The worst place to decide your rate is live, in the DMs, with a brand waiting on your reply. That's how creators panic-quote low. A rate card fixes it: it turns every awkward money conversation into a document you send instead of a number you scramble for. It anchors the price, signals you've done this before, and makes add-ons feel standard rather than pushy.
Here's how to build one you can actually stand behind, and send without flinching.
Start with a base rate you won't resent
Your base rate covers one finished video, one round of revisions, and organic use on the brand's own channels. Set it at a number that feels fair for the *work*, filming, editing, captioning, before any usage is added. If a rate would make you resentful halfway through the shoot, it's too low. The card only works if you'll honor it without flinching.
Build it in three tiers
- Base deliverable: one video, one revision round, organic use. State the length and format so the scope is unambiguous.
- Add-ons: extra hooks, additional aspect ratios (9:16 plus 1:1), raw footage, extra revisions, and rush turnaround, each with its own line-item price.
- Usage & whitelisting: priced separately by duration and platform, because paid-ad rights are worth far more than organic and should never be bundled into the base.
Price the add-ons, don't give them away
Add-ons are where a rate card quietly doubles your income. Brands rarely want just one clip — they want three hooks, a square version, and the raw files. If those are itemized, you get paid for them. If they're not, you'll hand them over for free because it felt awkward to charge mid-conversation. The card removes the awkwardness by making every extra a normal, listed price.
A rate card doesn't just set your price — it does the negotiating for you, so you never have to defend a number on the spot.
How to present it
- Keep it one clean page: a simple doc or PDF a brand can read in ten seconds.
- Lead with the base, then add-ons, then usage, so the first number they see is your anchor.
- Send it after they've shown interest, not in your opening pitch — interest first, price second.
Common rate-card mistakes
- Bundling usage into the base. This is the most expensive mistake — you end up giving away ad rights for free.
- Pricing by follower count. UGC is priced by the work and the usage, not your audience size.
- Never revisiting it. Raise your rates as your portfolio and demand grow; a card from a year ago is leaving money on the table.
You don't actually have to send the card, defend the numbers, or itemize the add-ons yourself — that's what I do. I quote your rate, protect your usage pricing, and make sure every extra a brand asks for shows up on the invoice, so the card does its job without you ever having a tense money conversation. Drop me a line and I'll take it from there, free during early access.
FAQ
Should I make my rate card public? You can, but you don't have to. Many creators keep it as a doc they send once a brand is interested — public rates can anchor you low or invite haggling before you've shown value.
How do I set my base rate as a beginner? Price the work honestly, your time to film, edit, and caption, at a number you won't resent, then raise it as your portfolio and demand grow.
How often should I update my rates? Revisit every few months and after any jump in demand or portfolio quality. Standing still on price is the quiet way creators undercharge for years.