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Calculator for brands

Whitelisting fee calculator: what to pay for a creator's handle

What to pay for a creator's handle: a fee from their base rate and the months of access, against a share of the spend behind the ad.

At 25 % of a $150 base per month on 1 platform, whitelisting costs $38 a month and $113 over 3 months, which is 0.4 % of the $30,000 spent behind the ad in that time. A 5 % share of that spend would pay $1,500; per video plus the share, $1,800.

Change any input and the result updates. The formula is further down.

$
%
months
platforms
$
%
videos
Whitelisting fee per month

$38

Base × share of base × platforms

Fee for the whole run

$113

Monthly fee × months

That fee as a share of the spend

0.4 %

Fee for the run ÷ spend for the run

Share of spend instead, same run

$1,500

Spend × share × months

Per video plus share, same run

$1,800

Base × videos + share of spend

Example math. Base rate, share of base, months and spend are inputs you choose, not benchmarks.

The formula

  1. Whitelisting fee per month = base rate × share of the base × platforms
  2. Fee for the run = monthly fee × months
  3. Fee as a share of spend = fee for the run ÷ (spend × months)
  4. Share of spend instead = spend × share × months
  5. Per video plus share = base rate × videos + share of spend
  6. Published rules of thumb, each dated and linked on the whitelisting rates guide: 25 to 30 % of the creator's base per month of access, or a flat $100 to $500 a month; paid as a share of spend, 1 to 7 % observed by Lumanu across its payouts. On HourlyUGC, Partnership Ads launch from inside the platform and the creator's share of the Meta spend behind the video is 1 to 30 %.

Questions people ask

Monthly fee or share of spend?
A monthly fee is cheap when the ad scales and expensive when it is paused. A share of spend is the reverse, and it needs the spend read per ad. Many brands pay a low fee plus a modest share so both sides carry some of the risk.
Where do the ranges come from?
From vendor guides and one brand's public program, each dated and linked on the whitelisting rates guide. There is no dataset of whitelisting fees; treat the ranges as rules of thumb, not benchmarks.
Does whitelisting include usage rights?
Not by default. Whitelisting is permission to run ads from the handle; usage rights cover using the video itself. Some creators price the two together; the brief should name both.
What changes on HourlyUGC?
Partnership Ads launch from inside HourlyUGC with the creators' approved videos, and the creator can be paid per video plus a share of the Meta spend behind the video, in the same campaign.