How Much Does an Instagram Sponsored Post Cost? Rates by Follower Count (2026)
Quick answer
As a rough guide, a sponsored Instagram post starts at about $10–25 per 1,000 followers (under 10K), $8–18 (10K–100K), $4–10 (100K–500K), $2–6 (500K–1M) and $0.5–2 (over 1M), then moves up or down with the engagement rate. An account with 25,000 followers and a 2.6% engagement rate comes to roughly $260–585 per post.
What sets the price?
There is no fixed rate card; the price is negotiated. But a few concrete factors drive the negotiation:
- Follower count: The raw measure of reach.
- Engagement rate: Whether followers actually care. At the same follower count, a more engaged account costs more. See the engagement rate guide for how to calculate it.
- Format: Posts, reels, stories and carousels are priced differently.
- Usage rights and exclusivity: The price rises if the brand reuses the content in ads or limits you from working with competitors.
- Niche and audience: Finance, tech and beauty tend to price higher than entertainment.
Rough ranges by follower count
The ranges below are the rough estimates we use in Shadowly’s Creator Report; they are not an official rate card or an industry survey. They are in US dollars per post, per 1,000 followers:
| Account type | Followers | Per 1,000 followers |
|---|---|---|
| Nano | under 10K | $10–25 |
| Micro | 10K–100K | $8–18 |
| Mid | 100K–500K | $4–10 |
| Macro | 500K–1M | $2–6 |
| Mega | over 1M | $0.5–2 |
The unit price falls as accounts grow, because a bigger audience also includes more people who care less. So ten times the followers does not mean ten times the fee.
A worked example, step by step
Take a micro account with 25,000 followers and an average 2.6% engagement per post:
- Base price: 25 (thousand followers) × $8–18 = $200–450
- Engagement multiplier: Typical engagement for micro accounts is 1–3%, so the midpoint is 2%. 2.6% is 1.3 times that, so the multiplier is 1.3.
- Result: $200 × 1.3 to $450 × 1.3, or about $260–585 per post.
One more small example: a nano account with 5,000 followers and 3% engagement has a base of $50–125, a multiplier of about 1.1 and a result of about $55–135. We cap the multiplier between 0.6 and 1.5 so one unusually good or bad week does not swing the price too far.
Convert to your own currency at the current rate and confirm the price in that currency during the negotiation.
How are reels and stories priced?
- Reels: On most accounts the price follows views more than followers. In our report we take the median views and apply roughly $8–22 per 1,000 views, with a floor of about 80% of the post price so the result does not drop too low.
- Stories: A story is visible for 24 hours and is not permanent, so it is priced at about a third (0.35×) of a post. In the example above that is roughly $90–205.
- Bundles: Brands often get a discount on the total when a post, a story and a reel are bought together.
Are you a brand? How to tell whether a price is fair
When you get a quote, check three things first: the engagement rate (is it reasonable for the follower count?), the spread of views and likes (is one viral post carrying the account or is it consistent?) and the gap between average and median. Be careful if the follower count is high but likes are very low, or if posts vary wildly.
The Instagram Creator Report shows these together: a quality score, a profile audit and an estimated price range. For a simpler measurement, use the engagement calculator.
Are you a creator? How to raise your price
- Raise engagement: At the same follower count, 1.5 times the engagement makes a clear difference to price. Simple steps like replying to comments in the first hour help.
- Fix your profile: A clear bio, a contact link and steady posting build trust with brands.
- Show your numbers: Share median views and engagement. You can send a brand your report as a link.
- Price usage rights separately: Ad usage and exclusivity are extra.
Frequently asked questions
How much should I charge for a sponsored Instagram post?
As a rough guide, start around $10–25 per 1,000 followers under 10K and $8–18 between 10K and 100K. Go higher if your engagement is above average. These are estimates; the real price is negotiated.
How does engagement rate affect the price?
At the same follower count, an engagement rate above what is typical for the account’s size pushes the price up and a lower one pulls it down. In our report this effect is capped with a multiplier between 0.6 and 1.5.
Are reels or posts more expensive?
Reels are priced mostly on views. In our report they have a floor of about 80% of the post price, so they are often close to or above a post. Stories are cheaper, about a third of a post.
How much does a micro influencer make?
For micro accounts (10K–100K followers) about $8–18 per 1,000 followers is a starting point. For a 25K account that is roughly $200–450 per post, more if engagement is high.
How do I see an account’s estimated sponsorship price?
Enter the username of a public account in the Instagram Creator Report. It gives a quality score, a profile audit and estimated price ranges for a post, reel and story. No login or password is needed, and the results are estimates.
