How much to charge for a social media post as a creator in 2024?

How much should you charge for a social media post as a creator in 2024?

In the competitive world of influencer marketing, knowing how to price your services effectively can make all the difference. Whether you're an emerging creator or an established influencer, understanding the pricing landscape is crucial to maximize your earnings. In this article, we explain several pricing trends for creators, and provide pricing benchmarks for you as references.

Based on our research in Germany, the UK, Sweden, the Netherlands, and Norway, there're several general trends of the creator rates. Typically, creators charge between 0.01 kr to 0.1 kr per follower for an Instagram post. This means if you have 100,000 followers, you could charge anywhere from 1,000 kr to 10,000 kr per post. Several other factors can also influence your specific rate within this range:

  • Complexity of Production: High-quality content that requires more effort and resources will justify higher fees.
  • Time Investment: Content that takes more time to create should be priced accordingly.
  • Additional Assistance: If you need to hire a photographer or video editor, these costs should be factored into your price.
  • Personal Pricing Expectations: Your perceived value and the demand for your content also play a significant role in setting your rates.
Story vs. Feed Posts
When it comes to Instagram, the type of content you create also affects your pricing:
  • Instagram Feed Posts: These are typically priced higher due to their permanent nature and visibility on your profile.
  • Instagram Stories: Stories usually cost about 50% to 70% of a standard feed post. Despite being temporary, stories can offer high engagement rates and are great for time-sensitive promotions.

Negotiating Prices

When setting your prices or negotiating with brands, it's helpful to calculate the cost per follower. Compare this rate with estimates from platforms like Hypeauditor and Collabstr to ensure your prices are competitive. Here's how you can use these tools:
  • Hypeauditor: This platform provides price estimates for posts and stories, considering factors like country, followers, and engagement rate.
  • Collabstr: On Collabstr, influencers list their prices for different content formats, offering insights into what other creators are charging.

Methods

To gather these insights, we analyzed data from several reputable influencer marketing platforms, focusing on outdoor and lifestyle niches. Our key sources include:
  1. Influencer Marketing Hub: Their rate calculator, which considers category, followers, and average likes per post.
  2. Hypeauditor: Provides price estimates using a machine learning model trained on market values.
  3. Collabstr: Lists expected prices for various content formats directly from influencers.

Influencer Marketing Rates Benchmark 

Sweden
Fashion


Tier
Instagram user name
Followers (k)
Avg. like/post
Est. payment/post (dollar, min)
Est. payment/post (dollar, max)
Est. payment/post (sek, min)
Est. payment/post (sek, max)
10K-50K
helenalundstromdesign
10.1
516
40
120
408
1224
10K-50K
cornelia.c.n
20.1
3K
40
130
408
1326
10K-50K
Anna LidstroĢˆm
24.3
2.1K
60
180
612
1836
10K-50K
byandreabrodin
36.2
444
80
230
816
2346
10K-50K
isabellecoheen
48.5
1.9K
80
230
816
2346
50K-500K
garngott
53.4
1.7K
110
340
1122
3468
50K-500K
bynutie
296.6
5.8K
420
1300
4284
13260
50K-500K
lisaborg
216.5
4.3K
320
960
3264
9792
50K-500K
lisa.olssons
411.3
1.8K
480
1400
4896
14280
500k-1M
victoriatornegren
675.9
10.3K
760
2300
7752
23460
500k-1M
leylamoaser
960
53.2K
770
2300
7854
23460
500k-1M
_izaandelle_
938.3
13.1K
1400
4200
14280
42840
1M+
kenzas
1.8M
37.4K
2200
6700
22440
68340
1M+
biancaingrosso
1.8M
26.7K
2200
6500
22440
66300
1M+
therese
1M
17.8K
1600
4800
16320
48960

Outdoor & Travel
ier
Instagram
Followers
Avg. like/post
Est. payment/post (dollar, min)
Est. payment/post (dollar, max)
Est. payment/post (sek, min)
Est. payment/post (sek, max)
10K-50K
bigfishsweden
16.7
97
50
150
510
1530
10K-50K
outdoor_sweden
12.1
134
40
120
408
1224
10K-50K
bornarctic
13.5
136
40
110
408
1122
10K-50K
ebba
49.4
2.7K
90
270
918
2754
50K-500K
scandinature
100
876
170
510
1734
5202
50K-500K
visitsweden
385.6
1.9K
590
1800
6018
18360
50K-500K
51.3
137
100
310
1020
3162
50K-500K
emilstegfeldt
126.1
8.2K
170
510
1734
5202
500k-1M
mattiasklumofficial
736.9
1.4K
870
2600
8874
26520

