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Sponsored Posts – How to Negotiate & What To Charge

When I was trying to decide what to write for this weeks ‘Blog Club‘, I thought about the questions I get asked most by other bloggers and the one area of blogging that seems to be a little hush hush and mysterious is…..money!  However, it is not just about the money, lots of people message me asking how to respond to the emails they receive from brands or PRs.  They lack confidence and I hope by writing this post, I can help to give all those who need it, a little more confidence and direction in their paid work with brands.  Fingers crossed!

Sponsored posts How to negotiate & what to charge main header

The difficulty is that in our industry there is no standard pricing.  You cannot go onto a blogging website and download a price list detailing what you should charge.  Wouldn’t that be lovely if you could?!  The thing is your ‘fee’ depends on so many factors and when it comes down to it, your fee will be a figure you are happy with; regardless of anything other people say or do.  So, while I can’t say you should be charging X amount, I can, hopefully, shed some light on how you can start to get an idea of what your fees should be in the current market.  I should say that this post will be focused on the UK market and on family, parenting, lifestyle blogs.  Other countries are making their own rules regarding fees and different niches, even within the UK, are charging completely different fees to ‘us’.

What you should take into account;

  • The amount of traffic you get.

 

  • How long it will take you to carry out the task?  For example, doing a week long challenge that you blog about should attract a higher fee than a quick blog post. Include in this calculation how much time it is going to take you to promote it too, once written.

 

  • The size of your social reach. The bigger and more engaged your network and larger your reach, then the more business’ will want to work with you and the higher fee you will be able to demand.

 

  • Your Domain Authority. Domain Authority is a measure of the power of a domain name and is one of many search engine ranking factors. Domain Authority is based on three factors: Age, Popularity, and Size.  It is a number between 0 and 100 (the higher number the more authority the blog has, the higher up the search engines it will appear and the more desirable it will be).  Some business will want a blog to have a DA of at least 25 (some brands don’t care), while anything over 40 is a really good score.  You can find your DA here.

 

  • Are you adding extra value?  Are you adding a video to the post? Creating content that needs further skills? Then make sure this is considered as well.

 

  • How engaged if your audience? How much influence do you have on your network.  It’s not always just about the size of your network, but how engaged they are.  Do you get lots of comments, can you show a brand that people are engaged with you and your content.  If you can then this should attract a higher fee.

 

  • What will they pay? Now you NEVER have to take any fee.  Just because a brand offer you 20p and a packet of polos, doesn’t mean you should be grateful and accept.  However, your minimum fee is totally up to you.  We have all got bills to pay, but just don’t undervalue yourself or your blog.  If a brand is contacting you, then they are interested in working with you, so take confidence from that and work with it.  What they will pay varies from niche to niche, with beauty and fashion industries generally paying more than parenting.

 

What should you charge?

One starting point is to figure out an hourly rate for content creation (the post writing part), then add on top a fee for the additional skilled aspect to the post, i.e the video creation.  Again these fees are whatyou feel happy with.  You can ask friends or in group what the going rate is and some might share their media pack/rate card.

If you were working in an office then you might think £20 an hour is great.  Remember though that you should factor in the desirability of your blog space.  I would demand more for a post on my site, than I would to write a post for another site, as my post has a value of its own.

Our friends across the pond are stating that even a newbie blogger should be charging $250 minimum (roughly £160) and I think this shows how their market is still ahead of ours.  Most new bloggers would be very lucky to find a UK brand that would pay that much to an unknow blogger with limited pageviews.

Remember that any sponsored post you do is evergreen advertising for the brand.  So all you newer bloggers out there, remember that even if your traffic might not be huge right now, the brand are getting a good deal, as the post will still be on your blog when your traffic is greater down the line.

