This year and last, I’ve spoken at a blogging conference on how to create a media kit and how much money influencers should charge for sponsored posts. The nerdy side of me loves discussing these numbers! Mostly, I like helping my fellow blogging friends know what to charge. This year, I thought, maybe I could share how much an Instagram sponsored post cost. I know this isn’t my normal DIY post, but I do feel like it’s important to discuss.
Why? I think being transparent about money is one of the key things our society needs to embrace if we want things to be equitable. The rates bloggers charge are kept secret. Because of this, brands pay a wide variety of prices. My hope is to help create a standard to make things more fair for everyone.
So, if you don’t like talking about money, feel free to skip this blog post. I know lots of people are here for the fun house pictures and those will be back tomorrow! Today, let’s talk shop. The truth is that people get paid to post on Instagram and their blog. I’ve talked before about sponsored posts, but I thought we could dive deeper and chat about costs.
how much does an instagram sponsored post cost?
Here’s the question you’ve probably wondered- how much do bloggers charge? Getting the number right is important! My goal is always to give brands a good value while feeling like I’m earning what I deserve. I never want to feel like I’m taking advantage of a company I’m working with or that I’m getting taken advantage of by charging too little.
A good starting point is $100 per 10k followers. A blogger can go to socialbluebook.com to get an idea of what to charge (above is a screenshot of what mine said when I had 98,000 Instagram followers). You can choose different months and the rate will go up or down on the month. For example, posts in December make more money and January posts make less.
When coming up with a rate, there’s a lot to consider. Things like engagement rate, client budget, timeline, reach, impressions, and how much value you add. Now that we have a starting place, let me give you more concrete numbers.
To get the followING numbers, I polled over 200 bloggers to see the size of their account, engagement, and how that relates to what they charge.
I compiled all the data into bar graphs and will go over the numbers with you. I averaged everything out to give a VERY good indication of what bloggers should charge. For influencers, I hope this will give you a strong idea of how to build rates so they are in line with what others are charging.
For my everyday readers, I think it’s ok for you to know how much bloggers are probably getting paid when they do #ad. Influencers are one of the ways many of us are entertained, so I think it’s ok if to have a better guess of what they’re getting compensated when they are paid for what they post. Anyway, let’s get into the numbers.
INSTAGRAM POST RATE ACCORDING TO INSTAGRAM FOLLOWER SIZE
Alright, let’s start with basing rates on the following an influencer has on Instagram. To use this chart, a blogger would find their range below, and then they’ll be able to see how much they should charge. If their following is on the lower side of the number, they should charge less. If their following is on the higher side, they should charge more.
INSTAGRAM POST RATE ACCORDING TO INSTAGRAM ENGAGEMENT
Now, let’s look at another way a blogger can figure out what to charge for sponsored posts on Instagram- by basing it on their engagement rate. AKA, a blogger can get paid more if they get more likes on their in feed posts.
After looking at both of these graphs, I’d suggest to a blogger to average these two rates for a final price of a sponsored post.
INSTAGRAM STORY RATE ACCORDING TO INSTAGRAM STORY VIEWS
Advertising on Instagram stories is getting more popular! When charging for sharing a product on stories, the number one consideration a blogger has is how many views they are getting on average daily. Of course, it makes sense that the more people who will see an ad, the more a blogger can get paid. Let’s see how much-
BLOG POST RATE ACCORDING TO MONTHLY PAGE VIEWS
I also thought I’d give an idea about how much influencers charge for sponsored blog posts. These rates are based on monthly page views, but could go up for a bigger social following.
rate for TikTok
I also asked bloggers what they charged for TikTok. Most haven’t done sponsored posts there, but the few who did charged $50 for one video.
In a study on influencer marketing by Adobe, they found that influencer content generates 11 times greater return on investment that traditional campaigns. They also found that influencer campaigns make $6.85 in earned media value for every $1 of paid media. This is a huge amount of money companies can make when they work with bloggers.
But the crazy thing is that there is absolutely no standardization in how influencers charge for partnership collaborations. Let’s change that. I think one way to do that is for bloggers to talk more about their rates with other bloggers to open up the doors for fair pay for all. Personally, I think a good goal is to charge fairly while still offering a competitive rate.
I love this quote- it’s 100% my goal. It’s from the book “You are a BadA** At Making Money” by Jen Sincero. I’d definitely recommend her books, they changed my life.
You can see some more examples of how much bloggers charge in this article.
Well! That was quite a bit of information! My number one hope is that these charts and rates are helpful. If you have a blogger friend who might not know what to charge, I’d love if you’d share this with them!
I also want to hear from you- are you surprised by these numbers? Did you find it interesting to discuss Instagram sponsored post cost?