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Influencer Marketing Costs (2022) - Business of Apps
As long as we’ve had advertising and marketing, brands have capitalized on famous faces to sell their products. If we see those to whom we aspire to use certain products and services, then we want to use them too – so we can relate to their experience and see how those products or services may fit our lives.
With the advent of social media, we’ve seen the emergence of a new kind of celebrity: the influencer. Not celebrities in the usual sense, in that their fame is inextricably tied up with the media through which they broadcast, rather than any specific discipline (not even socialite).
Nonetheless, the content they post is aspirational. Like the celebrities of old, their fans want to be like them, using the same products as they do. Hence, the name ‘influencer’. Influencers offer some advantages over the celebrities of old. They are more accessible (and affordable) – “just like you and me”. They often have close relationships with their fans, they build a rapport that brands themselves can’t replicate. And they are often particularly influential in niches closely associated with specific product categories.
Featured Influencer Marketing Companies
Influencer marketing has become a key marketing channel in the 21st century. For many brands, this has become a de rigueur element of the mix. Today, plugging Instagram, YouTube, and TikTok influencer marketing components into an app marketing plan has become the norm.
Read on to see our set of stats on influencer marketing rates and influencer marketing costs on different social media platforms. We start with a section looking at the size of budget marketers have put aside for this form of marketing, giving an impression of how much money is moving around here. We also look at which are the best influencer marketing channels for app marketers to choose from.
Before we get stuck in, it seems fair to point out that there is considerable variance in the costs reported. We have collated what’s out there, but the only thing that seems fixed is that a significant number of variables come into play.
Which audience marketers are trying to reach, the type/quantity of media, levels of engagement, and many more factors must be in consideration when establishing influencer marketing pricing. So at the end of the day, price points can only be fairly established on a case-by-case basis. That said, we hope it will be useful to any marketers considering utilizing this channel to see some benchmark figures.
Influencer rates/preferred influencer marketing channelsInfluencer marketing is more than a trend; it is widely held to be one of the most effective digital marketing channels available to contemporary marketers. A 2019 BigCommerce influencer marketing research indicates that 89% of brand marketers report that they see a higher ROI with influencer marketing compared with other digital marketing channels. Because we bring up this data point from 2019, before the rise of TikTok as the leading social media platform for brands to connect with their audiences, it’s reasonable to assume that today in 2022 the number of brands who measure a higher ROI for influencer marketing campaigns is even higher.
Accordingly, they are willing to invest. The total global value of influencer marketing in 2022 was estimated at $16.4 billion by Influencer Marketing Hub.
Investment has been on the rise. According to the Business Insider Intelligence report, in 2022 Influencer marketing investment is expected to reach $15 billion, giving almost twice more oxygen to influencers to capitalize on the rising demand.
Featured Influencer Marketing Companies
According to the InfluencerMarketingHub research, in 2020 62% of companies, that took part in the survey, increased their Influencer marketing budget throughout 2020, and an additional 20% committed to keeping the same level budget in 2021.
49% of these companies kept their Influencer marketing budget on the level – $10k and down, while other 23% spent up to $50k / year and about 9% were ready to spend more than $500k / year.
Influencer marketing spend in Q4, 2020 (%)
Source: InfluencerMarketingHub
Another find from the InfluencerMarketingHub 2021 report was that last year the overwhelming majority of marketers had planned to invest more in Influencer marketing.
In fact, 62% said they will increase their Influencer marketing budget in 2021. To give you some context – in 2020 only 57% of marketers planned to increase their Influencer marketing budget.
And when it comes to where marketers get money to run Influencer marketing campaigns, almost 83% said they’d borrowed it from the overall marketing budget, at the expense of other marketing channels.
Overall marketing budget powers the Influencer marketing budget (%)
Source: InfluencerMarketingHub
The same InfluencerMarketingHub report brings us the picture of what specific social media platforms marketers ran Influencer marketing campaigns on in 2021. A brief look on the graph below will show you that TikTok is rising as one of the major channels to run Influencer marketing campaigns in 2021. Only one company was used by a greater number of marketers – Instagram, with 68% of marketers ran ad campaigns on it and TikTok came second with 45%, followed by Facebook with 43%, YouTube – 36% and finally LinkedIn and Twitter closed the set with 16 and 15 percent respectively.
The most popular Influencer Marketing platforms in 2021 (%)
Source: InfluencerMarketingHub
So now we’ve got the overall picture of the influencer rates, influencer marketing spend and top platforms.
Below, we look at some of the most popular influencer marketing platforms and the costs associated with leveraging each one.
Instagram influencer pricingSay influencer, and most people – at least for now – will think of an Instagram influencer. And where there are influencers, there’s marketing. Instagram influencer marketing has become a key part of many brands’ efforts – particularly when they’re aiming to target certain demographics. Indeed, the platform seems tailor-made for brands wishing to interact with prospective customers, with 90% of its 1.1 billion+ users following a brand. In Q4 2020, the total value of Instagram influencer marketing reached $8 billion.
Naturally, we have seen prices rise in proportion as the platform has become ever more indispensable.
And influencers have become more confident of their power to sell products for brands, as this form of marketing moved from informal arrangements to a central pillar of a long-term strategy. Obviously, the last two years of the COVID-19 pandemic have been a disruptive force in so many areas of businesses, and the influencer marketing businesses felt its heat as well.
Now, the questions that we want to address first are – how much do Instagram influencers make? What is an Instagram influencer’s salary or, at least, a ballpark of it?
An Instagram post cost varies, it depends on how many followers a particular Instagram influencer has. There are five influencer categories based on the follower’s number – Nano, Micro, Mid, Macro, and Mega. Introducing these categories lead to the creation of influencer rate sheets for posting on various social media platforms. In particular, the Instagram post rates range from $10, posted by Nano influencers to $10k and more, posted by Mega influencers.
