[0:00] You ever wondered, "Am I charging too
[0:02] little or way too much for my
[0:04] sponsorships?" You're not alone. Most
[0:06] creators have no clue what their content
[0:09] is actually worth. They're scared to
[0:11] charge too much and scare brands away,
[0:13] or they're scared to charge too little
[0:15] and leave money on the table. The good
[0:18] news is you're not alone. And in this
[0:20] video, I'm going to be giving a complete
[0:23] deep dive into how to price your videos
[0:26] for sponsorships. For a little
[0:28] background, my name is Brandon
[0:29] Pomearati. I'm the founder of Adhesive
[0:31] Media. We're a sponsorship
[0:33] representation agency and we work with
[0:34] over 150 YouTube creators. In the last 3
[0:38] years, we've closed over $18 million in
[0:40] sponsorships with over a 100 different
[0:43] brands. So, when I give advice here, I
[0:45] know what I'm talking about. The first
[0:47] thing I want to get into is why do most
[0:51] creators price their sponsorships wrong?
[0:53] And it boils down to a few reasons.
[0:56] Number one is you're guessing your
[0:58] pricing. You're basing your pricing
[1:00] based on your friend's channel who might
[1:02] have a totally different audience, a
[1:03] totally different genre, a totally
[1:04] different viewership than you. Number
[1:06] two, you may have missing context. You
[1:09] may not know what the brand actually
[1:11] cares about. And the truth is they care
[1:13] about sales. They don't really care
[1:15] about your production cost. They don't
[1:17] care how about how much effort you put
[1:18] into the sponsorship. And that is the
[1:20] brutal truth of it. And the third reason
[1:23] that you are probably pricing your
[1:24] sponsorship wrong is your mindset. For
[1:27] 90% of YouTube creators where YouTube is
[1:30] their main source of income, your
[1:32] motivation should be to lock in the
[1:34] right sponsors for long-term deals. Yes,
[1:38] the deal might be at a slightly lower
[1:39] cost, but as a YouTuber, we'd recommend
[1:42] having longerterm deals so you could
[1:44] actually plan out your revenue and know
[1:46] that you have consistent money coming in
[1:48] every month. It's also way better for
[1:50] your audience to have a few sponsors
[1:52] that you work with consistently than a
[1:54] different sponsor every video. So, when
[1:56] it comes to the foundation of
[1:58] sponsorship pricing, the first term that
[2:00] you'll want to understand is a CPM. CPM
[2:04] means cost per,000 views, and it's
[2:06] generally based on either average views
[2:09] or guaranteed views. guaranteed views.
[2:11] I'll get into what that is later, but
[2:13] let's say your channel averages a
[2:15] 100,000 views per video and you charge a
[2:18] $40 CPM. Your sponsorship price would be
[2:21] $4,000. Let's say you guarantee 80,000
[2:24] views and you have a $50 CPM. Then your
[2:27] sponsorship price would also be $4,000.
[2:30] Now, what we specialize in selling are
[2:33] 60-second midroll integrations. the ones
[2:36] that you've seen all over YouTube with
[2:38] companies like AG1, BetterHelp, Factor,
[2:41] DraftKings, and more. And what we've
[2:43] seen is most integrations fall between a
[2:46] $20 and $60 CPM for these type of deals.
[2:50] What I'm going to get into next is the
[2:52] 10 factors that affect your pricing that
[2:55] will either get you closer to $60 CPM or
[2:59] closer to a $20 CPM. Like I mentioned,
[3:02] this pricing model is for 60-second
[3:05] midroll integrations with general
[3:07] products. At the end of the video, I'm
[3:08] also going to get through how to price
[3:10] for dedicated videos, longer
[3:12] sponsorships, usage rights, and more.
[3:14] But for now, we're going to start with
[3:16] the standard most popular ad format,
[3:18] which is a one minute midroll
[3:19] integration. Number one is your US
[3:22] audience percentage. So, if you're a
[3:23] US-based creator and you are planning to
[3:26] do a sponsorship with a company that
[3:28] sells to people in the United States,
[3:30] then your US percentage is one of the
[3:32] biggest factors that get into your
[3:34] pricing. The difference between a 40% US
[3:36] audience and an 80% US audience means
[3:39] two times as many people will be
[3:41] eligible buyers for that sponsor's
[3:43] product. So, if you have a higher US
[3:45] audience percentage, ideally above 70%,
[3:49] you're going to be closer to the $60
[3:51] CPM. The next thing is audience age. For
[3:54] most products that are sponsoring
[3:55] YouTube channels, maybe other than
[3:57] mobile games, they are targeting a more
[4:00] mature audience because they'll have
[4:01] more buying power. They'll have more
[4:03] spending power. A YouTube channel where
[4:05] it's all 10 to 15 year olds watching
[4:07] will not have their own credit cards and
[4:09] will not have their own spending power.
