Instagram influencer pricing calculator
Build an Instagram quote in £ from your hours, your own hourly rate, expenses and separately priced usage or exclusivity. You can also explore the illustrative audience-based model below; its fixed assumptions are not market rates.
Build a quote from your own figures
Include planning, filming, editing, agreed revisions and reporting in your hours. Choose your own hourly rate and any fees for usage or exclusivity. Enter £0 for a cost you have deliberately left out.
Complete all six fields to see the subtotal.
Hours × hourly rate + publication fee + expenses + usage fee + exclusivity fee. This adds the amounts you supply; it does not value your audience or recommend a market rate. Check whether your chosen rate covers overheads and profit, and state any tax separately.
Define the deliverables and scope in the rate card guide →Explore a separate follower-based illustration
This fixed model is not based on observed deal prices. Its output is separate from your cost-based quote above.
Likes and comments divided by followers. Use the follower-based rate, not the views-based rate in your media kit.
Illustrative sponsorship range
Add your figures
Complete the fields above to calculate a range.
Inputs for the separate audience-based model
Use the follower-based rate for this model: (average likes + average comments) ÷ followers × 100. OwlScran kits highlight a views-based rate, which is a different calculation. Do not paste it into this field.
This separate estimate tests the audience assumptions below. Use the quote worksheet for your actual time and costs; neither calculation tells you what a particular brand is willing to pay.
How the audience-based estimate works
Base estimate = followers ÷ 1,000 × £10 × (follower-based engagement rate ÷ 2) × format multiplier.
The format multipliers are: Post ×1, Reel ×1.5, Story ×0.3. The displayed range is 0.6 to 1.6 times the base estimate, rounded to whole pounds.
These fixed values are assumptions for this calculator. They are not drawn from a dataset of completed deals. The model does not account for views, niche, production costs, usage rights, exclusivity or a brand’s budget.
For example, 25,000 followers and a 4% follower-based rate produce £300 to £800 for a post: 25 × £10 × (4 ÷ 2) = £500, then ×0.6 and ×1.6. These are illustrative figures.
Scope the Reel, post or Story package
For a Reel, agree the number of videos, length, filming requirements and any cut-down versions. For a Story package, specify the number of frames, links and whether the brand also expects a permanent feed post. The format multiplier cannot price those differences by itself.
For an illustrative brief of one Reel and three Story frames, list each deliverable in the quote. Add preparation, location or ingredient costs where relevant, and agree which draft the brand reviews before filming starts.
Ask whether the brand wants to repost the work or run it as an ad. Set out the permitted channels, period and any competing work you would have to decline. Keep that scope beside the fee.
Read the rate card guideCheck the proposed fee against the actual work
Check the range against the hours, expenses and agreed use in the brief. If it does not cover the work, change the quote or discuss a smaller scope. The fixed model does not establish what your account is worth.
Keep a record of your quoted scope and the eventual agreement. Your own comparable projects are useful context for the next discussion; a model based on fixed assumptions cannot replace that evidence.
Instagram pricing questions
Does the audience-based model show real market rates?
No. That model uses the fixed assumptions described above, not a dataset of completed deals. The quote worksheet uses the hours, rate and costs you supply. Neither establishes a market price for your work.
Does the price include usage rights or exclusivity?
The quote worksheet includes the separate usage or exclusivity amounts you enter. The audience-based model does not price those rights. Agree the channels, duration and any competing work you would have to decline, then record the fee for that scope.
How much should I charge for an Instagram sponsorship?
Start with the deliverables, the time and costs to produce them, expected exposure and any usage or exclusivity terms. Use the worksheet to add your own figures and keep the audience-based estimate separate. Your quote should explain what the fee includes.
Is this the same as platform earnings?
No. A sponsorship fee is paid by a brand for an agreed brief. Platform revenue depends on the platform programme and your eligible performance.
Can I put my rates in a free media kit?
Yes. OwlScran supports rates alongside your profile, featured work and account stats. You decide whether to include rates each time you share your kit.
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