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CreatiCalc

Instagram Sponsorship Rate Calculator

Updated April 2026

Work out what to charge a brand for a sponsored post, then price the usage rights, whitelisting, and exclusivity they will ask for on top. Rates are built from follower count, engagement, niche, format, and deal type.

1

Your account

Micro tier, 10K to 50K
10K
1K10K100K1M
Engagement rate
3.0%

Your multiplier is 1.5x. Typical for accounts with 10K–50K followers is 2.15% to 3.42%.

General / Other carries a 1x multiplier. Finance is the ceiling at 2.0x and entertainment the floor at 0.8x, because niche pricing tracks what an audience is worth to an advertiser, not how hard the content is to make.

2

The deal

Content format

Feed Post carries a 1x multiplier. Format alone moves this rate by 5.0x from the cheapest to the most expensive, which is why "one post, everywhere" is the worst deal you can sign.

How much of the post is theirs
Fine-tuning
2 deals

This only drives the monthly tile. Your per post rate does not change with volume, and discounting for volume is a choice you make in the negotiation, not a rate.

Your rate per postMicro

$263

mention feed post, before usage rights and whitelisting

Your range$150 to $375

Open at the top, settle above the middle. Brands expect a range and the first number you say is the ceiling.

Monthly at 2 deals

$526

Per 1,000 followers

$26

Per post, before tax and before agency fees. Usage rights and whitelisting stack on top. Methodology

Against your tier

Inside the band

Typical engagement on Instagram for accounts with 10K–50K followers is 2.15% to 3.42%. You are at 3.0%, which sets your multiplier at 1.5x.

At 10,000 followers with 3.0% engagement in general / other, a mention feed post on Instagram prices at $150 to $375, around $263. That is the post alone. Usage rights, whitelisting, and exclusivity are priced separately below.

What the brand is really asking for

Tap a lever to price it in

These three get folded into "the package" for free more often than anything else in creator deals. Each one is a separate license and each one has a price.

Usage rights, organic

They re-share, screenshot, or repost your content in their own feeds. A license, not a favour.

+$197

+75% of base

Whitelisting and paid amplification

They run paid ads through your handle. This is the one creators give away most often, and it is the most expensive thing on the list.

+$395

+150% of base

Exclusivity window

You agree not to promote a competitor. Every day of it is a deal you cannot take, so it is priced by length.

Not priced

No window agreed

All-in per feed post, nothing added yet$150 to $375

Nothing is priced in yet, so this matches the base rate. If the brief mentions ads, re-posting, or competitors, one of these three applies.

Move the number

Follower count is the slow lever. These are the fast ones, priced at your current settings.

Engagement

Cross 5% engagement

You are at 3.0%. The multiplier steps up at 5%, which is worth $87 more per post. Nothing between here and there changes the number.

Format

Sell a reel instead

Reel carries a 1.5x multiplier against feed post at 1x. Same audience, same effort bracket, $131 more per post.

Add-on

Charge for whitelisting

If they want to run ads through your handle, that is $395 on this deal. Most creators hand it over inside the base fee because nobody names it on the call.

Deal type

Quote a dedicated post

A mention is 1x. A dedicated post is 2.5x, worth $393 more here. If the brief already reads like the whole post is theirs, you are doing dedicated work at mention rates.

Your rate card

Same followers, same engagement, same niche
FormatRate per post
Feed Postthis deal$150 to $375
Reel$225 to $563
Story$45 to $113
Carousel$180 to $450

Your rates as plain text, ready to paste into a reply.

SPONSORED CONTENT RATES
Instagram, 10,000 followers, 3.0% engagement

Feed Post       $150 to $375
Reel            $225 to $563
Story           $45 to $113
Carousel        $180 to $450

Deal type: Mention (1x)
Add-ons: none included
All-in for this deal: $150 to $375

Rates hold for 30 days. Usage rights, whitelisting, and exclusivity are
priced separately and are not included unless listed above.

Am I charging enough

Log scale, same settings, follower count varied

Mega accounts charge roughly 350 times nano, so a linear axis would flatten everything under 100K into one line.

Nano1K to 10K$82 to $206
Microyou10K to 50K$450 to $1,125
Mid-Tier50K to 500K$4,125 to $10,312
Macro500K to 1M$11,250 to $28,125
Mega1M+$30,000 to $75,000

Every tier above is priced at your engagement rate, niche, format, and deal type. Change any of those and the whole column moves, which is the point: tier is the slow lever and the rest are fast.

Negotiation tips

Sell the niche, not the size

Bring audience demographics and any conversion data you have. A 20,000 follower account with buyers beats 200,000 browsers.

Never quote a single number

Quote a range and let them pick. A single number is a ceiling you set for yourself, and the first figure said out loud anchors the whole negotiation.

Offer packages, not discounts

A small discount for three or more posts earns you more total revenue and gets the brand a better per post rate. Discounting a single post just lowers your rate for next time.

