Influencer Rate Calculator
Estimate a fair price range for one sponsored post. Useful for creators setting a rate card and for brands checking a quote. It uses the same base rates as the valuation engine inside Benchmark Socials, and runs in your browser.
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How it works
The estimate starts from a per-follower base rate for the account's size, taken from 2026 published industry rate cards. Larger accounts earn less per follower.
That base is adjusted for engagement compared with accounts of the same size, then multiplied by factors for niche, audience location, post format and platform. Finance and tech pay more than lifestyle; Reels and videos pay about twice a photo post; audiences in India price at roughly a quarter of US audiences.
Published rate cards disagree with each other by two to five times, so the result is shown as a range of ±45%, not a single price. Treat it as a reference for a negotiation, not a quote.
The full Valuation tool in Benchmark Socials goes further: it reads every recent post, checks for fake followers and narrows the range when the data is consistent.
Frequently asked questions
How much should I charge for a sponsored Instagram post?
It depends mostly on followers, engagement, niche and where the audience lives. As a rough guide from this calculator's base rates, a 20,000-follower account with a 3.5% engagement rate (typical for that size) and a US audience lands around $240 to $640 for a photo post, and about twice that for a Reel. The same account with an Indian audience lands around a quarter of that. Try the calculator with your own numbers and currency.
Why does engagement change the price?
Brands pay for attention, not follower counts. An account whose posts get more interactions than similar-sized accounts delivers more for the same money, so the estimate rises, up to double. Weak engagement lowers it, down to half.
Are usage rights and exclusivity included?
No. This estimate is for one post on the creator's own account. Letting a brand reuse the content in its ads, or agreeing not to work with competitors, usually adds 15% to 65% on top.
How accurate is this?
It is a starting point. The base rates come from public 2026 rate cards, which vary widely. Real deal prices in your niche are the best guide, and the range is deliberately wide to reflect that.