How to charge your worth in 2025
Last week, Tuni was contacted by a swimwear brand to promote their products for free on her Instagram. As a seasoned content creator and digital marketing agency co-founder, she knows there’s always a budget (big or small) for influencer campaigns.
The influencer industry keeps booming
In the past decade the influencer marketing industry has been growing at an incredibly fast pace and has become a mainstream marketing channel for brands to promote their products and services. The industry’s market size is set to hit $32.55 billion this year, up from just $1.4 billion in 2014. In 2024, brands saw an average Return on Investment (ROI) of $5.78 for every $1 spent on influencer marketing. Influencer marketing is not a gamble, but a proven revenue driver.
Likes may fuel your ego, but they won’t pay your bills
According to the latest annual creator marketing study conducted by LTK in collaboration with Northwestern University, 93% of brands expect creators to take a larger slice of their budgets in 2025, and 41% are already dedicating at least half of their digital spend to creator partnerships. More and more brands are putting real money behind influencer campaigns. So when a company offers “exposure” only, remind them that your content delivers quantifiable ROI and deserves a proper line-item in their marketing budget, not just vanity metrics.
How to gracefully say “no”
Declining a partnership does not have to mean burning bridges. Next time you receive a collaboration offering you only exposure, try one of these responses
“Thanks for thinking of me! My policy is to only take on paid partnerships, I’m happy to share my rate card if you’re interested.”
“I’d love to collaborate! My fee for this type of campaign starts at $X. Let me know if that works for your budget.”
The aim is to acknowledge the opportunity while setting firm boundaries, and keep the door open for future paid work.
Communicating your value when pitching
When pitching, clarity and authority are non-negotiable, how about leading with one of these openers:
“My base rate for this scope is $X, which includes planning, production, and post-campaign reporting.”
“With an average engagement rate of X%, my standard fee is $Y per post.”
“Here’s my rate card. I am happy to tailor a package that aligns with your budget and goals.”
Always send a rate card, you don’t have to wait for brands or agencies to ask. And position your fee as a business investment, not a negotiable favor.
Don’t be shy to ask for what you’re worth
Influencer marketing is a serious investment, not a hobby. Know your worth, set clear fees, and be brave to say no to “exposure-only” deals. Brands are dedicating real budgets to creators, so make sure yours is one of them.