Instagram Posts, priced by audience size
A feed post — a single image or a multi-image carousel — is priced at the highest rate band on Instagram, because it buys something a Reel does not: a permanent placement on the creator's profile grid rather than a post the algorithm stops surfacing after a few days. That permanence is also why Lumanu's data shows a lower average settled payment for feed posts ($1,013) than for Reels ($3,618) even at a richer per-view rate — a feed post typically pulls fewer total views than a Reel that gets algorithmic reach to non-followers, so the higher rate offsets a smaller audience rather than multiplying a bigger one. Price a feed post from your average views for that exact format, not your Reels average; the two products get different levels of distribution and should never share a rate. A carousel with a strong save rate — the platform's clearest buying-intent signal — justifies the top of the range on its own.
Negotiating at 100,000 followers
At 100,000 followers you're mid-tier by any brand's definition — the 50,000 to 250,000 follower band where Reels views typically run 25,000 to 250,000 — and you've likely crossed the point where brands stop treating your rate as negotiable-on-a-whim and start comparing it against other channels in their media plan. That's exactly why quoting in CPM rather than a flat number matters most here: a media planner comparing your rate to a paid social line item wants cost-per-thousand, not a follower count. This tier is also where usage-rights requests get more aggressive — a brand at this scale is more likely to want 90 days or 12 months of paid usage rather than the standard 30-day organic post, and that premium (50–150% of base, per our rate guide) is frequently worth negotiating harder than the base rate itself. Never quote first if you can help it; ask what's been budgeted, and let the itemised breakdown, not a single number, carry the negotiation.