Rate guide
How Much to Charge for an Instagram Post with 100,000 followers
Estimated rate at 137,500 typical views
| Line item | Working | Range |
|---|---|---|
| Instagram feed post / carousel base rate | 137,500 views ÷ 1,000 × $16–$28 CPM | $2,200 – $3,850 |
| Total | Base + production + uplift | $2,200 – $3,850 |
This is a starting range from the formula in our rate guide, not a quote — your engagement rate, niche and audience geography move you up or down inside each band. No production add-ons or rights premiums are applied above; add those with the free rate calculator once a brand tells you what they're asking for.
Instagram Posts, priced by audience size
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.
Negotiating at 100,000 followers
At 100,000 followers you're mid-tier by any brand's definition — the 50,000 to 250,000 follower band where Reels views typically run 25,000 to 250,000 — and you've likely crossed the point where brands stop treating your rate as negotiable-on-a-whim and start comparing it against other channels in their media plan. That's exactly why quoting in CPM rather than a flat number matters most here: a media planner comparing your rate to a paid social line item wants cost-per-thousand, not a follower count. This tier is also where usage-rights requests get more aggressive — a brand at this scale is more likely to want 90 days or 12 months of paid usage rather than the standard 30-day organic post, and that premium (50–150% of base, per our rate guide) is frequently worth negotiating harder than the base rate itself. Never quote first if you can help it; ask what's been budgeted, and let the itemised breakdown, not a single number, carry the negotiation.
Frequently asked questions
- Should a carousel cost more than a single-image feed post?
- Our rate model doesn't split them — both sit in the same rate band — because the model prices the placement, not the production cost of extra slides. A carousel with more saves and a longer average view time is a case for pricing at the top of that band rather than the middle; it is not grounds for a separate, higher rate.
- Should I negotiate through an agency at 100,000 followers?
- It's optional at this size but common — this is roughly where usage-rights and exclusivity requests start becoming the largest items on a quote, and some creators prefer help negotiating those terms. It's a personal-bandwidth decision, not a requirement; plenty of 100,000-follower creators negotiate every deal themselves.
- Where do the numbers on this page come from?
- The same CPM formula used throughout our 2026 creator rate guide: views ÷ 1,000 × CPM, plus production and rights premiums where they apply. Nothing here is rounded or adjusted for display. This page uses a typical view count for this follower tier — run your own exact average views through the free rate calculator for a number specific to your account.
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