Influencer rate calculator
What does a Reel, a TikTok or a story pack go for? A rate does not come from follower count but from the reach those followers produce, and that reach drops as an account grows. The calculator starts there and layers on engagement, market and usage rights.
The account
Local rates are more compressed than UGC ones: a UGC piece can be sold to a brand abroad, but an Argentine audience is worth what that market pays.
Instagram's most distributed format: it reaches well beyond your followers.
Sets the audience band and, together with the format, the estimated reach of the post.
Leave it empty and the rate is worked out from reach alone. Filling it in compares your account against the median of its band: above adds, below subtracts.
The deal
Package discount: 4% from 2 posts, 8% from 3, 13% from 5 and 18% from 8.
The base rate covers the post on your profile. The brand running it as paid media or using it on its own channels is priced separately.
Total for 1 post
Fill in the fields to see the result.
Range of ±20% around the midpoint: influencer rates are negotiated more than UGC ones. Reference values reviewed in 2026-08.
Frequently asked questions about influencer rates
What sets the price of a post, explained.
How much should I charge for a post?
There is no fixed rate per follower count: what is being bought is reach and how your audience responds. A reasonable starting point is this calculator's result for your format and market, and from there you adjust for your niche, how much production the piece takes, and how well the brand fits what you normally post.
How is an influencer rate calculated?
The standard market method is CPM-based: estimate how many views the post will get and multiply by what a brand is willing to pay per thousand. That is why format matters so much — a Reel reaches far more people than a static post — and why an account with half the followers but twice the reach can charge the same.
Why doesn't an account 10 times bigger charge 10 times more?
Because reach per follower falls as an account grows. A nano account can reach 85% of its followers with a Reel; a macro one rarely passes 35%. Rates do rise with size, but far less than proportionally, and that curve is what this calculator applies.
Does high engagement justify charging more?
Yes, within limits. Engagement above the median of your band is evidence that the audience responds, and the market pays for it: here it adds up to 35%. What it does not do is multiply the rate, because the brand is still buying reach and that reach has not changed.
What is whitelisting or running ads from my account?
It is the brand putting ad spend behind your post, often from your own profile through an authorisation code. It changes the scale of the deal: the piece stops living inside your audience and reaches whoever the brand decides. It is priced separately and given a term, because a permission with no expiry date is a far more expensive grant than it looks.
What is category exclusivity?
It is committing not to work with competing brands while the agreement runs. It is priced separately because it closes off income: during that period you cannot take campaigns from a whole category. It is worth writing down exactly which category it covers and until when.
Is it worth bundling several posts?
It usually suits both sides: the brand gets repetition, which is what makes a message stick, and you get predictable income. The volume discount is smaller than in UGC because each post spends the same scarce asset, your feed, whereas several UGC pieces can come out of a single production session.
Is it fine to accept product instead of money?
It works when the value of the product is close to your rate and it is something you would buy anyway. It stops being reasonable once the deal includes paid-usage rights or exclusivity: at that point the brand is buying considerably more than a post, and product rarely covers the difference.