Charge for cross-posting, every time

If a brand wants Stories, Reels, and Feed, each format is priced separately. Our calculator prices a Reel at 1.5x a feed post and each Story frame at 0.3x. A "post it everywhere" package at one post price is an easy way to lose money on Instagram.

How this is calculated

The per post rate starts at a base of $10 to $25 per 1,000 followers for a standard Instagram sponsored post. That base is multiplied by your engagement band, your niche, the content format, and the deal type.

Engagement is a stepped band, not a smooth curve. Under 1% multiplies the base by 0.5. From 1% to 3% is 1.0. From 3% to 5% is 1.5. Above 5% is 2.0. Crossing a band edge is worth more than a slow climb inside one, which is why the tip cards point at the edges.

Niche multipliers run from 0.8 for entertainment to 2.0 for finance. They reflect what an audience is worth to an advertiser, not how hard the content is to make. Format and deal type stack on top of that, and the four deal types are the difference between a passing mention and a video built around the product.

Add-ons are quoted as a percentage of the base post rate because that is how brands ask for them. Usage rights at 75% and whitelisting at 150% are our own estimates and an opening position, not a measured average.

More about Instagram sponsorship rates

Content Types Explained

Feed Post (1x): the standard sponsored post format. A single image or video in your feed with a branded caption. Reel (1.5x): short-form vertical video with higher production value. Story (0.3x): ephemeral 24-hour content, lower production but useful for link stickers and direct response. Carousel (1.2x): multi-slide posts that allow for detailed product storytelling. The multiples are our own estimates.

How Instagram Compares to Other Platforms

Sponsorship base rate per 1,000 followers

Sponsorship Base Rate per 1,000 Followers by Platform (2026). Horizontal range bar chart showing sponsorship base rates per 1,000 followers for 4 platforms in 2026. Instagram: $10 to $25. X (Twitter): $8 to $20. TikTok: $5 to $15. Facebook: $5 to $15. Instagram base rates run about 1.8 times those on TikTok and Facebook at the midpoint. YouTube is not on this chart because brands price it per 1,000 views: $8 to $70 by niche.
PlatformBase rate per 1,000 followers
Instagram$10–$25
X (Twitter)$8–$20
TikTok$5–$15
Facebook$5–$15
Instagram base rates run about 1.8 times those on TikTok and Facebook at the midpoint. YouTube is not on this chart because brands price it per 1,000 views: $8 to $70 by niche.

