The business of content creation is booming. For many creators, social media platforms have proven to be incredibly lucrative. Even those who haven’t turned their efforts into a full-time job, find influencer work both fulfilling and a way to earn some extra cash. However, the marketing industry in which Black creators work, doesn’t always understand their value. That’s why Shannae Ingleton-Smith started her boutique influencer management agency, Kensington Grey.

Along with CultureCon founder Imani Ellis, Ingleton-Smith led a panel on the “Business of Creativity” at AfroTech 2024. The two shared invaluable knowledge for Black influencers including pricing tips, negotiation tactics and the importance of relationships.

What is the 4-6 Percent Rule?

According to Ingleton-Smith, the 4-6 percent rule is a straightforward way for content creators to set their fee.

“The 4-6 percent rule is a starting point for a single photo post, based on average engagement (2-6 percent),” Ingleton-Smith explained. “If your engagement rate is higher, your fee should align with that percentage and rates should increase from there.”

For example if someone has 100,000 followers, using the 4-6 percent rule they would charge approximately $4000 to $6000.

The CEO suggests adding a 25 percent premium for carousels and 50 percent premium for videos. She says these rates are based off an assumption that the creator is delivering polished, premium, brand-friendly content. Ingleton-Smith also believes there should be a starting rate of $3500 for Instagram and TikTok videos, regardless of follower count, due to the amount of labor required to create one. She reminds creators that rates should be adjusted up for higher engagement and should always be evaluated case by case.

Other Business Tactics for Black Content Creators

In addition to rate setting Ingleton-Smith and Ellis shared other business knowledge all Black content creators should utilize.

Know Your Worth

During the AfroTech panel, Ellis provided attendees with a powerful statistic from the Nielsen Creator Report.

“People are 71 percent more likely to buy something if a Black influencer tells them to,” Ellis said.

Both women pushed influencers to understand their value and operate accordingly.

Master Negotiations

While negotiating can feel challenging and, at times, off putting, it’s a necessity to building a strong brand.

“It’s unique in every situation. I advise anybody in any situation in life to understand negotiation. It’s such a strong skill,” Ingleton-Smith said.

The CEO provided these tips to help creators successfully negotiate:

  • Always counter offer.
  • If a brand ghosts you, your rates might be too high.
  • If a brand accepts immediately, your rates might be too low.
  • If a brand negotiates, you’re likely in the right range—but be cautious. Some brands may performatively negotiate with you to make them think that they don’t have a budget, when in fact they do. 

Ingleton-Smith says trust your instincts, be respectful but assertive, always counter, and remember—you don’t get what you deserve; you get what you negotiate.

Prioritize Relationship Building

While fee setting and negotiating are both extremely important, relationship building is key to growing and maintaining your brand. Ingleton-Smith says it’s all about a transfer of trust.”

“Relationships are all based on trust. You’re transferring trust when you’re talking about these creator campaigns,” she said. “The brand has to realize if you’re going to a creator it’s because you like what you see.”