An Instagram rate sheet for posts in 2022
| Type of Influencers | Rate |
| Nano (1-10k followers) | $10-100 |
| Micro (10-100k followers) | $100-500 |
| Mid (100-500k followers) | $500-$5k |
| Macro (500k-1m followers) | $5-$10k |
| Mega (1m+ followers) | $10k+ |
Source: AndrewMcCarty.com
Of course, this means average doesn’t tell the whole story. It goes without saying that there are significant differences in the scale of Instagram influencer marketing – which is of course part of its appeal to brands. Accordingly, we see a great deal of variance in the cost of influencer marketing.
Another unnamed influencer (100,000-250,000 followers, 2.5% engagement) shared a pricing model for different packages she offered. (see the table below) This also includes pricing for giveaways and takeovers, as well as photos and story mentions.
Her pricing model seems set a little below others we have seen, with economies of scale applying for more involved campaigns.
Instagram Influencer pricing (packages)
| Story packages: Average views: 15k | Monthly packages: 3 month minimum | One off packages: Ask me for more details |
| 5 mentions per month: $1,000 | 5 photos/month: $2,500 | 1 IG photo: $1,000 |
| 2 mentions per month: $500 | 5 photos + blog post: $3,000 | Giveaway: $1,500 |
| 1 mention: $300 | 2 photos per month: $1,200 | IG takeover: $1,500 |
| 1 photo per month: $700 | Blog post: $2,000 | |
| 1 photo + blog post: $1,500 | Story takeover: $1,000 | |
| Shop page feature: $500/month |
Source: Later
Another influencer with slightly fewer followers (though in the same range) told Later that they would charge $1,000 per Instagram post, $200 per Story, and $2,000-$5,000 for a 60-second video.
Two travel bloggers with a follower count in the 50,000-100,000 bracket (micro-influencers) charged $500 per post. These smaller bloggers often see posts with higher engagement, so can offer better influencer marketing ROI, posits Lately, citing Neoreach data which suggests 30% better ROI from micro-influencers, versus macro. Measuring ROI is frequently cited as the biggest challenge for marketers using influencer marketing.
Featured Influencer Marketing Companies
- yellowHEAD - Scaling Made Simple
- Moburst - Mobile Done Right
- BuzzGuru - Influencer Marketing Intelligence & Analytics
- Zorka.Agency - Smart. Efficient. Worldwide
- Ubiquitous - Influencer Marketing at Scale
- SEM Nexus - Startup App Marketing Experts
- Intellifluence - Influencer marketing made easy
Using a different influencer-marketing pricing model, a little more focused on results, brands might expect to pay somewhere in the $250 to $750 for 1,000 engagements (Digiday/WebFX).
We get a more precise measure by virtue of a 2019 survey of 2,500 influencers conducted by Klear and published in eMarketer.
On Instagram, influencer pricing adheres to the fairly simple formula of more followers = higher cost. Prices rise fairly proportionally until we reach the point of celebrity influencers (with over 500k followers). At this point, we see close to a fourfold leap up from power influencers (with 30-500k).
In terms of formats, you’ll pay a premium price for a video – somewhere around 50% more than you would for a post. Stories are the cheapest, presumably due to their ephemeral nature.
Influencer Rates Worldwide, by Influencer Tier, 2019
| Type of content / Influencer Tier | Nano (500-5k followers) | Micro (5k-30k followers) | Power (30k-500k) | Celebrity (500k+ followers) |
| Instagram Post | $100 | $172 | $507 | $2,085 |
| Instagram Video | $114 | $219 | $775 | $3,138 |
| Instagram Story | $43 | $73 | $210 | $721 |
Data source: eMarketer
Of course, follower count is not the only variable which might affect the cost of Instagram influencer marketing pricing.
Geography also plays a part. A 2017 survey from eMarketer found that UK marketers were willing to pay £1,203 ($1,581) for a micro-influencer (under 10,000) post on Instagram, and £60,476 ($79,528) for a celeb influencer (1 million followers up). Influencer marketing in the UK seems to be pitched at a fairly robust price point, albeit one that it seems these marketers have been willing to pay.
Influencer Marketing Hub offers a calculator for influencers to work out what they should be charging, based on follower count and engagement. Of course, it could as well be used by markers looking to determine influencer marketing pricing.
We ran some random British celebrities through it in early April 2022 – it looks back over the last 12 posts, so results may differ at different points – to see what it said.
Tottenham and England footballer Harry Kane was first. With 12.3 million followers, 185k average Likes, giving him an engagement rate of 1.51%, his estimated earnings per post are set at $24,518-$40,864.
Music is another popular influencer genre, so we put award-winning musician Dua Lipa through. With her 82 million followers, 2 million average Likes, and engagement rate of 2.7%, she could be raking in $162,666 -$271,110 per post.
Comedian and actor Lolly Adefope commands a higher engagement rate than either of our two previous examples at 7.09% – with 9,090 average Likes generated from a smaller follower base of 112,707. That would earn her $342-$570 per post.
But what if you want to go REALLY big? At the very top of the Instagram influencer food chain we find the megastars who dominated the marketing/advertising landscape before all these influencers came along.
Ok, so here is how much you would need to pay if you want your product or service being introduced to the top celebrity Instagram followers. The list is 60/40 gender split, with women dominate – 6 women against 4 men.
The world famous soccer player Cristiano Ronaldo’s post, which has 423 million followers on Instagram, costs between $620k and $1M.
Hollywood action movies star Dwayne Johnson, who has 154 million Instagram followers, post on Instagram costs anywhere between $504k and $840k. Ariana Grande’s marvelous voice allowed her to summon 303 million followers, asks for a single post on Instagram between $500k and $833k. At the bottom of the list is Kendall Jenner, with 229 million Instagram followers, who charges “only” $580k per post.
