Instagram Engagement Rate & Sponsorship Pricing Calculator

Calculate real weighted engagement rates (likes, comments, saves, shares) and receive recommended brand sponsorship rate cards for Reels and Posts.

Instagram engagement rate and sponsored post pricing: the maths

The tool's "true" engagement rate adds up likes, comments, saves and shares, then divides by follower count. A post's price is followers ÷ 1,000 × €12 × niche coefficient × engagement bonus: 35,000 followers at 5.19% in tech give about €1,568 per post.

The tool's formulas

  • Public rate = (likes + comments) ÷ followers × 100; true rate = (likes + comments + saves + shares) ÷ followers × 100.
  • Rating: low below 1.5%, average from 1.5 to 3%, very good from 3 to 5%, exceptional from 5%.
  • Engagement bonus = true rate ÷ 2.5, kept between 0.7 and 2.5.
  • Niche coefficient: finance and crypto 2.2; tech and SaaS 1.8; health and fitness 1.4; beauty and fashion 1.2; food 1.1; travel 1.0; gaming and humour 0.7.
  • Photo post = followers ÷ 1,000 × €12 × niche × bonus; carousel × 1.3; Reel × 1.6; 3 stories × 0.6; Reel + carousel + stories bundle with a 15% discount.

Worked example (default values)

35,000 followers, 1,400 likes, 85 comments, 210 saves and 120 shares: 1,815 interactions, true rate 5.19% (public rate 4.24%). Bonus 2.07, tech niche 1.8: post €1,568, carousel €2,038, Reel €2,509, stories €941, bundle €4,665.

Limits

  • Instagram publishes no rate card for paid partnerships: the €12 CPM, the coefficients and the rating thresholds are indicative, unsourced values set by the tool.
  • The averages you enter should cover the same posts; saves and shares are only visible in the account's insights.
  • The price ignores actual reach, audience location, usage rights and exclusivity, which matter in a negotiation. It is shown in euros in every language.
  • Indicative estimate only; it does not replace market research or advice from an agent.

Frequently Asked Questions

How do I calculate my Instagram engagement rate?

Add up a post's average interactions (likes, comments, saves, shares), divide by follower count and multiply by 100. 1,815 interactions for 35,000 followers give 5.19%.

What is a good engagement rate on Instagram?

The tool rates the true rate as low below 1.5%, average up to 3%, very good up to 5% and exceptional above. These thresholds are indicative: Instagram publishes no official benchmark.

How much should I charge for a sponsored post with 10,000 followers?

With a 2.5% true rate (bonus 1) and the travel niche (coefficient 1), the tool suggests 10 × €12 = €120 for a photo post and €192 for a Reel. These are orders of magnitude to compare with your niche's market.

Why does a Reel cost more than a photo post?

The tool applies a 1.6 coefficient to Reels, versus 1.3 for carousels and 0.6 for a set of 3 stories, to reflect longer production time. These coefficients are choices made by the tool, not an official rate card.

Is this tool really free?

Yes, all tools on Kristools are 100% free and accessible without registration.

Is my data protected?

Yes. All processing is performed directly and securely inside your browser. No personal data is sent to our servers.