About the Influencer Rate Calculator
This influencer rate calculator gives a starting price for sponsored content based on the numbers brands look at first: follower count, engagement rate, the platform and the type of content. Creators can use it to set or sanity-check their rate card, and marketers can use it to judge whether a quote is in a reasonable range before negotiating.
It starts from widely quoted rules of thumb — roughly $10 per 1,000 followers for an Instagram feed post and about $20 per 1,000 subscribers for a YouTube integration, with conservative estimates for other platforms — then adjusts for how engaged the audience is compared with a typical account on that platform. Short-form video and dedicated videos are priced higher than static posts, stories lower, and a usage-rights premium can be added when the brand wants to reuse the content in ads.
Treat the result as a benchmark, not a quote. Real rates also depend on niche (finance and B2B audiences command more than general lifestyle), audience location, exclusivity, production effort and the creator’s track record of driving sales.
With the default inputs, the suggested rate is $291.67. Change any value above to recalculate instantly.
How to use the influencer rate calculator
- 1Enter your follower or subscriber count.
- 2Enter your average engagement rate from recent posts.
- 3Pick the platform and the type of content the brand wants.
- 4Set the number of deliverables and any usage-rights premium.
- 5Use the suggested rate as your anchor and the range for negotiation.
Formula and method
The base rate per 1,000 followers starts from the most widely quoted rules of thumb — about $10 for Instagram, $20 for YouTube and $2 for X — with conservative working estimates for the other platforms (TikTok $8, LinkedIn $12, Facebook $7). That base is scaled by how your engagement rate compares with an approximate typical rate for the platform (Instagram 3%, TikTok 5%, YouTube 3%, Facebook 1%, X 1%, LinkedIn 2%), capped between half and triple so a single viral post does not distort the price. These are planning assumptions, not published price lists, so adjust the result for your niche and audience.
Content-type multipliers reflect production effort and reach: stories 0.5x, feed posts 1x, short-form video 1.5x and dedicated long-form video 2.5x. A usage-rights premium is added on top, and the low–high range is ±25%, which is typical room for negotiation.
- Base
- Rule-of-thumb price per 1,000 followers for the platform
- ER
- Your engagement rate
- ER_typical
- Typical engagement rate on that platform
- Format
- Content-type multiplier
Worked examples
Instagram creator, 25k followers, 3.5% engagement
25,000 followers × $10 per 1,000 is a $250 base. Engagement of 3.5% is 1.17x the typical 3%, lifting the feed-post rate to about $292, with a negotiation range of roughly $219–$365. The brand would pay about 33 cents per expected engagement.
TikTok, 120k followers, 6% engagement, one video
120 × $8 = $960 base. Engagement of 6% is 1.2x the TikTok typical of 5%, and short video carries a 1.5x multiplier: $960 × 1.2 × 1.5 = $1,728 for about 7,200 engagements.
YouTube integration with 20% usage rights
50 × $20 = $1,000 base, × 1.333 for 4% engagement vs. 3% typical, × 2.5 for a dedicated video and × 1.2 for usage rights gives $4,000, with a $3,000–$5,000 negotiating range.
Frequently asked questions
How much should I charge for a sponsored Instagram post?+
A common starting point is about $10 per 1,000 followers for a feed post, adjusted up or down for engagement. A creator with 25,000 followers and average engagement would typically quote around $250–$300 per post.
How do I calculate my engagement rate?+
Add up likes, comments, shares and saves on your recent posts, divide by the number of posts, then divide by your follower count and multiply by 100. For example 875 average engagements ÷ 25,000 followers = 3.5%.
Do micro-influencers earn less per follower?+
Often not. Accounts with 10k–100k followers tend to have higher engagement rates, which this calculator rewards. Brands frequently get better cost per engagement from several micro-influencers than one large account.
What are usage rights and should I charge for them?+
Usage rights let a brand reuse your content in its own ads, website or email. Because the content then works harder for the brand, creators commonly add 20–50% or more, and extra for exclusivity periods that stop you working with competitors.
Do sponsored posts need to be disclosed?+
Yes. In the US the FTC requires clear disclosure of paid endorsements, such as #ad or the platform’s paid partnership label, and similar rules apply in the UK and EU.