How Much to Charge for a Paid Instagram or TikTok Post (Rate Calculator + Media Kit)
Plug in followers, average views, engagement and usage rights, and get a rate range you can defend in a brand email.
Start from the tier range for your size: roughly $100–$500 per Instagram post and $200–$800 per TikTok video at 10K–100K followers, per Influencer Marketing Hub. Then adjust for average views and engagement, add 30% or more for exclusivity, and charge extra for ad usage. The calculator below returns an estimated range.
Most creators underprice their first paid post because they only look at follower count. Brands look at something else: how many people actually watch you. This page gives you a calculator that starts from published tier ranges and then adjusts for views, engagement, deliverables and usage rights. Below it: a media-kit checklist and a pitch template you can paste into an email.
The tier ranges the calculator is anchored on
We anchor on one published set of ranges so you can see exactly where the numbers come from. These are Influencer Marketing Hub's per-post figures, as listed on 30 October 2026:
| Tier (followers) | Instagram, per post | TikTok, per video |
|---|---|---|
| Nano (under 10K) | $10–$100+ (Reels $20–$100) | $50–$200 |
| Micro (10K–100K) | $100–$500+ | $200–$800 |
| Macro (100K–1M) | $5,000–$10,000+ | $800–$5,000 |
| Mega (1M+) | $10,000+ | $5,000–$50,000+ |
Two things stand out. The ranges are wide, so a tier alone can't tell you where to land. And Instagram jumps from $500 to $5,000 at the 100K line, which is a quirk of the source, not a law of nature. If you sit near 100K on Instagram, quote between the two.
Rate calculator
The formula: rate = (tier low + (tier high − tier low) × position) × quality factor × (videos + 0.25 × stories) × usage × exclusivity. "Position" is where your follower count sits inside its tier on a log scale. The tier ranges are sourced. The quality factor, the Story weight and the usage multipliers are our own rules of thumb, so treat the output as an estimate, not a market price.
Worked example. A TikTok creator with 40,000 followers, 12,000 average views and 5% engagement, selling one video for organic posting only. Position in the micro tier: ln(40,000/10,000) ÷ ln(10) = 0.60, so base = $200 + $600 × 0.60 ≈ $561. Views are 30% of followers (×1.2) and engagement is 5% (×1.2), so the quality factor is 1.2: about $673. The range is roughly $540–$840.
Why views and engagement beat follower count
A brand buys attention, and attention is what your last ten posts show. Two accounts with 50,000 followers can be worlds apart: one gets 15,000 views per Reel, the other 1,500. The follower count is the same, the audience a brand actually reaches differs ten times over.
That's also why a bought or inactive follower base hurts you at the negotiating table. Brands ask for screenshots of insights, and a low view-to-follower ratio is the first thing they spot. If you're unsure how your audience looks to an outsider, run it through our fake follower checker. And if your Instagram view numbers recently dipped, how Instagram counts Reels views explains why before you quote from a bad month.
Our rule of thumb: quote from average views of your last ten posts, not your best one, and drop any outlier viral post from the average.
Usage rights and exclusivity change the price
Influencer Marketing Hub notes that a standard fee generally covers organic posting on your own account. If a brand wants to run your video as a paid ad, or reuse it elsewhere, that's a separate licensing fee. Influencer Marketing Hub found budgets can rise 30% to more than 100% once content is extended into paid ads and other channels; exclusivity, which blocks you from working with competitors, is a separate add-on that grows with the length and breadth of the restriction. The calculator uses +30% and +60% as presets; the ad-usage uplifts (+50%, +100%) are our assumption, so adjust to the deal. Reels and TikToks also cost more than static posts because of the scripting and editing work.
Media-kit checklist (8 items)
- One-line positioning: who you make content for and about.
- Handles and links for every platform you offer.
- Follower counts per platform, current to this month.
- Average views on your last 10 Reels/videos, plus your best-performing format.
- Engagement rate with the formula you use (likes + comments + shares + saves ÷ followers or views).
- Audience split: top countries, age range and gender from your insights.
- Past work: two or three brands or example posts with a result for each.
- Rates and terms: a price per deliverable, what usage and exclusivity cost extra, and your contact email.
Keep it to one page. If you want to understand how to show your numbers over time, see tracking Instagram follower growth.
Pitch template
Subject: Short video collab for [Brand] – [your handle]
Hi [Name],
I make [niche] content for [audience], and my last 10 Reels average [X] views with [Y]% engagement. Your [product] fits what my audience already asks me about, so I'd like to propose one [Reel/TikTok] showing [specific idea].
My rate for one video, posted on my account, is [$ top of calculator range]. Ad usage and exclusivity are priced separately. My media kit is attached, with insights screenshots.
Can I send over a short outline this week?
[Name]
Name the idea and the number in the first email. Brands answer faster to a concrete proposal than to "what's your budget?".
Available in the EU / Czech Republic?
Brand deals are the one income stream that doesn't depend on a platform program, so they work from anywhere you can invoice. Platform payouts are different, and availability varies by country.
| Method | Threshold | Czech Republic / EU |
|---|---|---|
| Brand deals (this page) | None set by a platform | Yes, you negotiate and invoice directly |
| TikTok Creator Rewards | 10,000 followers and 100,000 views in 30 days, age 18+ | Not listed for CZ. Listed regions: US, Brazil, UK, France, Germany, South Korea, Japan |
| Instagram Subscriptions and Gifts | About 10,000+ followers for Subscriptions, age 18+ | Yes: Czechia is on Meta's Subscriptions country list |
Thresholds and region lists are as reported by Influencer Marketing Hub on 30 October 2026 and can change. For the full list of methods, see how to make money on TikTok and how to make money on Instagram.
Before you send the quote
- Run the calculator with your last-10 average, not your best post.
- Quote the top of the range, and keep the bottom as your walk-away number.
- Price usage and exclusivity as line items, not as freebies.
- Put deliverables, deadline, revisions and payment date in writing.
The calculator output is an estimate based on published tier ranges plus our own adjustments. It is a starting point for negotiation, not a fixed market rate.
Common questions
How much should I charge for my first brand post?
With under 10K followers, published ranges are $10–$100+ per Instagram post and $50–$200 per TikTok video. Land higher in the range if your average views are at least 30% of your follower count.
Is a per-follower formula reliable?
It's a rough start only. Two accounts with the same follower count can have ten times different views, so we adjust the tier range by views and engagement instead of multiplying followers.
What counts as a good engagement rate?
In our calculator, under 1% lowers your quote, 3–6% raises it by about 20% and above 6% by about 40%. These are our rules of thumb, not a sourced benchmark.
Should I charge extra for usage rights?
Yes. Standard fees generally cover posting on your own account; a brand running your video as an ad needs a separate licence. Paid ad usage can raise the cost 30% to more than 100%, according to Influencer Marketing Hub; exclusivity is priced on top.
Do Reels cost more than feed posts?
Usually yes, since they need more scripting, filming and editing. Influencer Marketing Hub says Reels generally command higher fees than static posts.
Can I earn from TikTok Creator Rewards in the Czech Republic?
The Czech Republic isn't among the regions Influencer Marketing Hub lists (US, Brazil, UK, France, Germany, South Korea, Japan), so brand deals are the practical route. See our TikTok money guide.
What should a media kit include?
Positioning, handles, follower counts, average views of your last 10 posts, engagement rate, audience split, past work and a rate card. The checklist above has all eight items.