customer lifetime values and can pay more per acquisition.
Why UK creator rates are different
Most rate guides are US-focused and quote in dollars. UK creator rates run 15–25% below US equivalents at equivalent audience sizes — partly due to market size, partly due to brand budgets being denominated in dollars with a built-in exchange buffer. However, UK-specific campaigns (UK product launches, UK audience targeting) are often priced comparably to US campaigns. This calculator uses current UK market figures in GBP.