You’ve finally done it: you’ve reached a subscriber count that has attracted the attention of a company who’d like to pay you cold, hard, delicious cash to make a video for you incorporating their product. There’s always something that comes with a dream scenario like this, and in this case, the company has never worked with a YouTube creator before, and they have no idea how much to pay you.
So, how do you decide how much to charge?
How many subscribers do you have, and how many average views do you get?
One of the most important factors to a potential sponsor or brand is the guarantee that people will actually watch the video and use the product as a result. One of the ways you can prove viewership is through your subscriber numbers, but more importantly through the average number of views you get per video, usually after about 2 weeks from it’s initial date of posting.
The price you assign to each view is known as a CPV (Cost Per View). CPVs run anywhere from two cents per view to ten cents per view.
What does the sponsor want you to do? How does it affect the CPV?
Then you have to ask the sponsor what content they would like to see from you. Here is where the type of content branches between Organic, Inorganic, and Custom content.
Organic content falls under the line of what you’re already familiar with or already do. If you’re a vlogger for example, and a company would just like to sponsor one of your vlogs, this falls under organic content. Since the request is something you’re already doing, it’ll fall on the lower end of the scale, somewhere along the lines of two to four cents per view.
Inorganic Content is something that you’ve never done before or featuring a product in a manner that is different from how it would usually be featured. A good example would be a vlogger being asked to produce gaming content or perhaps a gaming vlogger being asked to stream a product live. Because there may be an additional cost in procuring equipment and there may be a higher production quality to it, the CPV for these videos would fall somewhere in the five to ten cent range.
Then you have Custom Content, this is the highest production quality, and usually falls towards large scale productions that may involve all aspects of video creation from writing to directing and editing videos. The CPV for this scale of video would fall under the ten cents and up range, dependent on the level of involvement and detail from the creator.
Have you ever done a brand deal before?
If it’s your first time doing a brand deal, chances are you probably shouldn’t charge as much as someone who’s already proven themselves in the market. However, if you’ve consistently made solid, branded content, then asking for a higher CPV is not out of the question.
Once you’ve calculated your CPV for the video, multiply it by your average views, and there is your base charge!
Do I have to do this alone?
Not at all. Typically, you can hire a manager to take care of all of this, or even work with an MCN who will assign you a manager to handle deals like this. There’s also services like Grapevine, who specialize in connecting creators and brands, helping to facilitate these details on your behalf.
But don’t take it too hard…
…If a brand turns you down. It’ll be hard at first to figure out where you stand in the market, especially when it’s your first time figuring things out. Just take your time, and consider all of the possibilities above and more. After all, there are no real “rules” when it comes to this stuff.