Know Your Worth – Instagram Fees

I may be breaking the blogger code with this post. Cast out of the magical circle with various tuts and folded arms. Truth is that very few people talk about what bloggers, Instagramers, influencers – whatever we are known as, are earning. Finances are after all a very private thing. With this industry being so new I think unfortunately being secretive isn’t helping anyone. There will be people out there working for free and others skipping into Mulberry like Mary fucking Poppins living her best life.

Bag Old Miu Miu 


Coat Great Plains 

Jumper Hush 

Sunglasses Kapten & Son

Shoes Jones

If you aren’t in this industry I’ll just dust over how people earn money. Brands pay for content such as instagram posts, blog posts and youtube videos. Its advertising. Simply put. Also many bloggers, including myself, use affiliate links. So it means should you purchase through one of the links that have been used a commission may be earn’t from the sale.

So let me start with my disclaimer. I undercharge. Always. It is the constant struggle with Imposter Syndrome. I am always amazed that anyone would want to work with me at all. Not appreciating my worth in the first instance and then finding out everyone else on the same campaign has charged double, has created a little downward spiral for me. I think I am just too nice.

You have been polite enough to read to this point, therefore I will get straight into the numbers. I am sure it is why you are here. I have been listening to a few podcasts and researching what people are charging over the last few weeks. (I haven’t actually asked individuals, I am only sharing information that is out there for you to find by yourself should you wish to.)

First up Apps such as Takumi and Tribe. Takumi is a great place to start out as an influencer but be warned they pay (in my opinion) one of the smallest fees. A typical image posted through Takumi I would earn between £50-£120. The plus side is that you can start earning from as little as 1000 followers and they send you the product. Tribe has a guided price structure found within the app. Remember they are taking a cut from the brand and you have to buy the product yourself. Using apps is a brilliant place to start. They also offer great guidance to ensure you are complying with advertising regulations. After all you wouldn’t want to end up on that mums net thread now would you?

So if you aren’t using an app what should you be charging? Some people work it out based on followers. The common theme seems to be charge 1% of your following per post. So I have 47k followers meaning one instagram image should be £470. Others believe it should be based on engagement. At a rate of 30p per like. The average likes for my images are 1500 so I would be charging £450 per image. Personally I think people should be charging based on impressions. People seeing my post whether they engage with it or not have seen the product I am advertising. There isn’t any advice on charging for this as insights is still fairly new.

I think it is important to be consistent. Factors such as small business’ should be taken into appreciation. But try to remember these brands do have budgets for marketing and if they aren’t willing to pay you more then maybe they don’t appreciate your worth.

After listening to Sophie Milner’s podcast this week it has given me a very much needed kick up the bum to start asking for more money. I work really hard behind the scenes at what I do. I won’t go into the work it takes to grow a following, creating a blog because I know it looks easy. With it looking like such a glamorous job I get that there are people out there rolling their eyes at these type of fees.

Ultimately the majority of the social media I do is just me, unpaid and not advertising any products. I am always grateful that I have these opportunities and that why I write posts like this. So that others can do the same. If you want information on how to grow your Instagram following check out my post on it here.

I hope this helps, any questions pop them in the comments!




  1. January 25, 2018 / 1:54 pm

    Hi, Cara (don’t come across many people with the same name (and spelling!) as mine and it’s a novelty every time lol). Having recently started out in the blogging world, I find this post really interesting and insightful. Thank you so much. xx

    • Cara
      January 25, 2018 / 2:44 pm

      Ah hello Cara! Such a great name. Thank you for reading xx

  2. It’s Lucy
    January 25, 2018 / 1:58 pm

    Loved this post Cara! So true! Thank you so Helpful! X

  3. Jenny
    January 25, 2018 / 2:12 pm

    Never been influenced by a blogger or anyone on Instagram to buy anything. If I need or want it I buy it.

    • Cara
      January 25, 2018 / 2:44 pm

      Thats brilliant Jenny! Wish I was more like that x

      • Leeanne
        January 26, 2018 / 9:54 am

        Me too, I am an Influencer’s dream follower 😆

  4. January 25, 2018 / 2:18 pm

    Brilliant blog post Cara 👏🏼👏🏼👏🏼 Helpful for people (like me) and insightful for people new to the whole blogger/influencer thing. Thank you for this, it has been the clarity I needed to hear!


