Free tool
Instagram Money Calculator
Estimate what a sponsored Instagram post is worth, based on engaged audience rather than raw follower count.
Leave the rate blank and we use a typical Instagram average. Your own rate gives a much better estimate.
Enter your follower count to see an estimate.
Why this uses engagement, not just followers
Almost every earnings calculator multiplies followers by a fixed rate, which produces a number disconnected from what brands actually pay. The market moved past raw follower count some years ago — what a sponsor is buying is attention, and attention is measured by how much of your audience actually interacts.
This calculator applies a rate band to your engaged audience instead. Two accounts with fifty thousand followers can be worth very different amounts, and the one with a genuinely active audience is worth considerably more.
What the range means and what it leaves out
The result is deliberately a range rather than a figure, because niche changes the answer more than any other variable. Finance, B2B software and legal content routinely command several times what entertainment or general lifestyle does at identical follower counts, simply because the audience is worth more to advertisers.
Other things that move your rate: whether the deal includes usage rights, exclusivity, or a Story series alongside the feed post; whether the brand is booking once or on retainer; and how much production the concept requires. A single image with a caption is not priced like a produced Reel.
Treat the output as a sanity check rather than a quote. Its most useful function is telling you when an offer is far below what your account is worth — which is a more common problem than overcharging.
Brands rarely pay on follower count alone — they check whether the audience does anything. That makes engagement the number worth working on, not reach. The engagement rate calculator tells you where you stand, and Instagram likes lift the ratio this estimate reads from.
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