It definitely shouldn’t be a one size fits all fee.  You are not going to have one flat rate for everything offer on your blog. Some work will require more time and effort; some people will want a bigger social media promotion package than others, so my advice to you is to be flexible.  Making sure you are still dancing to your own tune and not the tune of the brand/PR/SEO.  Ultimately it will come down to what the brand is willing to pay.  Be prepared to negotiate and think of the bigger picture.  Is it is brand that you will benefit by being involved with?  Is there a promise of further work?  If yes, then bear this in mind, but only agree to a fee when you are happy with it.

There is a vast difference in the fees charged by the bloggers I know.  Some people will write a sponsored post for £30-40, while others won’t put fingers to keyboard for less than £200 and there isn’t always a massive difference in the stats of these bloggers.

There is a formula that some bloggers use to decide on advertising fees for their blogs and that is; £10 for every 10 of your DA score + £10.  So for example my DA is 43,  so my monthly fee for a standard advert (300 x 300 or whatever yours is) should be around £50 per month.  You might then choose to knock it down slightly for a series of prebooked adverts.

Anyway, back to sponsored posts. I did a little research and come up with this formula, which I think gives you your rough ‘rate card’ top line fee – your DA x 4.5.

However, it isn’t simply as cut and dried as that, you could be offering much more value in certain areas than someone with the same DA as you. That’s why I can’t give you an exact fee appropriate for your blog, there are simply far too many influencing factors; not least how much the brand want to work with you.  My standard rate card rate is based on the above formula, I have accepted less on occassion and have also agreed larger fees than standard when the project is more complex or it will take more time.

Responding to Brand/Pr Emails

I have a few standard responses to help you negotiate with brands and put you on the right track.  Talking about money is never easy, right?!  These can be copied and pasted, then tweaked for the brand/project.  What they should do is to help you to start the conversation the right way and help you get paid what you deserve.

All you have to do is sign up to our newsletter and these responses will be emailed to you.  Simples!


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I hope this post helped you to feel more confident when talking about money.  If you have any questions please ask them in the comments below.  If you want me to cover a certain topic in Blog Club, then please also let me know in the comments and I will try my best!

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sponsored posts - how to negotiate & how much to charge

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Showing 75 comments
  • Tori Gabriel
    Reply

    What a brilliantly useful post. I’m going to read the others in the Blog Club section now. I checked my Moz rating but it didn’t have any data. How do I change that?

    • You Baby Me Mummy
      Reply

      Are you a new blog? If so it might need a while to collate and track your info. x

  • Emma
    Reply

    Great post Aby, I like the method of DA X4.5 for a post. That could be a good barometer and I wish SEO would use something like that.

    • Katie
      Reply

      I agree @Arthurwears, though I know if your site is hosted on wordpress or blogspot, or any other hosting engine, the DA ( domain authority ) is for THAT site, and you should go by PA ( page authority ) .
      Source – I’m a (Mum of 1) marketing student!

      • You Baby Me Mummy
        Reply

        Yes it does differ is you aren’t on WP, PAs are usually higher than DAs, so you could work on a PA x 4 to get a rough price.

    • You Baby Me Mummy
      Reply

      Well I think it gives a rough guide, there will obviously be expections but it is somewhere to start x

  • Emma T
    Reply

    Really helpful post, especially for those starting out working with brands. I have a standard rate, and as you say, then adjust dependent on the work. Most won’t pay, although I know it’s about right for the number of brands who’ve just offered that and more to be before. Interestingly your formula 4.5x the DA works for me for the top level I’ve been offered before. So I might try using that more often.

    • You Baby Me Mummy
      Reply

      I think it gives a rough idea, puts you in the right area. Obviously can be affected by different things, but it is a place to start x

  • Becky, Cuddle Fairy
    Reply

    Thank you for giving a formula with your own numbers! This is so helpful & I know so many bloggers will really appreciate this post. I have it pinned for later & subscribed to the newsletter. Thanks again! x

    • You Baby Me Mummy
      Reply

      Glad it is helpful x

  • Arthurwears
    Reply

    I found this really interesting – especially the link to check my DA score which says it is 93….how is this determined?

