Instagram earnings calculator for UK creators

Price one sponsored post

Followers

Average likes per post (optional)

Average comments per post (optional)

Type of contentFeed postReelCarouselStory frame

Estimate

Ranges are illustrative, based on common UK rate rules of thumb. Real fees vary with niche, usage rights, exclusivity and how much work the brief needs.

How this estimate works

The calculator starts from a typical UK range per thousand followers, adjusts it for engagement, and then for the type of content. Reels usually command more than a single image; stories less.

Why engagement moves the number most

Brands pay for attention. Two accounts with 10,000 followers can be worth very different amounts if one averages 50 likes and the other 600. That is why the engagement field changes the range so much.

Things that push fees up

• Usage rights, where the brand reuses your content in ads.
• Exclusivity, where you agree not to work with competitors.
• A niche audience that is hard to reach any other way.
• Professional photography or editing.

Things that push fees down

• Gifting-only offers with no cash fee.
• A broad audience with no clear theme.
• Low engagement compared with follower count.

Pitching with honest numbers

UK advertising rules expect honesty about your reach. Lead with engagement and audience insights, and label paid posts clearly. Our ASA rules guide explains how.

Gifting before paid work

Most UK creators start with gifted products before cash fees. Treat those as portfolio pieces and track the results, so you have evidence when you ask for a fee.

Earnings calculator questions