[4:10] Whereas a channel where everyone is 25
[4:12] plus or 35 plus will generally have more
[4:15] disposable income to spend on the
[4:17] sponsor's product, thus driving your CPM
[4:19] up. The number three thing that affects
[4:21] your pricing is your engagement rate.
[4:24] What we generally look for are channels
[4:26] with a 7% engagement rate, which means
[4:28] likes plus comments divided by views is
[4:30] 7%. And more specifically, what I'm
[4:33] looking at is a 7% comment rate. So that
[4:36] means for every,000 views you get, you
[4:39] want to get seven comments. For every
[4:42] 100,000 views you get, you want to have
[4:43] 700 comments. What that means is your
[4:46] audience is engaging with your content.
[4:48] they're making comments and they have
[4:50] more trust in you as the host of the
[4:52] content to eventually buy whatever
[4:54] product you are promoting. The number
[4:56] four thing that would drive your CPM up.
[4:59] And this could be enough to get you all
[5:00] the way to a 60 CPM, even if you're
[5:02] missing a lot of the other factors is
[5:04] your sponsorship renewal rate. And
[5:07] basically what this is, this is the rate
[5:09] by which sponsors come back to sponsor
[5:11] you again. If every sponsor you work
[5:13] with comes back with an annual deal to
[5:15] work with you, you're going to be out of
[5:17] sponsorship spots and thus you're going
[5:18] to have less quantity of available spots
[5:21] and you can sell them at a higher rate.
[5:24] So let's say you do four videos a month.
[5:25] You do your first sponsorship, that one
[5:27] comes back and books once a month. You
[5:28] do your second one, that one comes back,
[5:30] books once a month. And your third one
[5:31] comes back and books once a month. You
[5:33] only have one spot left. And what you
[5:34] could tell this last spot is, hey,
[5:36] everyone I've worked with has renewed.
[5:38] So we're driving our price up. We've
[5:40] worked with channels where that's
[5:41] happened and we've seen channels be able
[5:44] to increase their price. We had one
[5:45] channel that started at $7,500 a spot
[5:48] and now we're selling spots at $22,000
[5:50] per sponsorship because there is
[5:52] literally no more space available and so
[5:54] many brands want to sponsor them. That's
[5:56] only possible because the channel gets a
[5:58] renewal deal on every single brand that
[6:00] they work with. The fifth factor that
[6:02] affects your pricing will be your
[6:04] viewership consistency. Brands want to
[6:06] see that you have an audience, a
[6:08] returning audience. What that means to
[6:10] them is you have a fan base or an
[6:13] audience base that keeps coming back for
[6:15] more and they love your content. When
[6:17] they love your content and they have an
[6:19] affinity to you as a host, they are more
[6:21] likely to purchase whatever product you
[6:23] are sponsored by. The other benefit of
[6:26] having a good consistent viewership is
[6:29] brands will have more certainty than
[6:31] when they spend a certain amount of
[6:33] money with you, they know how many views
[6:35] they're going to get out of that. So, it
[6:37] gives them more certainty and it feels
[6:38] like they're taking a less risky bet by
[6:40] paying you more for that sponsorship. A
[6:43] very high viewership consistency is a
[6:46] 20% variation in views. So, let's say
[6:48] your average views are 100,000 per
[6:50] video. You don't want to have any views
[6:51] dipping below 80,000 or going above
[6:54] 120,000. That is a consistent
[6:57] viewership. So, 20% up or down means
[6:59] your viewership is very consistent. The
[7:01] next thing that affects your ad pricing
[7:02] is ad placement. Basically, what this
[7:05] means is where is the ad placed in the
[7:07] video? Generally, we recommend placing
[7:09] the ad in the first 30% of the video. If
[7:11] you put it at the end of the video after
[7:13] there's already the viewership drop off
[7:15] and the retention drop off, then
[7:16] sponsors will be more likely to lowball
[7:18] you on their offer because there's going
[7:20] to be less people seeing the ad at the
[7:22] end of the video. The seventh thing here
[7:24] is ad frequency. Let's say you are
[7:27] posting three videos a week, which is 12
[7:30] per month, and you have a sponsorship in
[7:32] every single video. chances are your
[7:34] pricing may actually decrease versus if
[7:36] you have less spots available. On the
[7:38] other end, let's say you have those 12
[7:40] spots, but they're all recurring brands
[7:42] and maybe 11 of them are filled, then
[7:44] you could actually sell that last spot
[7:46] at a high rate because like I mentioned
[7:48] earlier, you already have demand filling
[7:50] it. So, with this whole thing, there's a
[7:51] supply and demand balance as well where
[7:53] if you have less supply available, but
[7:55] there's a lot of brands that want to
[7:56] sponsor you, you can increase your rates
[7:58] and get closer to that 60 CPM or higher
[8:00] rate. The eighth factor that'll affect
[8:02] your pricing is if your face is on
[8:04] screen. This is a universal thing that
[8:06] I've seen with channels. If you are an
[8:08] animated or cartoon or no face channel,
[8:11] generally the audience will have less of
[8:13] a relationship to the actual host of the
[8:15] channel and thus your sponsorship
[8:16] pricing will be way way lower.