    Have subscribed for part two! #twinklytuesday

  • morna
    Reply

    Another fab post. Thank you so much. I find it very difficult saying no to all the things I’m asked to do for free! I’m not at the stage of commanding big fees for things but I have decided I’m not going to work for free for products/brands I’m not interested in. #TwinklyTuesday

    • You Baby Me Mummy
      Reply

      Quite right too huni x

  • Faye
    Reply

    Its a really grey area and can be difficult to get advice around, so thanks for this post. I think it is really easy to undervalue yourself so a formula is a great way of working things out.

    Faye x

    #twinklytuesday

  • Maria (one tiny leap)
    Reply

    Thank you for all the tips! It’s a really helpful post and thank you for sharing your knowledge and experience xx

  • Maria Noell
    Reply

    I definitely lack confidence when it comes to agreeing terms and payment. I usually end up turning things down to avoid it… A very helpful post lovely x

    • You Baby Me Mummy
      Reply

      Hope it helps hun x

  • Laura
    Reply

    Fantastic Aby! I am really, really struggling with this side, coupled with the fact that you then take into the equation that I blog for UAE businesses (as well as UK) where blogging is a stage behind the UK it’s even more complex! Signed up for part 2 and loving the new look! #twinklytuesday

    • You Baby Me Mummy
      Reply

      Ah thanks, I am very pleased with it x

  • Clare
    Reply

    Fab, useful post Abi, money is hardly ever discussed in blog tips series’ so it is nice to see one finally! #twinklytuesday xx

  • Erin - Yorkshire Tots
    Reply

    Once again a very useful post. It’s really clear and I think you have some great advice both for beginners and ‘still learningers’ like me! DA x 4/5 is a really useful starting point.

  • Jenni - Odd Socks and Lollipops
    Reply

    This is such an interesting post to read, lots of great information – I always wondered if there was some framework to use for this type of thing. You are right though it can be awkward to talk about money at times

  • Su {Ethan & Evelyn}
    Reply

    Thanks for this. Really helpful. But how do I get my DA up? #TwinklyTuesday

  • Amanda
    Reply

    As always love your posts and blog <3 I am VERY new to blogging so I am going to pin this post to learn more about it. A heap of useful information that will help so many. x

  • Michelle Murray
    Reply

    Thanks so much for this post and also the formulas you have added. I always struggle with what to charge so this has really helped

  • Claire at Tin Box Traveller
    Reply

    Thanks for sharing this Abi – money does always seem like a bit of a taboo subject. Wow, I need to get a .com domain and start blogging about America a bit more. That’s some fee the U.S. bloggers are claiming to get! #twinklytuesday

  • Rebecca U
    Reply

    Thanks for the post Aby – really useful formula to know roughly what to aim for #sharewithme

  • Coombe Mill - Fiona Cambouropoulos
    Reply

    Fascinating post and I am clearly guilty of undercharging

  • ali
    Reply

    that’s fantastic advice Aby! I don’t offer advertising space at the moment as I have no idea what to charge but will add that to my media pack now. #sharewithme ps love the new design!

  • Michaela Britton
    Reply

    Great post. I think when I first started out, it was hard to decide what was fair but now I have a standard fee that I can negotiate around to what works for me and the brand/PR company.

  • John
    Reply

    Thanks for the specific advise. Specific advise on pricing in this area is hard. What I usually try to do is get them to name the price. And I don’t accept anything under $150. I don’t get many at all but I don’t want to get more at a lower rate.

    Do I read you right that for a 42 DA the rough estimate would be £189?

    That seems like a nice rate. As you say in the end what matters is a rate you and the customer are happy with. But it is nice to know about what the market is. And obviously any simple rule is going to be pretty rough.

