Content creator and comedian Timothy ‘Njugush’ has revealed that many brands and clients often complain that his rate card is too pricey when approaching him for influencer and endorsement deals.
However, Njugush, regarded as one of the country’s highest-earning content creators, defends his rates, stating that they are carefully calculated based on factors such as data, research, and his ability to meet client expectations.
CHECK OUT:
Explaining his pricing strategy, Njugush said his rates reflect the value he brings to a brand, emphasizing that his extensive experience in the industry has taught him when to charge premium rates and when to be more flexible. He also highlighted that he initially did many free jobs before establishing himself.
“Brands often feel my rate card is too expensive,” he said. “But my pricing is research-based. The value I provide matches what I charge. I’ve been in this field for ten years, so I know when to raise or lower my rates. And to be honest, I did a lot of free work when I was starting out.”
Interestingly, Njugush admitted that he sometimes inflates his rates intentionally to discourage brands he feels would be difficult to work with or those whose key performance indicators (KPIs) he might not meet.
“I use a high rate card as a polite way to turn down certain jobs,” he explained. “For brands I’m not confident about working with or meeting their expectations, I give a high quote. The challenge comes when some of these brands actually agree to the inflated rates—that’s when I have to be honest and turn them down.”
ALSO CHECK OUT:
Njugush opens up about his difficult childhood and suicide attempt
Njugush emphasized his commitment to ensuring clients get value for their investment, explaining that his reputation and brand are built on trust and delivering results, not just collecting paychecks.
“I’ve rejected certain jobs because I knew I couldn’t deliver. But if I’m confident in providing value, my rates must reflect that. I consider various factors—does it cover production costs? What’s the opportunity cost? Taking one job means I may miss out on another brand’s offer. Plus, I have to stick to your brand for a while, which means I can’t work with competitors. That’s a risk, and it must be accounted for in the rate card,” he added.