How Much to Charge for YouTube Sponsorships (Full Pricing Guide)

[00:00] You ever wondered, "Am I charging too

[00:02] little or way too much for my

[00:04] sponsorships?" You're not alone. Most

[00:06] creators have no clue what their content

[00:09] is actually worth. They're scared to

[00:11] charge too much and scare brands away,

[00:13] or they're scared to charge too little

[00:15] and leave money on the table. The good

[00:18] news is you're not alone. And in this

[00:20] video, I'm going to be giving a complete

[00:23] deep dive into how to price your videos

[00:26] for sponsorships. For a little

[00:28] background, my name is Brandon

[00:29] Pomearati. I'm the founder of Adhesive

[00:31] Media. We're a sponsorship

[00:33] representation agency and we work with

[00:34] over 150 YouTube creators. In the last 3

[00:38] years, we've closed over $18 million in

[00:40] sponsorships with over a 100 different

[00:43] brands. So, when I give advice here, I

[00:45] know what I'm talking about. The first

[00:47] thing I want to get into is why do most

[00:51] creators price their sponsorships wrong?

[00:53] And it boils down to a few reasons.

[00:56] Number one is you're guessing your

[00:58] pricing. You're basing your pricing

[01:00] based on your friend's channel who might

[01:02] have a totally different audience, a

[01:03] totally different genre, a totally

[01:04] different viewership than you. Number

[01:06] two, you may have missing context. You

[01:09] may not know what the brand actually

[01:11] cares about. And the truth is they care

[01:13] about sales. They don't really care

[01:15] about your production cost. They don't

[01:17] care how about how much effort you put

[01:18] into the sponsorship. And that is the

[01:20] brutal truth of it. And the third reason

[01:23] that you are probably pricing your

[01:24] sponsorship wrong is your mindset. For

[01:27] 90% of YouTube creators where YouTube is

[01:30] their main source of income, your

[01:32] motivation should be to lock in the

[01:34] right sponsors for long-term deals. Yes,

[01:38] the deal might be at a slightly lower

[01:39] cost, but as a YouTuber, we'd recommend

[01:42] having longerterm deals so you could

[01:44] actually plan out your revenue and know

[01:46] that you have consistent money coming in

[01:48] every month. It's also way better for

[01:50] your audience to have a few sponsors

[01:52] that you work with consistently than a

[01:54] different sponsor every video. So, when

[01:56] it comes to the foundation of

[01:58] sponsorship pricing, the first term that

[02:00] you'll want to understand is a CPM. CPM

[02:04] means cost per,000 views, and it's

[02:06] generally based on either average views

[02:09] or guaranteed views. guaranteed views.

[02:11] I'll get into what that is later, but

[02:13] let's say your channel averages a

[02:15] 100,000 views per video and you charge a

[02:18] $40 CPM. Your sponsorship price would be

[02:21] $4,000. Let's say you guarantee 80,000

[02:24] views and you have a $50 CPM. Then your

[02:27] sponsorship price would also be $4,000.

[02:30] Now, what we specialize in selling are

[02:33] 60-second midroll integrations. the ones

[02:36] that you've seen all over YouTube with

[02:38] companies like AG1, BetterHelp, Factor,

[02:41] DraftKings, and more. And what we've

[02:43] seen is most integrations fall between a

[02:46] $20 and $60 CPM for these type of deals.

[02:50] What I'm going to get into next is the

[02:52] 10 factors that affect your pricing that

[02:55] will either get you closer to $60 CPM or

[02:59] closer to a $20 CPM. Like I mentioned,

[03:02] this pricing model is for 60-second

[03:05] midroll integrations with general

[03:07] products. At the end of the video, I'm

[03:08] also going to get through how to price

[03:10] for dedicated videos, longer

[03:12] sponsorships, usage rights, and more.

