How much should I charge as a UK influencer?

A common starting point is around £10 per 1,000 followers for an Instagram feed post, or £10 to £25 per 1,000 average views for short video. Adjust up for strong engagement, valuable niches, usage rights and exclusivity, and down if engagement is low.

Should I share my rate card publicly?

Most creators share it only when a brand enquires, so they can tailor prices. Some publish starting prices in their media kit to filter out very low-budget requests. Either approach works; keep it up to date.

How much should I charge for usage rights?

Typically 20% to 100% of the base fee per month the brand can use your content, depending on where it will appear. Paid advertising and perpetual usage should cost significantly more than organic reposting.

Should my rate card include VAT?

If you are VAT-registered, quote prices excluding VAT and state that VAT is added at 20%. If you are not registered you must not charge VAT. Brands that are VAT-registered can usually reclaim the VAT you charge.

Is gifted product a fair payment?

It can be for small collaborations, but products received for content are usually taxable at market value. You still pay tax without receiving cash, so many creators ask for a fee plus product once they have an established audience.

How often should I update my rates?

Review them every three months or after a big jump in followers or engagement. Put a validity date on your rate card so brands know prices may change.

What payment terms should influencers ask for?

Many creators ask for 50% upfront and the balance within 14 to 30 days of posting. Put terms in writing and include late-payment wording. Under UK law, businesses can usually claim statutory interest on late commercial payments.

Do I need a contract for every brand deal?

Yes, ideally. A contract covers deliverables, deadlines, usage, exclusivity, payment and ASA disclosure requirements. It protects both sides and gives you evidence of income for your records.

Are rate card fees taxable?

Yes. All fees are taxable trading income, reported through Self Assessment if you are a sole trader. Keep invoices and contracts, and set aside part of each payment for your tax bill.

Can an accountant help with pricing?

A creator accountant can help you understand your true profit after tax and costs, so you know the minimum you need to charge. We also help with invoicing, VAT registration and tracking brand income.

Influencer rate card: how to price your content in the UK

Last reviewed 26 September 2026 by Waqas Sagar ACA FCCA FMAAT, Chartered Accountant

An influencer rate card is a one-page price list showing brands what you charge for each type of content. A good rate card starts from a simple formula, typically around £10 per 1,000 followers for an Instagram feed post, then adjusts for engagement, format, usage rights and exclusivity. Here is how to build one, what to include, and the tax and VAT points most creators miss.

What is an influencer rate card?

A rate card is a short document, usually a PDF or a page in your media kit, that sets out your prices for common deliverables: feed posts, Reels, TikToks, Stories, YouTube integrations and packages. It saves time in negotiations and shows brands you run a professional business.

You do not have to stick rigidly to it. Most creators treat the rate card as a starting point and quote bespoke prices for larger campaigns.

How to calculate your influencer rates

Pick a base formula, then adjust:

Instagram feed post: around £10 per 1,000 followers.
Reels and TikToks: £10–£25 per 1,000 average views.
Stories (three frames): 25–50% of your feed post rate.
YouTube integration (60 seconds): £10–£30 per 1,000 expected views.
Dedicated YouTube video: two to four times your integration rate.

Then add 20–50% if your engagement rate is well above average for your size, and more for high-value niches such as finance, tech and beauty. Our guide to how much influencers make shows typical ranges by tier.

Add-ons every rate card should price

Usage rights: brands using your content in their own ads or website. Charge 20–100% extra per month of use.
Whitelisting (Spark Ads, partnership ads): the brand runs ads through your handle.
Exclusivity: agreeing not to work with competitors for a period.
Rush fees for turnaround under a week.
Extra revision rounds beyond the one or two included.

These are where many creators undercharge. Our brand deals guide covers the contract clauses to watch.

What to put on your rate card

Your name, handles, niche and audience snapshot (location, age range, gender split).
Follower counts, average views and engagement rate from the last 90 days.
Prices per deliverable and package discounts.
Add-on pricing for usage, whitelisting and exclusivity.
Payment terms: for example 50% upfront, balance within 30 days of posting.
Whether prices include or exclude VAT.
Contact details and a note that rates are valid for three months.

Tax and VAT on your rates

Every fee on your rate card is taxable income, and so are products you accept instead of cash. Price with tax in mind: if you are a basic-rate taxpayer you will lose around 26% of profit to Income Tax and Class 4 NIC.

If you are VAT-registered, show prices as "plus VAT" so the 20% is added on top. Once your taxable turnover passes £90,000 in any rolling 12 months you must register. Read VAT for influencers and track your turnover with the VAT threshold tracker.

Rate card for a creator with 40,000 followers and 6% engagement

Instagram feed post	£400 base + 30% engagement uplift = £520
Reel (avg 25,000 views at £15/1,000)	£375
Stories (3 frames)	£180
Package: 1 Reel + 3 Stories	£500
30-day usage rights	+£200
VAT (if registered)	+20%

Illustrative starting prices only. Adjust to your niche, results and demand.

Common mistakes

1Giving usage rights away for free.
2Not stating whether prices include VAT.
3Using follower count without evidence of engagement.
4Leaving payment terms off, then waiting 90 days to be paid.
5Accepting products instead of fees without realising they are taxable.

