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Instagram Influencer Prices: How Much Does it Cost?
Instagram is one of the most popular and effective platforms for influencer marketing, regardless of industry. If your organisation is considering influencer marketing to boost awareness and increase leads from social, you may be wondering how much Instagram influencers actually cost.
While this varies depending on what you’re looking for, in this blog post we’ve put together a helpful guide covering the average rates and key factors to take into consideration when hiring.
Instagram is one of the most popular and effective platforms for influencer marketing, regardless of the industry you’re in. This is due to the fact that around 90% of users follow at least one business on the site, with influencers amplifying the exposure of brands even further.
If your organisation is considering influencer marketing to boost awareness, engagement, website traffic and leads from social, you may be wondering how much Instagram influencers actually cost. While this varies depending on what you’re looking for, in this blog post we’ve put together a helpful guide covering the average rates and key factors to take into consideration when hiring. Read on to learn more.
How much do brands pay influencers?
With so much conflicting information out there, it can be hard to figure out exactly what to pay your influencers for their content. The truth is that Instagram influencer rates depend on a number of different factors, and there is no one-size-fits-all rate.
The amount brands pay influencers varies widely based on several factors, such as the influencer’s follower count, reel views, engagement rate, platform, niche, content requirements and the scope of the partnership.
Factors affecting Instagram influencer prices
Before you decide whether someone is worth the price they state on their Instagram influencer rate card, you should consider the following factors…
Engagement rate
While a high follower count will give you a good amount of exposure, a great engagement rate is arguably more important, whatever your objective.
Engagement rates measure metrics like reel views, likes, comments and shares, showing how committed an audience is and how much attention they’re paying to the content. The more users interact with an influencer’s posts, the more likely they are to take note and act on what the influencer is recommending.
The type of content you want your influencers to share will also affect the price you pay for their services. As Instagram Stories are temporary and relatively quick to put together, they’re usually the cheapest format. Feed posts featuring tagged images of your products and relatable captions are the most common mid-range option.
Meanwhile, influencers who offer video content can charge anywhere between 25-50% more due to increased production costs and the time it takes to create the content.
Engagement rate is one of the most critical factors influencers use to justify their rates on Instagram. Here's how it affects the costs:
Higher engagement rates justify higher fees
Engagement rate is calculated as the percentage of an influencer's followers who interact with their content (likes, comments, shares and saves). A high engagement rate indicates that the influencer's audience is active and genuinely interested in their content, making their posts more valuable to brands.
Industry average: Engagement rates typically range between 1-4% for most influencers.
Exceptional engagement (4%+): Influencers with exceptional engagement, such as interior content creator Chelsea Minter, often charge a premium because their audience is more likely to take action on brand promotions.
For example:
Influencer A: 100k followers with a 1% engagement rate might charge £500–£1,000 per post.
Influencer B: 100k followers with a 6% engagement rate might charge £1,500–£3,000 per post.
Micro-influencers often benefit the most
Micro-influencers (10k–50k followers) with engagement rates above 4% can often command disproportionately high fees relative to their follower count because they combine smaller audience size with high loyalty and interaction.
Metrics brands evaluate alongside engagement rate
Quality of engagement: Authentic comments (such as questions about products) are more valuable than generic comments like "Great pic!"
Audience demographics: If the audience aligns with the brand’s target market, this enhances value.
Content type: Influencers with high engagement on video posts or carousel content may charge more due to better performance metrics.
Adjustments based on low engagement
Influencers with large follower counts but low engagement rates (below 1%) may need to charge less, as their audience appears less responsive. These influencers often fall into the category of being "less impactful" despite their follower numbers.
Rule of thumb for pricing
A commonly used formula for Instagram influencers includes engagement as a factor:
Rate = £100 × (Number of Followers ÷ 10,000) × Engagement Rate (%)
For example:
An influencer with 50,000 followers and a 5% engagement rate might charge: £100 x (50,000 ÷ 10,000) x 5.
