Free tool
Sponsored Post Rate Calculator
Work out what to charge for one sponsored post. An Instagram account at 10K to 50K followers with average engagement sits around $300 to $1,000, and top quartile engagement moves that to $405 to $1,350.
Last updated: 2026-08-03
Most creators pick their first sponsored post rate by guessing, then find out months later that the brand had budgeted three times what they asked for. There is no public price list, every contract is private, and the one creator willing to tell you their number usually works in a different niche at a different size.
This influencer rate calculator gives you a defensible starting figure instead. Your follower count puts you in one of six bands, each with a typical range per post on the network you pick. Your engagement rate then moves that range up or down, because an audience that reacts is the thing a brand is actually buying. Top quartile engagement prices about a third above the middle of the market, and a rate under the 25th percentile prices about 15% below it.
Everything here is an estimate built from public creator pricing surveys, agency rate cards and marketplace listings. It is not measured data from your account, and not from any other account either. Treat the result as the bracket to negotiate inside rather than a fixed price: your niche, your deliverables and the usage rights a brand asks for can move the final number a long way in either direction.
Not sure what your averages are? Open your last 10 posts, add up the likes and the comments, and divide each total by 10. Leave out anything you boosted: paid reach raises the engagement side of this without raising what a brand is actually buying.
rate = band base range x engagement multiplier (0.85 to 1.35)
Enter your followers and your average likes or comments to see an estimated rate.
Every band range this page uses is printed further down, so you can read the numbers without entering anything at all.
Sponsored post rates by follower count and network
Rate per sponsored post for an account with average engagement for its band. YouTube leads at every size because a sponsored video is production work rather than a caption. TikTok sits just under Instagram at the smaller sizes, where buyers price off follower count, and moves ahead of it from 50K up, where reach sets the price instead.
| Network | Under 1K | 1K to 10K | 10K to 50K | 50K to 200K | 200K to 1M | 1M+ |
|---|---|---|---|---|---|---|
| $25 to $80 | $80 to $300 | $300 to $1,000 | $1,000 to $3,500 | $3,500 to $12,000 | $12,000 to $45,000 | |
| TikTok | $20 to $65 | $65 to $260 | $280 to $950 | $1,100 to $4,000 | $4,000 to $14,000 | $14,000 to $55,000 |
| $15 to $45 | $45 to $160 | $160 to $550 | $550 to $1,800 | $1,800 to $6,000 | $6,000 to $20,000 | |
| X (Twitter) | $15 to $50 | $50 to $175 | $175 to $600 | $600 to $2,000 | $2,000 to $7,000 | $7,000 to $25,000 |
| $20 to $70 | $70 to $250 | $250 to $850 | $850 to $2,800 | $2,800 to $9,000 | $9,000 to $28,000 | |
| YouTube | $50 to $200 | $200 to $800 | $800 to $3,000 | $3,000 to $10,000 | $10,000 to $35,000 | $35,000 to $120,000 |
Rates are estimates aggregated from public creator pricing surveys, agency rate cards and marketplace listings, last reviewed 2026-08-03. They cover one organic post with no exclusivity or paid usage rights, and your niche, audience quality and deliverables can move them a long way in either direction.
- Under 1K: Nano tier. Most deals here are product plus a small fee, and a brand is buying your niche rather than your reach.
- 1K to 10K: Micro tier, the busiest part of the market. Engagement is still high enough to beat much larger accounts on cost per action.
- 10K to 50K: The first tier where a media kit and a written rate card are expected rather than optional.
- 50K to 200K: Mid tier. Agencies join the conversation, and briefs start carrying usage rights and exclusivity clauses.
- 200K to 1M: Macro tier. Deals are usually multi-post packages, so the per-post figure is the starting point for a bundle.
- 1M+: Top tier, where management fees, exclusivity windows and paid whitelisting decide most of the final number.
How the estimate works
Two inputs, two steps. Your followers decide which of the six bands above you are priced in, and your engagement rate decides where inside that band range you land.
estimated rate = base range for your band x engagement multiplier (0.85 to 1.35)
Step 1: your band
Six bands, from under 1K to 1M and above, each with a typical range per sponsored post on the network you picked. The band is the bracket a buyer opens the conversation in, before anyone has looked at your content.