  • Alex
    Reply

    Another very helpful post Aby! Thank you! According to your formula I’m definitely under charging for sponsored posts, but sometimes if you’re desperate you’ll take what you can xx

  • Louise (Little Hearts, Big Love)
    Reply

    Such a great post Aby, so useful and informative. I’ve only just started doing sponsored posts (mainly because I didn’t have a clue about fees and how to go about them) and it is so hard to get an idea of what is a reasonable fee or how to respond to requests. Thank you for sharing this.

  • Kiri
    Reply

    Thank you, that’s really useful advice! I haven’t done any sponsored posts yet but it seems like a bit of a minefield – you have made it much clearer thank you.

  • Absolutely Prabulous
    Reply

    Every time you write something, I learn something I didn’t know. This time it’s Domain Authority. Yikes! Fab advice as usual. Sharing!

  • Laura Evelyn Bee
    Reply

    Really helpful post as always and a topic that there isn’t a great deal of information about. I didn’t even know what a DA was!!! Thank you! x

  • Mummy Fever
    Reply

    Great tips thanks – as always x #brilliantblogposts

  • Cardiff Mummy Says - Cathryn
    Reply

    Great post – I love your blog club series. I find that most bloggers don’t want to talk about fees so it’s good that you have been so open about it. As you say, different people will accept different amounts of payment, but if people are more open about going rates then hopefully it will stop companies taking advantage of bloggers. Like you say, their links will be on that blog for a long time, so they stand to gain a lot over time as the blog grows.
    #brilliantblogposts

  • Katie / Pouting In Heels
    Reply

    Really amazing tips here lovely. It’s always tricky to know what you should ask for in regards to a sponsored post however that xDA thang you’ve posted is a really useful benchmark I reckon. For me it varies so much! Sometimes I take less than I normally would, perhaps because it’s a project that really interests me or will take little time to do. Others I ask for a lot more because of the work that is involved or I’m just too busy! At the end of the day I think really it’s all about working out what you need, what you hope for and what you’re trying to achieve. It will differ for everyone but the key is to happy with it!(i think). Great tips darling as always!xxx

  • Random Musings
    Reply

    Thank you for this, it’s brilliant. It is such a grey area and a lot of bloggers are very secretive about rates etc. The PRs contacting us wouldn’t work for free so why would they expect us to!
    Debbie

  • Caro
    Reply

    Great post lovely. You’ve always been so generous and helpful with regards to this. I don’t know what I’d have done without your advice in the early days!
    I think ‘knowing your worth’ is such a good tip too — I have been very, very selective about what I work on and it’s beginning to pay dividends. That said, sometimes if I LOVE a product — or if a project makes great content and is going to look fabulous on my blog — then I’m happy to do it for nothing. Fab tips Aby 🙂 Thanks for linking up to #TwinklyTuesday — much appreciated x

    • You Baby Me Mummy
      Reply

      Thanks Caro, always happy to help if I can x

  • becca farrelly
    Reply

    This is a really helpful post as iam just starting to work with brands and am really unsure of how I should be putting myself forward in terms of what I should be asking for. I will take your experience and advice on board 🙂

    #brillblogposts

  • Random Musings
    Reply

    Back again from #TheList, thanks for hosting 🙂
    Debbie

  • Ness
    Reply

    Goodness I don’t even charge my DA which is 31 let alone 4.5x it! I know though that I couldn’t even get a minimum wage job so anything I get offered I have to accept otherwise they may withdraw the offer and I can’t afford to lose out.

