If you’re only charging for content, you’re leaving money on the table.

A few months ago, I received a pitch from a brand. The proposed deliverables were two Reels posted to my feed for $18,000. 

That’s pretty fair compensation for two high-quality videos, all of which came with a solid creative brief, good alignment, and nothing to complain about.

But I’ve been doing this long enough to know one thing: There’s almost always room to expand a deal if you know what to ask for.

So instead of accepting their offer as is, I sent back a revised proposal.

Within a week, the same partnership went from $18,000 to $27,000.

No need to create more content. No need to film more Reels. Not even stories or a link in my bio.

Here’s exactly how that happened, so you can start structuring your deals the same way.

The Power of Add-Ons

Most creators think about brand deals in terms of deliverables: Static posts, Stories, TikToks, or Reels.

But brands don’t just want content. They want reach, results, and the right to keep using your work.

That’s where add-ons come in. These are the pieces you can negotiate into a contract to increase your total payout without creating more content.

Here’s how that $18k offer evolved.

The initial proposal from the brand:

• Deliverables: 2x Reels posted on Instagram
• Fee: $18,000

The amended proposal after negotiating add-ons:

• Deliverables: 2x Reels posted on Instagram – $18,000
• Whitelisting: 8 weeks – $3,000
• Exclusivity: 8 weeks – $6,000
• Total paid: $27,000

That’s a 50% increase in income without adding a single extra deliverable or more time spent working to my schedule.

When you’re negotiating, think beyond the content. The way you structure your deal is often what separates a decent brand collaboration from a five-figure one.

I introduce the concept of the payment iceberg in my free workshop here. This is an image that shows what brands will pay for beyond the brand partnerships you see posted on a content creator’s feed.

What Are Add-Ons and Why They Matter

Let’s break down the most common and valuable add-ons you can use to maximize your earnings.

1️⃣  Whitelisting

Whitelisting gives the brand permission to run your content as paid ads using your handle and likeness.

It’s powerful for brands because your content already looks authentic. and when amplified through ads, it performs better than a traditional advertisement.

On the other hand, it’s powerful for you because it means higher pay without extra work or effort on your side. Win-win. 

💰 How much to charge for Whitelisting:

Typically 20% to 50% of your base rate per month of whitelisting per post. 

Because this is the most in-demand add-on in influencer and UGC deals, don’t undersell it!

2️⃣  Exclusivity

Exclusivity means you agree not to work with direct competitors of a brand for a specific period of time. This normally spans anywhere between 4 to 12 weeks, but could be as long as a year for brand ambassadorships, for example. 

It sounds straightforward, but this one can get tricky fast. Brands will sometimes slip in contract clauses that ban you from entire categories. For example, they could list a vague “no beauty partnerships” category instead of a clear call-out to direct competitors or product specifics, like “no Skinceuticals,” or “no other vitamin C serums.”

Pro Tip: You’ll want to always clarify how specific the restriction is before agreeing and signing a contract – the broader the restriction, the more you should charge. Also, make sure to clarify if the exclusivity is for paid partnerships only or if it applies to organic non-sponsored content, too. 

💰 How much to charge for Exclusivity:

Between 25% and 100% of your base rate per month of exclusivity, depending on how specific or broad the category is, and how often you work with brands in that category.

This is often the most lucrative add-on, but it’s also risky. Make sure the rate you charge reflects not just the restriction, but the opportunities you’ll miss out on during the exclusivity term. 

3️⃣  Usage Rights

This allows the brand to repurpose your content across their own platforms: on social media, websites, ads, newsletters, and beyond.

Usage rights give your content a longer lifespan (and the brand gets more value from your work), so they should always come at a premium.

💰 How much to charge for Usage Rights:

• Social media: Add 15% to 20% to your base rate per piece of content
• Websites, newsletters, ads: Add 20% to 35% of your base rate per month

Remember, usage rights are not automatic. If it’s not in your contract, the brand doesn’t have permission to reuse your content.

4️⃣  Raw Footage

This one’s a UGC favorite, but it also applies to influencers, too.

Brands love raw footage because it allows their in-house editors or ad teams to repurpose your clips for multiple formats and campaigns. For you, it’s an easy upsell! No additional filming, just a matter of transferring files.

💰 How much to charge for Raw Footage:

Charge 50% to 100% of your base rate, depending on the quantity and quality of footage you’re providing.

Pro tip: Always clarify whether “raw footage” includes all video clips shot or just the best selects, and whether it’s for internal use or external campaigns. If it’s for external use, remember they need to also pay for content rights in order to be able to use your raw footage.

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These are some of the most common add-ons I use in my brand deals, but they’re just the beginning. There are plenty of other factors that can influence how much you earn, from extended usage rights to creative licensing and, of course, your base rate.

If you want me to walk you through exactly how to calculate your rates and structure your next collaboration with confidence, you can watch my new free training “4 Steps to Grow your Audience and Land your First Paid brand Collab”.

 It’s where I show you the full picture behind what I call the payment iceberg — everything brands actually pay for beyond what you see on your feed.

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Wrap Up

Creators who earn the most aren’t always the ones with the biggest audiences. They’re the ones who understand structure and strategy.

That $9,000 difference between $18k and $27k didn’t come from more work or from more followers — it came from knowing what brands care about and how to negotiate.

And the best part? You can apply the same approach to every UGC or influencer deal you sign, no matter your following size.

When you start thinking like a business instead of a content creator, you’ll stop leaving money on the table and start seeing what’s really possible for you.

Happy negotiating!
Catarina