UK
Fashion

Tier
Instagram user name
Followers
Avg. like/post
Est. payment/post (dollar, min)
Est. payment/post (dollar, max)
Est. payment/post (sek, min)
Est. payment/post (sek, max)
10K-50K
warimii
10.2
1.3K
30
90
306
918
10K-50K
christina.lagios
39.7
45
70
220
714
2244
50K-500K
georgia_ann_x
55.9
3.7K
90
280
918
2856
50K-500K
sophie.seddon
415.7
20.4K
530
1600
5406
16320
50K-500K
hanammartin
399.9
34.3K
470
1400
4794
14280
50K-500K
williamjwade
128.6
155.4K
150
460
1530
4692
50K-500K
chloelloyd
492.2
39.2K
660
2000
6732
20400
500k-1M
maryxm.mx
524.2
22.2K
440
1300
4488
13260
500k-1M
sophiemoulds
866.4
28.9K
1100
3400
11220
34680
500k-1M
tennesseethresh
772.1
67.7K
1000
3000
10200
30600
1M+
mollymae
7.9M
509.8K
10300
31000
105060
316200
1M+
andreasfashiongalaxy
1.1M
128.5K
1700
5100
17340
52020
1M+
ellathomas_
1M
116.6K
1000
3100
10200
31620

Outdoor & Travel

Tier
Instagram user name
Followers
Avg. like/post
Est. payment/post (dollar, min)
Est. payment/post (dollar, max)
Est. payment/post (sek, min)
Est. payment/post (sek, max)
10K-50K
charlottegetsaround
10.6
143
30
100
306
1020
10K-50K
adventurer.nic
17.9
280
40
130
408
1326
10K-50K
sianannalewis
40.2
313
70
220
714
2244
10K-50K
hamishfrost
19.4
1.2K
50
160
510
1632
50K-500K
explorewithlee
79.8
6.6K
140
420
1428
4284
50K-500K
somewherewilder
426.5
6.8K
680
2000
6936
20400
50K-500K
traveltwo_
344.9
30.3K
540
1600
5508
16320
50K-500K
amyenvoyage
266.6
100.2K
330
980
3366
9996
500k-1M
paperboyo
538.2
3.6K
620
1900
6324
19380
500k-1M
simply.scotland
609.1
7.8K
950
2800
9690
28560
500k-1M
josephgarratt
652.2
2.3K
600
1800
6120
18360
1M+
visitscotland
1.7M
14.2K
2700
8200
27540
83640
1M+
nimsdai
2.2M
18.5K
2700
8000
27540
81600
1M+
hiddenscotland
1.1M
5.1K
1600
4900
16320
49980

Germany
Fashion

Tier
Instagram user name
Followers
Avg. like/post
Est. payment/post (dollar, min)
Est. payment/post (dollar, max)
Est. payment/post (sek, min)
Est. payment/post (sek, max)
10K-50K
lifeofmomi
13.4
205
40
110
408
1122
10K-50K
charleenpugge
44.9
1.3K
80
250
816
2550
10K-50K
mkain2712
23.9
1.4K
50
150
510
1530
10K-50K
nell_yy
19.7
3.1K
40
130
408
1326
50K-500K
phia_quantius
226.4
51.2K
350
1000
3570
10200
50K-500K
sophie_xdt
449.7
16.6K
560
1700
5712
17340
50K-500K
dizeudaniele
483.3
93.1K
620
1900
6324
19380
500k-1M
fusunlindner
773.3
36.6K
1000
3000
10200
30600
500k-1M
anunanna
600.8
11.1K
900
2700
9180
27540
500k-1M
xskincare
999.1
66.7K
1700
5100
17340
52020
500k-1M
sarahsunita
540.3
9.9K
860
2600
8772
26520
1M+
mollymae
7.8M
509.8K
10300
31000
105060
316200
1M+
jesynelson
9.9M
76.5k
11600
34900
118320
355980
1M+
andreasfashiongalaxy
1.1M
128.5K
1700
5100
17340
52020
1M+
ellathomas_
1M
116.6K
1000
3100
10200
31620

