How much should you be charging for sponsored blog and social media content?

charging for sponsored blog and social media content | rhianna olivia

On Tuesday, I was talking on Twitter about how I’m at the point with my blog where I could afford to take it part time, which is great. Amazing, in fact! But on the flip side, I’m not comfortable with the risk. Especially just as we’re planning on moving out, just as I’m managing to clear my student overdraft etc.

I was talking to a few other bloggers about it, both publicly on Twitter and in DMs and (thankfully) there were a few in the same position as me. So, it’s good to know I’m 1. Not alone and 2. Not being a wuss.

It is 100% my aim to take my blog full time at some point. And I know there will always be a reason not to, that I have to “take the leap” eventually etc. I’d just prefer to do that at a more financially stable time. Because, as much as I’m making more money off my blog by the month, it’s still not enough and I still don’t know for certain if it will stay that way.

The best thing about this conversation, however, was the conversation that came after it.

I posted the following tweet (and subsequent thread), and my notifications slowly exploded.

I’ve never really been overly shy about talking money. If someone asked me my wage, I wouldn’t have an issue with telling them. I wouldn’t ever ask or expect anyone else to tell me their earnings, because I know it can be a touchy subject for some, but personally it’s never bothered me.

Until I started blogging.

I don’t know what it is, but I don’t always feel comfortable with discussing what I charge for sponsored content. I guess it’s partly because I don’t want to be “judged” for either under or over charging, but also because I don’t want to come across as bragging about being paid? Which, let’s be honest, is just downright stupid.

I decided then and there (then and there meaning when I was effectively talking to myself about all this via a Twitter thread) that I was going to open a conversation about how much people charged for sponsored blog content. I wanted a real discussion, with real advice and real opinions because, let’s be honest, they’re hard to come by sometimes.

I want to be as open as possible with all my followers, and I think a lot of people (myself included) struggle with knowing what to charge for anything blog related.

So, I asked the question.

(Just in case something goes wrong with the embedded tweet above, it shows that out of around 700 people who answered the poll, 55% charge under £100 for a blog post. 28% charge £100-£299, 9% charge £300-£599 and 8% charge £600+.)

For clarity’s sake, I want to say that I always work on a case-by-case basis when charging people for sponsored content. But, as an idea, I usually charge between £200 and £500 for a sponsored post. (And I want to really emphasise, this depends on a LOT of different factors.) On the flip side, I will also drop to less (although, it would have to be very special for me to go under £100) and also often go above, but I would say the £200-£500 is my average.

In terms of social media, I charge, on average, £100-£300 for an Instagram post. Which is a lot more than I am offered on social collaboration apps like Takumi, where I’m only offered £40-£50. One to think about.

(I also want to emphasise that a lot of my brand collaborations are generally not paid. I’m making it sound like every post I do means I get a minimum of £200 in the bank, which is not the case! I am always clear and open about which posts are sponsored, which just include gifted items and which are totally off my own back and I hope you guys know that!)

To put it into context, I have around 30k followers across social media, see anywhere between 20k and 40k pageviews per month and anywhere between 5k and 10k unique users a month. I’m not the biggest and I’m not the smallest. Somewhere happily in the middle, I’d like to think! 

A lot of people tweeted me asking to write a blog post about what they should charge for sponsored content.

And, honestly? I would LOVE to. But it’s just not physically possible.

The thing with what people “should” be charging for sponsored blog and social media content, is that a magic number doesn’t exist. It’s totally personal based on what that person is comfortable charging, how many social media followers they have, what their blog statistics are like, how much content they’re offering, if they’ve had any experience in sponsored content before and SO MUCH MORE.

So, sorry to those people that asked for that, but it’s just too complicated to say “you should charge this”. I personally don’t think anyone should go below £75-£100 unless they’re VERY small in terms of statistics and followings, but that’s just my personal opinion. I don’t anything under that is worth it, when you factor in the time spent on a blog post, regardless of the size of the blogger.

What I can advise, is don’t sell yourself short. I was messaging a few people during this Twitter thread and most of them told me I was underselling and should charge more. Which, I had always worried about but never known for sure. It’s given me the push to raise my fees as and when I can.

What I can also advise is talk to people if you feel comfortable doing so. If you don’t want to talk about money, that’s FINE. SO fine. But if you do want to discuss it, I think it would really help a lot of people if others were more open about it. Don’t be ashamed that you’re making money because it’s AMAZING. So many people now are blogging, social media-ing, youtube-ing and making it into careers. It should be something to be shouting about from the rooftops if you ask me!

Lastly, I would always advise having an up-to-date media kit. (I wrote a post on what to include in one, and I’m planning on updating it over the next few weeks as well.) It means you have a set record of your statistics, followings etc and proof of your strengths. AKA, why you charge whatever you charge. I find when I send my media kit alongside an email, brands are often more open to payment. 

Now, obviously, I’m not going to be sharing how much I charge for every single collaboration every time I do one. Mainly because I don’t feel comfortable from a client/brand point of view to be sharing out THEIR rates. But I am going to be more open with rough ideas of what I charge, moving forward.

