Instagram money calculator
An indicative fee band for a single sponsored post, reel or set of stories, based on your followers and engagement rate, with the method laid out underneath.
How the estimate works
The tool starts from a range per 1,000 followers for each kind of content, then adjusts it for engagement:
| Content | Starting range per 1,000 followers |
|---|---|
| Feed post | $5 – $11 |
| Reel | $6.50 – $14 |
| Story set (3 frames) | $2.50 – $6 |
| Engagement rate | Factor |
|---|---|
| Under 1% | × 0.6 |
| 1 to 3% (or left blank) | × 1.0 |
| 3 to 6% | × 1.35 |
| Over 6% | × 1.7 |
Ranges never go below $10 to $25, because even small accounts spend real time on a sponsored post. These starting figures are our own rule of thumb from published creator-rate surveys and conversations with small creators. Treat the result as a place to start a conversation, not a price list.
Why follower count alone doesn’t set the price
Brands increasingly ask for screenshots of reach and engagement, or check with analytics tools, before agreeing a fee. An account with 12,000 followers and a 0.5% engagement rate is worth less to them than one with 6,000 followers and 5%. That is also why bought followers don’t raise what you can charge: they add to the follower count and nothing to engagement, and in the US, pitching brands with padded numbers may fall foul of the FTC’s 2024 rule on fake social media indicators. The safety guide has more.
Raising your rate honestly
- Improve engagement first; it multiplies everything else. Check it with the engagement calculator.
- Keep a simple media kit with your real reach, audience locations and two or three past results.
- Charge separately for usage rights (a brand reusing your content in ads) and exclusivity.