Most creators guess, and most guess low. Put in your numbers and get a realistic rate range based on your audience size, how engaged they actually are, and what your niche pays.
These are estimates built on commonly used creator pricing benchmarks, not quotes. Real rates swing with audience quality, location, exclusivity, how badly the brand wants you, and how well you negotiate. Use this as a floor to argue up from, not a ceiling.
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Engagement rate is the number brands actually check, and it drops every time someone quietly unfollows you. IggyPlug Tracker emails you every week showing exactly who left, who joined, and where your count stands. From $29/mo, and it never asks for your Instagram password.
It starts from the widely used benchmark of roughly one cent per follower for a single feed post, then adjusts. Engagement rate moves it most, because a small highly engaged audience is worth more to a brand than a large indifferent one. After that we apply a niche multiplier (finance and B2B audiences convert to sales more readily than meme pages, and rates reflect that), a format multiplier, and a usage rights multiplier.
Because a single figure invites you to accept it. The range gives you room to open high and settle somewhere reasonable. Quote the top number first, since almost every brand will negotiate down from whatever you say.
Add the likes and comments on a post, divide by your follower count, multiply by 100, then average across several recent posts. Our free engagement rate calculator does it across up to six posts and benchmarks the result against accounts your size.
It depends heavily on size, and smaller accounts naturally score higher. Roughly speaking, under 5k followers averages around 5%, 5k to 20k around 3.5%, 20k to 100k around 2.5%, and above 100k around 2%. The calculator compares you against your own bracket rather than a single universal number.
Yes, twice over. Fewer followers lowers your base rate directly, and unfollows hurt engagement rate as well, since departing followers were often the engaged ones. Two accounts of the same size can be worth very different amounts to a brand depending on how alive the audience is.