Calculate your sponsored post rate

Three steps, zero friction

Everything people ask us

• How do you calculate the rate for a sponsored Instagram post?

  There's no official formula, but the market relies on ranges by account size (nano, micro, macro...), then adjusted by actual engagement rate: an account with above-average engagement for its category can legitimately aim for the top of the range, and vice versa.

• Is follower count enough to set a rate?

  No. Two 20,000-follower accounts can be worth very different rates depending on their real engagement: an account generating genuine interactions is objectively worth more than an account with the same follower count but low engagement, for a brand seeking conversion rather than just displayed reach.

• Does the rate change based on format (post, reel, story)?

  Generally yes: a Reel, which captures more organic reach, is often negotiated higher than an ephemeral story, and a carousel post usually sits between the two. This calculator gives a range for a standard post, to adjust based on the requested format.

• Can you charge more for a very specific niche?

  Yes. A highly qualified niche audience (a specific B2B sector, deep expertise) often justifies a premium over a generic audience of the same size, since the brand reaches exactly its target with no waste. This factor isn't in the automatic calculation, raise it during negotiation.