[8:18] Especially if you're talking about a
[8:20] physical product, the brand will want
[8:21] you to use it on screen. And if you're
[8:23] not showing that on screen, your
[8:24] sponsorship pricing will be lower. The
[8:26] ninth thing that affects your pricing is
[8:28] how creative your ad read is and does it
[8:32] actually tie into the topic of the
[8:34] video. So if you're a biohacking creator
[8:37] and you're going to get sponsored by a
[8:38] sauna company and you're doing a video
[8:40] where you're talking about saunas and
[8:42] you're talking about the benefits of
[8:43] saunas, that one minute integration will
[8:45] definitely be on the higher end of CPMs,
[8:47] probably way higher than a 60 CPM
[8:49] because biohacking creators can charge
[8:51] so much. So you really want to think
[8:53] about how creative your ad reads. And
[8:54] the last thing here is the brand and
[8:57] channel alignment. And so this is how
[9:00] much does the product align with your
[9:02] channel and how much does it align with
[9:04] you? Can you give a personal endorsement
[9:06] of the product? Do you use the product?
[9:08] Do a lot of your audience do could they
[9:10] use the product? Is there alignment
[9:11] between that product and the genre of
[9:13] your channel? So that's the last thing
[9:14] you want to think about. And this
[9:16] arguably could have one of the biggest
[9:17] impacts on your pricing. Overall, the
[9:19] better you score on these, you're going
[9:21] to be closer to a 60 CPM or even higher.
[9:24] And if you're missing a lot of these,
[9:25] you're going to be closer to a $20 CPM
[9:27] and lower. And as a reminder, these are
[9:30] for one minute midroll ad placements. If
[9:33] you're doing dedicated videos, this
[9:34] whole CPM model isn't as applicable, and
[9:36] we'll talk about that later in the
[9:38] video. So, I know this is a lot of
[9:40] information, and it might be tough for
[9:42] you still to figure out that price even
[9:44] with all these factors. So, what I'm
[9:46] going to be doing is creating a custom
[9:48] GPT. And what that will do is it'll ask
[9:50] you a set of questions about your
[9:52] channel. You'll answer it and it'll spit
[9:55] out proposed pricing for Midroll
[9:57] sponsorships. If you're interested in
[9:58] that, I'm still working on it at the
[10:00] time of this video. So, please comment
[10:02] below and probably by the time this
[10:04] video is done being edited, I'll have
[10:06] that ready and I could reply to your
[10:08] comment with the link to that custom
[10:10] GPT. So, now that you have the CPM that
[10:13] you want to charge for sponsorships,
[10:14] it's time to put together your price for
[10:16] a midroll sponsorship integration. Your
[10:19] price will be a CPM times your average
[10:22] views or times your guaranteed views.
[10:25] So, let's say you landed at a $40 CPM.
[10:27] Your average views are 100,000 per
[10:29] video. You would charge $4,000. When it
[10:31] comes to guaranteed views, let's get
[10:33] into that in the next section so you can
[10:35] determine if you want to offer a view
[10:37] guarantee and if that's something you
[10:38] are comfortable offering. So, now you
[10:40] might be wondering, what is a view
[10:42] guarantee and should I offer one? Let me
[10:45] first explain what a view guarantee is,
[10:46] how it works, and then I'll help you
[10:48] determine if you need to offer that for
[10:49] your channel. So, first, what is a view
[10:52] guarantee? A view guarantee is when you
[10:54] offer to an advertiser a guaranteed
[10:56] amount of views for a certain
[10:58] sponsorship within a certain time frame.
[11:00] So, let's say your channel averages
[11:02] 100,000 views a video. You might tell
[11:03] that, "I'm going to guarantee 100,000
[11:05] views within the first 30 days. and if
[11:07] it doesn't hit 100,000 views, I will
[11:10] place your ad in another upcoming video.
