Timothy “Njugush,” one of Kenya’s top content creators and comedians, has opened up about his pricing strategy for influencer and endorsement deals, revealing that many brands and clients often complain about his high rates. While some may find his rate card too steep, Njugush defends his pricing as a reflection of his years of experience, industry knowledge, and the value he brings to the table.
As one of the highest-earning content creators in Kenya, Njugush’s fees have become a point of contention for many brands seeking his influence. However, the comedian argues that his pricing is based on solid data, research, and the results he consistently delivers. With a career spanning over a decade, Njugush has learned when to raise his rates to match the demand for his services and when to offer more competitive rates.
“I’ve been in this field for ten years, so I know when to raise or lower my rates,” Njugush explains. “I’ve done a lot of free work when I was starting out. Now, my pricing reflects the value I provide. It’s research-based and calculated.”
For Njugush, pricing is not just about charging what he feels he deserves, but about meeting the expectations of the brands he works with. His extensive experience in content creation and social media influence has taught him that successful partnerships are built on mutual benefit. As a result, he strives to ensure that the rates he charges reflect not only his skills and experience but also the quality of work he produces for clients.
The comedian acknowledges that, over time, he has had to make difficult decisions regarding which brands to work with. While some companies are willing to pay the premium rates he quotes, others find the costs prohibitive. This, Njugush says, is part of the process, as he’s learned to strike a balance between his worth and the budget of potential clients.
Interestingly, Njugush also admits to using his inflated rate card as a strategy to turn down brands he feels would be difficult to work with or whose expectations do not align with his skills and values. By quoting a high rate, Njugush ensures that he does not take on projects that could potentially harm his reputation or fail to meet his personal and professional standards.
“I use a high rate card as a polite way to turn down certain jobs,” he reveals. “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.”
This strategic approach to pricing showcases Njugush’s understanding of the power dynamics in influencer marketing. With a strong social media presence and a loyal following, Njugush’s influence is valuable, and he knows that brands should not just seek his services for the sake of it. Instead, the comedian prioritizes working with companies whose values align with his own and whose goals he can confidently help achieve.
While some may view Njugush’s rate card as a barrier to working with him, his strategy reflects a growing trend among influencers and content creators, who are learning to value their time, energy, and creative output. It also highlights the shift in the influencer industry, where talent is no longer seen as just a commodity but as a valuable asset that requires fair compensation.
For Njugush, the days of free work are long behind him. His pricing strategy has been fine-tuned over the years, and he is now in a position to demand what he believes he is worth. Whether brands agree or not, Njugush stands firm in his belief that the value he provides justifies his rates.
In an industry where influencer marketing continues to thrive, Njugush’s approach serves as a reminder to both brands and content creators that value is subjective and that fair compensation is key to maintaining successful and sustainable partnerships.
