BRWORKS

Free tool

Influencer Pricing Calculator

Find out how much to charge for a sponsored post on Instagram, TikTok, or YouTube based on your followers, engagement rate, and content format — with add-ons for collabs, exclusivity, and ad usage rights.

Which platform?

Likes + comments (and saves, if available) divided by followers, averaged over your recent posts.

Content format

Add-ons

Check whatever is part of the deal with the brand — each one adds to the suggested value.

Suggested range

—

Base value (CPM × followers)

$0.00

Engagement adjustment

—

Add-ons applied

No add-ons selected

These values are an editorial estimate based on public market benchmarks (average CPM per format and expected engagement per account size) — actual pricing varies by niche, region, and negotiation. Use it as a starting point, not a fixed price table.

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How the calculator works, in practice

20,000 · 4.5%

Instagram followers and engagement rate

What each part of the math means

Understand how we reach the suggested value.

Followers and format

Each format has its own reference CPM (cost per thousand followers) — Reels and dedicated videos are worth more than Stories, since they generate more organic reach.

Engagement rate

We compare your engagement against the average expected for your account size (smaller accounts tend to engage more) — above-average engagement raises the suggested value, below-average lowers it.

CPM × multiplier

The base value (followers ÷ 1,000 × the format's CPM) gets adjusted by the engagement multiplier to reach a more realistic price than looking at follower count alone.

Deal add-ons

Collab, image licensing for ads, niche exclusivity, and rush delivery each add a percentage on top — only check what's actually part of the deal with the brand.

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Tips for pricing sponsored posts

  • Bought or inactive followers tank your real engagement rate — and with it, the suggested value. A smaller, engaged account beats a bigger, inflated one.
  • On TikTok, the algorithm mostly delivers content to people who don't follow you — if you have the data, use your average recent video views as a reference alongside (or instead of) follower count.
  • Put in writing what's included: image usage rights, how long the ad can run, and whether the brand can re-edit or clip the content — this avoids retroactively charging for something already given away for free.
  • Bundled packages (e.g. 1 Reels + 3 Stories) tend to be a better deal for the brand than standalone pieces — consider a 10-15% discount on a bundle, but never below your break-even value.
  • Treat this calculator's number as a negotiation floor, not a fixed price table — niche authority and your track record converting for past brands also factor in.
  • Closed the deal? Use our Marketing ROI Calculator to check whether the campaign paid off after it runs.
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Frequently asked questions about pricing sponsored posts

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