OwlScran guides
Your influencer rate card
A rate card lists the work you offer and your prices. Use it to give a brand a starting point, then agree the scope for the brief. You can add your own rates to an OwlScran media kit, or share the kit without them.
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Start with the deliverable
Name what the brand is buying. “One recipe Reel on Instagram” is clearer than “social package”. Set out whether the price includes planning, filming, editing and publication.
If the brand is buying content to publish itself, say so. Producing a video and posting it to your own audience are different pieces of work.
Deliverable: [format, length and platform]
Publication: [your account or the brand’s channels]
Included: [planning, filming, editing and revisions]
Fee: [your price and applicable tax treatment]
Usage: [channels, territory and duration]
Delivery: [deadline and approval dates]
Extras: [additional edits, exclusivity or paid use]
This is an outline for a brief or proposal. OwlScran’s rate card displays your packages and prices; agree the full terms separately.
Choose a price you can explain
Start with the work required and your own costs. Consider production time, travel, props, editing, deadlines and the scope of the rights requested.
Your available performance figures can support the discussion. They cannot guarantee views or sales on the next campaign.
OwlScran’s pricing calculators offer illustrative ranges from stated assumptions. They are not a record of completed deals and do not determine what you should charge.
Try the Instagram pricing calculatorKeep extra requests visible
| Request | What to agree |
|---|---|
| Usage rights | Where the brand can use the content, for how long, and whether that includes paid ads. |
| Exclusivity | Which competing brands or categories are covered and for what period. |
| Revisions | How many changes are included, and whether a reshoot is a separate fee. |
| Raw footage | Whether it is included and what the brand may do with it. |
| Deadlines | Approval dates, publication dates and any extra cost for a shortened schedule. |
| Payment | Invoice timing, due date and cancellation arrangements. |
What usage rights mean, and what to agree
Usage rights are the brand’s permission to use your content beyond your own post: which content, where, for how long and for what purpose. “Usage included” leaves too much unanswered. Record each decision before you agree the fee or switch on paid promotion.
| Question | What to record |
|---|---|
| Which content? | Named deliverables, including any separate cut-downs. |
| Who can use it? | The brand and any named agencies or partners covered by the agreement. |
| Where? | Specific social channels, websites, email, retail screens or other placements. |
| Organic or paid? | Reposting, advertising from the brand account, or ads using your identity. |
| When? | Start date, end date, and what event starts the period. |
| Which markets? | Agreed territories and any language versions. |
| Which changes? | Cropping, captions, translations, new edits, raw footage or altered audio. |
| What happens afterwards? | Stop-use steps, saved posts, renewal discussion and evidence of the agreed end. |
Fictional example. A brand asks to “use the Reel on social”. A clearer scope reads: one named Reel, reposted organically on the brand’s Instagram account for 30 days from first repost. Paid ads, other channels, new edits and raw footage are not included. If the brand later asks for three edited ads, revisit the scope and fee before supplying them.
There is no reliable formula for pricing usage, such as a fixed percentage of your fee. Assets, audiences, duration and restrictions all differ. Price the use you have recorded, and add it as a separate usage fee in the pricing calculator so the brand can see what it pays for.
Keep usage rights and exclusivity as separate decisions. A restriction on working with competitors affects your availability; it is not permission to reuse a video.
Paid ads, Spark Ads and who owns the content
TikTok Spark Ads can promote your organic post once you authorise it, and TikTok sets a duration for the authorisation code. Read TikTok’s Spark Ads guidance. Check the permission you enable matches the agreed content and dates. A platform setting does not replace a written agreement on price, edits or use elsewhere, and you never need to share your password for advertising access.
The UK government explains that a copyright licence can be limited by purpose, time and place; selling the copyright is a different arrangement. Read the copyright permission guidance. If a contract mentions ownership, assignment or unrestricted future use, get qualified advice before signing. Music, stock clips or other people’s material may not be cleared for the brand’s new placement either.
Free media kits
Put your rates beside your work.
Connect your socials and OwlScran brings in your stats and content automatically. Choose what to share, then send your kit to a brand.
Questions
A few things to know
Do I have to make my prices public?
No. You can include rates in a share or leave them out. You decide what to show each time you create a media kit link.
Does OwlScran calculate my rates for me?
You set your own rate-card prices. The separate pricing calculators provide illustrative ranges, not recommended or guaranteed fees.
What are usage rights in influencer marketing?
They set how a brand may use your content after you post it: where, for how long, whether in paid ads, and whether it can be edited. Agree them in writing and price them separately from creating the content.
Should usage rights be included in the price?
That depends on what you agree. State the scope explicitly so both sides know whether organic posting, paid use, duration and territory are included.
Can I export a rate card?
You can include your rates in a media-kit share. Standalone links and PDF export are not available.