Influencer rates and the media kit: how to calculate your rate and prepare a presentation

track.lt editorial team · 2026-10-11 · 5 min read

On this page · 8

What goes into a media kit
Where to get the statistics
How to calculate the engagement rate
What a price is made up of
Packages instead of a single price
A commission instead of a fixed fee
Frequently asked questions
Sources

A brand's first question is almost always the same: “What are your rates, and do you have statistics?” If you start looking for the answer that very minute, you have already lost the negotiation. A prepared presentation (a media kit) and a clear rate calculation let you reply within five minutes and not give in to the first offer “for the product”.

In this part of the guide – what goes into a media kit, how to calculate the engagement rate, what a price is made up of and when it is worth choosing a commission instead of a fixed fee. You will not find specific “market prices” here: there is no reliable public source for the Lithuanian market, and numbers plucked out of the air only mislead.

In short

A media kit is a one- or two-page document: who you are, what your audience is, what results you have and what you offer.
Take statistics only from the platform itself and always state the period.
The engagement rate is calculated in several ways, so write down which one you use.
A price is working time, usage rights and exclusivity, not the number of followers multiplied by a coefficient.

What goes into a media kit

Section	What it contains	Common mistake
Introduction	Two or three sentences: the topic, who you create for, what sets you apart	A CV instead of a topic
Audience	Countries, cities, age, gender – from the platform's statistics	Numbers “by eye” without screenshots
Results	Average reach or views per post, the engagement rate, the period	Showing the single best post rather than the average
Formats	What you offer: a post, a series of Stories, a video, content for the client's channels	“I do everything”
Previous work	Two or three examples with links and, if you can, the result	Invented collaborations or ones that never happened
Contact details	Email, links to your accounts	Only “write to my DMs”

It is not necessary to put prices in the document itself. Many creators send them separately once they know exactly what the client wants, because the same “one post” can mean an hour or three days of work.

Where to get the statistics

Only from the platform: Instagram Insights, TikTok Analytics, YouTube Studio. The names of the metrics differ between platforms and sometimes change, so in your media kit write down exactly what you are showing.

State the period: “average over the last 30 days” or “the last 10 posts”.
Show the average, not the record. The client will ask for screenshots anyway.
Separate the formats. The reach of a short video and of a photo differs several times over.
Update every month or quarter. Six-month-old numbers say nothing.

When explaining influencers' accounting, the State Tax Inspectorate (VMI) mentions screenshots, links to publications and reports on reach and engagement among the proof that the advertising was published. So it is worth keeping the same statistics for tax purposes too.

How to calculate the engagement rate

There is no single official method – it is a market convention. The two most common are:

Method	Formula	When to use it
By followers	Interactions ÷ number of followers × 100	When you compare accounts with each other – everyone can see the number of followers
By reach	Interactions ÷ number of accounts reached × 100	When you show how those who actually saw the post react

Interactions are likes, comments, saves and shares together. Calculate the average of the last few posts, not of a single post.

An arithmetic example: an account has 4 000 followers, and the last ten posts collected 200 interactions each on average and reached 2 500 accounts each. By followers the rate is 5 %, by reach – 8 %. Both numbers are correct, so always write next to them which method you used.

What a price is made up of

Working time. The idea, script, filming, editing, coordination, revisions, the statistics report. Write down the hours and multiply them by the hourly rate you are willing to work for.
Expenses. Props, location, travel, another person's help.
Usage rights. A post on your account is one thing; permission for the brand to show the same video in paid advertising is another. For such ads (“partnership ads”), Meta requires the creator's permission, so this is a separate right that is priced separately.
Exclusivity. If you are asked not to advertise competitors for a while, you are giving up other income. That has to cost something, and the period has to be defined.
Urgency and volume. Work “by tomorrow” costs more; several posts at once cost less per unit.
Taxes. Include in the price what you will pay to the state.

An offer “for the product”

A product received for advertising is, according to VMI, income in kind: it is taxed and declared in the same way as remuneration in money. So a “free” product costs you taxes and working time. It is worth agreeing only when the value of the product covers that or when you really need it yourself.

Packages instead of a single price

A single price for a “post” forces you to negotiate over the number. Three packages let you negotiate over the scope:

Small: one series of Stories or one short video.
Medium: a video, a series of Stories and a link in the bio for a certain period.
Large: several posts a month, the right to use the content on the client's channels and a results report.

For each one, write down what is included: how many revisions, when it is published, how long the post stays on the account.

A commission instead of a fixed fee

	Fixed fee	Commission on sales
When you get the money	For the work done	Only when someone buys
Who bears the risk	The brand	You
Are negotiations needed	Yes	No – the terms are published in advance
Suited to	When the audience is already proven	Starting out, small accounts and as an addition to a fixed fee

A common compromise is a smaller fixed fee plus a commission through a personal discount code. In affiliate programmes there is no need to negotiate at all: the commission rate, the hold period and the payout procedure are visible before you sign up.

Frequently asked questions

What is a media kit?

A creator's short presentation for brands: the topic, audience statistics, results, the formats offered, previous work and contact details.

Should prices be included in a media kit?

Not necessarily. Prices are often sent separately once the scope of the order is clear.

What engagement rate is considered good?

There is no single answer: it depends on the platform, the format, the size of the account and the calculation method. It matters more that the rate is genuine and steady.

How much should you ask for one post?

Add up the working hours and expenses, add usage rights and exclusivity, if they are requested, and taxes. There are no reliable public price lists for the Lithuanian market.

Is it worth working for a product?

Only when its value covers your work and taxes. A product received is income in kind.