[11:13] That's one option is you could place in
[11:15] an upcoming video. Another option is you
[11:17] can say, "Hey, if it doesn't hit the
[11:18] 100,000 views, we will prorrate the
[11:20] invoice by the percentage below the
[11:23] 100,000 views." So, let's say you hit
[11:25] 70,000 views. Out of 100,000 views, you
[11:27] would charge the advertiser 70% of the
[11:31] sponsorship cost. You would basically
[11:32] deduct 30% from the invoice. And so view
[11:35] guarantees are great for channels with
[11:38] inconsistent viewership. If your views
[11:40] go from 20,000 to 100,000 to 500,000 to
[11:42] 40,000 per video and it's all over the
[11:45] place, a view guarantee is great because
[11:47] generally when sponsors are looking at
[11:49] average pricing, they're basing it off
[11:51] the minimum safe threshold. So if you're
[11:53] going between 20,000 and 100,000 views
[11:56] per video, they're going to price your
[11:57] channel at like 20 or 30,000 average
[11:59] views. But if you know a certain video
[12:01] is going to pop off, you'll want to
[12:02] guarantee views. So, the advertiser has
[12:04] some certainty and you can charge a CPM
[12:07] based on a higher amount of views.
[12:09] Remember, if you have a $40 CPM and
[12:11] they're basing it on 30,000 average
[12:13] views, that's $1,200. If you have a 40
[12:15] CPM and they're basing it off 100,000
[12:18] average views, that's $4,000. So, you
[12:21] want to be very intentional. If you have
[12:22] an inconsistent channel, you'll probably
[12:24] want to offer a view guarantee. Most
[12:27] creators will prefer to have the
[12:29] pr-rated option on their view guarantee
[12:31] where they can actually deduct the
[12:33] percentage of the invoice rather than
[12:34] posting another ad. So, make sure to
[12:36] clarify that with the advertiser if
[12:38] that's something that you want to offer.
[12:39] The last thing I'll mention on the view
[12:40] guarantee side of things is if you have
[12:42] a very consistent viewership, like I
[12:44] mentioned earlier, let's say you average
[12:45] 100,000 views a video and your videos
[12:47] are all between 80 and 120K, you
[12:50] probably won't need a view guarantee
[12:51] because your audience is already
[12:53] consistent. Quick pause. If you want a
[12:55] full CPM breakdown per genre, make sure
[12:59] to check out sponsorship toolbox.com.
[13:02] It's a full resource, free resource we
[13:04] have. We don't even ask for your email.
[13:05] And we have a CPM breakdowns per genre.
[13:08] And also, like I mentioned, if you want
[13:10] that custom GPT where you can input
[13:13] details about your channel and it spits
[13:15] out your sponsorship pricing, drop that
[13:18] in the comments and I will send you the
[13:20] link to that. For the next part of this
[13:21] video, I'm going to be going through
[13:23] four sample channels. Probably you've
[13:25] heard of a few of them. And we're going
[13:27] to calculate their sponsorship pricing
[13:29] live and what I think that they charge
[13:32] per each sponsorship. So, let's move it
[13:34] over to this screen and I'm going to
[13:37] share my screen and we're going to get
[13:39] through it. So, the first channel that
[13:41] we're going to get into, I don't know if
[13:42] you've heard of it, but it's Mr. Beast.
[13:44] Probably you haven't. He's I know he's a
[13:46] pretty unknown channel and we're going
[13:48] to be going through his channel. I'm
[13:49] going to be giving some sample numbers
[13:51] since I don't obviously I don't know the
[13:52] demographics behind it and we're going
[13:54] to talk about what we think his
[13:57] sponsorship pricing would be. Okay. So
[14:00] channel is obviously massive. We're
[14:02] going to go through each of these and
[14:03] give a little bit estimate. So US
[14:04] audience percentage generally what I'm
[14:06] seeing for entertainment channels like
[14:08] this especially with him he has such a
[14:09] large international reach is his US
[14:11] audience is probably between 30 and 40%.
[14:13] We'll give him the benefit of the doubt
[14:14] and put it at 40%. Audience age. I can't
[14:17] pinpoint the number here, but my guess
[14:19] is it's low. Most people that are
[14:21] watching Mr. Beast are probably a little
[14:23] bit on the younger end. Uh, in terms of
[14:25] engagement rate, let's look at these
[14:26] right here. So, we've got 3 million
[14:28] likes and 42,000 comments. It goes out
[14:32] to 3.5 out of this. It's a little bit
[14:34] under 3% engagement rate. Another one
[14:37] here. We're going to look at 3 million
[14:38] out of 100 million. About 3% again,
[14:41] we're going to go here. Here's about 5
[14:43] million plus this 5.5 million out of
[14:45] 250,000.
