Deliverable rates
Instagram Reel rates
One Reel at 25,000 followers prices at $700 in the model, before usage. The Reel is the hero deliverable of most Instagram deals and the format brands license for ads, so it carries the full rate table here: every follower band, floor to strong ask.
| Followers | Floor | Your number | Strong ask |
|---|---|---|---|
| Under 5k | $85 | $100 | $125 |
| 5k to 10k | $150 | $175 | $225 |
| 10k to 25k | $325 | $375 | $475 |
| 25k to 50k | $600 | $700 | $875 |
| 50k to 100k | $950 | $1,125 | $1,400 |
| 100k to 250k | $1,775 | $2,100 | $2,625 |
| 250k to 500k | $3,275 | $3,850 | $4,825 |
| 500k to 1M | $5,650 | $6,650 | $8,325 |
| 1M+ | $10,700 | $12,600 | $15,750 |
Assumptions, in one line: Instagram, the baseline niche (Lifestyle, 1.0x), about-average engagement, one Reel, before usage, exclusivity, and any package discount. Your number is the model's middle; the floor is it x 0.85 and the strong ask is it x 1.25.
Why the Reel carries the deal
The Reel is the deliverable the brand's whole campaign hangs on: it is the one that gets boosted, licensed, and judged. In the model it prices at 1.4x the base rate for your band, above a feed post (1.0x) and a carousel (1.1x), because video does the persuading the static formats cannot.
It is also the line usage attaches to. Brands license video, so when a brief says the brand 'may use the content', it is the Reel being licensed, and the usage percentage applies to the Reel's price.
Where this goes wrong
- Quoting one number for 'a post' and letting the brand choose the format afterwards. A Reel and a feed post are different prices; name the format in the quote.
- Pricing the Reel off followers alone. Engagement moves the content lines by 0.85x to 1.4x, which at the top of that range is worth more than a band jump.
- Letting usage ride free inside the Reel price. Ninety days of usage on a 25,000-follower Reel is its own line, and it is routinely the second-biggest number in the deal.
Questions, answered with numbers
How much should I charge for one Reel?
In the pricing model at baseline rates: $700 at 25,000 followers (floor $600, strong ask $875), $100 under 5,000 followers, and $2,100 at 100,000 to 250,000. Your niche and engagement adjust it from there, and the calculator runs your exact version.
Does one Reel include usage rights?
No. The Reel price is the content and the posting. Usage (the brand running it as an ad or reposting it) is a separate line, priced as a percentage of the video: 25% for 30 days up to 300% for forever. The usage rights page prices every term on one worked example.
Should a Reel cost more than a feed post?
Yes, in the model and in most briefs: the Reel is 1.4x the base rate, the feed post 1.0x. At 25,000 followers that is $700 against $500. Video takes longer to make and is the format brands run as ads.