1. Follower Count
While audience size is important, it's not the only criterion. An influencer with 20,000 highly engaged followers can be worth more than an account with 100,000 followers with little interaction.
Real rates and statistics based on Influway data
Instagram remains one of the most lucrative platforms for content creators. Instagram influencer revenue varies significantly based on factors such as follower count, content type, engagement rate, and niche.
This article presents real pricing statistics based on Influway, providing a transparent overview of what brands pay and what creators charge for different types of collaborations.
Follower count remains one of the most determining factors in Instagram influencer pricing. Here are the average and median rates by follower range in January 2026, based on Influway data:
| Follower count | Average price | Median price | Price range |
|---|---|---|---|
| 0-5k | €161.00 | €100.00 | €1.00 - €807.00 |
| 5k-10k | €137.00 | €107.00 | €20.00 - €500.00 |
| 10k-50k | €149.00 | €102.00 |
| €1.00 - €518.00 |
| 50k-100k | €200.00 | €200.00 | €200.00 - €200.00 |
| 100k+ | €1,000.00 | €1,000.00 | €1,000.00 - €1,000.00 |
Data based on Influway
This data shows a clear correlation between audience size and pricing. However, the median price is often lower than the average price, indicating that some premium influencers push the average up in each bracket.
Content type also influences pricing. Based on Influway data, here are average rates by Instagram content format:
| Content type | Average price | Median price | Average delivery |
|---|---|---|---|
| Instagram Story | €148.00 | €97.00 | 1 days |
| Sponsored Reel | €196.00 | €174.00 | 4 days |
| Instagram Post | €134.00 | €99.00 | 3 days |
| Bio Mention | €83.00 | €83.00 | 1 days |
| Product Carousel | €186.00 | €119.00 | 3 days |
Data based on Influway
Sponsored Reels are often the most expensive because they require more creation work and typically generate broader reach than static posts or stories.
Several factors determine how much an Instagram influencer can charge:
While audience size is important, it's not the only criterion. An influencer with 20,000 highly engaged followers can be worth more than an account with 100,000 followers with little interaction.
Brands increasingly seek engaged audiences rather than large passive audiences. A high engagement rate (likes, comments, shares) justifies higher rates.
As shown in the table above, certain formats like Reels require more time and effort, which is reflected in the price. Exclusive collaborations or multi-post campaigns also cost more.
Influencers specialized in high-value niches (finance, tech, health, luxury) can charge premium rates because their audience is highly targeted and qualified for brands.
Short delivery deadlines or multiple revision requests can increase rates. Influencers offering longer delivery times often have more competitive pricing.
Rather than manually reaching out to hundreds of influencers, brands use platforms like Influway to:
With Influway, you can refine your search to find exactly the type of Instagram influencer your brand needs, while controlling your budget and maximizing your ROI.
Based on Influway data, an Instagram influencer earns on average between €55.00 and €255.00 per post depending on follower count. Micro-influencers (10k-50k) typically charge between €1.00 and €518.00, while macro-influencers (100k+) can request €1,000.00 to €1,000.00+ per publication.
No, most Instagram influencers are not paid per view. They typically charge a fixed rate per content piece (story, post, reel) based on their audience, engagement, and collaboration type. Some campaigns include performance-based bonuses, but this is not the norm.
Yes. Micro-influencers (10k-50k followers) typically charge €1.00 to €518.00 per collaboration, while macro-influencers (100k+) request €1,000.00 to €1,000.00+. Micro-influencers often offer better ROI because they have more engaged audiences and more accessible rates.
Instagram influencer revenue varies significantly depending on follower count, content type, engagement, and niche. Influway data shows that rates range from a few dozen euros for nano-influencers to several thousand euros for established macro-influencers.
For brands, the key is finding the right balance between audience, engagement, and budget. Rather than focusing solely on follower count, prioritize creators who align with your values, have an engaged audience, and offer transparent pricing.
Influway Team
Data & Analysis
