Estimate what your Instagram account is worth per post, per month and per year. Enter your followers, average likes and average comments to see a realistic rate band based on 2026 influencer marketing benchmarks.
Estimated earnings per post
£605–£1,089
Avg 1.9%
79/100
Above average — use this in every pitch to justify a premium rate.
Across the four income streams most creators run on Instagram.
Three actions ranked by impact on your estimate.
The same audience of 42,000 followers, priced across every major platform. Tap a column to sort.
| £1,541 | £9,431 | £113.2K | Elite | £1,772 | |
| £776 | £6,458 | £77.5K | Elite | £893 | |
| YouTube | £1,521 | £6,161 | £73.9K | Elite | £1,749 |
| X | £554 | £6,098 | £73.2K | Elite | £638 |
| Twitch | £821 | £4,596 | £55.2K | Good | £944 |
| Threads | £329 | £3,988 | £47.9K | Elite | £378 |
| £665 | £3,726 | £44.7K | Elite | £765 | |
| Kick | £601 | £3,484 | £41.8K | Good | £691 |
| £807 | £3,388 | £40.7K | Elite | £928 | |
| Snapchat | £366 | £3,366 | £40.4K | Elite | £421 |
| TikTok | £386 | £2,500 | £30K | Excellent | £444 |
Figures are estimates based on 2026 influencer marketing benchmarks and assume typical posting frequency for each platform.
Guide
Instagram deals are priced from a cost per thousand followers, then adjusted for engagement rate, niche and audience country. As a baseline, a feed post at average engagement is worth around £100 per 10,000 followers, before deliverables and usage rights are added.
Engagement above the platform average of roughly 1.9%, a commercial niche such as finance or beauty, a UK or US audience, and bundled deliverables. A post plus three Stories plus a Reel typically prices 40% above a single feed post.
Reels carry the highest reach and usually the highest fee. Stories are cheapest individually but valuable in bundles because of the link sticker. Static posts remain the standard unit brands quote against.
Worked examples
12,000 followers · 4.2% engagement · beauty
£180 – £320 per post
48,000 followers · 2.1% engagement · fitness
£420 – £760 per post
210,000 followers · 1.6% engagement · travel
£1,450 – £2,600 per post
42,000 followers
Estimated £180 – £320
TikTok
128,000 followers
Estimated £620 – £1,150
YouTube
18,500 subscribers
Estimated £740 – £1,380
9,400 followers
Estimated £310 – £590
Methodology
Every estimate on this page starts from six inputs that brands and agencies use to price creator work. Understanding them is the difference between guessing and quoting.
Audience size sets the ceiling. Brands price in cost per thousand followers (CPM), so 10,000 followers is the base unit of almost every quote.
Likes, comments, saves and shares prove the audience is real. Comments are weighted roughly 3× likes because they take effort and signal intent.
Finance, B2B and technology audiences convert into high-value customers, so rates run 40–60% above lifestyle or meme accounts of the same size.
Demographics and buying power matter. A 25–44 audience with disposable income is worth more than a much larger under-16 audience.
Each platform has its own economics: LinkedIn and YouTube pay the most per post, TikTok pays less per post but rewards volume.
Final pricing includes deliverables, usage rights, exclusivity and turnaround. Extras routinely add 20–50% on top of the base post fee.
Benchmarks
Typical per-post fees in 2026 for a single deliverable at average engagement, before usage rights, exclusivity or bundles are added.
| Tier | Followers | TikTok | YouTube | Notes | |
|---|---|---|---|---|---|
| Nano | 1,000 – 10,000 | £40 – £120 | £25 – £90 | £90 – £300 | Highest engagement rates and the cheapest entry point for brands. |
| Micro | 10,000 – 50,000 | £120 – £550 | £90 – £420 | £300 – £1,200 | The sweet spot for ROI — most brand programmes are built here. |
| Mid-tier | 50,000 – 250,000 | £550 – £2,400 | £420 – £1,900 | £1,200 – £5,500 | Agency-managed deals, usage rights and exclusivity fees appear. |
| Macro | 250,000 – 1M | £2,400 – £8,500 | £1,900 – £7,000 | £5,500 – £22,000 | Multi-post campaigns, paid amplification and ambassador retainers. |
| Celebrity | 1M+ | £8,500 – £75,000+ | £7,000 – £60,000+ | £22,000 – £180,000+ | Negotiated per campaign, usually through a talent agency. |
Platforms
Rates differ by an order of magnitude between platforms. Here is where the same audience is worth the most in 2026.
The highest B2B rates on the internet. A 10k-follower operator can out-earn a 200k lifestyle account.
The best long-term earner: integrations, dedicated videos and AdSense revenue share compound together.
The default home of brand deals. Reels and Stories bundles push rates well above a single static post.
Highest organic reach per follower. Rates per post are lower, but volume and virality lift monthly totals.
Search-driven and evergreen. Affiliate income often beats sponsorship income on this platform.
Older, high-intent audiences and strong local reach. Great for services, retail and community niches.
Playbook
Ten changes that reliably move creator income, ordered by how quickly they pay off.
Engagement is the multiplier in every pricing formula. Growing from 1% to 2% engagement is worth more than doubling followers.
Brands buy relevance. A clearly defined niche lets you charge premium CPMs and makes inbound enquiries far more likely.
Package a feed post, three Stories with a link sticker and a short-form video. Bundles typically price 40% higher than the sum of parts.
If a brand wants to run your content as a paid ad, that is a licence — price it at 25–50% of the content fee per 30 days.
Reach, engagement rate, saves, audience split and two case studies with results. It shortens negotiation and raises your rate.
Affiliate links monetise the 95% of content that has no sponsor attached and compounds as your back catalogue keeps getting found.
A £19 template, preset pack or guide converts at 0.5–2% of engaged followers and needs no brand approval.
One shoot becomes a Reel, a TikTok, a Short, a Pin and a carousel. Same cost, several revenue lines.
Pitch a 3–6 month partnership after a successful campaign. Retainers stabilise income and reduce time spent selling.
Move your best followers to email or a community. Off-platform audiences protect you from algorithm changes and pay the most.
FAQ
The questions creators ask most about this calculator and platform.
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