    • Cara
      January 25, 2018 / 2:45 pm

      Thank you Ainsley. XXX

  5. Justine Neale
    January 25, 2018 / 2:19 pm

    Great post, Cara!

  6. January 25, 2018 / 2:49 pm

    They’re not great rates, are they? When you think about the amount of time it takes to build a social media following (assuming you’re doing it by legitimate means), the vast majority of people are not really coining it in and would, on a per hour basis, earn more working in McDonalds.

    The thing I think that really undermines bloggers’ professionalism, and stops rates from rising, is the attitude that receiving an item to review equals payment. It’s not. It’s a tool of the trade. You can hardly pay your bills with a used lipstick.

    Since making a decent living out of blogging is so hard, and involves a lot of compromise, I think hobby bloggers, who also have a job and aren’t dependent on the blog to make a living, will be the ones to thrive. That’s if they can find the time to blog, of course. Only so many hours in the day!

  7. January 25, 2018 / 3:10 pm

    Thank you for this! It’s so helpful for me too…. not in the same way exactly but for me to know how much I’d need to pay someone to feature my @pickleandsquidge boxes.

    You are definitely worth more and maybe always go higher and negotiate down if it’s too high?


  8. January 25, 2018 / 3:28 pm

    As a brand who doesn’t use a pr company or go through traditional agents (mostly because we are tiny and don’t have the budget) we are still learning what works and what doesn’t. However, we have had a lot more engagement (whether that means followers, web visits, sales or sign-ups) working with influencers than we have for traditional media (magazines). We have also never been charged as have #gifted to exceptionally kind influencers who have supported our small business. However going forward when we have a proper advertising budget I would rather pay an influencer I know to have a true following (as opposed to bought ?!) than a similar amount for a tiny ad at the back of a magazine. Not just because it is more effective use of spend but because we should reward those such as yourself who put so much effort in behind the scenes.

  9. January 25, 2018 / 3:34 pm

    Thankyou for sharing this as I too find its a bloody minefield.
    I get embarrassed about asking for money but like you say lots of time and effort goes into producing a blog post , photos etc etc.
    I’ve shared over on twitter 🙂
    Tracey x

  10. January 25, 2018 / 4:11 pm

    A very interesting post – the type you barely ever see although we all want to read. Thank you for being honest and sharing this.. I think it’s fascinating. I know how hard you work on your blog- I’d say charge more and keep sharing your content! 🙂 xx

  11. January 25, 2018 / 4:19 pm

    I really enjoyed this Cara, and am learning from it too! I think ultimately, content is only worth what someone will pay for it. Thankfully though, more and more agencies seem to be getting on board with the value of influencer marketing. I’m a big advocate for creating proper guidelines around the industry (I think it would really help with negativity surrounding it too!) and encouraging people not to undersell the work that is behind those pictures and words. (Just because it’s creative it doesn’t make it less of a job!) After all, were a brand to hire a photographer, studio, model and lighting, it would cost considerably more than the budget they set aside for influencers. Let’s not forget that they’re getting the deal of the century too!
    So well written lovely x

  12. January 25, 2018 / 4:29 pm

    Great post! I listened to that podcast yesterday it was a great one!

  13. January 25, 2018 / 4:46 pm

    So so so helpful to know. Thankyou. It’s actually made me consider using someone to promote my business and comfortably knowing what would be fair to pay. Thankyou x

  14. Sophie
    January 25, 2018 / 6:35 pm

    So nice to finally see an honest blog post about this!! Hats off to you! X

  15. January 25, 2018 / 6:49 pm

    Such a helpful post and so well written! Thankyou for sharing your insights and helping other bloggers along the way! X

  16. Michelle
    January 25, 2018 / 8:06 pm

    I actually like being influenced on Instagram because I like shopping! Fickle I know but the people I follow, usually show me stuff that I’m interested in. There’s a certain amount of trust that builds up between people and their followers I think and and as long as they have the integrity to only show stuff they themselves rate and that line isn’t crossed and they don’t blog stuff that doesn’t fit with them, I say everyone is a winner. Great post. I found this quite informative, as I know nothing about advertising/product placement, other than from a buyer’s perspective.

