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Determining what that swipe up or conversion is worth will vary depending on the product being sold.

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We suggest charging your regular price for a Story, plus a price per “swipe” or website visit or conversion. So Instagram Stories with swipe up will likely cost more than the average cost for a Story post itself. And since links are hard to come by in Instagram’s ecosystem, story swipe ups have added value. The swipe up feature on Instagram is a seamless way to earn in-app conversions and website visits. Price per Instagram Story = Recent average view x $0.06

One formula you could use to calculate the cost of Instagram stories is*: Production quality can range from off-the-cuff smartphone footage to polished uploaded content, and costs will vary accordingly. For macroinfluencers, you might expect to pay in the $5,000 to $10,000 range.Ī popular formula many influencers use* is:Īverage price per IG post (CPE) = Recent Average Engagements x $.14.Ī post shared by kendall gender 🤎 StoryĪn Instagram story is a photo or video that vanishes after 24 hours. Using the formulas above, you might roughly expect a photo post to cost under $2,000 for accounts with under 100,000 followers. In other cases, like when a service is being promoted, the caption is more crucial.

In some cases the product is featured in the image. Instagram post (photo)Ī standard sponsored Instagram post typically includes a photo and caption. Depending on the campaign, bundled content or special rates can also be worked out to reduce labor and costs.

Typically, influencers will have a press kit describing their rates and the types of partnerships available. So if your goal is conversions, an influencer’s engagement rate may matter more than follower count.Įngagement rates can be calculated by adding up all engagements on a post (likes, comments, clicks, shares), dividing by follower count, and multiplying by 100. If your goal is conversionsĪn influencer’s engagement rate is one of the most reliable ways to predict conversions on Instagram.

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See the section on “types of Instagram influencers” below for more details, or read up on how to find Instagram influencers that work best for your business. If your goal is brand awarenessĭo you want quantity or quality with your outreach? If sheer numbers are what you’re looking for, a macro-influencer with hundreds of thousands of followers may be your best partner for your next campaign.Ĭonversely, if you’re hoping to get in front of a specific audience, finding the right micro- or nano- influencer with a primo niche audience might be even more powerful for brand awareness. Of course, your brand goals will be a factor as well in determining which influencer will offer the most value.

The unspoken industry standard is $100 per 10,000 followers + extras for type of post (x # of posts) + additional factors = total rate.

Engagement rate per post + extras for type of post (x #of posts) + extra factors = total rate.

Most pricing starts with one of these baseline formulas and goes up from there. Rates should be based around an influencer’s follower count and engagement rate, but less-quantitative factors like star power, talent, or access to a niche audience can impact a rate as well.Ĭovering any expenses associated with a shoot (like renting a studio, hiring a hairstylist, et cetera) will also be a factor. However, there are ways to make sure brands are getting value from their sponsored post, and influencers are being fairly compensated for their work. Even for the biggest celebrities (and even among the Kardashians themselves!), there seems to be no hard-and-fast rule. Rumours are that Demi Lovato charges at least $668,000, while Dwayne “The Rock” Johnson takes home a cool $1.5 million for crafting a post for his 187 million followers. Long story short: Prices in this industry vary greatly and there’s no standard rate card.Īllegedly, a post from model Emily Ratajkowski would cost $80,700. How to calculate fair Instagram influencer rates

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Bonus: Download a free checklist that reveals the exact steps a fitness influencer used to grow from 0 to 600,000+ followers on Instagram with no budget and no expensive gear.