[14:47] It's about two and a half%. So his
[14:48] engagement rate is on the lower end.
[14:50] Sponsorship renewal rate. I can't really
[14:52] calculate this right now. I don't know
[14:54] how many sponsors are coming back to Mr.
[14:55] Beast. He's a little bit of unique
[14:56] example where it's an massive brand
[14:58] awareness push and it is the biggest
[15:00] YouTuber on YouTube. So he gets some
[15:02] sort of benefit about that. Viewership
[15:04] consistency. As big as the channel is,
[15:06] it is actually quite consistent for how
[15:07] big it is. um as in an advertiser pretty
[15:10] much knows they're going to get about
[15:11] 120 million views on their sponsorship.
[15:13] So this one I would say is good. Ad
[15:16] placement, he's placing them pretty
[15:17] well. Ad frequencies, you know, he's
[15:19] doing about two videos a month, so it's
[15:20] pretty good here. Host on screen, yes,
[15:22] he's on screen. Creative ads, yes, he
[15:24] keeps them as attaining. And then brand
[15:26] and channel alignment, generally if
[15:27] you're sponsoring Mr. Beast, so you're
[15:29] going to have a good alignment. So based
[15:30] on this, what I would say if you're
[15:32] looking at $120 million views a video in
[15:35] terms of the CPM range between a $20 and
[15:37] $60, just because the audience is lower
[15:39] and the US audience is pretty low, I'm
[15:42] guessing he's somewhere around a 25ish
[15:45] CPM. And so total pricing here would be
[15:48] about $3 million or a 60-second
[15:50] sponsorship on Mr. Beast. Yes, it's
[15:52] crazy. Mr. Beast is huge. So Mr. Beast,
[15:55] great job. Probably you're charging
[15:57] between$2 and $4 million a sponsorship.
[15:59] That's my guess. So, let's get into the
[16:01] next channel. So, the next channel here
[16:03] is Ali Abdal. I've actually watched a
[16:05] few of his videos when I was thinking
[16:07] about starting this YouTube channel. So,
[16:09] Ali, shout out to you. So, for his
[16:11] videos, let's get into it. So, US
[16:13] audience, my guess is he actually has a
[16:15] big UK audience as well, but it is like
[16:18] solid business content. I think
[16:20] productivity in general, people want to
[16:22] learn how to grow their online brand is
[16:23] a pretty, I guess, American thing. So,
[16:25] my guess is he's also probably about
[16:27] 50%. It's still a little bit low, but
[16:29] not bad. Audience age, I would say, is
[16:31] more mixed. It's definitely older than
[16:34] Beast. Uh, and he probably has a ton of
[16:36] people between 20 and 30. So, that's
[16:38] great. Engage rate, let's look at some
[16:40] of these. So, if we look at 2,00 here in
[16:43] terms of how many comments he's getting,
[16:44] 200 here, it's about 5% on this. There
[16:47] are tools that will give you this, but
[16:48] I'm just eyeballing this just for the
[16:49] quickness of it. About 8,000 this 8.5K
[16:52] out of here, another 4%. Another one
[16:54] here, 7,000 plus this is about 7.6 about
[16:57] 4% as well. So, still his engagement
[17:00] rate is a little bit on the lower end.
[17:01] So, that's good. Sponsorship renewal
[17:03] rate, I don't have the data in front of
[17:04] me, but I do know that he has a lot of
[17:06] recurring sponsors. Um, and his audience
[17:09] are buying, so that's great. Viewership
[17:11] consistency is a little, you know, I
[17:13] think the last two are a little bit of
[17:14] flops, but if you look at it generally,
[17:16] he's getting about 150,000, but it is a
[17:18] little bit inconsistent. So, I would say
[17:20] slightly inconsistent. Um, ad placement,
[17:23] I know he's placing them, you know,
[17:24] standard ad placements. Ad frequency, I
[17:26] think it's pretty standard here on his
[17:28] channel as well. Host on screen, this is
[17:30] a yes. If you've seen his ads, his ads
[17:32] are great integrations. And then
[17:34] generally, he's only working with brands
[17:36] that are a fit, whether it's education,
[17:38] productivity, money, personal brand
[17:40] related. So, generally the brand and
[17:41] channel alignment on his channel is
[17:42] really good. The other thing I will
[17:44] mention for a creator like this is Ali
[17:45] Abdal is making millions of dollars from
[17:48] his course sales. And so he's probably a
[17:51] lot pickier with the sponsors he takes
[17:53] because he doesn't necessarily need the
[17:55] money from the sponsors a lot of the
[17:56] time. My guess is he's charging closer
[17:59] to the $50 or even higher, closer to
[18:02] maybe even an $80 CPM per sponsorships.