That’s £100 x 5 x 5 = £2,500
Content deliverables
The type and number of content deliverables an influencer provides significantly impact the cost of an Instagram collaboration. Different deliverables require varying amounts of effort, creativity and production time, which influences pricing. Here’s how content deliverables affect costs:
Type of deliverables
Each type of content varies in complexity, reach and engagement potential:
Static posts:
Simple, single-photo posts are among the most common deliverables.
Pricing depends on the follower count and engagement but is often the base rate for collaborations.
Costs increase if additional elements, like complex edits or professional photography, are involved.
Instagram stories:
Typically cheaper than static posts due to their temporary (24-hour) nature.
Ideal for quick promotions, behind-the-scenes looks or links to external sites.
Bundling multiple story slides increases costs proportionally (for example, £100–£200 per additional slide for micro-influencers).
Reels (short videos):
Often cost more than static posts due to the time required for planning, filming, editing and trends research.
Reels have a higher engagement rate and longer shelf life, justifying higher costs.
Influencers with professional production skills or unique video styles charge a premium.
Carousel posts:
More expensive than single-photo posts because they involve creating and editing multiple images (3–10 slides).
Ideal for storytelling or detailed product promotions.
Ads/usage rights:
When brands request custom content for use in paid ads, influencers charge extra for the deliverable itself and the associated usage rights (typically 10-20% of the budget put behind the content to amplify it).
Scope of the campaign:
The total number and variety of deliverables influence pricing:
Single Deliverable Campaigns: Usually follow the influencer's base rate.
Multi-Deliverable Packages: Offering multiple types of content (such as one reel, one carousel and three stories) often comes with discounted rates compared to booking each individually.
Example: A £1,000 reel, £500 static post and £300 stories package might be bundled for £1,600-£1,800.
Content complexity:
The level of effort involved also determines cost:
Simple Content: Quick and casual posts, such as selfies or minimal edits, tend to cost less.
High-Production Content: Deliverables requiring professional videography, drone shots, stylized photo shoots or travel significantly increase costs.
Niche:
The niche of an influencer plays a significant role in determining their pricing for collaborations. Here's how and why niche affects pricing:
Demand for Specific Niches
Some niches are more sought-after by brands, leading to higher rates for influencers within those categories.
High-Demand Niches:
Influencers in these niches can charge premium rates due to increased brand competition and budgets. A few examples of these include:
Beauty & Skincare 💄
Highly visual and competitive, beauty and skincare influencers are perfect for Instagram. One particularly successful example is Emma Jane, a Manchester-based influencer who specialises in discovering, testing and recommending the best cruelty-free skincare products. She openly endorses ethical brands like e.l.f., Charlotte Tilbury and Garnier to her audience of over 30,000 followers. Check out her post of a campaign with the Beauty Pie brand.
Fitness & health🏋️♀️
These influencers appeal to a wide range of audiences with consistent brand investment. One of the best examples of a fitness and health influencer in the UK is Meggan Grubb, a fitness expert and social media sensation, who boasts an impressive Instagram following of over one million people. Her engagement rate is also consistently strong, hovering around 2.37%.
Fashion👗
Fashion brands often spend on influencer marketing for seasonal promotions. There are plenty of examples of successful fashion influencers, but we particularly like Ali Gordon. With close to one million Instagram followers and an engagement rate of 1.23%, Ali has worked with brands including Armani, Hugo Boss, Land Rover and more.
Technology & gadgets📱
Influencers in tech often partner with brands for product reviews and launches. Tom Honeyands, aka The Tech Chap, is a technology influencer who creates a wide range of content across multiple platforms including Instagram. With 294,000 followers on Instagram, Tom keeps his followers engaged through competitions and giveaways sponsored by technology brands. Check out his recent influencer campaign with BMW.
