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Instagram influencer rate card calculator
Know your rate.
Name it well.
Price feed posts, stories, and reels against what Instagram creators in your follower band actually charge, adjusted for your engagement rate and the rights the brand wants.
Sample rate brief
Illustrative estimateSponsored post · Recommended anchor
$250
Flexible floor
$175
Premium ceiling
$350
A range you can defend
The pricing principle
Instagram rates are quoted per deliverable. A feed post is the baseline, a story frame typically prices near half of it, and a reel prices above it because it reaches non-followers. The tables below show the real spread by follower band, so you can see where your rate sits against creators of comparable size.
In India, a creator with under 10K followers charges a median of ₹1,000 for a feed post, ₹500 for a story and ₹2,000 for a reel or video; with 10K to 50K followers, ₹2,000 for a feed post, ₹1,000 for a story and ₹5,000 for a reel or video; with 50K to 250K followers, ₹5,000 for a feed post, ₹2,000 for a story and ₹10,000 for a reel or video. These are medians of rate cards creators publish on Limurse, in rupees; the tables below show the typical range for every band. See the full tables
Build a rate you can defend
Set your audience signal, add the rights a brand wants, then use the live brief as your negotiation anchor.
Build your benchmark
Tell us your signal.
Comparing you with the 10K to 50K band.
Live rate brief
Feed post
$125
Your confident opening number. It sits at the centre of a defensible range, not at the edge of what a brand might accept.
Flexible floor
$65
Premium ceiling
$225
Switch deliverable
Use the anchor in your proposal, keep the range for negotiation. Scope, turnaround and brand fit can move the final fee. Agree usage rights in writing before you quote.
Turn this estimate into a campaign brief
Keep the calculator free and anonymous. When you are ready, carry the planning forward with goals, deliverables, usage rights, and a creator shortlist in one structured brief.
Instagram rate benchmarks by follower band
Published percentiles from creator rate cards on Limurse. The median is the going rate; the spread is where negotiations land.
US dollars (USD)
| Followers | Feed post | Story | Reel or video |
|---|---|---|---|
| Under 10K | $50$15 to $100Median of 474 rate cards | $25$10 to $75Median of 473 rate cards | $70$25 to $150Median of 476 rate cards |
| 10K to 50K | $100$50 to $173Median of 146 rate cards | $50$20 to $100Median of 148 rate cards | $150$60 to $300Median of 149 rate cards |
| 50K to 250K | $200$100 to $400Median of 93 rate cards | $100$50 to $200Median of 93 rate cards | $300$150 to $500Median of 91 rate cards |
| 250K to 1M | $500$225 to $950Median of 22 rate cards | $250$100 to $500Median of 22 rate cards | $900$450 to $2,100Median of 23 rate cards |
| 1M and up | $500$300 to $1,800Median of 9 rate cards | $225$113 to $2,250Median of 10 rate cards | $1,500$700 to $4,650Median of 11 rate cards |
Bold figures are the median rate. The line beneath is the 25th to 75th percentile spread, which is the range most negotiations land in. Cells marked as estimated did not have enough published rate cards to report safely, so they show the calculator formula instead. Aggregated from 2240 published rate cards; groups below the minimum sample are suppressed so no individual rate is identifiable.
