A rate card is a price or fee overview that models, influencers, or their agencies use to lay out the services they offer and the terms that come with them. It helps potential clients estimate what budget a collaboration will require.

Depending on the work, a rate card can include different services:

• For models: Fees for full shoot days, half days, fittings, or additional hours.
• For influencers: Prices for Reels, Story packages, photo posts, videos, or longer-term partnerships.
• For content creators: Fees for producing content that is then published on the client’s own channels.
• Additional services: For example, elaborate productions, extra rounds of revisions, additional usage rights, or agreed exclusivity.

What matters is what each price includes. For a Reel, for example, it should be clear whether concept, filming, editing, and posting are included. It should also be settled whether and how the brand may use the video itself – on its website or in paid ads, for instance.

A rate card can show fixed package prices, starting prices, or fees tiered by scope. It often serves as the starting point for an individual quote. For models, factors such as the client, the scale of the production, and image usage can influence the final calculation.

The rate card is often sent together with a media kit. The media kit introduces the profile, audience, reach, and past collaborations; the rate card adds the corresponding services and prices. It can also be kept as a separate document and sent out specifically on request.

See also: Fitting, Creator, Usage rights, Advertorial, Media kit, Target audience.