Finance and investment💰
More than most other sectors, these themes require influencers to possess a high level of trust and expertise. But as a result, they can usually charge higher rates due to their niche knowledge. Cameron Smith is one of the top personal finance influencers in the UK, holding over 100,000 followers on Instagram. In this video campaign, he’s partnered with 1st Central, a company that specialises in offering affordable car insurance.
Low-Demand Niches:
Rates tend to be lower in less competitive or specialized fields, like personal hobbies or general lifestyle content.
Audience value and purchasing power
Niches with high purchasing power: Influencers targeting affluent audiences, such as luxury travel or premium tech, often charge more since their followers are more likely to make high-value purchases.
Niches with broad appeal: Influencers in popular categories (like general fashion and home decor) may charge less per post compared to niche specialists, as their audience is more diverse and less targeted.
Specialised expertise and trust
Niche influencers often build deeper trust with their audience, which increases their value to brands.
Example: A fitness influencer with expertise in nutrition and certifications can charge more than a general wellness influencer due to perceived authority.
Exclusive deliverables:
When brands request deliverables outside of standard Instagram content, rates go up:
Raw content: Brands often ask influencers to send raw footage or photos for the brand’s marketing use, which incurs additional fees.
Exclusivity clauses: Influencers charge more if brands request that they don’t promote competing products for a specified time.
Timeframe:
Urgency or tight deadlines can lead to higher fees, especially for complex deliverables like reels or carousels.
Length of campaign:
Obviously, the more posts you want an influencer to produce, the more it’s going to cost. However, single-post campaigns are rarely effective, so it’s worth considering how long you’d like the influencer to work with you and continue sharing promotional content.
At FYI, we offer a Brand Ambassador programme for longer collaborations. This is where an influencer promotes your brand on an ongoing basis, sharing experiences of using your products or services day to day. As the face of your brand, your influencer will need to have a genuine interest in your product and share your values.
How much do influencers get paid per post?
FYI influencer rate card
As mentioned earlier, we feel paying your influencers a fixed rate upfront is the best way to ensure quality results as you can control the content and fully brief the influencers. Going into a paid relationship also means that you get to review the content and provide feedback before it goes live.
In the UK, Instagram influencer prices per post vary based on the influencer’s follower count, engagement rate, niche, and the type of content.
To keep things simple, we recommend the following Instagram influencer rates per campaign based on a follower count model:
UK Instagram influencer pricing per follower group
Nano-Influencers
Follower range: 1k–10k
Price per post: £150–£250
Often accept free products or small fees – high engagement may push the fee toward £150+.
Micro-Influencers
Follower range: 10k–50k
Price per post: £250–£750
Ideal for targeted audiences with strong engagement – niches like beauty or fitness command higher rates.
Mid-Tier Influencers
Follower range: 50k–100k
Price per post: £750–£2,000
Fees depend on engagement rate and production quality – often used for regional campaigns.
Macro-Influencers
Folower range: 100k–500k
Price per post: £2,000–£10,000+
High reach and good engagement justify premium rates, especially for lifestyle or tech niches.
Mega-Influencers
Follower range: 500k–1M+
Price per post: £10,000–£100,000+
Popular among international or luxury brands – rates include influence, reach and exclusivity.
However, this is only a starting point. Prices vary per campaign, and you’ll also need to consider the factors we outlined earlier when deciding how much you’re willing to pay a prospective influencer. You should also take a look at their feed and decide how well their previous content fits your brand’s tone and feel, to ensure the best fit.
Additional pricing considerations
Engagement rate:
Influencers with high engagement (4%+) often charge at the higher end of the range.
Example: A nano-influencer with a 10% engagement rate may charge as much as a micro-influencer.
Content complexity:
Simple photo posts are priced at the base rate.
Reels or carousel posts (more effort) typically cost 50-100% more.
Package deals:
Influencers often offer discounts for multiple deliverables (like a post + stories bundle).
Example: A micro-influencer might charge £500 for a single post but offer a post + 3 stories for £1,000.
