There is no official price per follower on Instagram. What an influencer earns depends on the deal: the brand’s budget, the audience, the content and the rights the brand wants. Two accounts with the same follower count can charge very different amounts, so use your own results to set a price instead of a number from a ranking.
Where the money comes from
Most influencer income comes from brands: paid posts, Reels, Stories and longer partnerships. Instagram also lists its own tools, including Subscriptions, Gifts and Bonuses, plus Partnership Ads and the Creator Marketplace for brand work. Many creators add affiliate links or sell their own products.
What affects the rate
Audience fit. A brand pays more for followers who match its customers, for example people in the countries it ships to.
Engagement and reach. Brands look at how many people see and interact with your posts, not only at the follower count. Recent reach on similar posts is the most useful number to show.
Content and effort. A Reel with scripting, filming and editing takes more work than a Story. Include that work in your price.
Usage rights and exclusivity. If the brand wants to run your content as an ad or stop you from working with competitors, that is worth more.
How to set your price
Collect your insights for the last 30 to 90 days: reach, saves, shares, profile visits and audience location. Prepare a short media kit with these numbers and two or three examples of your best posts. Start with a package price, for example one Reel and three Stories, and adjust after a few deals.
Disclose every paid post
The FTC expects a clear disclosure whenever you get money or free products for a post, placed where viewers cannot miss it. Use words like “ad” or “sponsored”, and say it in videos as well as writing it.
Grow the numbers brands look at
Brands care about the audience you can reach. Our creator follower guide covers organic growth, and this guide explains how Instagram itself pays creators. If you also want to grow your follower count, see our Instagram followers packages.
Sources
Reviewed October 27, 2026.
