Has anyone else noticed that there are NO INDUSTRY STANDARDS WHEN IT COMES TO THE INFLUENCER WORLD? This is especially true regarding how much to charge for a sponsored Instagram post!
If you’re landing on my blog after googling something like, “How much do influencers charge per post” or “Instagram influencer rates,” I’m guessing you want to become an influencer or already a full-time influencer—you don’t want to leave money on the table!
In this blog, we will break down all the components to create your price for sponsored content.
Plus, you’ll get to access a free influencer rate calculator to help you determine what to charge!
This is how I price my paid Instagram sponsorships when I’m negotiating 4 and 5 figure brand deals, so I know they’ll work for you too!
No more chit-chat. Let’s jump right into the juice, starting with the easy stuff!
Need the calculator right now?
by Influencer Coach Dani The Explorer
1% Formula for How Much to Charge for Instagram Posts
When deciding how much to charge for a sponsored Instagram post, ALWAYS start with this simple formula:
Charge $10 for every THOUSAND followers you have.
Here is an example for someone who has 10,000 followers:
(10,000 Followers /1,000 = 10, 10 x $10 = $100 Rate)
In other words, charge 1% per thousand followers. The 1% Formula: 10,000 Followers x (.01) = $100 Rate
Your Followers x 1% = $Your Rate
Now, that’s just where to start, which is why you want to make sure you have some email negotiation templates (like these) handy to help you charge a fair rate!
The Problem with The 1% Rule
This familiar influencer rate formula is problematic for a few reasons:
- It doesn’t take into account your quality of work
- It doesn’t take into account your engagement rate or other metrics
- It basically screws anyone who isn’t a macro-influencer (100,000+ followers)
That is why it is a starting point.
Never, never, ever price your sponsored Instagram content under this threshold (whether you pitch to brands or they come to you).
Because at the very least, when you promote a product directly on your feed, 1% of your followers will see the content, giving your sponsor 1% exposure to their target audience.
Don’t worry, we’re going to keep discussing how much to charge for an Instagram post and how to charge MORE.
All the pricing recommendations I make have been tested by me and my Instagram influencer course students.
Determining Your Instagram Sponsored Post Price
Truth be told, there are various factors for determining your Instagram influencer rates. Here are some of the most common:
P.S. My free influencer rate calculator will help you calculate all of this!
Deliverables can be defined as what work you’ll provide for the brand. For example, will you be doing 1 Instagram post and 2 Instagram story slides?
Will you be writing one blog and posting one viral Reel to your feed? When you post deliverables, do you get a high amount of engagement and reach too?
In the next sections, we’ll dive DEEP into charging by post type.
Time refers to your time to create said content.
While I don’t believe that the time it takes to create a piece of content should be the final factor for determining how much to charge for an Instagram post, I think that successful entrepreneurs are masters at valuing and safeguarding their time.
Time can also refer to the deadline involved with the brand deal. If a brand needs a quick turnaround time for deliverables, you should charge more!
When considering YOUR time for creating the content, I suggest figuring out an hourly rate for yourself.
You can then tack this onto your pricing. If the brand needs a quick turnaround, consider adding some sort of speedy delivery or rush fee to your pricing.
Read Next: How to Beat the Instagram Algorithm
Expenses refer to what, if any, expenses you will be incurring for the sponsored job. For example, will you have to travel?
What about accommodations, gas, and food? Did you need to hire an assistant or buy photo props?
I suggest adding up the total expenses you will incur and adding that to your pricing when determining how much to charge for an Instagram post.
Licensing refers to what permissions you’re going to grant a company, if any, to use the content you create. For example, does the brand you’re working for want to repost your content on their feed?
Yep! You can charge brands for reposting your content.
Does the brand want to use your content as an ad? Yep! You charge for that.
Think of licensing like charge rent to use your content.
Video and image licensing is a complete beast in itself and truthfully deserves its own spotlight. If this is a topic you’re interested in, I suggest using a resource like Getty Images to help you get some benchmarks.
For now, I just want you to keep in mind that you can charge for these things.