Top Celebrity Instagram post price, up to (in $M)
Source: InfluencerMarketingHub
YouTube influencer marketing pricingOne of the consequences of lunching a video sharing service such as YouTube back in 2005 was that over time the YouTube influencer phenomena emerged. Some of influencers have become one of the world’s biggest celebs in their own right, the medium itself was, and still is, very conducive for people to share all sorts of information and become known and recognized in countless number of areas. YouTube was, along with Instagram and Facebook, one of the earliest platforms for the Influencer phenomena to emerge.
So, how much does YouTube influencer marketing cost?
On the graph below we stack together influencer post pricing for multiple platforms to show you the striking difference between YouTube influencer post rates and the rest of top social media platforms.
Now, the graph covers the 2014-2019 time frame plus 2021. Such timing allows us to see clearly how introduction of TikTok and the massive exodus of influencers from YouTube and Instagram to TikTok have changed the influencer marketing pricing landscape.
As you can see, you’ll have to shell out big money for influencer marketing using YouTube videos – though 2019’s $6,700 is not the high point. In 2017 you’d have to spend close to $8,000 for the pleasure. Prices dipped in 2018 to $4,085 and rose up to roughly $4,500 in 2021 – again, the existence of TikTok leaves YouTube a smaller part of the influencer marketing pie.
This pricing is based on a charging $20 for every 1,000 subscribers an influencer has on her or his YouTube channel, a scale continued up to $20,000 for an influencer with 1 million.
Various factors could well play into influencer YouTube videos pricing fluctuations: influencers become better known, smaller influencers are brought into the marketing mix (much better for some brands, we might note), bigger or smaller brands invest, etc.
Now, the COVID-19 pandemic hit influencers really hard, many influencers who ran ad campaigns for the traveling industry had to stop and cancel any campaigns abruptly.
To take a more end product-focused view, marketers utilizing YouTube influencer marketing might expect to pay $50-$100 for every 1,000 views. To give you some perspective, in 2021 an average YouTube video CPM (cost-per-mile or cost-per-view) was about $27 per 1,000 views, so at that point it was about essentially doubling your expenses, if you decided to work with YouTube influencers, as opposed to running ads via the YouTube ad platform yourself.
Finally, in comparison, shelling out on a tweet ($422) or a Facebook post ($395) is very much a discount option.
Average cost of a paid post per platform, 2014- 2019, 2021 ($)
Source: Izea, BusinessInsider
A representative of influencer marketing platform HYPR quoted in the 2017 Digiday report added a little bit of complexity to the pricing model quoted above. Beyond 50,000 subscribers, we might add $2,000 per 100,000 followers (50,000 followers would be equal to $1,000 using the above scale). When we reach 1 million it’s a bit more complicated, given the level of celebrity. At this stage we might expect to see a spend of $25,000-$50,000 per influencer marketing video.
Referring back to the more precise eMarketer/Klear stats, we again see that celebrity influencer marketing commands a considerable pricing premium over mere mortal influencers. Indeed, you would have to pay nearly five times more for an influencer with over 500,000 followers as compared with one with 30,000-500,000 followers.
It does not quite follow, however, that more followers = higher marketing expense.
For whatever reason, according to these YouTube influencer marketing pricing stats, it seems you will pay more for a micro-influencer than for a power-influencer. Perhaps a reasonable assumption might be that these influencers exert a higher level of influence over their fanbases. Potentially they are operating in specific niches in which they claim a level of expertise. There’s no hard evidence for it here, but potentially power-influencers might be able to drum up regular business, which means they can afford to charge less per post. The other less edifying possibility may simply be that the sample is smaller in this bracket.
At all levels, YouTube is the most expensive influencer marketing channel, at least for now when TikTok hasn’t risen to the same heights YouTube has. Yet. Perhaps we might assume a certain expectation that YouTube videos would have slightly higher production values than the more personal/intimate format of an Instagram video. That said, pricing is relatively similar between the two video platforms at the power influencer and celebrity level.
Lower down the follower count hierarchy, the YouTube influencer marketing premium is considerably more pronounced.
YouTube influencer rates by number of followers ($)
| Nano-Influencers | Micro-Influncers | Mid-tier Influencers | Macro-Influencers | Mega-Influencers | |
| Price range | 20-200 | 200-1,000 | 1,000-10,000 | 10,000-20,000 | 20,000+ |
Source: InfluencerMarketingHub
Top Influencer Marketing Platforms and Agencies
- yellowHEAD - Scaling Made Simple
- Moburst - Mobile Done Right
- BuzzGuru - Influencer Marketing Intelligence & Analytics
- Zorka.Agency - Smart. Efficient. Worldwide
- Ubiquitous - Influencer Marketing at Scale
- SEM Nexus - Startup App Marketing Experts
- Intellifluence - Influencer marketing made easy
- FansRevenue - The fanbase monetization accelerator for content creators
- InstaJet - Instagram Influencers Marketplace
- Zoomd - Zoomd.
See the Big Picture, Down to the Finest Detail - LetsTok.com - Smart AI Powered Influencer Marketing for Your Brand
As we mention above, in most cases, Facebook influencer marketing is relatively cheap compared to other platforms. This is according to Izea, who pins the price of an influencer Facebook influencer post at a relatively bargainous $395. While the cost of a Facebook influencer post cost more in 2019 than it has in previous years, the cost has not followed a steady upward curve. Indeed, like Instagram and YouTube (according to Izea’s data at least) 2018 saw a decline in the cost of influencer marketing on Facebook – again, we are free to speculate as to why.
WebFX, on the other hand, set Facebook influencer marketing rates a little higher than Izea (remember, Izea’s averages make a like-for-like comparison imprecise at best). According to this source, you might pay $25 for the services of an influencer with 1,000 followers, $250 for one with 10,000, and so on (up to $25,000 for an influencer with 1 million followers).
