Two paths, same formula. Handle lookup pulls real metrics from our creator database. Manual mode uses numbers you type. Either way, the math below is what produces the range.
base = (followers / 1000) × platformRate erBonus = clamp(engagementRate / 2.5, 0.6, 2.2) midpoint = base × erBonus range = [midpoint × 0.85, midpoint × 1.15]
The range is then split into per-content-type prices using the multipliers in the next section.
Dollars per 1,000 followers, before engagement scaling:
We benchmark engagement rate against a 2.5% reference. The ratio is clamped to a 0.6×–2.2× window so a single outlier post doesn't balloon the estimate.
The result tabs show the same range adjusted per format:
An Instagram creator with 250K followers and a 4.2% engagement rate:
base = (250,000 / 1,000) × 14 = $3,500 erBonus = clamp(4.2 / 2.5, 0.6, 2.2) = 1.68 midpoint = $3,500 × 1.68 = $5,880 range = [$4,998, $6,762] per post reel = midpoint × 1.30 = $7,644 story = midpoint × 0.40 = $2,352
Real rates are decided by things this calculator doesn't model: creative scope, exclusivity windows, usage rights, brand fit, relationship history, and how good the creator's manager is at negotiating. The ±15% range is meant as a starting point for those conversations — not a final invoice.