Niche:
Influencers in niches like fashion, beauty, fitness or finance may command higher fees due to brand demand.
Exclusivity and usage rights:
Fees increase by 25-50% if the brand requires exclusivity (no competing brand promotions for a set period).
Usage rights for content in ads or other brand promotions can double the cost.
Get an Instagram influencer price estimate
As a specialist influencer marketing agency, FYI can use our vast database to help you find the most relevant and best performing influencers in your niche. We can also negotiate rates, manage campaigns and report on metrics, to take the hassle out of your influencer marketing and make sure that everything is going to plan.
Ready to get started? Contact us today to arrange a discovery call and we’ll provide an accurate quote for your next influencer marketing campaign.
What is the Value of a Social Media Influencer?
Social media influencers can be a powerful ally for any business. But like any investment, it’s important to consider the cost – not to mention the value you get in return.
In truth, there’s far more to social media influencing than the return on investment (ROI) alone. Read on as we look at ways of tracking ROI from influencers on social media, and the value they add elsewhere.
Social media influencers can be a powerful ally for any business. But like any investment, it’s important to consider the cost – not to mention the value you get in return.
In truth, there’s far more to social media influencing than the return on investment (ROI) alone. Read on as we look at ways of tracking ROI from influencers on social media, and the value they add elsewhere.
Why influencer value is tricky…
ROI is calculated by dividing financial gain by the cost of an investment. It’s shown as a percentage, with larger numbers signifying a better ROI.
However, in marketing, that calculation doesn’t quite work. Why? There are a number of factors that can lead to financial gain over time, but they’re not easy to attribute to a single marketing campaign.
That’s especially the case if influencers are promoting your brand rather than specific products or services. How do you measure the results of better brand awareness? Let’s say you get 500 likes on a social media post that’s shared by an influencer or 1000 new followers following their involvement. It’s hard to put a specific value on this, but it can’t simply be dismissed.
In many cases, companies will take an educated guess. Unfortunately, this can be problematic when it comes to reviewing success. How can you decide whether a campaign was worthwhile if you don’t know its value? Should you continue using influencers or would your investment be better elsewhere?
Is there a solution?
How can you track how much you’re getting back from your investment in influencer marketing?
At Find Your Influencer, we provide influencers with a unique URL to use in their promotions, allowing brands to precisely track how many sales are generated by people clicking through on their links. This allows you to see how specific influencers are performing, calculating a specific ROI for each influencer. If you’re using multiple influencers, you can compare these numbers to see who is providing the most value directly.
Added value from social media influencers
With influencer marketing, it’s not just about direct ROI. There are several factors which could lead to more sales for your business over time, but that wouldn’t necessarily be attributed to your influencers. That’s important to consider the value they add elsewhere…
Awareness
One of the biggest benefits of influencer marketing is that it gets your brand out there. Potential customers become more familiar with your brand the more they’re exposed to it online.
Should they eventually see your products in store or an advert for your services, they might be more likely to make a purchase having seen the brand before.
Following
Having your business promoted by influencers on social media can also lead to more people following you on those platforms. That means a bigger audience to connect with, build loyalty within and sell to in the future.
Association
In some cases, influencer marketing can even create an association between your brand and the influencer’s characteristics or qualities. Customers link your product to what they know about the influencer.
Just look at Mo Farah’s endorsement of Quorn on TV adverts. Suddenly, Quorn is seen as the food product for health enthusiasts.
Find a social media influencer for your brand
Influencers can add huge value to any business. But it’s important to find the right fit for your brand. At Find Your Influencer, our goal is to make this process a whole lot easier.
To get started, you can list your campaign on our site. Influencers will contact you, so you can discuss the project directly and find the right person for you.
If you’re looking for more support, our team is on hand to manage the whole process. We can assist with briefing, contracts, delivery, reporting – and recommend the best influencers for your campaign. Any questions? Give us a call on 0161 731 0048.