The Klear influencer marketing stats published on eMarketer show an interesting dynamic in terms of Facebook influencer marketing pricing (this only considers posts, not breaking down media types). At the lowest nano level, it is the cheapest; climb up to micro-influencers and it is in the mid-point – more expensive than Instagram but cheaper than YouTube (though recall at the micro-influencer level there is a considerable premium on YouTube).
It again becomes the discount option at the power level, barring Instagram Stories. Like YouTube, for some reason, influencer marketing is cheaper at the power than the micro level. Again we might speculate that it has something to do with engagement or sample size.
Then we have the celebrity level: here Facebook once again commands a premium over stablemate Instagram, though is considerably cheaper than YouTube. We might assume this is a consequence of wider reach relative to the former, but lower required investment to produce content than the latter.
Facebook influencer rates by the number of followers
| Number of followers | 10k | 100k | 1,000k |
| Price | $250 | $2,500 | $25,000 |
Data source: WebFX
2021 data from Influencer Marketing Hub gives you the Facebook influencer pricing range based on tiers. It starts with just $25 for a Facebook post from Nano-influencer and all the way up to Mega-influencer that would charge you more than $25,000 for posting about your product or service.
Facebook influencer rates by tiers
| Tier | Nano-influencer | Micro-influencer | Mid-tier | Macro-influencer | Mega-influencer |
| Price | $25-250 | $250-$1,2500 | $1,250-$12,500 | $12,500-$25,000 | $25,000+ |
Source: InfluencerMarketingHub
Snapchat influencer marketing pricing
WebFX reckon you might pay $10 for every 1,000 views for Snapchat influencer marketing, up to $10,000 for a Snapchat influencer delivering 1 million views.
Until November, 2020, follower count wasn’t public on Snapchat, so back then this measure was the only really way to accurately gauge the reach (or influence) of a Snapchat influencer.
Several years ago influencer Cyrene Quiamco gave Digiday a slighter higher scale.
Snapchat influencer post rates by the number of views
| Views (followers equivalent) | Price range |
| 1,000-5,000 | $500 |
| 5,000-10,000 | $1,000-$3,000 |
| 10,000-20,000 | $3,000-5,000 |
| 30,000-50,000 | $5,000-10,000 |
| 50,000-100,000 | $$10,000-$30,000 |
If we consider views to be analogous with followers, then this would put Snapchat influencer marketing at a similar price point to Instagram influencer marketing. In reality follower count will be higher, thus making Snapchat the cheaper option.
Looking all the way back to 2016 – since when Snapchat has endured several peaks and troughs (though 2016 and 2019 were both good years so hopefully there’s some commonality) – Captiv8 estimated a snap from an influencer with 3-7 million followers would cost around $75,000. A snap from an influencer with 50,000-500,000 followers would be more like $1,000.
On this scale you might expect to pay $11-25 per 1,000 followers for a big Snapchat influencer, and $2-20 for a micro-influencer, which puts it close to what you would pay as a marketer on Snapchat Ads.
Snapchat influencer marketing, cost per follower range
| Influencers | Micro | –influencers | ||
| Followers | 3,000,000 | 7,000,000 | 50,000 | 500,000 |
| Cost | $75,000 | $75,000 | $1,000 | $1,000 |
| Cost per follower | $0. 025 | $0.011 | $0.020 | $0.002 |
| Cost per 1,000 followers | $25 | $11 | $20 | $2 |
Source: Buffer
In the UK in 2017, a Snapchat micro-influencer represented the form of influencer marketing on which marketers were willing to spend the least, according to eMarketer influencer marketing stats, with £1,052 ($1,386) the stated cap. A celeb snap would cost £52,702 ($69,414) – not cheap, but also the lowest cost celebrity influencer marketing rate available in this market.
Twitter influencer marketing pricingTwitter perhaps doesn’t get the same sort of coverage as some of the other influencer platforms, but it remains to be one of the world’s most notable social media platforms with the monthly active user base of more than 330 million people – and where there’s social, there’s influencers.
According to the BusinessInsider stats above, the average cost of an influencer tweet is $284 (2021).
Interestingly, while all other platforms saw a decline in terms of the cost of influencer marketing in 2018, the average price of an influencer tweet shot up, 6-fold, from $48.
Here the WebFX influencer marketing stats are in sync with those of BusinessInsider, with Twitter offering the lowest cost influencer marketing option, at $2 a tweet for a Twitter influencer with 1,000 followers up to $2,000 for a Twitter influencer with 1 million.
In the 2017 UK eMarketer survey, marketers said they would pay £1,351 ($1,779) for a micro-influencer tweet, and as much as £64,798 ($85,339) for one from a celebrity.
TikTok influencer marketing pricing
Obviously taking a look at the influencer marketing rates in 2022, you just can’t have a complete picture without TikTok. In May 2021 the mega popular social media platform app was the most downloaded app, beating YouTube, Facebook, Instagram, WhatsApp and Snapchat. Originally attracting only younger generation, by 2021 TikTok became the major challenger for Instagram & YouTube video content sharing dominance.
Today influencers of all tiers have TikTok on their radar and many of them are successfully switched to it from other platforms and quite successful in showing what is possible when it comes to making a video ad viral.
According to InfluencerMarketingHub, TikTok influencer post pricing looks the following.
TikTok influencer post pricing
| Tier | Nano influencer | Micro influencer | Mid-tier influencer | Macro influencer | Mega influencer |
| Price | $5-$25 | $25-$125 | $125-$1,250 | $1,250-$2,500 | $2,500+ |
Source: InfluencerMarketingHub
Comparing TikTok influencer post pricing with the YouTube one, we see that the former is way more affordable. On top of that, you need to factor in a TikTok’s superior level of engagement, based on its highly competitive environment that has been sparking so much creativity for the last several years.
Other
Before social media really became a big thing, we still had a form of influencer marketing: blogs. Back in the Dark Ages (2006), before anyone had even come up with the concept of an influencer, you could get a influencer blog post for a paltry $7.39. Like all good things this, of course, edged its way upwards.
