Your Rate Isn’t the Brand’s Rate: Finding the Balance Between Creators and Brands

When it comes to digital advertising, creators and brands often clash over rates. For creators, your rate isn’t set in stone. For brands, a limited budget doesn’t guarantee you’ll get what you want. The key to success is understanding the value of the ad slot and keeping egos in check.

Creators: Why Your Rate Should Be Flexible

Let’s break it down. If you set your rate at $5,000 per ad but a brand offers you $2,000, that’s the brand’s perceived value of your content for their campaign. You’re left with two options: accept or decline. If you decline, they’ll likely find another creator willing to work within their budget.

Here’s the reality: your rates should reflect the current state of your channel. Views fluctuate, audiences change, and brands have different needs. Just because one company paid you $5,000 doesn’t mean every deal will meet that mark. Sticking to a static rate could mean losing opportunities and income. Would you rather land four deals a month at $3,000 each, or one deal at $5,000 with three empty videos? The numbers speak for themselves.

Are Brands Getting Value From Your Rates?

If a brand pays your rate but doesn’t see a return on their investment, they probably won’t work with you again. If this happens repeatedly, it’s a sign your rate might be too high. Remember, unless you’re a household name, brands aren’t investing in you; they’re investing in access to your audience. Know the value of your ad slots and adjust accordingly.

Brands: Respect the Creator’s Worth

On the flip side, brands need to understand that creators bring unique value. Just because you only have $200 to spend doesn’t mean a creator will accept it. If their regular deals bring in $4,000, why would they accept a fraction of that? Respect their time and audience, and align your budget with realistic expectations.

Affiliate-only deals? Gifting campaigns? These rarely work for established creators. Free products don’t pay the bills, and big creators can often buy what you’re offering with money earned from other collaborations.

Collaboration Is Key

At the heart of any successful brand-creator partnership is mutual respect. Brands want a return on investment, and creators want fair compensation. Instead of trying to undercut each other, focus on finding a middle ground that works for both sides. When both parties prioritise value over ego, everyone benefits.

At Ruthless Talent, we help bridge the gap between creators and brands. Whether you’re a creator looking to maximise your income or a brand seeking impactful partnerships, we’re here to assist.

Get in touch today to start building partnerships that deliver real results.