[18:05] And so probably what he's seeing with
[18:06] views like this at around 150k views a
[18:09] video is a $10,000 or more per
[18:12] sponsorship placement here. I wouldn't
[18:14] even be surprised if he's charging
[18:16] $20,000 of sponsorship, which would be
[18:18] an even higher CPM just given the high
[18:20] high demand to work with someone like
[18:23] him. So then that's where it comes
[18:24] again, the ad frequency, the supply
[18:26] demand. For some it's in such high
[18:28] demand, it probably drives up pricing
[18:30] like crazy. Um, so that is Ali Abdal.
[18:33] The next one we're going to get into is
[18:34] an automotive channel called Big Time.
[18:37] Automotive channels generally have a
[18:39] pretty good US audience. It's probably
[18:41] between 60ish%. It's a little bit larger
[18:44] channel. Might drive down the US
[18:45] audience, but I would say US audience
[18:47] here is definitely higher at around 60%.
[18:49] Audience age here is probably older than
[18:51] the past two that we saw. So, probably
[18:53] looking at something like a 30 plus
[18:54] audience, which is pretty good. In terms
[18:56] of engagement rates, we're looking at
[18:58] 50,000 likes. 2,000 comments is about 53
[19:02] out of 750. It's about 7% which is
[19:04] pretty good. Another one 50 plus
[19:06] another,000. It's another 6% there. This
[19:08] video we're looking here about 58 total
[19:11] engagements out of this is about 6%.
[19:14] Engagement rate is pretty good at around
[19:16] 6%. In terms of sponsorship renewal
[19:18] rate, usually I look at it by just
[19:20] looking at sponsor here and seeing who's
[19:22] coming back. I also have another tool
[19:24] that I can use but can't really show on
[19:25] this video. Sponsor renewal rate is
[19:27] pretty decent on this channel. So that's
[19:28] good. And then viewership consistency.
[19:30] But looking at viewership consistency,
[19:32] it's actually pretty good. Uh I would
[19:34] say it's like medium. a advertiser
[19:36] probably will get they can bank on
[19:37] getting about 700,000 views on a video
[19:40] they sponsor. Um, in terms of ad
[19:42] placement, typical automotive channel,
[19:43] they're probably placing in the first
[19:44] five minutes of video. So, it's good
[19:46] here. Uh, ad frequency looks like
[19:48] they're doing about one video a week
[19:50] placing an ad in every single one. So,
[19:51] it's pretty standard here, I would say.
[19:53] Um, host is on screen. Yes. Creative ad
[19:55] reads. We'd have to watch it, but
[19:57] depending on how like, you know, are
[19:59] they are they working with an automotive
[20:00] product? If they're sponsored by
[20:01] Shopify, do they use Shopify? Um, and so
[20:04] these ones I would say is likely pretty
[20:06] standard on this channel. This is mo
[20:08] mostly for you to think about for your
[20:10] channel. I would probably say they are
[20:11] pricing their sponsorships around a uh
[20:14] 30 $35 CPM here. And assuming they get
[20:18] 700,000 views a video, we're looking at
[20:20] about 21 to $28,000 per sponsorship.
[20:24] That's my guess on what they're charging
[20:26] for their sponsorships. All right. And
[20:28] the last channel that I'm going to be
[20:29] talking about is Welker Farms. And if
[20:31] you know me, you know I love my farming
[20:34] channels on YouTube because they perform
[20:35] so well for advertisers. So, namely,
[20:38] farming channels have incredibly high US
[20:40] audiences. I wouldn't be surprised if
[20:41] it's 75% for this channel, which is
[20:43] great. Generally, their audiences are
[20:45] older. Most of the audience will be
[20:46] above 45 plus. Engagement rate
[20:50] generally, I mean, they have higher
[20:52] farming. So, you look at 14,000 likes
[20:54] with another 200 comments. About 9%
[20:57] right there. Here, another one. 18,000
[20:59] likes out of here. We're looking at
[21:01] another comment engagement is a little
[21:02] bit low. So I would say their engagement
[21:04] rate is still good. They're getting a
[21:05] lot of likes. Say good work on the
[21:07] comment engagement. Sponsorship renewal
[21:09] rate. Um I don't have it here, but I do
[21:12] know they are renewed by a handful of
[21:13] brands. So I'll put this on good.
