Glossary
Rate card
What does rate card mean?
- Reading the question
- Writing it in plain words
The part worth reading
What it does not tell you.
There is no market rate, which is the honest answer people find unsatisfying. What there is instead is a range that moves with audience size, how specific the audience is, usage rights and exclusivity, and the last two are where most of the money is negotiated. A rate that includes paid usage of the video in the brand's own advertising should not be the same rate as a single post that expires, and creators who do not separate those two are usually the ones underpricing.
Worked example
A rate card that lists a reel, a story set and a carousel separately, with usage rights priced on their own line.
The usual mistake
One price for everything. Usage rights and exclusivity are separate asks and should be priced separately.
What that CPM range values one reel of your reach at. It is a starting position for a negotiation, never the end of one: usage rights, exclusivity and turnaround all move it.
formula: views ÷ 1,000 × CPM. The CPM is yours to defend, not ours to promise.
Articles that use this word
See it in use.
Now the harder question. What do yours say?
Ask Synclify in the same plain words and it reads your own account. Every dashboard and chart in it is free to use on every plan.
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