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Instagram sponsored post calculator (UK, £)

A rough guide to what UK brands pay creators for a feed post, Reel or Story, worked out from your followers and, more importantly, your engagement. An estimate to start a conversation, not a quote.

Estimate a sponsored post fee

Built on a broad UK rule of thumb of £60 to £120 per 10,000 followers for a feed post, adjusted for engagement against a 2% norm. Real fees vary widely by niche, usage rights and exclusivity.

The sum behind the estimate

UK creator rates vary enormously, but agencies and creators often start from a rough figure per thousand followers and then adjust. This calculator uses £60 to £120 per 10,000 followers for a single feed post, then scales it by your engagement rate compared with a 2% norm. Reels are weighted up because they usually reach more people; single Story frames are weighted down because they disappear after a day. If you don’t know your engagement rate, the IG engagement calculator works it out.

Why engagement moves the number so much

Brands are buying attention, not a follower count. A post that 5% of your followers react to is worth far more to them than one that 0.5% react to, even on the same size account. That is why the estimate can halve or double depending on engagement, and why many brands now ask for Insights screenshots before agreeing a fee.

What else changes the fee

  • Niche. Finance, tech and beauty tend to pay more than general lifestyle.
  • Usage rights. If a brand wants to use your content in its own ads, charge more.
  • Exclusivity. Promising to avoid rival brands for a spell deserves a premium.
  • Bundles. A post plus Stories plus a link usually earns more than the sum of single posts.
  • Audience location. UK brands want UK audiences; your Insights will show them where yours is.

Bought followers and sponsorship

A bigger follower count without matching engagement drags the estimate down, not up, because it lowers your engagement rate. And presenting bought followers to a brand as a real audience is misleading. Our guide to UK #ad rules explains why that matters under the ASA and CMA. If you buy a modest pack, treat it as presentation and give brands honest data.

Under 1,000 followers

Most brands work with very small accounts on a gifting basis, sending products rather than paying. That can still be worth it, and it still needs an #ad label in the UK.

UK #ad rulesIG engagementDoes buying work?1,000 IG likes
Asked often

Things buyers check first

How much do UK influencers charge per post?
Very roughly £60 to £120 per 10,000 followers for a feed post, adjusted heavily for engagement and niche.
Do I need 10,000 followers to get paid?
No, but below about 1,000 most deals are gifted products. Engagement matters more than a threshold.
Should I charge more for Reels?
Usually yes, because Reels tend to reach more non-followers.
Is this estimate a guaranteed rate?
No. It is a starting point. Actual fees hinge on the brand, the brief and your numbers.

Building towards paid work? Start with the basics

Read how growth and engagement actually work before spending anything.

Free growth guide Or see the packs