2014 was a key year. With social media marketing now entrenched (Facebook took off for real in 2012, Instagram followed in 2012) the average cost of an influencer marketing blog post jumped up more than 10-fold, from $35.72 to $407.46. Growth after this point was rapid, with prices breaking the four-figure mark in 2017, and climbing as high as $1,403 in 2018. 2019’s figure of $1,442 represents something of a levelling out – for now, at least, this is how much marketers are willing to invest in this form of influencer marketing.
We might note that, of the formats analysed by Izea, blog posts are the second-most expensive on average. The specificity, persuasive potential, and search engine friendliness of blog posts are obviously of high value when trying to influence potential buyers.
Average cost of a paid blog post, 2006 – 2019 ($)
Source: Izea
WebFX also place influencer blogging among the highest-priced forms of influencer marketing. In this estimation, you might expect to pay $60 per 1,000 unique views. As with all of these rather imprecise measures from WebFX, we might expect a good deal of variation – if the blog draws on technical expertise, for example, naturally the price point will creep upwards.
Pinterest is another popular channel for influencer marketing, though we could not find any indication of how much you might pay for Pinfluencer marketing. An API introduced in 2018 was designed to help marketers measure the impact of Pinterest influencer marketing.
Instagram Money Calculator (Instagram Influencer Engagement Calculator)
The Instagram Money Calculator allows you to calculate your estimated earnings from your Instagram account if you believe you are an influencer, based on your engagement and number of followers.
Below are some stats relating to engagement on Instagram, followed by the Instagram Influencer Earnings Calculator.
Summary: Ways to Make Money on Instagram
- Instagram Influencer Earnings Calculator
- Instagram Fake Follower Checker [Instagram Audit Tool]
- Instagram Follower Growth Tracker [Free Follower Checker]
- Micro-Influencer vs Celebrity Engagement Calculator
- Growing your Instagram Account [Free Instagram Hashtag Generator]
- Sponsored Posts
- Affiliate Marketing
- Use Your Instagram Account to Market Your Own Business
- Frequently Asked Questions
Instagram Influencer Earnings Calculator
The tools below are not official Instagram tools and not in any way associated or endorsed by Instagram. This tool was developed to provide earning potential guidelines to influencers.
Enter your Instagram Username
Note:
Unlike with YouTube, where you sell space on your videos and channel page for advertising at a rate decided by Google, Instagram does not compensate its users for running ads on their posted photos.
Instagram is owned by Facebook, so it seeds Facebook ads on people's’ posts As such, Instagram influencers and brands don’t have an intermediary, or any set rates if they choose to work together . Brands make deals with influencers, and rates can vary markedly depending on the circumstances. However, one thing is consistent in nearly all cases - Influencers get paid more if they have both a high engagement rate, as well as a high number of followers. Brands have learned that you can easily buy followers who are of no practical value to anybody. Hence they are far more interested in you having genuine followers, those who interact with your posts.
Compared to other social media channels, Instagram accounts have relatively high interaction levels. For instance, the average Facebook or Twitter user has an engagement rate of only 0.5 - 1.0%. The average Instagram account, though, has an engagement rate of 3%. Any engagement rate above that, combined with a high number of followers, suggests that you are an influencer amongst your peers.
Our Instagram Earnings Estimator takes these factors into account. We look at the average engagement rates of your Instagram posts (engagement being likes and comments on your posts). Example: If your engagement rate is less than 8% and you have less than 1000 followers, you can expect to receive less payment from brands than those influencers who exceed the average engagement rates on their posts. Also see the average engagement rates by amount of followers in the above graph.
From a brand’s point of view, the niche makes a difference too. Fashion firms are far more likely to work with high-profile name influencers than firms selling bathroom fittings, for instance, and businesses set their budgets accordingly.
Instagram Fake Follower Checker [Instagram Audit Tool]
Audience Credibility has become a major concern as of late with Instagrammers posing as influencers by employing bots to falsely manipulate and therefore skew their follower count and engagement statistics.
You can now check the credibility of potential influencers with the Audience Credibility Checker. Enter any influencer's Instagram handle into the Instagram Bot Analytics Tool [Audience Credibility Checker] and it will give you an excellent guide to the genuineness of the account.
Instagram Follower Growth Tracker [Free Follower Checker]
It's important to track your Instagram Follower Growth over time - use this free tool to track any Instagram account's Follower Growth.
Micro-Influencer vs Celebrity Engagement Calculator
Measure the Estimated Cost per Instagram Post, Average Engagement Rate and Estimated Media Value per post for Micro-influencers vs Celebrities. Who delivers the highest engagement rates and ROI?
This tool can help you estimate
Growing your Instagram Account [Free Instagram Hashtag Generator]
Instagram does not have a standard way of making money, unlike YouTube and its Google Ads.
Therefore it is up to you, as an influencer, to find brands willing to pay you directly.
One caveat to this is if you are large enough to be accepted into one of the influencer marketing platforms. In this situation, you can register your interest, and if they accept you as being influential enough, they will include you in their databases, and suitable brands may well come to you if you meet the profile of the type of influencer they are looking for. We highlight the main Influencer Marketing Platforms here.
Any Instagrammer wishing to earn money needs to make building up a strong and loyal following their priority task. You can help improve your standing here by:
- Perfecting your bio, so it is very clear who you are and whom you want to follow you
- Posting regularly. Like most social media, Instagram likes to see evidence of regular posting - not sudden splurges when you feel you have some spare time
- Post high-quality original photos. Try and take pictures using a decent camera, rather than simply using the one in your cellphone.
You need to be known for producing seriously good content (which in the case of Instagram, is high-quality pictures) - Use relevant hashtags, so people in your niche will find you by your tagged images
- Engage with your followers - comment on and like their images, and they are more likely to do the same in return to yours.
- Also see this article
- Make use of Hashtags - use the Instagram Hashtag Generator to generate hashtags from your images using Artificial Intelligence.
