How much to charge for an Instagram Reel
A Reel is short-form video and prices from the same grid. What's different about Instagram is how the work is packaged: rarely one asset, usually a mix of video and stills bought together.
That mix is where scope creep lives.
Where the base rate lands
Calculated for short video / reel / tiktok (<60s) at average engagement, one revision round, no rush and no exclusivity. These are starting points, not market quotes — adjust for your category, your market, and the value the brand is getting.
| Following | Organic only | Paid, 30 days | Paid, 90 days | Paid, 12 months |
|---|---|---|---|---|
| Under 5K | $120.00 | $150.00 | $180.00 | $240.00 |
| 25K–100K | $195.00 | $243.75 | $292.50 | $390.00 |
| 100K–500K | $240.00 | $300.00 | $360.00 | $480.00 |
Notice the jump across the columns rather than down the rows: the licence moves the number more than the follower count does.
4 usage tiers are shown here. The rate index prices all eight, including whitelisting, broadcast and perpetual buyout, and the methodology shows how every figure is calculated.
Price your exact briefHow this number is calculated
Every figure on this page comes from one formula: base rate × follower multiplier × (1 + engagement modifier), plus separate add-ons for usage rights, exclusivity, revisions and rush. For short video / reel / tiktok (<60s), that base rate is $150.00.
Take a creator with 5k–25k followers pricing this deliverable with paid usage, 12 months rights, at average engagement. The base multiplies by this tier's 1× follower multiplier for a $150.00 core rate, then the licence adds 100% of that core — $150.00 — for a total of $300.00.
Every coefficient in that calculation — all six follower multipliers, all eight usage-rights add-ons, and the engagement, exclusivity, revisions and rush terms — is published in full, with its own worked examples, on the methodology page.
What's different on Instagram
It's almost always a bundle
A few Reels, a set of stills, sometimes stories. Price the components separately and then bundle, so dropping one part reduces the fee by a known amount instead of reopening the whole quote.
"Just one more story" is scope
Instagram briefs expand more than any other platform's. Write the exact asset count into the deliverable and treat additions as additions.
Longer licence terms
Instagram assets are more often licensed for 6 or 12 months than TikTok's 30 to 90 days, which raises the licence uplift and makes the expiry date more valuable to track.
Relationships turn into retainers
Instagram clients repeat more than they churn. After two or three good projects, a monthly package is a much easier conversation here than on other platforms.
Questions
How much should I charge for an Instagram Reel?
The same as any short-form video — around $120 calculated for a creator under 5,000 followers with organic-only rights, and $150–$250 as a common beginner quote. Price stills separately and bundle them.
Should Reels and photos be one price?
Price them separately, then offer the bundle. That way a brand dropping the stills reduces the fee by a known amount rather than triggering a renegotiation from scratch.
Put your rates somewhere brands can see them
Save a rate card, publish a media kit, and stop rebuilding the same PDF every time a brand asks what you charge.
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