How the price is estimated
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.
The formula
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.
Platform base rate
Dollars per 1,000 followers, before engagement scaling:
- Instagram — $14 per 1K followers
- TikTok — $10 per 1K followers
- YouTube — $35 per 1K followers (long-form integration)
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.
- ER of 1.5% → 0.6× (floor)
- ER of 2.5% → 1.0× (reference)
- ER of 5.0% → 2.0×
- ER of 6%+ → 2.2× (ceiling)
Content-type multipliers
The result tabs show the same range adjusted per format:
- Post — 1.00×
- Story — 0.40×
- Reel — 1.30×
- Campaign — 2.40×
TikTok
- Video — 1.00×
- Long-form — 1.30×
- Spark Ad — 1.55×
- Campaign — 2.40×
YouTube
- 60s integration — 1.00×
- Dedicated — 2.20×
- Short — 0.50×
- Campaign — 3.20×
Worked example
An Instagram creator with 250K followers and a 4.2% engagement rate:
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
Why a range, not a number
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.