Sponsored Posts
The most common form of cooperation between brands and Instagram influencers is through sponsored posts. Our calculator above is designed to show estimated earnings from sponsored posts. In this situation, a brand will normally reach out to somebody it considers an influencer and offer to pay them to push out a sponsored image to their followers.
Of course, to be effective a sponsored post has to sit well with the influencer’s audience and appear like a genuine recommendation from the influencer.
The FTC has got involved in recent years, and it is now a requirement that sponsored posts are clearly marked as such. If the product fits well with the Instagrammers audience, it should not matter if a post is marked #sponsored or #ad.
The ideal sponsored post shows how the brand’s product fits perfectly into the Instagrammer’s life, and how it can just as easily fit into the lives of his or her followers. It is not unheard of for those with more than 100,000 followers to earn $700-$900 per photo. Those with 500,000 followers can command $2,000 to $3,000 per sponsored photo posted.
Then, of course, there are the superstars. Kim Kardashian West has been able to command $300,000 for a post across all of her social media platforms. Of course, her 87.1 million Instagram followers do put her in a class of her own! A typical post by any of the Kardashian / Jenners clan usually earns at least $200,000. Often Instagramers create the content, and the brand then has the rights to reuse that content in their marketing and on their website.
Affiliate Marketing
Just as a blogger can promote an affiliate product on his or her blog, an Instagrammer can promote an affiliate product in his or posts. You could work with a site like Shareasale to find suitable products to promote.
Of course, like all influencer marketing, this will only be effective if the product you are promoting fits nicely with your followers. If it looks simply like an ad for an unconnected product, your followers will be unimpressed and won't follow the link. They may even unfollow you in protest.
One technical hurdle with affiliate marketing on Instagram is that you share photos - not links. One way around this is to include the affiliate link (which you should put through a link shortener first) in your photo captions.
Use Your Instagram Account to Market Your Own Business
Of course, if you are a successful Instagrammer, large enough to be considered an influencer, you can promote your own products.
Even the big names, such as Justin Bieber use their Instagram accounts for this purpose. These are similar to sponsored posts, except this time the images are of your own products.
These may be images of merchandise you have created especially because of your fame, for instance, a t-shirt promoting your Instagram feed, or they may refer to some business or product you are involved with. For instance, pop star Delta Goodrem has just used her Instagram account to launch a new fragrance line.
Your aim, as an Instagrammer, is to build up both your following and your engagement. If you are successful in building both to high levels you definitely have the opportunity to make money through your Instagram account.
Interesting Read: YouTube Money Estimator
Interesting Read: TikTok Influencer Engagement and Earnings Calculator
Frequently Asked Questions
How much can you make on Instagram?
There are various ways that you can use your Instagram account to make money.
Some of the most common methods are:
Sponsored posts – our calendar above shows your estimated earnings from sponsored posts. A brand will reach out to an influencer, offering to pay them to share a sponsored image
Affiliate marketing – an Instagrammer can promote an affiliate product in their posts
Using your Instagram account to market your business – if you are a successful Instagrammer, you can promote your own products or merchandise
Can you make money with 1000 followers on Instagram?
You can possibly start to make money if you have 1000 followers on Instagram – particularly if you are a nano-influencer, who typically makes posts on some highly niche topic. The key to making money with relatively small followings on Instagram is engagement. Brands realize that somebody with 1000 highly engaged followers is no more value to them than somebody with 10,000 inactive followers or 100,000 fake followers. You can still operate in a popular niche, such as beauty, but initially focus on one narrow topic.
Who is the highest-paid Instagrammer?
While our Instagram Influencer Earnings Calculator will give you a reasonable estimation of your potential Instagram earnings, those making substantial Instagram money are generally already famous offline. Instagram earnings can only be estimated, as Instagram influencers and brands don't have an intermediary or any set rates when working together. Our best guesses of the highest-paid Instagrammers are:
Christiano Ronaldo – $466,100 - $776,833 (Estimated Average Price Per Post)
Ariana Grande – $391,530 -$652,550
Dwayne Johnson – $383,014 - $638,356
How do you get 10K followers on Instagram?
The thing you definitely don't do is buy Instagram followers. There are better legitimate ways to build a following on Instagram. Begin by establishing a clear voice on Instagram – you want to become known as a person who shares valuable content about a specific niche. Try and be consistent with your posts – you are trying to build an interested audience.
Be active and engage with potential followers' content. But don't come across as spammy. Don't brag too much with your posts – be real and honest.
Should I buy Instagram followers?
Never buy Instagram followers. Doing so will quickly ruin all credibility for your account. For a start, most of your newly bought followers will be bots or inactive accounts. At best, they will be accounts belonging to people in a low-wage country, who will have accepted payment in return for following you. They probably don't even speak English and have no interest in your content. These followers distort your metrics and make your account stand out as suspicious.
What's the average engagement rate on Instagram?
You will find a table in this post that shows the average engagement rates on both Instagram and Twitter. There is a clear trend – the fewer followers you have, the higher their level of engagement. For example, Instagram accounts with fewer than 1,000 followers average 8% engagement.
This drops down to 5.7% when you look at accounts with <5,000 followers. Engagement continues to drop as follower numbers rise: 4% for <10,000 followers, 2.4% for <100,000 followers, and 1.7% for 100,000+ followers.
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Optimal number of Instagram posts and posting time
For your Instagram posts to perform at their best, they need to be posted at the right time. But it is also important to know how many there will be. If you find it difficult to decide, read on.
How to get followers on Instagram
Always write down all the points of your strategy based on the interests of the target audience.
This also applies to the point about the time and frequency of publications. In general, most Instagram users check their feed daily. And 30% of all users check it several times a day. nine0003
But the time is different for different audiences, someone works and can't access Instagram, someone studies, someone sleeps during the day and works at night. Even the time of lunch is also better thought out for the audience. Know their habits, needs and preferences. During the time before dinner, for example, people make more time for food. Use these moments to your advantage.
