Rate guide
How Much to Charge for an Instagram Reel with 100,000 followers
Estimated rate at 137,500 typical views
| Line item | Working | Range |
|---|---|---|
| Instagram Reels base rate | 137,500 views ÷ 1,000 × $12–$22 CPM | $1,650 – $3,025 |
| Total | Base + production + uplift | $1,650 – $3,025 |
This is a starting range from the formula in our rate guide, not a quote — your engagement rate, niche and audience geography move you up or down inside each band. No production add-ons or rights premiums are applied above; add those with the free rate calculator once a brand tells you what they're asking for.
Instagram Reels, priced by audience size
Instagram Reels are the highest-volume paid placement most creators sell, and Lumanu's payments data shows why brands keep buying them: the average settled Reels payment sat at $3,618 — more than three times a feed post's $1,013 — because Reels get pushed to non-followers by the algorithm the way a feed post rarely does. Price from your trimmed 30-day Reels average, never your best-performing clip; a single viral Reel is not the deliverable you can repeat next month. Reels also carry the sharpest engagement signal on the platform, so a strong save rate or a 6%+ engagement rate is the clearest argument for pricing at the top of the rate range below rather than the middle. Because a Reel keeps surfacing in the algorithm for weeks after it posts, brands ask for usage rights on Reels more than on any other format — price that request separately, on top of the base rate, never folded into it.
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.
Frequently asked questions
- Do I charge the same rate for a Reel as for a TikTok video?
- No. Reels are priced higher than TikTok, because Reels convert into saves and profile visits at a higher rate and Instagram audiences skew slightly more toward purchase intent than TikTok's. Price each platform from its own rate range and its own average views — never assume one platform's number carries over to another.
- Should I negotiate through an agency at 100,000 followers?
- It's optional at this size but common — this is roughly where usage-rights and exclusivity requests start becoming the largest items on a quote, and some creators prefer help negotiating those terms. It's a personal-bandwidth decision, not a requirement; plenty of 100,000-follower creators negotiate every deal themselves.
- Where do the numbers on this page come from?
- The same CPM formula used throughout our 2026 creator rate guide: views ÷ 1,000 × CPM, plus production and rights premiums where they apply. Nothing here is rounded or adjusted for display. This page uses a typical view count for this follower tier — run your own exact average views through the free rate calculator for a number specific to your account.
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