Instagram influencer rate calculator
Brands pay for attention, so what you charge should depend on how many followers engage with you and how valuable your niche is, not only on your follower count. Enter your followers, engagement rate and niche, then the posts, reels and stories a brand wants and any usage rights or exclusivity, and this calculator builds a full quote. It also shows how your rate compares with a typical account of your size.
Quote breakdown
Each deliverable at your rate, then usage rights and exclusivity added on top. Send this as your line-item quote.
| Item | Quantity | Rate | Subtotal |
|---|
Feed post rate as your account grows
Your niche and base rate at other follower counts, with engagement at the typical level for each size. Smaller accounts are not worth less per engaged follower.
How your rate is built
The calculator starts with a rate per 1,000 followers for a feed post, then adjusts it for how well your audience engages compared with accounts of your size, and for your niche.
Reels and stories are priced from the feed post rate. Usage rights and exclusivity are charged as a percentage per month on top.
Typical engagement for your size
Engagement drops as accounts grow: about 4.5% under 10,000 followers, falling to about 1% past 500,000.
typical engagement = based on followers
Engagement factor
Your engagement compared with typical, softened so one great month does not double your price. Kept between 0.6 and 2.
factor = (your engagement ÷ typical)0.7
Feed post rate
Followers in thousands, times your base rate, niche and engagement factor.
post = followers ÷ 1,000 × base rate × niche × factor
Reels and stories
A reel is priced at 1.35 times a post, a story frame at 0.3 times.
reel = post × 1.35, story = post × 0.3
Rights and exclusivity
25% of the content fee per month of usage rights, 20% per month of exclusivity.
total = content × (1 + 0.25 × usage months + 0.20 × exclusive months)
Instagram rate questions
How much should I charge per Instagram post?
A common starting point is around $10 per 1,000 followers for a feed post, then adjusted for engagement and niche. That puts a 20,000-follower account at about $200 a post before adjustments. Strong engagement, a well-paid niche and extra usage rights can push the rate far higher.
Do reels cost more than feed posts?
Usually, yes. Reels take longer to make and can reach well beyond your followers. Many creators charge 20 to 50 percent more for a reel than a static post. Stories are cheaper because they disappear after a day, often a quarter to a third of a post rate.
What is a good engagement rate on Instagram?
It falls as accounts grow. Small accounts under 10,000 followers often see 3 to 5 percent, mid-sized accounts 1.5 to 3 percent and large accounts 1 percent or less. The calculator compares your rate with a typical one for your size and adjusts your price up or down.
What are usage rights and should I charge for them?
Usage rights let a brand reuse your content in its own ads, website or emails. That content then works for the brand long after your post, so charge extra, often 20 to 50 percent per month of use or a flat fee. Always state the period and channels in writing.
What does exclusivity mean in an influencer deal?
Exclusivity stops you working with the brand's competitors for a set time. Because it costs you other deals, it should cost the brand more. A surcharge of 15 to 30 percent per month of exclusivity is a common starting point.
Should micro-influencers charge less?
Per post, yes, but not per follower. Smaller accounts often have much higher engagement and a closer, more trusting audience, so brands can get better results per dollar. Do not discount your rate just because your follower count is small.
Are these rates fixed?
No. They are a starting point for a quote. Your past results, such as clicks and sales from earlier campaigns, are the strongest argument for a higher rate.