Social & contentFree
How Much to Charge per Post
Estimates how much to charge for an Instagram collab from followers, engagement, niche and format. Uses a reference CPM and estimated reach to suggest a price range for posts, stories and reels, and shows the math.
- No sign-up
- Runs in your browser
Enter followers and engagement to see the suggested price range for post, stories and reels.
Estimate based on market CPM and estimated reach. The real price varies with exclusivity, image rights, use of the content in ads and the brand relationship.
When you negotiate
- Use the range as a starting point. Close near the top if there's exclusivity.
- Charge separately for using the content in ads (boosting): that's the brand's paid media.
- A combo (post + stories + reels) earns a discount, but never below your production cost.
- Keep a media kit with your numbers. It helps you hold your price in negotiation.
How it works
How to calculate how much to charge per Instagram post
The tool starts from your follower count and engagement rate to estimate the reach of a sponsored post. It then applies a reference CPM (cost per thousand impressions) to that reach, adjusted by your niche and the chosen format. The basic formula is: price = (estimated reach / 1000) x CPM, with different weights for a feed post, a story, and a reel.
Worked example: a fashion account with 20,000 followers and 4% engagement has an estimated reach of around 6,000 accounts per post. With the R$ 35 reference CPM for fashion, the base comes to R$ 210 before the engagement adjustment. The tool returns a range instead of a single number, adding margin for exclusivity, usage rights, and production effort.
Tip for e-commerce in Brazil: niche heavily affects the price. Beauty and finance usually pay a higher CPM than entertainment. Use the range as a starting point and charge more when the brief asks for exclusivity, multiple stories, or long-term image licensing. Real engagement is worth more than purchased followers.
FAQ
Frequently asked questions
How much should you charge for an Instagram post?
There's no official rate card, but a good starting point is the CPM method: estimate the post's reach and multiply by your niche CPM. This calculator does that from your followers, engagement and niche, and gives a price range for post, stories and reels.
How much does a micro-influencer charge?
Micro-influencers (10k to 100k followers) with good engagement often charge from a few hundred to a few thousand per post, depending on the niche. In high-ticket niches like finance and tech, the value rises a lot. Use the calculator to see your range.
Does engagement affect the collab price?
A lot. High engagement means an attentive audience and more results for the brand, so it justifies a higher price. The calculator uses your engagement rate as a multiplier: the higher it is, the higher the suggested range.
Are Reels worth more than a feed post?
Generally yes. Reels tend to get more organic reach than static posts, so they command a premium. Stories reach fewer people per frame but are sold in sequences. The calculator already applies these weights per format.
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