I’m sorry if this post wasn’t necessarily filled with all the answers that you were looking for, but if you’re still stuck on what to charge and want to talk about it, there are some GREAT links, resources and methods mentioned in that giant Twitter thread.

As an example, work out how many hours you’ll be working on the collaboration, go a little bit above the minimum wage per hour and factor in other costs. Sophie did a fantastic post about charging for blog and social media collaborations, Michelle also did a really great post that had some actual figures in.

If you know of any articles/blog posts on this topic that you’ve found helpful, please leave them in the comments so others can read.  And you’re always welcome to DM me on Twitter, or even give me an email, if you want some advice a little more privately! I’m not an expert, but I’ll certainly try help.

We can break this weird stigma against making money from blogging if we really want to. And I’m totally up for being a little more transparent about it if you are.

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  • This is such a great post! I have a rather small following so have only done posts for product at the moment. It’s good to know for future posts, when I hopefully have a larger following than I do now, not to sell myself short!

    Sophie at http://www.sofilly.com x

  • Catherine Green

    I am still trying to grow my blog readership so that I might attract the kinds of clients who actually will pay for the work that I do! It is so frustrating, because my current readers are highly engaged, but I just can’t seem to get my work out there. Maybe I need to be online 24/7, who knows? Whatever the magic formula is, I have yet to discover it, and for now I will keep my charges low but ensure that I receive due payment for the work that I do for others. Thanks for highlighting this discussion, I wish I could have been involved when it was live!

  • I would consider my blog platform at the moment quite small, but I think until the day I do gain a substantially larger following and page view bracket, I’ll be holding off on ads and paid for reviews. I love the idea of getting paid for work, and I’m so proud when bloggers and creators are gradually working their way through this expanding business. You are SUCH an inspiration!

    Kyia at WANDERLUSTGIRL// Lifestyle & Beauty
    Let’s be BLOGLOVIN friends!

  • Beth

    Loved this. It’s so difficult to know what to charge when it comes to sponsored posts but it is down to what you feel comfortable with in the end like you said :) x

    http://www.itsbethansblog.com

  • I’m so glad you wrote this post because it’s something I’ve struggled with for ages. I know not everyone wants to talk about money for lots of different reasons, but I’ve always been petrified my rates were too low/too high. Thank you!

    appletoothpaste

  • This post was SO helpful, I’ve only done a few sponsored blog posts, and because my following is so small I did some for free but honestly I think now I should have asked for payment, but I’d never done it before and was so unsure, and the next time it came around they came to me with a set fee of £60 and I thought that sounded about right and didn’t want to be cheeky and ask for more. It’s such a hard topic and being shy I’m quite glad I just blog for myself, I find it all very confusing! xx

    meg x meghobson.com

  • I’ve been researching this topic more and more recently because I have no idea what to charge! I actually voted in your poll so it’s nice to see how you used it later on in this post.
    I’m definitely going to work on not selling myself short because I often do this. Thanks xx

    The Frugal Teen | thefrugalteen.wixsite.com/thefrugalteen

  • It’s so nice to read an honest account of a blogger with your audience. Really informative and helpful post! x

    LEXI LIKES

  • This is such a brilliant post, thank you for sharing and you’re right it can be such a touchy subject but personally I’m a very small and new blogger who doesn’t know any other bloggers very well so don’t have any other way of learning what to charge and how I work with brands so thank you for this post and thread! I found it really helpful!

    JosieVictoriaa // Fashion, Travel & Lifestyle

  • Such a helpful post, thank you so much for this as I’ve struggled in the past with not knowing what to charge!

    Lucy | Forever September

  • Ooh this is super helpful Rhi! My average is 100 – 250 – depending on the requirements! I definitely think it is important not to sell yourself short, followers aren’t everything and time ‘n’ effort is always deserving of the dollar. Immy x

    http://www.immymay.com

  • Laura Torninoja

    This was SUCH a helpful read! I’m still a very tiny fish in a big pond, and my stats aren’t that high (yet! gotta stay positive haha) but I have done 2 sponsored posts so far and I’ve been completely clueless as to what to charge! I think I’ve been underselling myself, but at the same time I’m wondering if for the first few times it’s okay to just do it for experience so you’ve got something to show for in the future? Not sure – this whole thing feels like such a minefield haha!

    Thank you for writing such a honest and informative post! x

    Laura // Middle of Adventure

    • I think it’s absolutely okay to do things for “experience”, especially at the beginning! Like I said, a big chunk of my brand collabs aren’t paid and are just on a gifting basis – it’s definitely a judgement call and completely depends on the opportunity! xx

  • This was so good to read. I am so awkward when it comes to charging generally. I need to man up in this area for sure!

    JaynieShannonx | Beauty & Lifestyle

    xx

  • Jade Stuart

    I loved this, it’s so refreshing to see people actually talking about it! I’m obviously at no stage where I’m gonna charge for blogposts & honestly I don’t know if I ever want to be. However, I would be interested to know at what point do you think a blogger could start charging for posts. Like what’s the minimum amount of followers & page views you think a brand would consider? x

    • Honestly, I don’t think a “minimum amount” exists. Brands and PRs (in my experience) work with bloggers for different reasons for every campaign. I’m good friends with a few people who work in PR/outreach and they all say the same! :)

  • So glad you wrote this post! I think it is something that needs to be spoken about more for both bloggers and brands to understand what we, our following and our skills are worth. Blogging is a hobby for many people but it is also a service for brands and they shouldn’t expect it for free.