[03:14] But for now, we're going to start with

[03:16] the standard most popular ad format,

[03:18] which is a one minute midroll

[03:19] integration. Number one is your US

[03:22] audience percentage. So, if you're a

[03:23] US-based creator and you are planning to

[03:26] do a sponsorship with a company that

[03:28] sells to people in the United States,

[03:30] then your US percentage is one of the

[03:32] biggest factors that get into your

[03:34] pricing. The difference between a 40% US

[03:36] audience and an 80% US audience means

[03:39] two times as many people will be

[03:41] eligible buyers for that sponsor's

[03:43] product. So, if you have a higher US

[03:45] audience percentage, ideally above 70%,

[03:49] you're going to be closer to the $60

[03:51] CPM. The next thing is audience age. For

[03:54] most products that are sponsoring

[03:55] YouTube channels, maybe other than

[03:57] mobile games, they are targeting a more

[04:00] mature audience because they'll have

[04:01] more buying power. They'll have more

[04:03] spending power. A YouTube channel where

[04:05] it's all 10 to 15 year olds watching

[04:07] will not have their own credit cards and

[04:09] will not have their own spending power.

[04:10] Whereas a channel where everyone is 25

[04:12] plus or 35 plus will generally have more

[04:15] disposable income to spend on the

[04:17] sponsor's product, thus driving your CPM

[04:19] up. The number three thing that affects

[04:21] your pricing is your engagement rate.

[04:24] What we generally look for are channels

[04:26] with a 7% engagement rate, which means

[04:28] likes plus comments divided by views is

[04:30] 7%. And more specifically, what I'm

[04:33] looking at is a 7% comment rate. So that

[04:36] means for every,000 views you get, you

[04:39] want to get seven comments. For every

[04:42] 100,000 views you get, you want to have

[04:43] 700 comments. What that means is your

[04:46] audience is engaging with your content.

[04:48] they're making comments and they have

[04:50] more trust in you as the host of the

[04:52] content to eventually buy whatever

[04:54] product you are promoting. The number

[04:56] four thing that would drive your CPM up.

[04:59] And this could be enough to get you all

[05:00] the way to a 60 CPM, even if you're

[05:02] missing a lot of the other factors is

[05:04] your sponsorship renewal rate. And

[05:07] basically what this is, this is the rate

[05:09] by which sponsors come back to sponsor

[05:11] you again. If every sponsor you work

[05:13] with comes back with an annual deal to

[05:15] work with you, you're going to be out of

[05:17] sponsorship spots and thus you're going

[05:18] to have less quantity of available spots

[05:21] and you can sell them at a higher rate.

[05:24] So let's say you do four videos a month.

[05:25] You do your first sponsorship, that one

[05:27] comes back and books once a month. You

[05:28] do your second one, that one comes back,

[05:30] books once a month. And your third one

[05:31] comes back and books once a month. You

[05:33] only have one spot left. And what you

[05:34] could tell this last spot is, hey,

[05:36] everyone I've worked with has renewed.

[05:38] So we're driving our price up. We've

[05:40] worked with channels where that's

[05:41] happened and we've seen channels be able

[05:44] to increase their price. We had one

[05:45] channel that started at $7,500 a spot

[05:48] and now we're selling spots at $22,000

[05:50] per sponsorship because there is

[05:52] literally no more space available and so

[05:54] many brands want to sponsor them. That's

[05:56] only possible because the channel gets a

[05:58] renewal deal on every single brand that

[06:00] they work with. The fifth factor that

[06:02] affects your pricing will be your

[06:04] viewership consistency. Brands want to

[06:06] see that you have an audience, a

[06:08] returning audience. What that means to

[06:10] them is you have a fan base or an

[06:13] audience base that keeps coming back for

[06:15] more and they love your content. When

[06:17] they love your content and they have an

[06:19] affinity to you as a host, they are more

[06:21] likely to purchase whatever product you

[06:23] are sponsored by. The other benefit of

[06:26] having a good consistent viewership is

[06:29] brands will have more certainty than

[06:31] when they spend a certain amount of

[06:33] money with you, they know how many views

[06:35] they're going to get out of that. So, it

[06:37] gives them more certainty and it feels

[06:38] like they're taking a less risky bet by

[06:40] paying you more for that sponsorship. A

[06:43] very high viewership consistency is a

[06:46] 20% variation in views. So, let's say

[06:48] your average views are 100,000 per

[06:50] video. You don't want to have any views

[06:51] dipping below 80,000 or going above

[06:54] 120,000. That is a consistent

[06:57] viewership. So, 20% up or down means

[06:59] your viewership is very consistent. The

[07:01] next thing that affects your ad pricing

[07:02] is ad placement. Basically, what this

[07:05] means is where is the ad placed in the

[07:07] video? Generally, we recommend placing

[07:09] the ad in the first 30% of the video. If

[07:11] you put it at the end of the video after

[07:13] there's already the viewership drop off

[07:15] and the retention drop off, then

[07:16] sponsors will be more likely to lowball

[07:18] you on their offer because there's going

[07:20] to be less people seeing the ad at the

[07:22] end of the video. The seventh thing here

[07:24] is ad frequency. Let's say you are

[07:27] posting three videos a week, which is 12

[07:30] per month, and you have a sponsorship in

[07:32] every single video. chances are your

[07:34] pricing may actually decrease versus if

[07:36] you have less spots available. On the

[07:38] other end, let's say you have those 12

[07:40] spots, but they're all recurring brands

[07:42] and maybe 11 of them are filled, then

[07:44] you could actually sell that last spot

[07:46] at a high rate because like I mentioned

[07:48] earlier, you already have demand filling

[07:50] it. So, with this whole thing, there's a

[07:51] supply and demand balance as well where

[07:53] if you have less supply available, but

[07:55] there's a lot of brands that want to

[07:56] sponsor you, you can increase your rates

[07:58] and get closer to that 60 CPM or higher

[08:00] rate. The eighth factor that'll affect

[08:02] your pricing is if your face is on

[08:04] screen. This is a universal thing that

[08:06] I've seen with channels. If you are an

[08:08] animated or cartoon or no face channel,

[08:11] generally the audience will have less of

[08:13] a relationship to the actual host of the

[08:15] channel and thus your sponsorship

[08:16] pricing will be way way lower.

[08:18] Especially if you're talking about a

[08:20] physical product, the brand will want

[08:21] you to use it on screen. And if you're

[08:23] not showing that on screen, your

[08:24] sponsorship pricing will be lower. The

[08:26] ninth thing that affects your pricing is

[08:28] how creative your ad read is and does it

[08:32] actually tie into the topic of the

[08:34] video. So if you're a biohacking creator

[08:37] and you're going to get sponsored by a

[08:38] sauna company and you're doing a video

[08:40] where you're talking about saunas and

[08:42] you're talking about the benefits of

[08:43] saunas, that one minute integration will

[08:45] definitely be on the higher end of CPMs,

[08:47] probably way higher than a 60 CPM

[08:49] because biohacking creators can charge

[08:51] so much. So you really want to think

[08:53] about how creative your ad reads. And

[08:54] the last thing here is the brand and

[08:57] channel alignment. And so this is how

[09:00] much does the product align with your

[09:02] channel and how much does it align with

[09:04] you? Can you give a personal endorsement

[09:06] of the product? Do you use the product?

[09:08] Do a lot of your audience do could they

[09:10] use the product? Is there alignment

[09:11] between that product and the genre of

[09:13] your channel? So that's the last thing

[09:14] you want to think about. And this

[09:16] arguably could have one of the biggest

[09:17] impacts on your pricing. Overall, the

[09:19] better you score on these, you're going

[09:21] to be closer to a 60 CPM or even higher.

[09:24] And if you're missing a lot of these,

[09:25] you're going to be closer to a $20 CPM

[09:27] and lower. And as a reminder, these are

[09:30] for one minute midroll ad placements. If

[09:33] you're doing dedicated videos, this

[09:34] whole CPM model isn't as applicable, and

[09:36] we'll talk about that later in the

[09:38] video. So, I know this is a lot of

[09:40] information, and it might be tough for

[09:42] you still to figure out that price even

[09:44] with all these factors. So, what I'm

[09:46] going to be doing is creating a custom

[09:48] GPT. And what that will do is it'll ask

[09:50] you a set of questions about your

[09:52] channel. You'll answer it and it'll spit

[09:55] out proposed pricing for Midroll

[09:57] sponsorships. If you're interested in

[09:58] 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