Outdoor & Travel

Tier
Instagram user name
Followers
Avg. like/post
Est. payment/post (dollar, min)
Est. payment/post (dollar, max)
Est. payment/post (sek, min)
Est. payment/post (sek, max)
10K-50K
ericfriese
49.3
2.1K
100
300
1020
3060
10K-50K
philipp_blanz
19.2
1.1K
50
140
510
1428
10K-50K
sean_cgn
28.7
5.2K
60
190
612
1938
50K-500K
jileileen
361.9
13.8K
620
1900
6324
19380
50K-500K
capitano.maurice
427.4
19.1K
590
1800
6018
18360
50K-500K
sophiachiara__
357.7
52K
580
1700
5916
17340
500k-1M
tom_juenemann
875.9
17.9K
1300
3900
13260
39780
500k-1M
timschaecker
679.7
26.9K
1000
3100
10200
31620
500k-1M
die.kim
602.5
17.9K
730
2200
7446
22440
500k-1M
losthistorie
946.3
9K
1400
4100
14280
41820
1M+
_maxhaase
3.3M
40.3K
4000
12100
40800
123420
1M+
engin_b
1.1M
90.6K
980
2900
9996
29580
1M+
fritz.meinecke
1M
47.2K
1500
4500
15300
45900
1M+
mariefeandjakesnow
1.2M
27.1K
1400
4300
14280
43860
1M+
giuliogroebert
1.3M
14.6K
980
2900
9996
29580

Norway
Fashion

Tier
Instagram user name
Followers
Avg. like/post
Est. payment/post (dollar, min)
Est. payment/post (dollar, max)
Est. payment/post (sek, min)
Est. payment/post (sek, max)
10K-50K
mariasagvik
14.1
70
30
100
306
1020
10K-50K
linnilinh
47.6
2.3K
90
260
918
2652
10K-50K
CAMILLA ABRY
29.3
3K
60
180
612
1836
10K-50K
knitsfromoslo
54.6
2K
110
330
1122
3366
50K-500K
josefinevogt
233.5
8.2K
360
110
3672
1122
50K-500K
rawdis
254.3
5.8K
390
1200
3978
12240
50K-500K
knit_by_siv
107.8
380
200
590
2040
6018

Outdoor & Travel

Tier
Instagram user name
Followers
Avg. like/post
Est. payment/post (dollar, min)
Est. payment/post (dollar, max)
Est. payment/post (sek, min)
Est. payment/post (sek, max)
10K-50K
finnghal
46.1
1.6K
90
260
918
2652
10K-50K
skistartrysil
47.5
1.3K
100
300
1020
3060
10K-50K
susannebyre
28.3
1.7K
60
190
612
1938
50K-500K
friluftsbjerkey
56.1
1.1K
100
310
1020
3162
50K-500K
tromsolove
174.2
6.4K
270
810
2754
8262
50K-500K
petterstordalen
279.5
8K
470
1400
4794
14280
500k-1M
helenemoo
720.9
32.4K
1200
3600
12240
36720
500k-1M
seffis
773.2
9.1K
1200
3500
12240
35700
500k-1M
dreamchasersnorway
762.2
2.7K
360
1100
3672
11220

Netherland
Fashion

Tier
Instagram user name
Followers
Avg. like/post
Est. payment/post (dollar, min)
Est. payment/post (dollar, max)
Est. payment/post (sek, min)
Est. payment/post (sek, max)
10K-50K
mayamaianh
10
275
30
100
306
1020
10K-50K
tifanic_
49.2
1.4K
100
300
1020
3060
10K-50K
miss.valkyria86
43.4
2K
90
270
918
2754
10K-50K
bryanahoogland
40.4
3K
70
210
714
2142
50K-500K
kirstenvo
61.1
3.9K
90
260
918
2652
50K-500K
georgina.gigi
108.9
1.2K
170
510
1734
5202
500k-1M
noahaltink
639.6
3.9K
710
2100
7242
21420
1M+
bobrownn
1.5M
7.2K
2100
6200
21420
63240

Outdoor & Travel

Tier
Instagram user name
Followers
Avg. like/post
Est. payment/post (dollar, min)
Est. payment/post (dollar, max)
Est. payment/post (sek, min)
Est. payment/post (sek, max)
10K-50K
elinezwitser
32.3
998
70
200
714
2040
10K-50K
41.1
2.1K
90
280
918
2856
10K-50K
harrycows
19.9
13K
60
190
612
1938
50K-500K
Brooks
388.3
5.2K
450
1400
4590
14280
50K-500K
bodiek
202.8
4.8K
320
950
3264
9690
50K-500K
jobstevens
193.8
9K
220
670
2244
6834
50K-500K
danielweyers
116.1
4.7K
190
570
1938
5814
500k-1M
mipandrea
674.7
8.8K
580
1700
5916
17340
500k-1M
harriesnijders
663.6
7.9K
560
1700
5712
17340
500k-1M
amsterdamworld
716.1
3.3K
1000
3100
10200
31620



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