The Hidden Cost of “Free” Collabs.
If you’ve been in the creator space for more than five minutes, you’ve probably come across the phrase “contra deal.” It sounds fancy, but what it really means is a brand offering free product, services, or even a trip in exchange for content. On the surface, it feels flattering. A brand noticed you. They’re giving you something for free. All you have to do is post about it, right?
Here’s the problem: those “free” collabs can actually be very expensive for creators.
Time is never free
Making content isn’t just hitting record. It’s brainstorming concepts, setting up, filming, editing, and posting. Then it’s engaging with comments and monitoring performance. That’s hours of work. If you accept a free product that costs the brand maybe $50, and you spend five hours making content about it, you’ve essentially valued your time at $10 an hour. Not exactly the rate of a professional creator.
Free deals set the wrong precedent
When a brand sees a creator accept product for content, they assume that’s the norm. And if you’re willing to work for free once, you’ll probably be asked to do it again. The cycle continues, and suddenly you’re the go-to person for “gifting” campaigns instead of paid opportunities.
It can cheapen your audience’s trust
Viewers aren’t blind. If your feed is filled with freebie hauls and posts that don’t feel intentional, your credibility starts to slip. People follow creators because they trust their perspective. They don’t want to feel like every brand is getting a free pass just because they sent you something.
When a free deal makes sense
To be fair, there are rare times when a contra deal can work in your favor. Maybe it’s a trip to a destination you truly wanted to visit anyway. Or maybe the product is something you already use daily and the content feels organic. In these cases, it can make sense to accept. The key is that the partnership has to align so closely with your brand that it’s content you would have made regardless.
How to push for paid
If a brand offers you product only, you don’t have to shut the door. Instead, respond by thanking them for thinking of you and explaining that while you appreciate the offer, you typically work on paid collaborations. This small step resets expectations. It positions you as a professional, not just someone looking for free stuff.
You can even frame it positively: “I’d love to find a way we can work together in a way that gives your campaign real value. Here’s my rate card.” Brands with actual budget will respect the boundary. And if they don’t? They probably weren’t worth working with anyway.
The real value of your work
At the end of the day, creators are running businesses, not hobby pages. A free product does not pay rent. It does not cover software subscriptions, equipment costs, or the hours spent building an audience. The sooner creators treat their work like a business, the sooner brands will too.
So the next time an email with a “gifted collaboration” lands in your inbox, press pause. Ask yourself if it’s really worth it. Because while free sounds tempting, the cost might be higher than you think.
