How much do Instagram creators charge?

If you've ever stared at a brand's email wondering what number to type, you're in good company. Most creators have done exactly that.

This guide gives you real numbers to start from, shows you what creators actually get paid, and walks through the simple things that push your price up.

What the rate guides say

Two popular guides are a good place to start. Both come from companies in the influencer business, so treat them as a starting point rather than a rule.

Influencer Marketing Hub, in its rate guide updated in August 2026, suggests these prices per Instagram post:

• Under 10,000 followers: $10 to $100
• 10,000 to 100,000 followers: $100 to $500
• 100,000 to 500,000 followers: $500 to $5,000
• 500,000 to 1 million followers: $5,000 to $10,000
• Over 1 million followers: $10,000 and up

It also prices Stories at 30% to 50% of a feed post, and Reels at 1.2 to 1.5 times a standard image post.

Later, in its 2026 pricing benchmarks, is a little more generous. It suggests $100 to $500 for 1,000 to 10,000 followers, $500 to $2,500 for 10,000 to 100,000, and $2,500 to $10,000 and up for 100,000 to 1 million. It adds 20% to 30% for Reels.

What creators actually get paid

The most useful numbers come from companies that actually move the money, because they count real payments.

Lumanu, a creator payments company, reported on $420 million across 255,000 creator payments in 2025. The average payment was $1,645 across all platforms, and $1,429 on Instagram. Here's how Instagram formats compared:

• Reels: averaged $3,618
• Stories: averaged $1,333
• Feed posts: averaged $1,013

Reels paid more than three times as much as a feed post on average. If you're good at Reels, lead with them.

CreatorIQ, another industry company, reports that the median creator campaign pays $3,000.

Brands are spending more every year

Here's the big picture, and it's very encouraging.

eMarketer expected US brands to spend $10.52 billion on influencer marketing in 2025, up 15%, and forecast about 15.7% more growth in 2026. The World Federation of Advertisers, whose members make up most of the world's marketing spend, reported in September 2025 that 99% of its members use influencers. 60% now have a dedicated influencer budget, up from 37% in 2019.

More brands, bigger budgets and a dedicated line in the plan. That's a market that wants to pay creators.

What pushes your price up

• An audience that buys. Comments asking where to buy, which shade to pick or whether it ships are worth more than likes. Brands pay for audiences that act.
• Being small is not a discount. HypeAuditor's 2025 report, built from 76 million Instagram accounts, found that 76% of Instagram influencers have 1,000 to 10,000 followers. Small is normal, and smaller accounts usually have the most engaged audiences.
• Usage rights and whitelisting. Letting a brand use your video in its own ads is a second product. Price it separately. Our guide on usage rights and whitelisting shows how.
• Exclusivity. If a brand asks you not to work with its competitors for a while, that costs you other deals, so charge extra for it.
• Format. Reels earn the most, so offer them first.

Rates differ around the world

Almost all published rate data comes from the US or from global studies. Rates for the same audience size can be very different from one country to another.

So use the dollar figures above as a US starting point, not a world price. If you're doing a deal across borders, it helps to know what's normal on both sides before you agree a number.

How to price your next deal

1. Start from the guide range for your follower size.
2. Add for format, especially Reels.
3. Add usage rights and whitelisting as separate lines.
4. Add exclusivity if the brand wants it.
5. Show your proof: engagement, saves and those buying comments.
6. Get it all in writing, and ask for the money to be held in escrow before you film.

Keep a simple note of every deal you do. After a few, you'll have your own real numbers, and every new offer gets easier.

Where Lumienzo fits

On Lumienzo, Lumi shows you what your posts are really worth from your own numbers, and with escrow the money is locked before you film, so the price you agree is a price you're guaranteed to get. You're paid as soon as the work is approved, and creators pay 0% commission. See how Lumienzo works for creators.