[21:15] Viewership consistency. Viewership
[21:16] consistency here is pretty good.
[21:18] Basically everything is between 180 and
[21:19] about 250k views about a 30% um
[21:22] variation. So it's not too bad. So I
[21:24] would say this is pretty good. Ad
[21:26] placement. We can find their
[21:27] sponsorships. Generally, they're
[21:28] probably placing about the first third
[21:30] of the video, which is good. Ad
[21:31] frequency here is good. Host on screen
[21:33] is a yes. Creative ads, depending on
[21:35] what product they're in, I would
[21:36] probably say this is medium here.
[21:37] Generally, farming, their ads are like
[21:38] somewhat creative. They just say, "Hey,
[21:40] I use this product." That's it. And then
[21:41] brand and channel alignment. It's
[21:42] generally harder to find farming uh
[21:44] brands that will sponsor them. So, it's
[21:46] just general products that they use. So,
[21:47] I'll call this okay. With all that said,
[21:50] my guess is they're charging about a 40
[21:52] CPM for here. Given the US audience,
[21:55] audience age, that's what's pushing it
[21:56] the most here. and the viewership
[21:58] consistency. And so most likely what
[22:00] I'll say here is based on that 220k
[22:03] average views, they're probably charging
[22:05] around $8.8,000 per sponsorship. That is
[22:07] my guess for this channel. They probably
[22:09] crush for their advertisers. So
[22:11] hopefully that's helpful going through
[22:12] some example channels so you can get an
[22:14] idea of how I look at pricing. The next
[22:17] thing I want to talk about are what are
[22:18] some pricing extras and add-ons that you
[22:20] could do that would actually increase
[22:22] your pricing or that the brand might be
[22:24] asking for that you will counter with a
[22:26] higher price. So number one is longer
[22:28] ads. So what I'm generally seeing, like
[22:30] I spoke about, we're talking about
[22:31] 60-second ads. Generally, if we're
[22:33] talking about a 90-second ad, you can
[22:35] see about a 20 to 30% increase in price.
[22:38] If we're looking at 2 to 3 minutes, you
[22:40] might increase your price by 40 to 60%.
[22:42] And if we're talking about a dedicated
[22:44] video, generally we're charging anywhere
[22:46] from two to three times the normal rate
[22:48] because it's a whole video talking about
[22:50] their product. Maybe for semi-dedicated,
[22:52] we're charging about 50% more. The next
[22:55] thing that will increase pricing is or
[22:57] an actual add-on fee at the end is usage
[22:59] rights. So, if you want to give the
[23:01] brand the right to basically use your
[23:04] creative that you made in the ad towards
[23:06] their paid advertising, you can
[23:08] generally charge about 20 to 30% of the
[23:10] sponsorship cost for 30 days of access
[23:12] to the usage rights. Obviously, depends
[23:14] on where they're going to be using your
[23:15] name and like list. If they're putting
[23:16] on a billboard, you might want to charge
[23:18] more. If they're putting it in TV
[23:19] advertising, you might want to charge
[23:20] more. So, just make sure to clarify with
[23:22] them what they are asking for in the
[23:25] usage, where they're going to be using
[23:26] it, and then you can charge based on
[23:28] that. The next thing is exclusivity. So,
[23:30] generally most brands will ask for one
[23:33] or two months of exclusivity at your
[23:34] standard price, and that's fine. But if
[23:36] they're asking for a six-month lockout
[23:38] where you can't work with any other
[23:39] competing brands after just doing one ad
[23:41] placement, you'll definitely want to
[23:43] give push back on that or try to charge
[23:45] more. Generally, I'm only seeing six
[23:48] month exclusivity if a brand is locking
[23:50] you in on an annual contract. So, make
[23:52] sure to check that out on the contract
[23:53] with the brand. By the way, I'm going to
[23:54] be making a contract video next, so make
[23:56] sure to keep an eye out and subscribe to
[23:58] see that. If you already have a
[23:59] consistent viewership and they're asking
[24:01] for a view guarantee, you can also
[24:02] probably charge a 10 or 20% premium on
[24:05] your normal pricing just because there's
[24:06] some risk that if it underperforms, um,
[24:08] you're going to either have to refund
[24:10] them a certain amount or post another ad
[24:12] for them. And the last thing, which will
[24:13] actually decrease your pricing a little
[24:15] bit, is if they offer like, hey, I want
[24:16] to sponsor three or six videos. Uh,
[24:18] generally it's okay to offer like a 20
[24:20] 10 or 20% discount if that's what
[24:22] they're asking for. Um, so that's just
[24:24] another thing to keep in mind when it
[24:25] comes to your pricing. The next thing I
[24:27] want to help you out with is when you're
[24:28] actually pitching your channel to a
[24:30] brand and you say your price and they
[24:32] come back and they're like, "What?
