How much should you charge?
Your complete rate card, with two benchmarks for every format: what creators like you ask for, and what your stats justify.
How do you want to start?
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The market rate starts from a benchmark shared by published rate cards: about €10 per 1,000 followers for an Instagram post. It's then adjusted for the format (a story is worth less than a Reel), the niche, agency representation and account size: under 30,000 followers, the price per 1,000 followers is a bit higher. Packs get a 10 to 20% discount, as in real rate cards.
The second estimate starts from your average views, because that's what a brand actually buys. It's then adjusted for your engagement rate, the share of your audience in your main country, its age and, if you provide it, how well it matches the brands' target. UGC rates depend on your production time, and on your niche if the brand runs them as ads.
Your production time, paid at €35 an hour plus a margin, sets a floor. The price to quote never goes below it, even when your stats justify less: below that, you're working at a loss.
These are estimates, not guaranteed prices. Our benchmarks come from rate cards published by agencies, mostly for the French and European market, which we checked against real media kits.