Step 2: your engagement
Your rate, (likes + comments) divided by followers times 100, is compared against benchmarks for accounts in the same band on the same network. The band range is then multiplied by 0.85, 1.0, 1.15 or 1.35 depending on where you fall.
| Engagement vs your band | Multiplier | Where that sits | 10K to 50K on Instagram |
|---|---|---|---|
| Below average | 0.85x | Under the 25th percentile for your band | $255 to $850 |
| Average | 1x | Between the 25th percentile and the median | $300 to $1,000 |
| Good | 1.15x | Above the median, under the 75th percentile | $345 to $1,150 |
| Excellent | 1.35x | Top quartile, at or above the 75th percentile | $405 to $1,350 |
Worked example
A Instagram account with 24,000 followers, averaging 620 likes and 55 comments, has an engagement rate of (620 + 55) / 24,000 x 100 = 2.81%. That is good for the 10K to 50K band, where the median is 1.9%, so the base range of $300 to $1,000 is multiplied by 1.15x. The estimate for one sponsored feed post or Reel is $345 to $1,150.
Where these numbers come from
Rates are estimates aggregated from public creator pricing surveys, agency rate cards and marketplace listings, last reviewed 2026-08-03. They cover one organic post with no exclusivity or paid usage rights, and your niche, audience quality and deliverables can move them a long way in either direction.
Nothing on this page is measured from your account or from any private dataset. The band ranges and the engagement benchmarks behind the multiplier are both public-source estimates, the emailed rate sheet is built from exactly the same figures you can read here, and a real quote always depends on your niche, your deliverables and the rights the brand asks for.
How to negotiate a sponsored post fee
- Send a range, never a single number. Quoting one figure means the only direction the conversation can move is down. A range lets you attach the top of it to the deliverables you actually want to produce.
- Do not name a price in your first reply. Ask what the brief is, how many assets they need, how long they want to use them, and whether they expect exclusivity. Half the value in a deal lives in those four answers, and quoting before you have them means giving that half away.
- Keep a one-page media kit current and send it within the hour. Audience size, engagement rate, your three best posts, audience location and age split, and your rate ranges. Brands negotiate differently with a creator who answers like a business.
- Price usage rights separately, every time. A brand that wants to run your post as a paid ad is buying media, not content. A common structure is the organic rate plus 25% to 50% per month of paid usage, written into the agreement rather than assumed.
- Charge for exclusivity by the length of the window and the width of the category. Three months of turning down competing brands in your main category is normally worth 20% to 30% on top of the fee, and a full year should cost more than the post itself.
- Quote per deliverable, then discount the bundle on purpose. Three posts and two stories should not come to three times your post rate by accident. Add up the individual rates, then take a visible 10% to 15% off so the discount reads as a concession you chose to make.
Frequently asked questions
How is my sponsored post rate calculated?
In two steps. Your follower count puts you in one of six bands, and each band has a typical rate range on the network you selected. Your engagement rate, calculated as (likes + comments) divided by followers times 100, is then compared against benchmarks for that same band, and the range is multiplied by 0.85 below the 25th percentile, 1.0 around the median, 1.15 above it and 1.35 in the top quartile. Both the band ranges and the engagement benchmarks are estimates aggregated from public industry studies, agency rate cards and marketplace listings.
Why does engagement matter more than follower count?
Because followers are what a brand can see and engagement is what a brand is buying. Two accounts at 40K followers can differ by ten times in comments per post, and the one that gets replies is the one whose audience will click a link or remember a name. Follower count sets the bracket you are quoted in, engagement decides where inside that bracket you land, which is why a strong small account routinely out-earns a bigger quiet one on cost per action.
Do I get the full rate breakdown?
Yes, by email. The per-post estimate and every rate table on this page are free to read with no address at all. The full media kit breakdown, with each format priced and the engagement adjustment explained, unlocks when you ask us to send it, and the emailed version uses exactly the same public estimates you see here. There is no paid tier and no extra data behind the form.
What is a media kit?
A one-page summary a brand can forward internally without asking you follow-up questions. It carries your handle and niche, follower count per network, engagement rate, two or three example posts with their results, an audience breakdown by country and age, and your rate ranges by deliverable. It exists so the person who likes your work can sell you to the person holding the budget.
Is my data stored?
The calculation runs entirely in your browser and nothing leaves the page while you type. We receive something only if you ask for the report by email, and then it is your address, the figures you entered and which page you were on, so we can send the report and know which tool produced it. Marketing email is a separate checkbox that starts unticked.
What if a brand offers free product instead of money?
Gifting is fair at the smallest sizes and gets expensive fast above them, because you are still doing the shoot, the edit and the caption. A workable rule is to accept product only when its retail value clears your rate for that deliverable, and to say yes to gifting once with a brand you like, then quote normally for anything after that.
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