A brand's email is sitting in your inbox. They want an Instagram Reel. They've asked for your rates, or named a number that feels too low.
Before you respond, make sure you know what you're actually charging for. And what you're leaving out.
The Short Answer
For creators with 50K–500K followers, sponsored Instagram Reel rates typically range from $1,150 to $13,900, and that's before usage rights, exclusivity, or any other add-ons enter the picture.
A useful anchor: at around 100K Instagram followers, Selah's base content fee for a sponsored Reel is $2,800. No usage rights included. No ad code. No exclusivity. Just the Reel.
The table below gives you a starting point by follower tier. The sections that follow explain what moves that number, and why most creators undercharge the first time they quote a Reel.
Rate Ranges by Follower Tier
These are base content fees: one sponsored Reel, posted once to your feed, no usage rights, no exclusivity, no boosting.
| Follower Count | Typical Reel Rate |
|---|---|
| 50K–75K | $1,150–$2,800 |
| 75K–150K | $1,600–$5,000 |
| 150K–250K | $2,900–$7,700 |
| 250K–500K | $4,500–$13,900 |
Where you land within your tier depends heavily on engagement rate, niche, and the brand's industry. A creator at the upper end of a range typically has strong engagement (3%+), a well-defined audience, or both. The table gives you a floor and a ceiling: your actual rate is determined by the variables below.
What Goes Into the Price
Follower count is a starting point, not the whole answer. Here's what actually moves your Reel rate:
Engagement rate Instagram's algorithm gives Reels significantly more distribution than static posts, and brands know it. A creator with 100K followers and 7% engagement is delivering more real reach than one with 150K and 2% engagement. If your engagement on Reels consistently runs above 3%, your rate should reflect that premium. Brands running performance-driven campaigns analyze this. Your quote should too.
Brand industry Finance, pharmaceutical, and luxury brands typically carry higher rates than consumer goods or software. The brand's marketing budget, historical influencer spend, and regulatory constraints all affect what the market will bear. If you know a brand invests heavily in creator partnerships, that context belongs in your rate conversation.
Deliverable scope A single Reel and a Reel plus a Stories set are not the same deliverable. If the brief contains multiple formats, you're not quoting a single-Reel rate: you're building a package. Scope the deliverables first, then apply rates to each.
Usage rights This is the most commonly undercharged variable in brand deals. If the brand wants to run your Reel as an ad, boost it, or repurpose it beyond your channel, that's usage rights, and it doesn't come with your content fee. It's a separate line item that adds anywhere from 15% of the content fee (a month of organic reposts) to 169% (a year of ads from your account), depending on duration and type. What are usage rights in influencer marketing →
Exclusivity If the brief asks you not to work with competitor brands for any period of time, that's exclusivity, and it should never be free. How to price exclusivity in a brand deal →
Turnaround time Standard is 1–2 weeks from brief to posting. Anything shorter warrants a rush fee on top of your base rate. How to price a rush turnaround →
The Add-Ons Brands Don't Always Volunteer
This is where most creators leave money on the table. Most brand briefs contain at least one line item that should increase your total, but brands rarely flag it as a separate cost. The ones to watch for:
Ad code or paid amplification If the brand wants to boost your post, run paid ads against your content, or run ads from your account handle, that is not covered by your content fee. Ad code access and whitelisting both add 75% of your base rate for 30 days and 100% for 90, and they're often buried in campaign briefs as if they're standard terms. They aren't.
What is ad code in a brand deal → · Whitelisting vs. ad code →
Link in bio A dedicated link in bio swap is a separate deliverable with its own rate, even if the brand frames it as "just while the campaign is live." How to price a link in bio →
Cross-platform posting If the brand wants the same Reel posted to TikTok as well, that's a bundled rate, not your full rate doubled, but not free either. More on this below.
Get an accurate quote for your next deal in 2 minutes →
Real Example: A $3,000 Reel Rate, Broken Down
Here's what a complete deal looks like for the 130K creator referenced above, with and without common add-ons:
| Line item | Amount |
|---|---|
| 1× Instagram Reel | $3,000 |
| 1-month exclusivity | $900 |
| 1-month paid usage rights | $1,200 |
| Total | $5,100 |
The base rate is $3,000. The full deal, itemized, is the total above. That gap is money most creators leave on the table by sending a flat fee without breaking down what the brand is actually getting.
