People think influencer marketing has set prices. Truth is, two accounts of the same size can charge €200 in one country and €2 000 in another for the same Instagram post.
Rough ranges by account size
In Europe (average across countries, based on industry surveys like Influencer Marketing Hub):
- Nano (1 000 – 10 000 followers): €50–300 per post
- Micro (10 000 – 50 000): €200–1 500 per post
- Mid (50 000 – 250 000): €1 000–5 000 per post
- Macro (250 000+): €3 000–20 000 per post and up
These are rough Instagram post ranges. Stories are cheaper (30–50% of post price), Reels more expensive (often +30%), TikTok is comparable to IG, YouTube video is a separate category and often the priciest.
Why such a wide range
Price doesn't move purely by follower count. Four things really decide:
1. Engagement rate. An account with 50 000 followers and 5% engagement (people actually react) is more valuable than one with 200 000 and 0.5% (dead audience). Smart brands look at the like-to-comment ratio per follower, not just the headline number.
2. The niche. Beauty, fashion, food and fitness see lots of demand and high prices. Less common niches (tech, finance, books) can pay even more, but fewer brands work in them.
3. What's actually delivered. One post is one price. Post + 3 stories + Reels + permission to use the content as a Facebook Ad is a different price. Brands sometimes want everything for the price of one post — that's a red flag.
4. Exclusivity. If a brand wants the creator not to promote competitors for 3 months, the price jumps. Standard is +50–100% on top of the post fee.
West vs Central and Eastern Europe
Western rates (UK, Germany, France, Scandinavia) typically run 2–3× higher than Central and Eastern Europe. The reason is mundane: purchasing power. A Dutch customer spends more on average than a Bulgarian one, so the brand has bigger margin and can pay more.
The gap is shrinking. CEE markets grow faster than the Western ones, and rates are catching up year on year.
For creators: how to set prices
1. Don't start with the post price, start with hours of work. Prep + filming + editing + brand comms is often 8–15 hours. Decide what you want net per hour, add taxes.
2. Track engagement, not followers. If you have 8 000 followers but 8% engagement, you're more valuable than someone with 50 000 and 1%. Build your rate card on both.
3. Quote packages, not unit prices. "Post + 3 stories + 14-day exclusivity = €800" is more professional than "post €500, story €100, exclusivity €200".
For brands: realistic budgets
For a first campaign in Europe, budget €300–800 for a micro-influencer (10–50K) as a reasonable starting point. If someone offers you significantly less, check the engagement rate — they probably bought followers.
The worst thing you can do: push prices below market. The top creators only respond to fair offers. Sad reality: cheap collabs almost always end badly for both sides.