Know your worth. Calculate data-driven rates for sponsored posts, Reels, TikToks, and YouTube videos based on your follower count, engagement rate, and niche.
Covers 15 niches with UK-specific pricing benchmarks. Free to use — no account needed.
Our calculator uses industry-standard CPM (Cost Per Mille) models combined with engagement multipliers and niche-specific data to provide accurate rate recommendations. For more detail on current pricing trends, read our guide to how much influencers charge or our micro-influencer pricing guide.
Base Formula:
Rate = (Followers / 1000) x Base CPM x Engagement Modifier x Niche Multiplier
An influencer rate calculator estimates how much a creator should charge for sponsored content based on measurable factors: follower count, engagement rate, content niche, and the type of deliverable. Instead of guessing or accepting whatever a brand offers, you get a data-backed starting point for negotiations.
Our calculator uses a CPM (cost per thousand impressions) model adjusted for engagement quality and niche demand. It's the same methodology used by agencies and influencer marketing platforms, but available here for free.
There's no single “correct” rate for sponsored content. Pricing depends on several interconnected factors:
Rates in the UK market have matured significantly. Here are typical ranges based on creator tier for a single Instagram feed post:
| Tier | Followers | Typical Rate (Feed Post) |
|---|---|---|
| Nano | 1K–10K | £25–£150 |
| Micro | 10K–50K | £100–£500 |
| Mid-tier | 50K–100K | £500–£1,500 |
| Macro | 100K–500K | £1,500–£5,000 |
| Mega / Celebrity | 500K+ | £5,000+ |
These are indicative ranges. Actual rates vary based on engagement, niche, and campaign scope. Read our full micro-influencer pricing guide for a deeper breakdown.
Undercharging is the most common mistake new creators make. Without data, it's easy to accept the first offer a brand sends — which is almost always lower than what they're willing to pay. A calculator gives you:
Absolutely. Brands use rate calculators to benchmark what they should expect to pay before approaching creators. It helps you budget campaigns accurately and spot overpriced or suspiciously cheap proposals. You can also use SocialBrandMatch to find pre-vetted creators with transparent pricing.
Your base rates should be consistent, but it's normal to adjust for campaign scope. A quick Story mention costs less than a produced Reel with three rounds of revisions. Charge more for exclusivity, usage rights, tight deadlines, or whitelisting (where brands run your content as paid ads).
If your rates are backed by solid engagement data, don't immediately discount. Instead, offer a smaller deliverable package that fits their budget, or propose a longer-term partnership at a reduced per-post rate. Never work for free unless there's a clear strategic benefit.
Revisit your pricing quarterly or whenever your follower count crosses a new tier threshold. Significant engagement rate changes (up or down) also warrant a recalculation.
Once you've calculated your rates, the next step is packaging them professionally. Use our media kit generator to create a brand-ready portfolio, check your engagement rate to back up your pricing, or join SocialBrandMatch to start receiving brand collaboration requests.
Join SocialBrandMatch to connect with verified creators and brands. Free to join, no credit card required.