How Much to Charge, by Format and Followers
12 pages, one per Instagram format and follower-count combination, each computed from the same CPM formula as our 2026 creator rate guide and our free rate calculator. Pick your format and your follower tier below for a starting range built from that tier's typical view count, or run your own exact views through the calculator for a number specific to your account.
- 5,000 followers
- 10,000 followers
- 100,000 followers
- 250,000 followers
Instagram Reel rates
Instagram Reels are the highest-volume paid placement most creators sell, and Lumanu's payments data shows why brands keep buying them: the average settled Reels payment sat at $3,618 — more than three times a feed post's $1,013 — because Reels get pushed to non-followers by the algorithm the way a feed post rarely does. Price from your trimmed 30-day Reels average, never your best-performing clip; a single viral Reel is not the deliverable you can repeat next month. Reels also carry the sharpest engagement signal on the platform, so a strong save rate or a 6%+ engagement rate is the clearest argument for pricing at the top of the rate range below rather than the middle. Because a Reel keeps surfacing in the algorithm for weeks after it posts, brands ask for usage rights on Reels more than on any other format — price that request separately, on top of the base rate, never folded into it.
Instagram Reel with 5,000 followers
Starting range: $102 – $187
See the full breakdown →Instagram Reel with 10,000 followers
Starting range: $408 – $748
See the full breakdown →Instagram Reel with 100,000 followers
Starting range: $1,650 – $3,025
See the full breakdown →Instagram Reel with 250,000 followers
Starting range: $5,400 – $9,900
See the full breakdown →Instagram Post rates
A feed post — a single image or a multi-image carousel — is priced at the highest rate band on Instagram, because it buys something a Reel does not: a permanent placement on the creator's profile grid rather than a post the algorithm stops surfacing after a few days. That permanence is also why Lumanu's data shows a lower average settled payment for feed posts ($1,013) than for Reels ($3,618) even at a richer per-view rate — a feed post typically pulls fewer total views than a Reel that gets algorithmic reach to non-followers, so the higher rate offsets a smaller audience rather than multiplying a bigger one. Price a feed post from your average views for that exact format, not your Reels average; the two products get different levels of distribution and should never share a rate. A carousel with a strong save rate — the platform's clearest buying-intent signal — justifies the top of the range on its own.
Instagram Post with 5,000 followers
Starting range: $136 – $238
See the full breakdown →Instagram Post with 10,000 followers
Starting range: $544 – $952
See the full breakdown →Instagram Post with 100,000 followers
Starting range: $2,200 – $3,850
See the full breakdown →Instagram Post with 250,000 followers
Starting range: $7,200 – $12,600
See the full breakdown →Instagram Story rates
Instagram Stories are priced differently from every other format on this site: by reach, not views, because a Story frame set disappears after 24 hours and never gets the second wave of algorithmic distribution a Reel or feed post can. Stories sit in a richer rate band than Reels precisely because that 24-hour life is scarce inventory — the brand gets one shot at your audience, and the frame set has to work in that window. Quote from your average Story reach over your last 9 to 12 similar frame sets, not your views, and always confirm with the brand how many frames the rate covers; a rate agreed for one frame and delivered as three is the most common scope disagreement on a Stories deal. Stories are also the format brands most often ask to cross-post to their own channels, since the low production bar makes a second placement cheap to request — price that as the separate 15–25% cross-posting premium in our rate guide, never as an assumed freebie.
Instagram Story with 5,000 followers
Starting range: $136 – $213
See the full breakdown →Instagram Story with 10,000 followers
Starting range: $544 – $850
See the full breakdown →Instagram Story with 100,000 followers
Starting range: $2,200 – $3,438
See the full breakdown →Instagram Story with 250,000 followers
Starting range: $7,200 – $11,250
See the full breakdown →