One thing worth stating plainly: the $3,000 base rate does not include usage rights. For many mid-tier creators, usage rights represent as large a portion of deal revenue as the content fee itself, sometimes larger for longer licenses. A brand asking for a sponsored Reel and not mentioning usage rights has either not addressed it yet, or is hoping you won't ask. How much to charge for usage rights →
Instagram Reels vs. Feed Posts vs. Stories
If a brand asks for multiple Instagram deliverables, here's how the rates typically compare:
- Reel: The production benchmark. Highest creative effort and distribution.
- Feed post (static or carousel): Roughly half your Reel rate: $1,100–$1,800 at 100K followers, against $2,100–$3,600 for a Reel.
- Stories sequence: Lower production effort, priced separately: usually per-set or per-sequence.
For full rate breakdowns on the other formats:
Bundling: Instagram Reel + TikTok
One of the most common deal structures for mid-tier creators is a Reel plus a TikTok post of the same content. The brand gets two placements; you produce once.
A reasonable framework: charge your full Reel rate for the primary platform and 50% of the second platform's own rate for the cross-post. The production effort is identical: the delta covers the second posting, the additional rights on that channel, and the extended audience reach.
In practice: the same creator referenced above charges approximately $4,000 for a bundled IG Reel and TikTok post of the same content. Each platform alone is $3,000. The bundle is $4,000, representing real value to both sides without treating the second platform as free.
For the full logic behind cross-platform pricing, see How to price platform mirroring →. For a full TikTok rate breakdown, see How Much to Charge for a TikTok Brand Deal →.
How to Calculate Your Rate
The ranges in this guide are your starting point. Your actual rate for any specific deal depends on your engagement, the brand's brief, what add-ons are embedded in the request, and how much leverage you have in the negotiation.
Selah takes all of it into account. Paste the brand's email or brief, and you get a specific, itemized quote: base Reel rate plus every line item the deal actually contains.
If you only need a number for your follower count, the free influencer rate calculator prices a Reel at any audience size and shows the published range beside it.
Get an accurate quote for your next deal in 2 minutes →
Frequently Asked Questions
How much should I charge for a sponsored Instagram Reel? For mid-tier creators with 50K–500K followers, sponsored Instagram Reel rates typically range from $1,150 to $13,900, but that is the base content fee only. Usage rights, ad code access, exclusivity, and cross-platform posting each add significantly to the total. A creator with 100K followers and strong engagement should not be quoting under $2,100 for a single Reel before add-ons.
Does my engagement rate affect how much I charge for an Instagram Reel? Yes, and significantly. A creator with 100K followers and a 7% engagement rate is delivering more real audience attention than one with 150K and a 1.5% rate. If your engagement consistently runs above 3% on Reels, you have pricing power. Above 5%, use it actively in your rate conversations. Brands running performance-driven campaigns know this math; your quote should reflect it.
What is not included in an Instagram Reel base rate? Usage rights (any form of repurposing or paid amplification), ad code or whitelisting access, exclusivity, link in bio placements, cross-platform posting, and rush timelines. These are all separate line items. If a brand's brief mentions any of them in passing, they belong on a separate line in your quote, not bundled into the content creation fee.
How does an Instagram Reel rate compare to a TikTok rate? At comparable follower counts, Instagram Reel and TikTok video rates are broadly similar for most mid-tier creators. The platform with your stronger engagement and more active niche typically leads. For creators with genuine traction on both, price each independently using platform-specific data, then apply a cross-post bundle discount if the brand wants both from one production.
What happens to my Reel rate when a brand also wants usage rights? It increases meaningfully. If your base Reel rate is $2,800 and the brand wants 60-day paid usage rights, add 47% of your base rate for the license: $1,300. If they want whitelisting on the same Reel for the same 60 days, the whitelisting covers the paid usage: price one license at 87% of your base rate, $2,400. If the whitelisting runs for a shorter window, price each right on its own line. Most deals that look like a flat Reel fee have multiple add-ons buried in the brief that should change the total significantly.
For the full framework behind every line item in a brand deal, see How to Price a Brand Deal →.