Frequently asked questions

Allowable expenses for content creators

How HMRC’s rules apply to content creators

If you are self-employed

Self-employed costs must be incurred wholly and exclusively for your trade. If you use the £1,000 trading allowance, you cannot also deduct actual expenses against that same income. Equipment treatment depends on cash basis or traditional accounting.

If you run a limited company

A limited company deducts costs incurred wholly and exclusively for its business. Equipment may need capital allowances rather than an immediate expense deduction. Personal use or company-paid private costs can create a taxable benefit or director’s loan entry; company ownership is not a blanket deduction.

For separable mixed-use costs, such as a phone bill, claim only the identifiable business proportion and keep evidence. This does not make ordinary clothing or every dual-purpose purchase deductible. A receipt alone does not prove a business purpose: retain the brief, invoice or usage record too.

Costs to review for your work

Business-use cameras, lighting, audio equipment and editing software
Editors, thumbnail designers, virtual assistants and licensed music
Travel to business shoots and the evidenced business share of home-working costs

Everyday clothing, ordinary grooming, personal meals, private gaming and fines are generally not deductible. Qualifying costumes or protective clothing and business-travel subsistence have different rules. Client entertaining is generally disallowed. Receiving a product from a brand does not automatically create an expense: record the income treatment separately and deduct only an allowable business cost.

HMRC: self-employed expenses HMRC: business travel HMRC: clothing HMRC: company deductions HMRC: capital allowances HMRC: creator income and gifts

Keep records alongside our creator expenses checklist, or discuss your costs with our bookkeeping team.

General UK guidance, not personal advice. The deduction depends on your facts and accounting basis.

Monthly accounting packages

Accountant packages for content creators

Self-employed or limited company, choose the support that fits how you trade.

Self-employed Limited company

Self-employed accountant packages for content creators

Trading in your own name? Choose support for your personal tax return and, where included, bookkeeping and MTD Income Tax updates.

Annual business turnover

Annual fees use the upper limit of your selected band: Starter 1%, Complete 0.75%. Monthly payments are the annual fee divided by 12, excluding VAT. Starter does not include bookkeeping. Turnover above £1 million is quoted individually.

Self Employed Starter

For sole trader creators who just need their tax return done properly

£20.83

per month + VAT

£250.00 per year + VAT · Bookkeeping not included

Your annual Self Assessment tax return, prepared and filed
All your creator income streams covered: AdSense, brand deals, affiliates, tips and subscriptions
Gifted products, PR trips and freebies declared correctly
Allowable expense review so you claim everything you are entitled to
Deadline reminders ahead of every filing and payment date
Free basic tax advice by email through the year*

Get a self-employed quote

Self Employed Complete

For full-time self-employed creators who want their books kept for them

£39.99

per month + VAT

£479.88 per year + VAT · Bookkeeping included

Everything in Self Employed Starter
Monthly bookkeeping across YouTube, TikTok, brand deal and affiliate income
Making Tax Digital for Income Tax quarterly updates, where required
Payment on account planning so January never surprises you
Sole trader vs limited company review as your income grows
Quarterly check-in on your numbers and tax position

Get a self-employed quote

Limited company accountant packages for content creators

Trading through a company? Choose support for company accounts, Corporation Tax and the director services included below.

Essential/Compliance

For creators who have just set up a limited company

From £45.83

per month + VAT

Year-end company accounts for your creator business
Corporation Tax return (CT600) and tax computation
Confirmation statement preparation and filing support (excludes the Companies House filing fee)
One director Self Assessment return (salary and dividends from the same company)
Deadline reminders ahead of every filing date
Free basic tax advice by email through the year*

Core/Complete

For full-time creators with brand deals and platform income

From £62.50

per month + VAT

Everything in Essential/Compliance
Monthly bookkeeping across YouTube, TikTok, brand deal and affiliate income
Quarterly Making Tax Digital VAT returns
Director payroll with RTI filing and pension submissions
Quarterly review call on your numbers and tax position
Gifted items, overseas payouts and payment platform reconciliation

Growth

For creator businesses with editors, managers or a team

From £75.00

per month + VAT

Everything in Core/Complete
Payroll for up to five team members, such as editors or assistants

Starting fees exclude VAT. Your turnover, records and agreed work determine the final quote. *Basic tax advice is free; technical work is quoted separately. MTD support applies where required.

See all fees and one-off services

Influencer rate card: how to price your content in the UK

What is an influencer rate card?

How to calculate your influencer rates

Add-ons every rate card should price

What to put on your rate card

Tax and VAT on your rates

Rate card for a creator with 40,000 followers and 6% engagement

Common mistakes

Frequently asked questions

How much should I charge as a UK influencer?

Should I share my rate card publicly?

How much should I charge for usage rights?

Should my rate card include VAT?

Is gifted product a fair payment?

How often should I update my rates?

What payment terms should influencers ask for?

Do I need a contract for every brand deal?

Are rate card fees taxable?

Can an accountant help with pricing?

Allowable expenses for content creators

How HMRC’s rules apply to content creators

If you are self-employed

If you run a limited company

Costs to review for your work

Accountant packages for content creators

Self-employed accountant packages for content creators

Self Employed Starter

Self Employed Complete

Limited company accountant packages for content creators

Essential/Compliance

Core/Complete

Growth

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