How the estimate works
The industry's rough baseline is $10 per 1,000 followers for an Instagram feed post, scaled up or down by format and platform. On top of that, engagement moves the price more than follower count: a 25k account with 6% engagement out-earns a 100k account with 0.8% in most negotiations, because brands are buying attention, not a number. This calculator multiplies the per-1k base range for your chosen format by an engagement factor (your ER versus the platform's average, capped at 0.5–2×).
Typical rates by tier (2026, US/EU brands)
| Tier | Followers | IG feed post | TikTok video |
|---|---|---|---|
| Nano | 1k–10k | $25–150 | $25–250 |
| Micro | 10k–100k | $150–1,500 | $250–2,500 |
| Mid | 100k–500k | $1,500–7,500 | $2,500–12,000 |
| Macro | 500k–1M | $7,500–15,000 | $12,000–25,000 |
| Mega | 1M+ | $15,000+ | $25,000+ |
Charge extra for these (brands expect it)
- Usage rights — the brand running your content as an ad: +30–100% depending on duration.
- Exclusivity — not working with competitors for X months: +20–50%.
- Whitelisting — ads run from your account: +30% or more.
- Rush delivery, extra revisions, raw footage — all line items, not favors.
FAQ
A brand offered free product only. Should I take it?
If you're under ~5k followers and genuinely want the product, maybe. Beyond that, gifted-only deals set your market price at zero. A polite "my rate for this format is $X — happy to include the product in that" filters serious brands from freeloaders instantly.
Why do calculators all give different numbers?
Because there's no official market price — sponsorships are negotiated. Every calculator (this one included) gives you an anchor, not an answer. The real price is where your anchor meets the brand's budget.
Does audience country really change the rate?
Dramatically. Brands pay for purchasing power: a US/UK/DACH-heavy audience can be worth 3–5× the same follower count elsewhere. Check your audience geography before quoting.