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Instagram sponsored post calculator

A starting range for what a UK brand might pay you for one post, reel or story. Use it to open a conversation, not to close one: every deal also depends on your niche, your location and how well you fit the brand.

Estimate a fee

Where the estimate comes from

The tool starts from a pounds-per-thousand-followers figure that differs by format (reels highest, story frames lowest), then nudges it up or down by your engagement rate. The output is a range because two creators with identical numbers can be worth very different amounts to a brand: a Bristol coffee account with 3,000 local followers may beat a 30,000-follower meme page for a café chain.

Engagement moves the fee more than size

Brands that pay properly look at likes and comments relative to followers, and many ask for screenshots of Insights showing reach and the share of your audience in the UK. If your rate is under 1%, the calculator pulls the range down, because that is what a buyer will do. Check yours first with the engagement checker.

If you have bought followers, be upfront if a brand asks about audience quality. Agencies use tools that estimate the share of inactive accounts, and getting caught out costs more than the deal.

What to send a brand with your price

  • Your follower count and average reach over the last month
  • Engagement rate across your last nine posts
  • Where your audience lives (Insights shows the top towns and countries)
  • Two or three posts you are proud of, ideally in the brand’s area
  • What is included: one post, usage rights, how long it stays up, whether a story is added

Remember the #ad rules

Any paid post in the UK has to be clearly labelled as an advert, and gifted items count too in many cases. Price the extra effort of doing it properly into your fee. Our guide to UK ad disclosure rules walks through what the ASA expects.

Questions about sponsored post pricing

How much do UK influencers charge per post?

Smaller UK accounts often start somewhere between £20 and £150 for a feed post, but it varies hugely by niche and engagement. Treat any single figure, including ours, as a starting point.

Should a reel cost more than a photo post?

Usually yes. Reels take longer to make and tend to reach further, so most creators price them above a feed post.

Do I need lots of followers to get paid?

No. Plenty of local businesses work with accounts in the low thousands if the audience is nearby and engaged.

Is this calculator based on real deals?

It is a rule-of-thumb model, not a database of deals. It gives a sensible opening range you can adjust for your own situation.

Good next stops for creators

Insta engagement checkerFree Insta engagement checker: enter followers, likes and comments to get your engagement rate per post, with a plain reading of what it means.What are the UK ad disclosure rules for creators?UK ad disclosure for Instagram and TikTok creators: what the ASA, CAP Code and CMA expect, when to use #ad, gifted posts and labelling paid deals.Buy 1,000 Insta FollowersBuy 1,000 Insta followers for £10.99, about 1.1p each.

Get the profile pitch-ready

A tidy count helps first impressions; pair it with honest engagement and you have something to show.

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