A simple rule of thumb for digital rights and licensing is to charge a 20% fee for every 30 day period.
As an example, let’s say you agree to post a static post for $1,000, but the brand says they would like organic social media rights (the right to repost your content on their social channels) for 3 months. That would look like this:
- $1,000 for Static Post x 20% = $200 Licensing Fee for 30 days (about 1 month or 1, 30-day period)
- $200 Licensing Fee x 3 Months = $600 Licensing Fee for 3 Months
- $1,000 Static Post + $600 Licensing Fee = $1,600 COLLAB TOTAL
P.S. All of this should be reflected in any prices you include in your influencer rate card!
Whitelisting (or boosting) is when a brand puts money behind your content. Typically, these are ad manager permissions you will grant the brand on your Instagram/ Facebook account backend.
The brand will then literally make your content a paid ad coming from YOUR page.
Think of whitelisting like you’re a celebrity endorser for a product.
Brands benefit from your name and likeness, and you should 100% get paid for that. The rates for whitelisting and boosting rights range from an additional 50 to 100% fee for every 30 day period.
Let’s say, for example, Pepsi wants to pay you $1,000 for a static post, and they’d also like to whitelist/boost your content for 2 months. You decide to charge them a 100% additional fee as a part of your Instagram influencer rates.
That would look like this:
- $1,000 for Static Post x 100% = $1,000 Boosting Fee for 30 days (about 1 month)
- $1,000 Boosting Fee x 2 Months = $2,000 Boosting Fee for 2 Months
- $1,000 Static Post + $2,000 Boosting Fee = $3,000 COLLAB TOTAL
Additionally, you can instead ask the company what their total ad spend would be on the boosted content.
You can then charge an additional fee based on a percentage of ad spend.
Let’s say you decide to charge 5% of ad spend. Pepsi agrees to pay you $1,000 for a static post, and they tell you that the total ad spend for the boosted content is $25,000. That might look like:
- $25,000 Ad Spend x 5% = $1,250 Ad Spend Fee
- $1,000 for Static Post = $1,250 Ad Spend Fee = $2,250 COLLAB TOTAL
Ultimately, you will have to determine which method would work best for you!
Exclusivity is, in simple terms, when a brand says you cannot work with their competitors throughout your contract.
When determining your pricing for exclusivity, consider the loss of potential income you will experience from having an exclusivity clause. Charge for that loss.
Of course, you cannot always predict when a competitor will come around with more money, but you can use your best judgment based on how many/ what kind of brand deals you typically get.
So let’s say that you sign a contract with Gucci to promote their fragrances for $1,000 with 3 months exclusivity.
This means that for the next 3 months, you cannot promote any competitors.
Now let’s say that a month after your Gucci post, Marc Jacobs fragrances come around and pay you $15,000…
Too bad, boo! You have two more months to go on your Gucci contract before you can even think about Marc Jacobs.
Wa, wa, waaaaaaaaa. That’s why exclusivity is an essential factor to consider when determining how much to charge for an Instagram post.
And when you’re negotiating brand deals via email, you need to be sure to consider these factors!
P.S. Need help negotiating fair prices for your sponsored content? You’ll want to snag my proven brand pitch and negotiation email templates.
The Pitch Vault is full of fill-in-the-blank email scripts me and my clients use to negotiate deals with companies like Mazda, Toyota, Marriott, and American Express!
Free Influencer Rate Calculator
Okay, so before we continue, I want to introduce you to my free influencer rate calculator.
This calculator takes into consideration everything we just covered up until this point.
Before you go all crazy, here are a few tips for using the calculator:
- This is primarily for campaigns with Static Posts and Reels. In the next sections, we dive DEEP into specific content types, though.
- The calculator is for a single piece of content, so if you have multiple posts/ deliverables you will have to do separate entries—multiply your rate accordingly.
- Remember, this is JUST an estimate. If you’re charging more than the calculator’s output, great! Keep charging more!
