What is a good Instagram engagement rate for brand deals?

A good Instagram engagement rate is 3–6%. Above 6% is excellent. Below 1.5% is considered weak. Engagement rate declines naturally as follower count grows, so micro creators with 5% engagement are very competitive on a per-follower basis.

Instagram

Instagram Brand Deal Rates UK
2026 Benchmarks

Q: How much should I charge for Instagram Stories vs Reels?

Instagram Stories are typically priced at 20–30% of your feed post rate. Reels should be priced at 100–150% of your feed post rate due to the additional production effort and higher reach potential.

Q: Do Instagram follower count or engagement rate matter more for brand deals?

Both matter, but engagement rate increasingly wins. A micro creator with 15k followers and 7% engagement often commands higher rates per post than someone with 100k followers and 1% engagement. Brands have got smarter about measuring actual impact.

How much should you charge for an Instagram brand deal? This guide covers real UK rate benchmarks by follower count, content type, niche and engagement — so you know exactly what your Instagram is worth before a brand gets in touch.

Get your personalised Instagram rate in 30 seconds — free, no signup required.

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UK Instagram Rate Benchmarks 2026

Instagram rates are driven by a combination of follower count, engagement rate and content type. Reels command higher rates than feed posts due to higher reach. Stories are typically priced as an add-on. The benchmarks below are for a single feed post or Reel.

Tier	Followers	Eng. Rate	Rate Per Post / Reel
Nano	1k – 10k	5 – 8%	£80 – £300
Micro	10k – 50k	3 – 6%	£300 – £900
Mid-tier	50k – 200k	2 – 4%	£900 – £3,500
Macro	200k – 1M	1 – 3%	£3,500 – £15,000
Mega	1M+	0.5 – 2%	£15,000+

💡 Reels vs Feed Posts vs Stories Price Reels at 100–150% of your feed post rate. Price Stories at 20–30% of your feed post rate. If a brand wants all three, don't bundle them at a discount — price each deliverable separately and negotiate from there.

Instagram Content Type Pricing

Content Type	Pricing vs Base Rate	Notes
Feed Post (static)	Base rate	Standard benchmark
Reel	+20 – 50%	Higher production, more reach
Stories (3 frames)	20 – 30% of base	Usually an add-on
Link in bio (24hr)	+10 – 20%	Drives direct traffic
Instagram Live	+50 – 100%	Real-time, can't be edited

Instagram Rates by Niche

Niche	Rate Multiplier	Why
Finance / Investing	2.0 – 3.0×	High-value audience, large brand budgets
Tech / Gadgets	1.8 – 2.5×	High purchase intent, educated buyers
Fitness / Wellness	1.5 – 2.0×	Strong purchase intent, loyal community
Beauty / Fashion	1.3 – 1.8×	High brand affinity, strong conversion
Travel	1.2 – 1.6×	Aspirational audience, premium brands
Lifestyle / General	1.0 – 1.3×	Broad appeal, lower purchase intent

Usage Rights on Instagram

If a brand wants to boost your post as a paid ad or use your content in their own campaigns, that's usage rights — and it should be charged separately. Many Instagram creators hand over rights for free without realising.

Usage Type	Additional Charge
Brand's organic channels (30 days)	+10 – 20%
Paid ads / boosting (30 days)	+25 – 50%
Paid ads (90 days)	+50 – 100%
Exclusivity (no competitor posts)	+30 – 60%

📌 Always ask before you quote Before you send any rate, ask the brand: "Will you be using this content in paid advertising?" If the answer is yes, your rate needs to reflect that. Quoting without knowing is how creators undercharge.

Frequently Asked Questions

How much should a UK Instagram creator charge for a brand deal?

UK Instagram creators with 10k–50k followers typically charge £300–£900 per post or Reel. Creators with 50k–200k followers charge £900–£3,500. Above 200k, rates start at £3,500 and scale with engagement and niche. Use the NegotiRate calculator for a personalised figure.

How much should I charge for Instagram Stories vs Reels?

Stories are typically 20–30% of your feed post rate. Reels should be 100–150% of your feed post rate. Never bundle all three at a discounted package price — price each deliverable separately.

Does engagement rate matter more than followers on Instagram?

Increasingly yes. A micro creator with 15k followers and 7% engagement often commands higher rates per post than someone with 100k followers and 1% engagement. Brands have got smarter about measuring actual impact over vanity metrics.

How do I know if an Instagram brand deal offer is fair?

Use the free NegotiRate calculator. Enter your stats and the brand's offer and it tells you whether the deal is fair and by how much you're being underpaid — based on real UK market benchmarks.

Is Your Instagram Deal Fair?

Enter your stats and the brand's offer. Get your real market rate in 30 seconds — free, no card needed.

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Instagram Brand Deal Rates UK2026 Benchmarks