Influencer Campaign Budget Calculator
See how many creators your budget can book, roughly how many people you could reach, and which creator size takes your money furthest.
- Free
- No sign-up
- Made for brands in India
How this plan is worked out
- Price one creator. We use the same market rate as the Influencer Rate Calculator for a Reel at that follower count, including any paid-ads rights and package discount.
- Set money aside. A reserve covers surprises such as re-shoots or extra rights. An agency fee, if you use one, is charged on top of what creators charge.
- Count the creators. Whole creators only — what is left is shown as left over.
- Estimate the reach. Followers multiplied by the share who typically watch a Reel, shown as a cautious, typical and strong scenario.
- Work out the value. Cost per 1,000 views and cost per engagement, so you can compare options.
Example. You have ₹1,00,000, keep 10% in reserve, and want creators with about 30,000 followers. One Reel from a creator that size costs about ₹23,500.
You can book 3 creators. That is ₹70,500 in fees, with ₹10,000 in reserve and ₹19,500 left over.
What one Reel costs by creator size
| Creator size | Followers | Typical price for one Reel | Engagement (typical) |
|---|---|---|---|
| Nano | about 5,000 | ₹3,800 | 3.5% |
| Micro | about 30,000 | ₹23,500 | 2.4% |
| Mid-tier | about 2,00,000 | ₹1,16,000 | 1.3% |
| Macro | about 7,00,000 | ₹3,43,000 | 0.9% |
| Mega | about 20,00,000 | ₹10,00,000 | 0.7% |
Market rate for one Instagram Reel with basic rights and a typical engagement rate, before GST — the same figures the Rate Calculator uses.
How many people will see it?
This is the least certain part of any campaign plan. Views on a Reel depend on the creator, the content and luck, and the same creator’s Reels can differ ten-fold. Smaller accounts usually reach a bigger share of their followers than large ones, because Reels are shown to people who do not follow the creator.
Instead of one number, we use three scenarios. At about 30,000 followers, the typical scenario is roughly 30% of followers watching a Reel.
| Creator size | Cautious | Typical | Strong |
|---|---|---|---|
| Nano (about 5,000) | 16% | 40% | 100% |
| Micro (about 30,000) | 12% | 30% | 75% |
| Mid-tier (about 2,00,000) | 6% | 15% | 37.5% |
| Macro (about 7,00,000) | 4% | 10% | 25% |
| Mega (about 20,00,000) | 3.2% | 8% | 20% |
Views on one Reel as a share of the creator’s followers. Instagram publishes no official figures and the studies we found disagree by a wide margin, so we show three scenarios rather than one number.
Always check real numbers before you book: ask each creator for the median views of their last 12 Reels, not the average — one viral Reel can distort an average.
How campaign budgets are usually split
There is no single right split, but this is a commonly used planning guide. The calculator lets you set the agency fee and reserve yourself.
| Where it goes | Typical share |
|---|---|
| Creator fees | 50–60% |
| Usage rights and boosting the content as ads | 20–30% |
| Agency or platform costs | 10–15% |
| Reserve for surprises | 5–10% |
Agencies commonly add a management fee of roughly 15–25% on top of what creators charge. If you book creators directly, you can skip that line.
Which creator size is best?
It depends on your goal. Smaller creators cost less each, so you can work with more of them and get more voices and often better engagement, but you will spend more time coordinating. Larger creators give you reach in fewer contracts. Many benchmark reports find that micro creators (10K–100K followers) give a better cost per result than larger accounts. The table in your result shows what your own budget buys at each size.
Before you book, ask for
- The median views on their last 12 Reels
- Where their audience lives, and how much of it is in India
- Examples of past work with similar brands
- What is included: number of Reels, usage period and any exclusivity
- