Key takeaways
- Rate ≈ (followers ÷ 1,000) × platform rate × engagement factor. The factor scales your price against a 3% engagement baseline.
- The result is a low–high range (±25% around the midpoint) so you have a floor to defend and a ceiling to anchor to.
- Video pays more than static. A dedicated YouTube video earns the highest rate per 1,000 followers; an Instagram story the least.
- High engagement lets a smaller account out-earn a bigger but passive one.
How to price a sponsorship or brand deal
There's no official rate card for creator sponsorships, but the working rule of thumb is roughly $10 per 1,000 followers for a basic post, adjusted up or down for platform and engagement. Brands aren't paying for raw follower count — they're paying for attention, so an account with strong engagement can command more than a larger but quieter one. This calculator takes your platform's base rate per 1,000 followers, scales it by how your engagement compares to a 3% baseline, then brackets the result into a low–high range you can negotiate within.
The engagement factor is clamped so an unusually high or low number can't produce an absurd price. Use the range as a negotiation anchor: open near the high end, hold the line at the low end, and add to it for extra deliverables, usage rights, exclusivity, or a tight deadline.
Worked example: 85,000 followers on YouTube
At a $25 YouTube rate, base = 85,000 ÷ 1,000 × $25 = $2,125. With 4.5% engagement, the factor is 4.5 ÷ 3 = 1.5, so the midpoint is $2,125 × 1.5 ≈ $3,188. The suggested range is about $2,391 to $3,984. That spread gives you room to quote high, justify it with your engagement, and still land a fair deal.
Typical base rates per 1,000 followers
| Platform / format | Base / 1k | Why |
|---|---|---|
| YouTube — dedicated video | ~$25 | High production effort, long discoverability |
| Instagram — feed post | ~$14 | Permanent, high-visibility placement |
| TikTok — video | ~$12 | Strong reach, lower production cost |
| X / Twitter — post | ~$9 | Fast-moving feed, shorter shelf life |
| Instagram — story | ~$6 | 24-hour lifespan, lightweight format |
What raises your rate beyond the estimate
The calculator covers the baseline; these add to it. Charge more for usage rights (the brand reusing your content in their ads), exclusivity (not working with competitors), bundles of multiple posts, fast turnaround, and whitelisting. To sanity-check the engagement number you're plugging in, use the engagement rate calculator; to model the rest of your income, see the YouTube money calculator and affiliate income calculator.
Frequently asked questions
How much should I charge for a sponsored post?
A common starting point is ~$10 per 1,000 followers, adjusted for platform and engagement. This tool multiplies followers (in thousands) by a platform rate, scales it against a 3% engagement baseline, and shows a low–high range to negotiate within.
Does engagement rate affect my price?
Yes. Brands pay for attention, not just follower count, so a high-engagement creator can charge more than a larger passive account. The calculator scales the rate up or down relative to a 3% baseline.
Why is the rate shown as a range?
Real pricing is negotiated and varies with usage rights, exclusivity, deliverables, and deadline. A range gives you a defensible floor and an ambitious ceiling.
Do different platforms pay different rates?
Yes. A dedicated YouTube video commands the highest rate per 1,000 followers; an Instagram story the lowest. The selector applies a different base rate for each.
Should I charge more for video than a static post?
Generally yes — video takes more effort and stays discoverable longer, so it should be priced above a feed post or story.
Are these figures guaranteed?
No. They're negotiation estimates. Your real rate depends on niche, audience quality, deliverables, and the brand's budget. Use the range as an anchor.
Base rates reflect the widely cited "$10 per 1,000 followers" influencer-pricing rule of thumb and commonly reported creator rate cards, adjusted by format. Engagement scaling reflects standard brand-deal practice where attention, not follower count alone, drives price. See Influencer Marketing Hub: influencer pricing. Your real rate is always negotiated.
Last reviewed June 14, 2026