When a creator sends over their rate card, one thing often gets left out of the conversation: the size of the brand. Most creators aren’t charging a multi-billion dollar company the same rate they’d quote a neighborhood coffee shop—and for good reason. While every creator deserves to be fairly paid for their time, effort, and expertise, many understand that not all brands are operating with the same level of resources. This creates a pricing gray area, especially when creators want to support small businesses they genuinely love without compromising the value of their work.
On the other hand, to small business owners, influencer rates can sometimes feel completely out of reach. In one viral Reel with over 3 million views, creator @abbyrosecases shared her surprise reaction to a $50,000 quote for a single TikTok post, captioning it with, “I couldn’t even afford 1/50th of that.” Most small businesses are not operating an entire influencer marketing department and may be unfamiliar with how pricing works or operating with very small budgets. In this case, even lower four-figure rates can feel staggering. But for creators, this balancing act between empathy and fair compensation is one they’re constantly navigating.
Aria Kim | @techwitharia
For tech creator Aria Kim, pricing isn’t strictly about brand size—it’s about the budget and scope of the partnership. “Larger brands usually have dedicated marketing funds, so my rates reflect that,” she explains. With smaller or local brands, Aria tries to stay flexible by adjusting the format or scale of the content rather than offering a blanket discount. “I might offer a story instead of a Reel or reduce deliverables, but I still make sure my work is fairly valued.”
Transparency is a big factor in how Aria prices collaborations, especially with smaller businesses. “If a brand doesn’t provide a contract, that’s a red flag,” she says. She also pays attention to how brands have treated other creators and whether they have a clear vision for the partnership. She suggests that other creators should ask for the brand’s budget first and don’t assume they can’t afford you. Every small business is different, and some are willing to invest if they see the value.
Kaia Isbell | @northmetroeateries
Kaia Isbell, a GA-based food and beverage creator, says the contrast between brand sizes is clear from the first email. “Small businesses are usually more flexible, saying, ‘Whatever you can do,’ while large corporations have teams that know exactly what they want—including usage rights and exclusivity,” she says. While Kaia does offer discount, she bases them on how much she already loves and supports the business. This discount can sometimes be upwards of 90% off her corporate rate.
That said, she’s quick to flag red flags from small brands: “If they say they love my content but don’t follow me, or if they want a full list of deliverables in exchange for just a comped meal, that’s a no.” To make things sustainable, she often offers gift card exchanges or encourages long-term packages that give small brands consistent exposure over time. “If they can pay monthly or quarterly, that guarantees them a return and guarantees me income.”
Tomi Obebe | @goodtomicha
Tomi Obebe is no stranger to adjusting her pricing based on brand size—but she’s cautious. “Local businesses are still learning how influencer marketing works. To them, it’s a bigger risk,” she says. Typically, she charges 50% less for small brands, noting they rarely request extras like paid usage or exclusivity. But if a collaboration is too time-intensive without any budget, she’ll politely decline.
That said, Tomi doesn’t assume small equals unpaid. “Grow your network of creators,” she advises. “Ask your peers what brands have paid them and what their experiences have been.” By leaning on community insight and remaining flexible, she’s been able to support small businesses she loves without sacrificing her worth. “Every creator should be fairly compensated—but when the relationship feels right, there’s usually a way to make it work.”
Megan Varela | @meganelisevarela
As a travel influencer who frequently highlights local businesses, Megan Varela takes brand size seriously when setting rates. “If Pepsi is paying for Super Bowl ads, they can afford to pay creators fairly,” she says. For local businesses, she charges about a third of her standard rate and sometimes offers payment plans or commission models to ease the burden. “I’m confident in my ROI, and I want to make sure small businesses benefit too.”
Megan emphasizes clear communication and mutual respect as non-negotiables in partnerships. “It’s not about being offended by low offers—it’s about recognizing when a brand is kind, honest, and genuinely wants to make it work.” She encourages other creators to gather data from affiliate links or discount codes to show value and make negotiation easier. “It’s much easier to land paid work when you can explain your worth in numbers.”
The Bottom Line
It’s clear in the creator economy that there’s no one-size-fits-all pricing model, and brand size is just one of many variables that creators consider. While most are willing to be flexible for small businesses, especially ones they already know and love, they’re also balancing the need to be paid fairly for their time, skills, and influence. The key is for creators to have open, honest communication with businesses and a mutual understanding that creators are professionals, no matter who’s signing the check.
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