  17. Lindsay
    January 25, 2018 / 8:51 pm

    Great post but more importantly great shoes. I may have just ordered them (yup, not influenced by bloggers at all 🙈)

  18. January 25, 2018 / 8:51 pm

    Really enjoyed this m post! So insightful, please keep us updated with this kind of content!
    If people think they aren’t influenced at all in some way then they surely are mistaken, its similar to a friend sharing her new buys, style and helping discover new brands

  19. Aimee
    January 25, 2018 / 9:11 pm

    It also doesn’t take into account the fact people might just visit the website off their own back. For example I purchased your pink ruffle jumper from miss selfridge but got sidetracked at the time so didn’t go via the swipe up. I still got it as a result of your post but miss selfridge dont know that!xx

  20. Sonja child
    January 25, 2018 / 9:26 pm

    I love that you have done this Cara. I’ve followed you for at least a couple of years and I’ve always loved your honesty. You have a lovely home and a gorgeous family but you never try to paint a perfect picture of your life. I think these things combined have helped grow your following to what it is today. Thanks for being honest xx

  21. Chloe
    January 25, 2018 / 9:46 pm

    So as non blogger but a follower of a few popular “influencer” accounts, I’m loving the transparency. I enjoy Instagram of an eve and I’ve genuinely been interested in how you guys make money based on followers like me. So in brief thank you, helps me as a follower!

  22. Kerry
    January 25, 2018 / 9:49 pm

    If it’s 10% of your following you are way undercharging? Should be £4700 per post?

    • Cara
      January 25, 2018 / 9:51 pm

      That should have said 1%! Thanks for picking up on that!

  23. Emma
    January 25, 2018 / 10:25 pm

    I loooooove the honesty of this post, there needs to be more of it on social media,I really appreciate it!

  24. January 25, 2018 / 10:31 pm

    Absolutely loved this blog. I think it highlights that’s this image that bloggers and influencers are racking it in isn’t neccesarily true.

    Thank you for sharing 🙂

  25. Janice Holmes
    January 26, 2018 / 7:22 am

    As usual adore your honesty. J loved this post as I know zilch about how all this works. Up those charges hun, you work hard and we love your content. FYI I always try to remember to use the swipe up but it’s not always possible if i’ve not got the time right there and then. Would be interested to know if theres a way i can save your swipe up links for use later. If I’m sounding like a numpty, apologies! xx

  26. January 26, 2018 / 10:20 am

    Really helpful post Cara! I’ve just shimmied my way into doing a couple of ads here and there and i know what you mean by imposter! By the cost per likes calculation I don’t even charge half what my worth is, but i just feel like i’m not reallllly meant to be there! It’d be really interesting if you could share any recommended affiliate programmes, it’s a minefield trying to work out which is a good one for UK influencers! Thanks again! xx

  27. Sara
    January 26, 2018 / 7:09 pm

    Very interesting Cara I’m not a influencing, blogging Im purely not interesting enough I’d bore everyone senseless 😆 but it’s a very interesting topic and I had wondered how it all worked 👍 don’t sell yourself short x

  28. Katie
    January 27, 2018 / 3:42 pm

    Very truthful read!

  29. craftymumofthree
    January 28, 2018 / 8:42 am

    Thanks for writing such an honest, interesting post. Personally I hate sponsored posts, and wouldn’t ever swipe up or use a linked discount, but if you can make a living and other people enjoy it then good for you. My biggest issue is the lack of clarity, with many ‘influencers’ not making it obvious that their posts are sponsored or a #ad.

  30. February 7, 2018 / 5:19 pm

    Hey Cara, great read thanks for being so honest, I’ve launched a small business ohso Box and without the possibility to reach and engage with influencers such as you, then small businesses like mine and thousands of others would not be possible. I think as long as you’re authentic, relevant and support the brands you advertise (after all that’s influencers started) then I think they do a great job….big up 😊👊🏼

  31. April 16, 2018 / 4:20 pm

    Thank you so much for posting this-it was so helpful and thanks to this I’ve already made some money from a sponsored post! Are there any other apps you would recommend using to get in touch with brands? Thank you x

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