Influencer Rate Calculator
Estimate how much to charge for sponsored posts, stories, reels, and videos based on your followers, engagement, and niche.
How Much Should Influencers Charge Per Post?
The SmarterSources Influencer Rate Calculator helps creators, influencers, and social media professionals determine fair pricing for sponsored content. Whether you are negotiating your first brand deal or updating your rate card, this tool provides data-driven estimates based on your follower count, engagement rate, platform, and niche.
How Influencer Rates Are Calculated
The industry standard baseline is approximately $1 per 100 followers for a single sponsored post. However, this is only a starting point. Engagement rate is the most important modifier because an audience that actively interacts with content is far more valuable to brands than a large but passive following. Platform also matters significantly, with YouTube commanding the highest rates due to longer content lifespan and higher production costs, while Twitter tends to have the lowest rates per post.
Understanding Engagement Rate Multipliers
Engagement rate directly impacts your earning potential. An account with a 5% engagement rate can justifiably charge 30% to 60% more than an account of the same size with only 1% engagement. Brands increasingly prioritize engagement over follower count because engaged audiences are more likely to take action on sponsored recommendations.
Platform Rate Differences
Instagram: The benchmark platform for influencer marketing. Standard rates apply as the baseline. Posts, stories, reels, and carousel content each have different pricing tiers.
TikTok: Rates tend to run about 20% lower than Instagram due to the platform's newer advertising ecosystem, though high-performing creators can command premium rates.
YouTube: The highest-paying platform for influencer content. Long-form video requires more production effort and has a longer content lifespan, justifying rates 50% or more above Instagram baselines.
Twitch: Livestream sponsorships command rates approximately 20% above Instagram baselines. Twitch creators offer real-time product demos, shoutouts, and dedicated stream segments. The live, interactive nature of the content drives strong engagement and conversions for brands.
Twitter / X: Typically the lowest rates due to the ephemeral nature of tweets and lower engagement depth. Rates run approximately 40% below Instagram baselines.
Niche Pricing Premiums
Certain niches command higher rates because the audiences are more valuable to advertisers. Tech and finance influencers can charge a 30% premium because their audience has higher purchasing power and the products being promoted have higher margins. Beauty and fashion influencers earn approximately 10% above baseline due to the large volume of brand deals available in those categories.
Content Type Pricing Guide
Feed Post: Your standard rate. A single photo or carousel with a caption mentioning the brand.
Story: Approximately 50% of your post rate. Stories are temporary but offer direct swipe-up links and polls for interactive engagement.
Reel / Short: Approximately 75% of your post rate. Short-form video has higher production effort than a photo but benefits from strong algorithmic distribution.
Long-form Video: Approximately 200% of your post rate. YouTube videos and similar long-form content require scripting, filming, and editing, and the content has a much longer shelf life.
Frequently Asked Questions
How much should an influencer charge per post?
A common starting point is $1 per 100 followers, adjusted for engagement rate, platform, and niche. An Instagram influencer with 50,000 followers and a 4% engagement rate might charge $500 to $800 per feed post. Use the calculator above for a personalized estimate.
What factors affect influencer pricing?
The primary factors are follower count, engagement rate, platform, content type, niche, usage rights, exclusivity requirements, and content complexity. Brands may also pay premiums for whitelisting rights, which allow them to run your content as paid ads.
How much do micro-influencers charge?
Micro-influencers with 10,000 to 50,000 followers typically charge between $100 and $500 per Instagram post. Those with above-average engagement rates or in premium niches like tech or finance can charge at the higher end of that range or above.
Should I charge more for video content?
Yes. Video content requires significantly more time and effort to produce. Reels and TikToks are typically priced at about 75% of your standard post rate, while long-form YouTube videos should be priced at 2x your post rate or more due to higher production value and longer content lifespan.
Does engagement rate really matter for pricing?
Absolutely. Engagement rate is the single most important factor beyond follower count. An account with 10,000 followers and 8% engagement is often more valuable to a brand than one with 100,000 followers and 0.5% engagement. Higher engagement means your audience trusts your recommendations and is more likely to take action.
How do I negotiate higher rates with brands?
Come prepared with your engagement metrics, audience demographics, and case studies from past partnerships. Show the brand your engagement rate relative to industry benchmarks, highlight any past conversion data, and be clear about what deliverables are included. A professional media kit goes a long way.
Is my data safe with this calculator?
Yes. This calculator runs entirely in your browser. No data is sent to any server, no cookies are set, and nothing is stored. Your information remains completely private.