Indian rupees (INR)
| Followers | Feed post | Story | Reel or video |
|---|---|---|---|
| Under 10K | ₹1,000₹500 to ₹2,000Median of 1585 rate cards | ₹500₹300 to ₹1,000Median of 1575 rate cards | ₹2,000₹1,000 to ₹3,500Median of 1585 rate cards |
| 10K to 50K | ₹2,000₹1,000 to ₹5,000Median of 854 rate cards | ₹1,000₹500 to ₹2,500Median of 856 rate cards | ₹5,000₹2,000 to ₹10,000Median of 867 rate cards |
| 50K to 250K | ₹5,000₹2,000 to ₹10,000Median of 375 rate cards | ₹2,000₹1,000 to ₹5,000Median of 379 rate cards | ₹10,000₹3,125 to ₹20,000Median of 386 rate cards |
| 250K to 1M | ₹8,000₹4,625 to ₹13,750Median of 50 rate cards | ₹5,000₹1,500 to ₹8,000Median of 50 rate cards | ₹20,000₹8,000 to ₹32,500Median of 51 rate cards |
| 1M and up | ₹15,000₹6,250 to ₹47,500Median of 14 rate cards | ₹7,250₹5,000 to ₹19,500Median of 14 rate cards | ₹35,000₹15,000 to ₹68,750Median of 14 rate cards |
Bold figures are the median rate. The line beneath is the 25th to 75th percentile spread, which is the range most negotiations land in. Cells marked as estimated did not have enough published rate cards to report safely, so they show the calculator formula instead. Aggregated from 8655 published rate cards; groups below the minimum sample are suppressed so no individual rate is identifiable.
An Instagram influencer rate card lists a base rate for each content type, and the rate depends on the tier: nano creators, micro influencers, mid tier creators, and above. Most brand deals are a flat fee per deliverable, with paid ad usage added on top. The three deliverables are not interchangeable. A feed post is the baseline. A single story frame is worth roughly half of one because it expires in a day. A reel is worth more than either, because Instagram distributes it beyond your followers and the brand is buying reach it cannot get from your audience alone.
How these numbers are produced
The method in full, so you can judge the figures rather than take them on trust.
Creators on Limurse publish a rate card as part of their profile. Those figures are grouped by deliverable and by audience band, and reported as the 25th, 50th, and 75th percentile of each group. Any group with fewer contributors than the minimum sample is dropped entirely rather than reported with a caveat, so no individual creator's rate can be worked back out of a published number.
Where a band has too few rate cards to publish, the calculator falls back to a transparent formula: a cost per thousand followers for a feed post, weighted by deliverable, scaled by engagement rate against a two percent baseline. Those cells are labelled as estimates throughout, and they are never mixed into the published percentiles.
Usage rights and category exclusivity are applied as uplifts on top of the base deliverable rather than as separate charges, because both extend how much value a brand takes from the same piece of work. Figures are rounded to negotiable numbers on purpose. A rate card that reads to the smallest currency unit implies a precision this data does not have.
These are starting points for a negotiation, not quotes, and not a guarantee of what any brand will pay. Brands comparing those asking rates with measured CPM, CPE and ROAS can use the Creator Commerce Index.
Republishing these figures
The benchmark tables are open data. Quote them, chart them, or build on them in your own analysis.
These percentiles are published under the Creative Commons Attribution 4.0 licence. You are free to reproduce the tables, quote individual figures, and adapt them for your own work, including commercially, provided you credit Limurse and link back to the page you took them from.
Source: Limurse creator rate benchmarks, https://limurse.ai/instagram-rate-calculator
The tables are recalculated as creators update their rate cards, so cite this page rather than a saved copy. If your figures need to stay reproducible, name the date you read them.
Frequently asked questions
How much should I charge for an Instagram post?
Feed posts are the baseline deliverable most Instagram rates are quoted against. Start from the median in your follower band, then adjust for engagement rate. Stories usually price below a feed post because they expire, and reels command a premium because they reach beyond your existing followers.
How much is an Instagram story worth?
A single story frame generally prices below a feed post, because the placement disappears after 24 hours. Multi-frame sequences, link stickers, and pinned highlights all justify pricing above that baseline.
Do reels cost more than feed posts?
Usually yes. Reels are distributed to non-followers, so a brand is buying incremental reach rather than access to your existing audience. Limurse weights reels above a feed post for the same creator.
Explore related topics
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- UGC rate calculator
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- Engagement rate calculator
Work out the engagement rate to enter here, by followers or by views.
- Become a Trendsetter
Join the creator network and publish a rate card.
- Hire influencers
For brands budgeting a campaign against these benchmarks.
Publish your rate card on Limurse
Creators who list a rate card get matched to briefs with a budget that fits, and their figures help keep these benchmarks current.