Target video course
When is the best time to post on Instagram
To calculate the best time for posts, there are two options. You can view your competitors' accounts, see when they post their posts, and post yours around the same time.
This option is best at the beginning, when you still have few subscribers, and you have no idea when to publish posts.
It has one important disadvantage. Your posts in the feed will be located next to the posts of competitors. And, if your posts are worse, then competitors will still attract attention. But, if it's better, you get a nice advantage. nine0003
The second option is to analyze statistics. On Instagram, you can see at what time and on what days of the week, the number of followers on the network is the largest. Such an analysis is best done once a week or at least twice a week. People have the ability to change their habits. Including depending on the time of year.
There is also an opinion that there is no one on Instagram at night. There is. And, given that there are few publications at night, you can take advantage of this. Moreover, in the morning people check the Instagram feed, and most likely they will see your post. But it needs to be tested in your industry.
nine0003
The optimal number of posts on Instagram
How many posts to publish depends on:
- your industry;
- from the target audience;
- post quality;
- the amount of information you can provide.
In order not to annoy subscribers and attract attention, choose the optimal amount for yourself. But try to keep the posts coming out with the same interval. If this is 4 times a day, then 4 posts should come out every day. If once a month, then every month. At the same time, you don't need to post, just to post. Make a content plan for what and when you will publish. You may choose several topics, types and post formats. nine0003
The general advice is to post 2 to 4 posts a day. But, if you are unique, interesting and people are happy to subscribe to you, then they will wait as long as you want.
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There are many videos about SMM on the YouTube channel.
Optimal Instagram Posting Frequency: 20+ Expert Tips
How often do you post on Instagram? Many bloggers, no matter how many followers they have, don't know if they should post new posts once a day, three times a week, or several times a day.
You don't want to bore your audience with too frequent posts, but being forgotten is a so-so prospect.
What to do?
There may not be a universal answer to this question, but in this article you will find advice from 20+ marketers with years of experience in managing Instagram accounts. You will learn how to develop a strategy that is right for your company and audience. nine0003
Article content
How often to post on Instagram: best practices
Daily posts
1. Instagram algorithms may reward you
2. Increased visibility
3. You keep the attention and interest of the audience
Posting 3-5 once a week
1.
Engagement rate can grow
2. Opportunity to improvise
3. You won’t have to post irrelevant content
Posting 1-2 times a week
Do I need to make a schedule?
Quality over quantity
What's next?
How often to post on Instagram: best practices
If you've been looking for the secret formula to find the exact answer to this question, we're going to have to disappoint you: best practices vary by industry and company type. Much depends on the preferences of your audience.
Only one thing is universal - you need to study your subscribers and find out how often they want to see you in their feed. Below you will find recommendations from marketers, most of whom have been blogging on Instagram for more than three years (>40% of respondents), which means they have had enough time to test different strategies and find out which ones work best. nine0003
How long has your company had an active Instagram account?
Less than a year
1-3 years
Over 3 years
We don't have an account
Read also: How to grow your business by attracting leads from Instagram?
Daily posts
Some companies benefit from publishing new posts every day.
This may depend on your goals, or whether you work in B2B or B2C, or what other channels you use to promote your products or services. nine0003
If Instagram is your main social media platform for finding new potential buyers, then according to experts, posting every day can be especially beneficial for your company.
There are three reasons for this:
1. Instagram algorithms might reward you
You may have heard complaints about Instagram's algorithms: if you take a moment to distract yourself, your audience reach shrinks. While it's not true that all activity on an app is tracked by a single algorithm, frequent and regular posts do get more attention. nine0003
John Frigo of Best Price Nutrition says, "Instagram's algorithms, and indeed most social media, reward frequent posts, so it's best to post daily."
2. Increase visibility
Many companies benefit from publishing one post each day. Marketing experts believe that this frequency of posts is optimal: they do not overload the audience and at the same time do not let you be forgotten.
Only 10% of survey participants have an audience between 25,000 and 50,000 subscribers, the majority (more than 30%) have less than 1,000. In order to attract more, increase visibility and expand your reach, it can be beneficial for you to post every day. nine0003
How many followers does your Instagram account have?
Less than 1,000
1000 - 3000
5,000 - 10,000
3000 - 5000
25,000 - 50,000
10,000 - 25,000
For Finding Balance's Lily Ugbaia, daily posts are the best fit for her company and audience. This frequency of posting helps to attract the attention of new followers: “Instagram is a very visual platform. Therefore, to get the most out of it, you need visuals that represent your company so that customers and potential buyers can see you all the time.” nine0003
Harriet Chen of CocoFinder also believes that daily posts increase visibility on Instagram. It can be useful to post even a few posts a day: “Experts believe that you need to post new posts every day.
But for maximum engagement, you need three posts a day. This frequency increases the visibility of your brand and helps boost sales of your products.”
3. You keep the attention and interest of the audience
Daily posts give engaged audiences exactly what they want. If your followers enjoy interacting with brands, posting daily will help keep them engaged and allow followers to enjoy new content all the time so they don't lose interest. nine0003
“For years, we have been experimenting with post frequency and choosing the best strategies for our business Instagram account,” says Jonathan Ofrey of Growth Hackers Agency. "We've found that daily posts work best because by providing content regularly, we keep engagement without overwhelming our community."
Chloe Sisson of Zen Media agrees that posting more than once a day can overwhelm subscribers unless the posts are related to each other. “If Instagram is your main marketing tool, it is recommended to post once a day.
Set a specific time for this so your followers know when to expect your content. We post once a day. We have found that this frequency works best for our audience.” nine0003
Read also: How to build a large audience on Instagram: 7 recommendations
Posting 3-5 times a week
What if you can't post every day? Or, for example, is your audience dissatisfied with an overabundance of content? Do not worry. Some experts recommend posting once or twice a week, as well as posting on weekdays rather than weekends.
