What a Rate Card Should Look Like for App Deals

You have a rate card that works for beauty and fashion brands. An app is not the same animal. App subscriptions have a fixed price, no margin to play with, and a completely different per-view math. Here is why your old rate card does not transfer and what to send an app instead.

Why do beauty and fashion rate cards not work for app deals?

Margin. Here is an illustration, not a real figure: assume a beauty brand buys a lipstick for $2 and sells it for $20. That $18 margin is where a fee for a beauty creator can come from. A subscription app has no margin like that to draw on: Nutrola's US prices, per its FAQ, are fixed at $9.99 a month or $39.99 a year. The subscription price does not move; the business depends on how many people stay subscribed and for how long, not on a per-unit markup. That is a structurally different starting point, so a rate built for product margin has nothing to attach to on an app deal.

If you send an app a beauty rate card, the app will read it and see rates built for a business model it does not have. It may not even reply, or it may reply with a rate so far below what is on your card that the negotiation starts broken.

What should an app rate card structure include?

Format, views, and code. Here is the template:

Format	Typical Views	Fee (per content piece)
Instagram Reel	50K-200K	Estimated per your reach
TikTok	100K-300K	Estimated per your reach
Carousel / Captions	30K-100K	Estimated per your reach
Creator Code (if offered)	Applies to all	20% of subscriber payment (or app rate)

The rows are your formats. The Typical Views column is the average views your last 10 reels got on each platform. The fee line can say "estimated based on views" or "not specified pending proposal." Do not put dollar amounts; apps do their own math based on reach and their own conversion assumptions.

Why does the views column matter so much?

Views are what an app that prices on reach cares about, and Nutrola is built that way: no follower minimum, offers built on the reach recent reels actually get, per its FAQ. A follower who never watches your reels has no way to become a subscriber; a viewer who watches a reel all the way through does. Your views column gives the app a concrete number to build an offer from instead of a follower count that does not predict who watches. If you averaged 100K views on your last 10 Reels and 50K on TikToks, that is the range an app pricing on reach will use.

Beauty and fashion brands price on followers partly because they are selling a product at a margin to whoever sees it; an app selling a subscription has no such margin to spread across a passive audience, so a follower count that never watches carries no weight in that pricing model. A creator with 10K followers who gets 200K views per reel has a more engaged audience, by that reasoning, than one with 500K followers who gets 50K views per reel. Your rate card, built around views rather than followers, shows which one you are.

Should you put dollar amounts on an app rate card?

No. Nutrola, for instance, does not price from a submitted rate card at all: it looks at what your recent reels actually do, per its FAQ, and it looks at a submitted rate card but prices on reach rather than matching it. If your last 10 Reels averaged 80K views and your last 10 TikToks averaged 200K, that is what shapes the offer, not a number you wrote down.

If you quote a rate and the app's own math leads to a different offer, you have created a negotiation problem instead of an opening: the app either ignores your quote or opens with a conversation about why the numbers do not match. Instead, send the structure (format, views range, code line) and a sentence: "Here are my recent averages and the formats I create most often. What would a deal look like?" Let the app make the offer based on its own economics.

What should you send to an app when you apply or pitch?

Send your rate card structure plus recent numbers. "Here is what I create and the views I average on each format. My last 10 Reels averaged 85K views, last 10 TikToks averaged 250K. I am open to paid reel deals and interested in a creator code. What does an offer look like for my account?" This gives the app what it needs: your reach (the thing that determines the offer) and your format mix (the thing that determines which formats fit). The app will price from there.

If the app offers a code as part of the deal, that line should say what the code pays (e.g. "20% of subscription payments on renewals, no cap") or "pending offer." For Nutrola's code specifically, the rate is the same for every creator who has one, per its FAQ, so that line is a statement of what you are asking for rather than a number to negotiate. Spelling it out on the card still shows you understand the structure.

What does an example pitch look like?

Instead of a generic rate card, send something like this in an email or application message:

"I create fitness and nutrition content across Reels and TikTok. My last 10 Reels averaged 90K views, my last 10 TikToks averaged 320K. I film two reels a week, usually in the morning routine and what-I-eat-in-a-day formats. I am interested in paid creator deals and would use your app naturally in that content. Do you work with creators at my reach, and what would a deal for my account include (flat fee, code, both)?"

This gives the app the information that shapes an offer: your reach, your format, your posting frequency, and what you are open to. It also shows you understand that apps price by reach, not by a rate card. Apps will respond to this more than to a beauty rate card.