Brands care less about follower counts than about whether people actually see and respond to your posts. Engagement rate measures that, and average views set what a sponsored post is worth. This calculator works out both and turns them into a price range you can put on a rate card, plus a package price for multi-post deals.
How it works
Engagement rate by followers = (likes + comments + shares + saves) ÷ followers × 100. It's the figure most brands ask for first. Engagement by reach divides by the people who actually saw the post, which is fairer to accounts whose posts aren't shown to every follower.
The verdict bands are a common rule of thumb, not a standard: typical rates fall as accounts grow, and they differ between platforms. Compare yourself with accounts of a similar size in your niche.
The price range is based on CPM, the price per thousand views, which is how advertisers compare sponsorships with paid ads. Average views ÷ 1,000 × your CPM gives the fee for one post. The CPM defaults are placeholders; set them from what your niche actually pays.
The sponsor's cost per interaction is a sanity check from the brand's side: if it's far above what they pay for clicks or engagement in paid ads, expect negotiation, or show extra value like usage rights and audience fit.
A worked example
With 25,000 followers and an average of 900 likes, 45 comments and 80 shares and saves, each post gets 1,025 interactions: a 4.10% engagement rate, which is strong. At 12,000 average views and $15–$30 per 1,000 views, one sponsored post is worth $180–$360, and a 3-post package with a 10% discount comes to $486–$972.
Questions people ask
How do you calculate engagement rate?
Add up likes, comments, shares and saves on a post, divide by your follower count and multiply by 100. Use an average over your last 10 to 20 posts rather than a single one, and leave out giveaways, which inflate engagement.
What is a good engagement rate?
It depends on the platform and account size. As a rough guide, 1–3% is typical, 3–6% is strong, and higher rates are common for small, loyal audiences. Rates tend to fall as follower counts grow.
How much should I charge for a sponsored post?
Start from your average views and a CPM (price per 1,000 views) that fits your niche, then adjust for extras: usage rights for the brand's ads, exclusivity, and extra content like stories. This calculator gives the base range.
Should I price on followers or views?
Views, where you can. Followers show potential audience; views show actual reach. Many brands now ask for screenshots of your analytics, so pricing on real views is more defensible.
What should a rate card include?
Your audience size and demographics, average views and engagement, prices for each content type, package prices, what usage rights are included, and your turnaround time. Keep it to one page.