Once again, it all depends on your audience. If your target followers commute during the week and spend the weekend with their family without looking at their phones, you'll schedule your schedule so your best posts don't go unnoticed. nine0003
1. Engagement rate may increase
The majority of survey participants (more than 30%) name an engagement rate of 1-3%, and this is good for Instagram. The majority of those surveyed only post a few times a week because such a schedule increases engagement.
The audience has more time to explore the content and interact with it.
What is your average Instagram engagement rate?
Less than 0.5%
0.5 - 1%
1 - 3%
Over 3%
Don't know
2. Ability to improvise
Sometimes something unexpected happens that you want to tell subscribers about. If your schedule calls for two or three posts a week, you can always cram in an announcement or post something impulsively without overwhelming your audience.
A strict schedule also robs your profile of authenticity. Authenticity is important because people want to get to know you, feel your energy, and see if you're the right fit for them. People want to talk to people, not robots. nine0003
So always leave space for spontaneous posts, as Stephanie Gutierrez of Online Optimism advises. She thinks it's best to post 3-5 times a week if you want to "maintain an active Instagram account that grabs and keeps attention. It's important to leave room in your content plan to accommodate the new material that's coming out this week and stay on schedule.
"
3. You don't have to post irrelevant content
What if you post a post a day and have nothing prepared for today? Will you post anything just to stay on schedule? Frequency is important, but not enough to post irrelevant content. nine0003
Dennis Hancock of Mountain Valley MD thinks you shouldn't post just to tick off a plan. The best practice is to “post often enough for your audience to remember your brand, and if your posts are engaging, Instagram will reward you with a wider audience reach. Posting once a day is good if you share something important. No need to post irrelevant or weak content.”
Charlotte Spence of Mattress Nerd says, “Posting 3 times a day is annoying for most users and will quickly lead to unfollowing. Make a schedule and post anywhere from 5 posts per week to 2 posts per day, but only if you're sharing high quality content. Create your posts ahead of time when you have a good idea, and if you don't have a good post ready, don't post anything.
Better to remain silent than to post irrelevant content." nine0003
Read also: Lead generation on Instagram: how to create photo captions?
Posting 1-2 times a week
If Instagram is just one of your marketing channels, then you don't need daily posts to maintain your online presence and keep your audience up to date with all the latest news about your brand.
Posting once or twice a week works well if you're consistent. Mitchell Harad of Expert Opportunities says it's important to stick to a schedule, and consistency is "the most valuable quality" for a company looking to win over an audience. nine0003
“If you only post once a week, that's fine. Just make it a habit to do it at the same time so your audience will expect it. The same goes for posting three times a week. This strategy isn't three times better: it's just as valuable if you stick to your schedule. The audience craves consistency, and when the frequency of your posts provides it, that's good.
"
This is true: people love routine and predictability. If your followers are used to reading your content over their Tuesday morning coffee, don't disappoint them. nine0003
"It's important to set up a schedule and stick to it so your community knows what to expect from you," says Jordin Jewell of Simple Machines Marketing. - If you decide to post twice a week, then twice a week share valuable, engaging content that your audience will want to keep and forward to friends. If you can post content like this five times a week, that's great! But it’s better to share valuable content 1-3 times a week than to post anything every day for show. ” nine0003
Read also: Why Your Instagram Posts Don't Engage: The Scientific Reason
Do You Need to Schedule?
Does every company need a schedule for posting content? Scheduling is useful because people will get used to you posting at certain times and will wait for them.
Tarlia Smedley of Pulse Recruitment says consistency is key.
“Instead of requiring a fixed number of posts every day or every week, I believe that success on Instagram depends on the quality and consistency of the posts.” nine0003
“There is no point in posting low quality content, especially if you are not achieving the desired engagement metrics. In that case, I would suggest posting less content overall to focus on the quality of posts with higher engagement rates.”
For those who don't know how often to post, Smedley's advice is: “Determine how much content you can create in a week and stick with that amount of posts. You may only post them three times a week, but if you spread them out by day of the week and stick to a schedule, you'll get better results in the long run. Each company is different, so set achievable goals for yourself and post at least once a week and no more than three times a day.” nine0003
Engagement is important, of course, but sometimes it can be difficult to create engaging content for Instagram, especially if it's not the only platform you use to advertise and find new audiences.
Alex Birket of Conversion.AI thinks the key is to create something of value and attention: “Actually, I think you shouldn't be posting as often as you think. Creating interesting content for Instagram is not easy, especially for companies: you are competing with friends and family of your followers. Your ad may not be the most interesting thing they see in a day.” nine0003
Most people don't go to Instagram to shop and watch ads, so your job is to create an interesting and engaging story. Birket says: “I think you should post when you have something interesting for your followers. But don't overdo it. Instagram algorithms are such that the more followers interact with your content, the higher you will appear in their feed, and vice versa. Therefore, quality is more important than quantity. Anyway, it's about posts, but you can post more stories." nine0003
Also read: Stop organic social media activity to increase profits
Quality over quantity
All experts agree on one thing: quality is always more important than quantity.
Over time, your audience will get to know you better and understand which of your posts are authentic and which are posted for show. If you don't have the time or material to create a quality post, it's best not to post anything.
It takes a lot of time to experiment and find out what works for your audience. To get started, try the best practices recommended by the experts. This way, you will probably find your ideal posting frequency faster and develop a schedule that works for you and your audience. nine0003
The main thing is to listen to what your followers want and monitor their reactions to your posts. Then you will be able to strike a balance, delight and engage your audience, and provide them with high-quality content so that your Instagram community will grow and grow.
What's next?
Suppose you have collected a large number of followers on your Instagram account, how to convert them into buyers? A prominent avatar, a competent offer, a clear call to action in the profile and a link to a mobile landing page are aimed at attracting potential customers from Instagram as much as possible.