    • You Baby Me Mummy
      Reply

      You can negotiate, they wont withdraw. Just ask if they can be flexible as your rate is more. If not say on this occassion you will accept, if you want to of course x

  • Leandra
    Reply

    After reading this week a couple of bloggers being very poorly treated by PR companies and firms. It’s great to read such an empowering post. Thanks for hosting #thelist x

    • You Baby Me Mummy
      Reply

      That’s a lovely thing to say huni x

  • Anna Brophy
    Reply

    You are simply inspiring!!! My head is swimming slightly but am chomping at the bit to get going! #TheList

    • You Baby Me Mummy
      Reply

      Ah thanks hun. Glad it helped x

  • Kat
    Reply

    This is so helpful. Thank you so much. I have a question. I’ve had quite a few sponsored post opportunities be presented to me that require a do follow link that I have said no to because I just don’t think it’s worth the risk. What are your thoughts on this? X #thelist

    • You Baby Me Mummy
      Reply

      It depends on the brand. Most do require a do follow link, it is up to you if you do them, A lot of bloggers do. x

  • Stephanie
    Reply

    Useful post and yes looks as if our market still has a way to go before being as grown up as the US. And having some standard templates for replies is such a time saver, especially for the ones you turn down. #TheList

  • John Adams
    Reply

    This is such a tricky area. Must say, I’ve never had a problem negotiating. Getting the price I ideally want is sometimes a struggle, but I find there’s generally always scope to negotiate up from an initial offer. Thanks forhosting #thelist

  • Cheryl
    Reply

    Brilliant as always Aby! Very useful and informative post especially to new bloggers like me. #TheList

  • Julie Downes
    Reply

    Great post, interesting read, think I’ll pin it for the future #thelist

  • Katy
    Reply

    This is a fab post hun, will help so many people! I am useless at knowing my worth. x

  • Lauren (The Helpful Hiker)
    Reply

    It will be sometime (if ever!) before I need this advice, but it’s great to know. It’s so hard to find any posts that cover things like this, the actual details that people want to know. So thanks again for yet more awesome tips 🙂 #TheList

  • The L's Mum
    Reply

    Great post Aby. It’s so helpful to hear some of these things from someone who is doing it day in and day out. I really need to value my time more when it comes to what I do with my blog. Thanks for the advice. #thelist

    • You Baby Me Mummy
      Reply

      Yes you do huni. x

  • New Mummy Blog
    Reply

    Another incredibly useful post. Your tips are fab, and Your formula will hopefully help me some day x
    #thelist

    • You Baby Me Mummy
      Reply

      Thanks glad it is helpful x

  • Jenny
    Reply

    I love this, a very useful post, thank you. A great formula too and you’ve shown me that I’m not overselling myself if I use the formula, I started to wonder as all the sponsored posts are offering around £30 at the moment! 🙂 x

  • Katie Davies
    Reply

    Great post I always struggle to state a fee and just normally go with what I’m happiest with

  • Nikki Frank-Hamilton
    Reply

    Thanks so much! I love how much you share, it helps us newer bloggers so much. I am working on building my social media accounts and pageviews. I am dabbling with companies that offer sponsored post opportunities. Pinning this for future reference. Thanks!

    • You Baby Me Mummy
      Reply

      My pleasure hun x

  • Kacie
    Reply

    Thank you for sharing this post, it was really insightful and helpful to someone like me trying to make more money from blogging 🙂

  • Jenny
    Reply

    As always Aby full of knowledge, wisdom and tips for us all. I love it. Thanks for linking up to Share With Me blog hop. I hope you have enjoyed reading so many fab other blog posts and to see you again tomorrow for another great round of #sharewithme

  • Gemma
    Reply

    Love this post! It is sooo helpful and something that I will be (hopefully) using more in the future 🙂

    #TheList

    Gemma xxx

  • Lily
    Reply

    Thank you for this post, it’s really interesting to see what people think should be charged for a post (I haven’t been approached by anyone but if put on the spot I doubt I’d have any idea what to ask for). Fingers crossed I’ll be using this in the future!

  • Lucy At Home
    Reply

    This is a brilliant post! I have just been approached for my first sponsored post and had no idea how to respond. I KNEW you’d have some helpful advice so I popped straight over here to have a look and yes, you answered so many of my questions! Thank you!

    • You Baby Me Mummy
      Reply

      Ah bless you glad it helped. I open bookings for my Pitching & Brand Work Masterclass tomorrow, early bird rate £29 xx

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