Frequently asked

How much should I charge for a sponsored Instagram post?
Our formula starts at $10 to $25 per 1,000 followers for a basic feed post mention, our own estimate, adjusted for your engagement rate, niche, and deal type. A 10K-follower account at Instagram's 1.81% median engagement prices a sponsored feed post at $100 to $250. Engagement, niche and deal type each multiply that: a finance review at 5% or more engagement prices at 14x a general mention.
How much do Instagram Reels sponsorships pay?
Our calculator prices a sponsored Reel at 1.5x a standard feed post, our own estimate, because Reels take more production effort. At 50K followers and Instagram's median engagement that is $500 to $1,250 for a feed post and $750 to $1,875 for a Reel. The exact rate depends on your engagement rate, content niche, and the type of brand deal.
What is the going rate for Instagram Story sponsorships?
Our calculator prices one Story frame at 0.3x a feed post, since Stories disappear after 24 hours and get fewer views. Stories with link stickers or strong calls to action can justify more because they drive direct clicks. Many creators sell Story packages of 3 to 5 frames rather than single frames.
How does engagement rate affect sponsorship pricing?
Engagement rate is one of the most important factors in sponsorship pricing. Creators with below 1% engagement typically earn 50% less than standard rates, while those above 5% can charge 2x the standard rate. Brands pay for engaged audiences that will actually interact with sponsored content and convert into customers. A 20K-follower account with 6% engagement prices above a 35K account at 1%, but not above a 100K account: the multiplier swings 4x at most, so engagement closes a follower gap of about four times, not ten.
What niches pay the most for Instagram sponsorships?
In our calculator, finance and business content carries the highest multiplier at 2x the general rate, because financial products have high customer lifetime values. Technology (1.5x), education (1.3x), health and fitness (1.2x), and beauty (1.2x) also price above the base. Entertainment (0.8x) and sports (0.9x) price below it. No study publishes a niche premium, so these multipliers are our own estimates.
What is the difference between a mention and a dedicated sponsorship?
A mention is a brief brand reference within your regular content. For example, thanking a brand sponsor at the beginning of a video or including a product in a broader lifestyle post. A dedicated post is entirely focused on the brand or product, requiring more production effort and providing more exposure. Our calculator prices a dedicated post at 2.5x a mention and a review, which involves in-depth product testing and honest evaluation, at 3.5x.
How do I negotiate higher sponsorship rates on Instagram?
Lead with your engagement rate rather than follower count. Brands pay more for engaged audiences than for raw reach. Provide a media kit with audience demographics, case studies from past partnerships, and your rate card. Charge separately for usage rights (if the brand wants to run your content as an ad), exclusivity clauses, and cross-posting to Stories or Reels. Offering multi-post packages at a slight discount often increases total deal value while giving brands better results.
How many sponsored posts per month should I do?
No study publishes a safe share, but many creators keep sponsored posts to a minority of their feed to protect audience trust. Over-sponsoring can lead to follower fatigue and weaker engagement, which ultimately reduces your earning potential. Quality partnerships with brands that align with your audience are more valuable than a high volume of sponsorships.
Should I charge the same rate for Instagram carousels as feed posts?
Our calculator prices a carousel at 1.2x a single-image feed post, our own estimate. Carousels allow more detailed product storytelling, but they take more design work and content planning, which justifies the higher rate. Many creators include carousel pricing as a separate line item in their rate card.
How do I calculate my Instagram sponsorship rate with this calculator?
Enter your follower count, engagement rate (you can enter it directly or calculate it from your average likes and comments), select your content type (Feed Post, Reel, Story, or Carousel), deal type (Mention, Dedicated, Review, or Series), and content niche. The calculator instantly generates a per-post rate range (low, mid, high) from our per-follower formula. You can also view a full rate card for all content types, project monthly earnings, and see how your rate compares to other influencer tiers.
Are Instagram sponsorship rates going up or down in 2026?
Nobody publishes Instagram sponsorship prices over time, so there is no measured trend in what brands pay, and any claim that rates are rising is a guess. The market around them is growing: Goldman Sachs Research put the creator economy at $250 billion in 2023 and projects it approaching $480 billion by 2027, an estimate rather than a measured figure. Whatever the market does, your own price moves with what you can show a brand: engagement, audience trust, and results.
What should I include in my Instagram media kit?
A strong media kit should include: your follower count and engagement rate, audience demographics (age, gender, location), content examples and past brand partnerships, your rate card broken down by content type, reach and impression statistics, and any notable results from previous campaigns (click-through rates, conversions). Use this calculator to generate your rate card and include specific numbers for Feed Posts, Reels, Stories, and Carousels.
What are usage rights and why do they cost extra?
Usage rights let the brand re-use your content in their own channels. You are licensing work, not selling it outright, and our calculator prices an organic license at 75% of the post rate, our own estimate. If they want it in paid ads, that is whitelisting and it is a different, more expensive license.
What is whitelisting?
Whitelisting is the brand running paid ads through your handle, so the ad appears to come from you. It puts your name on media spend you do not control, and our calculator adds 150% to the post rate for it, our own estimate. It is the single most commonly skipped charge in creator deals.
Should I charge for exclusivity?
Yes. Agreeing not to work with a competitor for 30, 60, or 90 days blocks real income. Our calculator prices it at 20% of the post rate for 30 days, 40% for 60, and 60% for 90, and you should keep the category definition narrow. "No other beverage brands" is reasonable. "No other food or drink" is not.
Do brands expect a range or a single number?
A range. Quote low to high and let them pick a point inside it. Naming one number sets a ceiling you can only come down from, and it tells an experienced brand manager that you have not done this often.
What if the brand offers product instead of payment?
Value the product at retail and treat it as partial payment, not full payment. Gifted deals make sense when the product is genuinely expensive or you wanted it anyway. Below your normal rate they mostly transfer your audience to a brand for free.
Are these rates before or after agency fees?
Before. If you work through an agency or manager, their commission comes out of these numbers: the agency Socially Powerful told Digiday in September 2024 that a 20% commission is the industry standard. If a brand finds you through an influencer platform, check who pays the platform's fee, since some charge the brand and some take a cut from the creator. Confirm it before you agree to a number.
Can I embed this calculator on my website?
Yes! Click the "Embed" button below the calculator results to get a free embed code for your website or blog. You can customize the theme (light or dark), accent color, and height to match your site's design. The embed is fully responsive and works on any website that supports iframes.
How are your numbers calculated?
Platform rules and payout shares come from each platform's own documentation, and published figures come from the studies and reports named on each page. Where nothing is published, such as sponsorship prices per follower, we use our own estimate. Every source, and every figure we estimate ourselves, is listed on our Methodology page.

Sources

Reviewed every four to eight weeks
SociaVault

Engagement Rate Benchmarks 2026, a 350,000-account study across six platforms, filtered for fraudulent accounts.

Digiday: influencer agencies expand into talent management

September 2024 report quoting the agency Socially Powerful that a 20% commission on creator deals is the industry standard.

No platform or study publishes a sponsorship price per follower, so the base rates, multipliers and add-on prices here are our own estimates: an opening position for a negotiation, not a measured market rate. The typical engagement figures come from the study above. Full formulas and the update schedule are on the methodology page.