- You’ll get 2 outputs:
- Starting Post Rate—Treat this like the BARE MINIMUM you should be charging
- Campaign Rate—What you should be charging based on what a brand is asking for
I’ll be updating this calculator as time goes on, but I hope you find it helpful for now!
Now that you have an idea of how much to charge for a Static post or video, let’s quickly discuss how pricing varies by post type.
P.S. Use an influencer rate card template like this to show off your prices in a professional way!
How Much to Charge by Post Type
“How much should I charge for an Instagram post?”
Believe it or not, there is more than one type of sponsored Instagram post out there. As a rule of thumb, I charge for just about everything I can, lol.
Do rates vary per post type? They do!
Here’s the post types we’ll be looking at:
- Static Posts
- Carousel Posts
- IG Stories
And remember, the best part about all of these pricing factors is that they are 100% negotiable. For example, you can always negotiate down the exclusivity clause, or ask companies to remove deliverables.
P.S. Negotiating is tricky! If you’re like, “Dani, I wouldn’t even know where to START with asking for that much money,” then you’ll love this tool we’ve been talking about:
Charging for a Sponsored Static Post
You already know this rule. A sponsored static post on Instagram should cost 1% of your following (at minimum).
I’ll paste the formula again for you to reference!
Your Followers x 1% = $Your Rate
10,000 Followers x 1% = $100 for a Sponsored Instagram Post
I recommend thinking more along the lines of charging 2 to 5% (5% being on the high end) of your following if you have high engagement and create high-quality content.
That formula would then look like this:
Your Followers x 5% = $Your Rate
10,000 Followers x 5% = $500 for a Sponsored Instagram Post
These percentages are entirely up to your discretion. I always say don’t be afraid to charge more.
Charging for a Sponsored Carousel Post
Carousel posts have a few things going for them:
- They’re more engaging than a standard static post
- They give you the ability to mix and match content (video + images, or vice versa)
- The brand gets more content pieces showcasing their product or service
I typically like to start with my standard rate and add money based on these items above.
Then, I suggest having a rate you can tack on per additional slide a company wants in your sponsored carousel post.
Charging for a Sponsored Instagram Story
From my experience, there are a couple of ways you can determine how much to charge for an Instagram story:
- Charge a flat fee per story slide
- Charge 1% of your average Story views
As with everything else, your Instagram Story price will change based on various factors. But I find that using a mix of both points above is a good starting point.
Charging for a Sponsored Video Post
Video can be a complicated beast. My go-to for videos has always been to double my photo post rate.
For example, if you charged $500 for a static photo post, a video post could be $1,000.
However, there are other factors that you should consider with your video Instagram post price:
- Length of video
- Video quality
- Editing time
If needed, do research on video standards and licensing to know how much to charge.
Charging for a Sponsored IGTV Post
All the same, the rules apply to IGTV posts.
But I imagine that in the future, IGTV posts will become less important.
It seems like Instagram will be getting rid of this feature in the future (since no one really uses it, haha).
Charging for a Sponsored Instagram Reel
For sponsored Reels, you can certainly follow the same guidelines as listed above; however, there are other ways you can charge for Reels.
One of them is a tiered pricing method.
This means that you would be paid based on the number of views your Reel gets in a specific amount of time. For example, I’ve seen folks suggest that TikTok pays around 4 cents per 1,000 views.
Considering everything we just discussed regarding Instagram influencer rates, I believe that’s WAY too low. And I mention this in my Instagram influencer course too.
I would suggest thinking of your tiers like our 1% rule instead. Therefore, you’d charge 1% of the total views.
A tier for our influencer with 10,000 might look like:
- 1,000 to 5,000 views = $50
- 5,001 to 10,000 views = $100
- 10,001 to 50,000 views = $500
- 50,001 to 100,000 = $1,000
- 100,001 to 500,000 = $5,000
- 500,000 to 1,000,000 = $10,000
You can totally omit this and simply charge a flat rate for your Reel instead.
It’s ultimately up to you.
However, I would consider adding a clause in your partnership contract stating you will be paid $XYZ more if your Reel generates a certain number of views.