[24:33] That's so crazy." Obviously, you want to
[24:35] pitch a fair price. And if you feel like
[24:37] it's a fair price based on the factors
[24:39] that I mentioned and other brands are
[24:40] seeing good return, you'll generally
[24:42] just want to counter with the facts.
[24:43] Hey, our US audience is really good. We
[24:45] have other sponsors that are getting
[24:47] renewed and this is why we are charging
[24:49] this price. On the other end, if you are
[24:50] charging a super high price and every
[24:52] every advertiser is coming back and say,
[24:54] "Hey, we got zero sales. Hey, this isn't
[24:55] doing well. Hey, this only hit 10% of
[24:57] our target." You may want to actually
[24:58] consider lowering your price so you can
[25:00] lock in some advertisers for longerterm
[25:02] deals if that's your goal. And in my
[25:04] opinion, for a YouTuber that's full-time
[25:05] and sponsorships is their income, I
[25:08] think locking in long-term deals should
[25:09] be the goal. The next thing I want to go
[25:11] over, and it's a common question I get,
[25:12] is, "Hey, Brandon, when should I
[25:14] increase pricing?" And generally, you
[25:16] should increase pricing based on any of
[25:18] these factors. Number one is your
[25:20] viewership goes up. It's kind of the
[25:22] most obvious reason to increase pricing.
[25:24] Number two is you've changed your
[25:26] content and now you're getting higher
[25:28] engagement rates or a higher US
[25:29] percentage and the or higher comment
[25:31] rates and the audience is just generally
[25:33] higher value, then you can increase your
[25:35] pricing. And number three, which is the
[25:37] most common way, is you have a queue or
[25:39] you have a weight list of brands that
[25:41] want to sponsor you. Like I mentioned
[25:42] earlier, if the supply is low and the
[25:44] demand is high, you're getting a lot of
[25:46] renewal rates and there's no more spots
[25:47] available. That's when you can generally
[25:49] increase your pricing from your normal.
[25:51] Like the example I gave, we had a
[25:52] creator that was charging 7,500 to
[25:54] start. They had a bunch of renewal rates
[25:56] and now they're locking in sponsorships
[25:57] at 22,000. So hopefully this is helpful.
[26:02] If you want more information about
[26:03] pricing, number one, make sure to check
[26:05] out sponsorship toolbox.com where I have
[26:08] a CPM breakdown per genre there. Like I
[26:11] mentioned, you don't need to even input
[26:12] your email. It's a free resource that I
[26:14] published online. Number two is you want
[26:16] to either bust out a piece of paper or
[26:19] comment down below and I'll send you the
[26:20] custom GPT and go through the factors
[26:23] that I mentioned and figure out what
[26:25] your pricing is. Even feel free to
[26:26] comment. You can send me a link to your
[26:28] channel and some details about your
[26:30] demographic and some of the information
[26:31] that I mentioned and I'll reply back to
[26:33] comment with what I think your pricing
[26:34] should be for a sponsorship. And number
[26:37] three is once you figure out that
[26:38] pricing, make sure to update your media
[26:40] kits, update your email templates, and
[26:42] uh basically be ready to pitch yourself
[26:44] at that new pricing. So now that you
[26:46] know how to price your channel, the next
[26:49] step is actually landing your first
[26:51] deal. And that is a whole different
[26:54] game. If you want to learn how to pitch
[26:56] your channel, how to email brands, and
[26:58] how to set up yourself for sponsorship
[27:00] success, check out my video, the
[27:02] ultimate beginner's guide to
[27:04] sponsorships, linked down below. And
[27:07] like I mentioned from my first video,
[27:10] I'm not selling any courses. I'm not
[27:11] selling anything on this channel.
[27:13] Anything I will be publishing will be
[27:14] free on this YouTube channel and free on
[27:16] sponsorship toolbox.com. So, the least
[27:18] that you could do to help would be to
[27:21] subscribe to this channel. It would mean
[27:23] the world to me. We're trying to hit a
[27:24] thousand subscribers by the end of the
[27:26] quarter on September 30th, 2025. So, if
[27:28] you could subscribe, that would be
[27:30] awesome. Other than that, thanks so much
[27:31] for watching another video on the
[27:33] channel and we will be back next