What is a good Instagram engagement rate?
Engagement rate in influencer marketing is a percentage used to measure the level of interaction an influencer typically receives on their content.
In this blog post, we’ll explain how to calculate influencer engagement rates and the kinds of percentages you should be aiming for.
Engagement rate is the heartbeat of Instagram influencer marketing, revealing how actively an influencer's audience connects with their content. Put simply, it’s the percentage of followers who interact – liking, commenting, sharing or clicking – showing just how impactful their influence really is.
How to calculate an Instagram influencer’s engagement rate
The first option for calculating your Instagram engagement rate is to divide their total number of likes and comments (past 30 days) by their follower count, and then multiply by 100 to give you a percentage.
So what is a good engagement rate?
To understand what the number actually means and whether it is good or bad. Below is an industry standard guideline so you can benchmark results:
Less than 1% = low engagement rate
Between 1% and 3.5% = average/good engagement rate
Between 3.5% and 6% = high engagement rate
Above 6% = very high engagement rate
Engagement rate benchmarks by platform
Of course, an Instagram influencer may also be active on several other social platforms too. What is considered a good engagement rate on one may not be as impressive on another.
Engagement rates vary from platform to platform, depending on factors such as content type, posting frequency and the authenticity of the influencer's connection with their followers. Here’s a breakdown of engagement rates for Instagram, TikTok and YouTube:
1. Instagram:
Excellent: 5%+
Good: 3-5%
Average: 1-3%
Low: <1%
2. TikTok:
Excellent: 10%+
Good: 7-10%
Average: 4-7%
Low: <4%
3. YouTube:
Excellent: 4%+
Good: 2-4%
Average: 1-2%
Low: <1%
Engagement rate by follower count
It’s not just the platform that affects an influencer’s engagement rate – so does the size of their audience. Influencers are typically categorised into tiers, and engagement rates can differ significantly.
It’s important to remember that a higher follower count doesn’t necessarily result in a higher engagement rate (ER). Often, smaller accounts that have built a closer connection with their followers will enjoy the highest ER.
Let’s take a closer look at the different influencer categories:
Nano influencers (1K–10K followers):
Typically have the highest engagement: 4-10%+.
Their smaller, highly targeted audiences often result in more trust and interaction.
Micro-influencers (10K–100K followers):
Engage rates are strong but slightly lower than nano: 3-8%.
Mid-tier influencers (100K–500K followers):
ERs decline with increased followers: 2-5%.
Macro influencers (500K–1M followers):
Engagement rates typically fall between 1.5-4%.
Mega influencers/celebrities (1M+ followers):
Lowest engagement: 0.5-2%, as their audiences are larger and less niche.
What to aim for in influencer selection?
Niche relevance: Even influencers with "lower" engagement rates can still be effective if their audience aligns well with your product.
Balanced follower engagement: Look for consistent likes, comments, and authentic discussions – fake followers and bots can distort engagement.
Context matters: Some niches (such as luxury interiors or finance) naturally have lower engagement due to the nature of the content.
So, what is a good engagement rate?
In summary, as an industry standard, an engagement rate on Instagram between 1% and 3% is generally good, it is the average we see on an influencer's profile. If the engagement rate is higher than 3%, that is a good sign that their audience is very engaged with their content, and if it is below 1%, it means their audience as a whole is not very engaged with their content.
Keep in mind, a number of things influence engagement rate on Instagram, such as the time of each individual post, the frequency of posting, the number of followers, the content and messaging and the Instagram algorithm (and the limitations that sometimes come with it).
So when you are deciding what influencer to work with, or comparing a cohort of influencers, make sure you consider engagement rate. It's an important metric to consider and should not be ignored when choosing influencers for your campaign.
If you have any questions about engagement rates on Instagram, or would like to collaborate with a UK influencer, you can email hello@findyourinfluencer.co.uk or call 0161 731 0048 to chat with our team any time.