Influencer Rate Calculator
(Sponsored Post Price From Followers and Format)
Enter your followers and a rate per 1,000 followers, then pick a format. Add an engagement adjustment, a usage rights add-on and your average views to check the price.
Step 1 — Audience & Base Rate
$10 per 1,000 is the same as the $100 per 10,000 followers starting benchmark. Change it to your own figure
Step 2 — Content Type
Filled in when you pick a format. These are this calculator's starting values, not market data. Type your own
Step 3 — Add-Ons and Check (Optional)
Extra charged when the brand reuses the content in ads or asks you not to work with competitors
Shows what the rate costs the brand per 1,000 views
Calculated Results
Enter your followers and base rate to get a suggested sponsorship rate.
This influencer rate calculator gives a starting price for a sponsored post. Enter your followers and a rate per 1,000 followers, then pick the content format. You can adjust the price for your engagement rate, add a percentage for usage rights or exclusivity, and see what the price costs the brand per 1,000 views.
How the Rate Is Calculated
An account with 25,000 followers at $10 per 1,000 has a feed post base of 25 × 10 × 1.0 = $250. A short video at 1.5 is $375.
With a 3% engagement rate against a 2% reference, the adjustment is 1.5, so the short video becomes $562.50. A 30% add-on for usage rights brings it to $731.25.
| Followers | Feed post at $10 per 1,000 | Short video at 1.5× |
|---|---|---|
| 5,000 | $50 | $75 |
| 10,000 | $100 | $150 |
| 25,000 | $250 | $375 |
| 50,000 | $500 | $750 |
| 100,000 | $1,000 | $1,500 |
Every figure in this table follows from the $10 rate and the multipliers. Change either and the table changes with it.
Choosing the Rate per 1,000 Followers
Hootsuite's guide to Instagram influencer rates, published in March 2026, says many brands use a benchmark like $100 per 10,000 followers and that there is no universal rate card. It adds that the brand and the influencer have to settle the actual base rate between them. The guide is on the Hootsuite blog.
So $10 per 1,000 is a place to start, and your own figure should come from what you have been paid before and what the work takes. The calculator multiplies whatever rate you enter.
Format Multipliers
A video takes more work than a single image, and a story disappears after a day. The calculator uses a multiplier for each format.
| Format | Starting multiplier | 25,000 followers at $10 per 1,000 |
|---|---|---|
| Story (1 to 3 frames) | 0.5 | $125 |
| Feed post or photo | 1.0 | $250 |
| Carousel post | 1.2 | $300 |
| Reel or short video | 1.5 | $375 |
| Long-form video | 2.5 | $625 |
These multipliers are this calculator's own starting values. They are not market data. If you know what you charge for each format, type your own multiplier in the field under the format buttons.
Engagement, Usage Rights and Exclusivity
- Engagement. The optional adjustment multiplies the price by your engagement rate divided by a reference rate you choose. It is limited to between 0.5 and 3. Work out your rate with the Instagram Engagement Rate Calculator or the TikTok Engagement Rate Calculator.
- Usage rights. Hootsuite describes these as allowing the brand to reuse influencer-created content beyond the influencer's feed. Wider reuse is charged for.
- Exclusivity. Some contracts include a clause that limits your work with other brands. That costs you other deals, so it is also charged for.
Enter one percentage for these add-ons. The calculator applies it after the engagement adjustment. What percentage to use is a matter for negotiation and depends on how long and how widely the brand wants to use the content.
Checking the Price Against Views
A brand pays for attention, so it helps to see the price the way the brand will. If your posts average 8,000 views, a $250 post costs $31.25 per 1,000 views and the $731.25 short video costs $91.41.
Follower count alone says little about how many people see a post. If the cost per 1,000 views looks high, the brand may push back. If it looks low, you may be undercharging. The CPM Calculator explains cost per 1,000 in more detail.
How to Use the Influencer Rate Calculator
- Enter your followers: Type the follower count on the account the post will go on.
- Enter a rate per 1,000 followers: The calculator opens with $10, which equals $100 per 10,000 followers. Change it to your own figure.
- Pick a format: Choose story, feed post, carousel, short video or long video. The multiplier is filled in and you can type your own.
- Adjust for engagement: Optional. Enter your engagement rate and a reference rate to scale the price.
- Add usage rights and views: Optional. Enter a percentage for usage rights or exclusivity, and your average views to see the cost per 1,000 views.
Frequently Asked Questions
How much should I charge for a sponsored post?
There is no standard rate card. A common starting benchmark is $100 per 10,000 followers for a feed post, which is $250 for 25,000 followers. Adjust it for the format, your engagement, the work involved and any usage rights the brand wants.
What is the $100 per 10,000 followers rule?
It is a starting benchmark, not a fixed price. Hootsuite describes it as a benchmark many brands use and says the actual base rate is agreed between the brand and the influencer. In this calculator it is entered as $10 per 1,000 followers.
Where do the format multipliers come from?
They are this calculator's own starting values: 0.5 for a story, 1 for a feed post, 1.2 for a carousel, 1.5 for a short video and 2.5 for a long video. They are not taken from a survey. Type your own multiplier if you price formats differently.
How does the engagement adjustment work?
Your engagement rate is divided by a reference rate and the price is multiplied by the result. 3% against a reference of 2% gives 1.5. The calculator keeps the adjustment between 0.5 and 3 so one input cannot dominate the price.
What are usage rights and exclusivity?
Usage rights let the brand reuse your content outside your own feed, for example in its ads. Exclusivity means you agree not to work with competing brands for a period. Both are normally charged on top of the post itself.
What does cost per 1,000 views tell me?
It is the rate divided by your average views, times 1,000. A $250 post that averages 8,000 views costs the brand $31.25 per 1,000 views. Brands often compare this with what they pay for ads.
Formulas and worked examples checked in October 2026. Hootsuite statements checked on blog.hootsuite.com in October 2026.