Can you imagine getting paid $500 for a Reel, which turns into a viral Reel at 20 million+ views? You’d be losing out on a lot of income while that brand got tons of exposure!
P.S. If you want to learn how to create Reels that people want to watch (and follow you for) then enroll in my free 5-day Reels Challenge! In 5 days, you’ll learn how to create viral Reels that get you upwards of 100 new followers a week—that’s why it’s called the 0-100 Challenge ;).
Charging for a Link in Bio
The pricing for a Link in Bio is entirely up to you and the value you place on your profile. In my opinion, I would never charge under $100 for ANYTHING, but again, this is up to your discretion.
Remember, your bio is prime real-estate on your profile, so it’s 100% worth getting money for any links placed there!
Charging for a Sponsored Instagram Live
As Instagram Lives change, the way we charge for them may change. Badges, for example, were only added within the last year!
For Instagram Lives, I suggest determining an hourly rate for yourself and using that to determine the overall price of the Live.
For example, if you charged $100 per hour, a 30min Live may cost $50.
Charging for a Sponsored Giveaway
Charging for a sponsored giveaway post typically follows the same rules as a sponsored static post.
However, the price increase comes with what type of giveaway you’re doing!
Here are some things to keep in mind:
- Will your followers have to follow the brand’s page to enter the giveaway?
- Will the brand be cross-promoting the giveaway so you can also get some followers from them?
- Is the brand asking you to collect emails, and will you access these emails too?
Once you figure out these terms, you can better understand whether you should charge the same as a static post or more to drive traffic to the brand’s social platforms.
Read Next: 6 Reasons You Aren’t Landing Brand Deals
Should You Have an Influencer Rate Card?
Yes! Having an influencer rate card is a great idea!
A rate card is a PDF that displays how much you charge for content creator services. It’s a super useful tool to have, ESPECIALLY if you want to upsell brands for more money!
Ideally, your rate card will match your influencer media kit branding, so when you send it over to the Nordstrom team to review, it looks all branded.
If you need a rate card that can help you upsell brands for more $$$, I have influencer rate card templates (click here to buy) for that!
Final Tips for Charging for Sponsored Instagram Content
WOW. Talk about a ton of math, huh.
So now, let’s discuss a few of my top tips for charging for sponsored Instagram content.
Never Take the First Offer
I don’t care what anyone tells you. When a brand reaches out, never take the first offer!
No matter who the brand is, they’re going to be offering you the least amount possible, most likely. NEGOTIATE. Ask for more money and come to a mutual agreement.
The worst thing that can happen is a brand says no, and you agree on the original offer. At least you tried!
Get a Media Kit
A media kit is like a resume that lists out who you are.
I can honestly say a good influencer media kit template is essential for getting ready to charge for sponsored Instagram posts because it gives brands an idea of who you are and what your numbers look like.
Brands want to know that their ad dollars are being spent as effectively as possible. So in a recession, they’ll be super picky with who they work with.
If want to show brands that you mean business and that you’re the results-driven influencer they need, a professional media kit is the way to go.
P.S. All the templates I’ve mentioned in this post are bundled together in my Influencer Starter Pack and Toolkit (click here)!
Grow Your Instagram Following
While your Instagram following doesn’t determine how much money you can make, having a larger and more engaged Instagram community can help put you in a high-earning tier.
I have a blog on how to organically gain Instagram followers you can read for help!
Build a Website
Some folks might disagree with me on this, but building a website is crucial to your success, in my opinion! If you want to charge for sponsored Instagram posts, you’re going to have to start treating your Instagram like a business.
A website is a great way to level up.
Your site can also get you discovered on search engines like Pinterest and Google.
Anyways, by no means do you need to blog, but it can make you more money!
Your Next Steps
Please make sure you ALWAYS stick up for yourself and know your worth with sponsored content!
Content creation is a real job, and you should be compensated fairly regarding your Instagram influencer rates.
When one brand says no, please know that another company is willing to pay your rates. Never give up!
To keep upping your Instagram game, read these influencer guides next: