How We Think About Pricing at ITBT

There isn’t one fixed-price formula that applies to every creator or every deal. Pricing in influencer marketing is dynamic, and it should be.

At ITBT, our goal is simple: protect the creator’s value while keeping campaigns fair and effective for brands.

Not All Categories Price the Same

Some creator categories naturally command higher CPMs.

For example, outdoors and lifestyle creators often drive strong purchase intent. Creators with a high percentage of US audience also tend to price higher due to market value.

In certain cases, we use hybrid pricing. This means a flat rate combined with a CPM bonus if performance exceeds expectations. It protects the creator while keeping things performance-aligned for the brand.

Who Decides the Final Price?

The talent manager has final authority.

If a creator’s views increase, demand rises, or slots are filling quickly, rates may increase. Sometimes brands want to secure placements in advance, and pricing reflects that.

Pricing evolves with performance and demand. It’s not static.

Can Minimums Be Lowered?

Yes, but intentionally.

Minimums may be adjusted if:

• The creator hasn’t closed a deal in a while.
• The creator genuinely wants to work with a specific brand.
• The product itself carries significant value, such as high-ticket equipment.

Every adjustment is strategic. We don’t discount without reason.

What Happens If a Brand Has Extra Budget?

We don’t raise creator prices just because there’s more money available.

Instead, we expand the strategy.

We may:

• Recommend additional creators with strong integration ideas.
• Suggest creators outside the original niche with a creative angle.
• Bring in trusted external creators when appropriate.

Budget should increase impact, not inflate rates.

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At ITBT, pricing is not about squeezing margins. It’s about structure, timing, demand, and alignment.

When done right, everyone wins: the creator, the brand, and the campaign.