Talking about money can feel awkward, but if you’re creating content, you should be getting paid fairly for it. Yet, many creators either charge way too much (and scare off brands) or way too little (and end up feeling undervalued). So, how do you figure out the right price? Let’s break it down together.

Before You Set Your Price, Consider These Key Factors

Brands don’t just throw money around you know, they carefully evaluate creators before deciding what they’re willing to pay. As someone who has recruited creators and influencers as a marketer, I can tell you that these three things matter the most:

1. The Quality of Your Content

You don’t need the latest DSLR or a Hollywood-level setup to charge well, but the quality of your content does affect how much brands are willing to pay. Here’s what they look at:

• Visual & Audio Quality: Is your video crisp and well-lit? Is your audio clear or filled with background noise?

• Editing & Transitions: Do you put effort into clean cuts and smooth transitions, or is it all over the place?

• Storytelling & Creativity: Are you simply following trends, or do you have a unique, engaging approach?

A creator who travels and shoots cinematic vlogs with high-quality editing will naturally be able to charge more than someone filming quick, unedited clips. Brands see quality as an investment, and the better your production value, the more they’ll be willing to pay.

2. Your Audience Engagement (and the Type of Engagement)

We already know that engagement matters more to brands than follower count in most cases but not all engagement is created equal.

• High-Quality Engagement: Thoughtful comments, meaningful discussions, and shares show a strong community that trusts you.

• Low-Quality Engagement: One-word replies, spammy emojis, and bot-like interactions won’t impress brands.

For example, if you have 500 comments but they’re all just “🔥🔥🔥,” brands will see it as low-value engagement. However, if you only have 20 comments but they’re detailed and conversational, you actually have a stronger case to charge more. Brands want creators who can start real conversations, not just collect vanity metrics.

3. Your Follower Count & Audience Demographics

Yes, brands care about numbers, but they care even more about relevance. A small fintech startup targeting students would be happy to work with a niche creator who has 1,000 engaged student followers because it's the right audience, they have a smaller budget and they are fine with converting 5 - 10% of those engaged followers; while an e-commerce giant like Shopify would prefer a large influencer/creator with hundreds of thousands of followers because they have the budget and they want a very wide reach.

Here’s what this means for you:

• If you have 1,000 to 5,000 followers but a super engaged audience, you can start charging ₦30,000 – ₦100,000 per campaign.

• If you have 10,000 to 30,000 followers, solid engagement, and high-quality content, your rates can go up to ₦200,000 – ₦300,000.

• If you have 50,000+ followers and a well-engaged audience, you’re looking at ₦500,000+ per campaign.

At the end of the day, brands are paying for results, not just numbers. If you price yourself too high without delivering, you might burn bridges because marketers talk, they'll recommend creators that delivered in the past and keep working with them.

A Few Tips:

If pricing feels overwhelming, don’t stress. Start with ₦30,000 and use these tips to refine your pricing:

• Ask brands about their campaign goals. Are they looking for awareness, engagement, or conversions? Knowing this helps you align expectations.

• Track your performance. After the collaboration, ask the brand how your content performed. Even if they don’t give a direct answer, their reaction will tell you whether you delivered value.

• Adjust as you grow. Your rates should evolve as your content improves and your audience becomes more engaged.

Now go out there and set your price with confidence!