Not every brand deal is the same.
However, a lot of creators treat them like they are.
And because of that…
They end up agreeing to things they don’t fully understand.
Gifted collaboration
This is the simplest form.
A brand sends you product.
You create content.
No money involved.
This can make sense…
If the product is actually worth your time.
However, here’s where creators get it wrong:
When a brand starts adding requirements:
- specific posting dates
- approval processes
- multiple videos
- usage rights
At that point…
👉 It is no longer a gift
👉 It is unpaid work
Know that line.
And hold it.
Paid partnership
This is a one-time deal.
A brand pays you a flat fee for a set amount of content.
Now, your rate should not be random.
Instead, it should come from your data.
Here’s how to find it:
Open TikTok on your phone.
Tap:
Profile → Menu → Creator Tools → Analytics
On the Overview tab:
- set time period to Last 28 Days
- find your average video views
Then:
- divide by 1,000
- multiply by $1 to $3
👉 That’s your starting rate per video.
Retainer
This is where things change.
A retainer is a monthly agreement.
A brand pays you consistently…
In exchange for consistent content.
Because of that, you get:
- predictable income
- ongoing partnership
- long-term stability
To calculate it:
- take your per-video rate
- multiply by videos per month
- apply a small discount
That’s your retainer.
Which one should you push for
There’s a progression.
Start here:
👉 Gifted
Then move to:
👉 Paid
Then push toward:
👉 Retainer
Because retainers are the goal.
They remove uncertainty.
They turn content into a real business.
Your one action from this post
Look at your current brand deals.
Ask yourself:
👉 Where does each one fall?
Then decide:
Is there one relationship you should move forward?
Next up:
how to find brands to pitch instead of waiting for them to find you
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