  • Thank you for being so open as I know not everyone likes to be open about money. It was so helpful, I’m a small blogger and have never done a sponsored post but I wouldn’t be sure how much to charge. Something I’m also unsure on is how to ask them for their budget is or ask for a certain amount of money, as I feel like I would be over or under charging.

    http://www.jessicablu.com

  • Such a helpful insight!! As a newbie blogger I was confused and overwhelmed as to how much to charge for sponsored posts and I feel like I couldn’t really find anything to compare it to in terms of charges etc. Thanks so much, Rhianna!

    Fatima x http://www.fatimawrites.co.uk

  • happywiseowl

    This is a great post – I’m a small size blogger but looking at this I think I’m undercharging however even my small charge gets a no from some. Really difficult to know where to get ‘help or advice’ from sometimes but this was super helpful!!
    Em x
    http://happywiseowl.com

  • Absolutely love how open you are being about this! I only started my blog in April so I’m not anywhere near being able to charge yet, but it’s just really handy to have a frame of reference as this is something I don’t think I ever would have had any idea about. Obviously it all depends on the brand/proposal/situation but its great that you included your stats alongside an idea of what you have been charging as I very rarely see anyone do that. Good on you for getting the conversation started on this you absolute babe! Sophie xxx
    http://www.sopharsogood.com

  • Rebecca Ellis

    I wouldn’t have a clue what to charge for a sponsored post, let alone ask if I was going to be paid without seeming rude haha x

    http://www.sheintheknow.co.uk

  • Jess Athorn

    You’ve honestly just blown my mind (in a good way!) because I’ve never charged over £50 for a blog post before even though it can take hours to put together, I really appreciate your honesty in this post and it’s inspired me to take myself more seriously as a blogger

    Jess x
    http://www.acornlifefitness.com

  • Wow – I have to admit, I was a little gobsmacked when I read what you typically charge for sponsored content! I charge between £35 and £50 – and now realise, I may be underselling myself. I’m nowhere near as big as your blog, though, and consider myself a small time blogger right now, but I feel like I could ask for more; up to £100, maybe. I think it’s so important to talk about these things, and to break down the weird stigma around money earned from blogging. Thanks for writing this post :) x http://www.aimeeraindropwrites.co.uk x

  • This was absolutely great, thanks for writing it! :) I’m still quite a small time blogger but I would still look to charge between £50-100 per post depending on who the client is, but perhaps it’s worth pushing for higher fees as then united we can actually earn a little more! Alice xxx

    http://www.woodenwindowsills.co.uk

  • This is honestly so helpful! I’ve never charged any money for any sponsored work on my blog or social media channels. I personally don’t feel like I’m ‘big’ enough to do so. But this will be helpful towards the future as a rough guide. I think a lot of bloggers do undercharge though as there is no guide book as to how much and what we should be charging. A lot of brands do sadly take advantage of this which is such a shame x

    Lauren | itslaurenvictoria.blogspot.co.uk

  • missgetaway

    Absolutely loved this! I find it so hard to decide how much to charge for a post and usually undercharge – I know it’s a bad habit and I should probably work on that but I’m terrified of say wanting 1000€ and then ending up not getting the campaign because they don’t deem me to be worth that. It’s just so hard to find a working pricing system as it’s so unique and differs from posting to posting and person to person.

    Happy weekend!!
    kerstin, http://www.missgetaway.com/

  • This is really interesting! I am a very small blogger, but I’ve just recently started to earn money. It really surprises me that Takumi only gives you £40 for a post with your following, as they give me the same and I only have 1.4k on Instagram. In terms of sponsored posts, it depends on what work has to go into it. But normally I’d charge around £100, if it’s the 1 post with images taken by myself. I only have a combined social following of around 3k though, so it’s quite low. I think it’s good to be honest about these things though – the more we know about how we should charge, the fairer the industry will become!

    Lynnsay x
    http://www.sartorialscot.com

  • Sharmi Shah

    I love how detailed this post it! You’re absolutely on point when you said charging for anything definitely depends on a case to case basis. But this post provides a well written guideline for people who have always been in a bit of a struggle about this topic! xx
    YouTube: The March Diaries

  • Such a great and informative post! It is a hard one to decide and there’s no set formula for anyone, taking it by a project basis and how much work is involved is the best way I think x

    Everything But The Kitchen

  • Bernadette

    I’m glad you’ve opened up a discussion on this! It doesn’t get talked about enough and I do think it is a conversation that needs to be had and open especially for anyone who wants to pursue blogging whether on the side or as a full time thing.

    http://www.themakeupaficionado.com

  • Really in site full post, I want to make the leap to full time blogging – I’m a while off yet but it’s good to have an end goals right ^_^?

    Iamfoxxtailz | alternative style diary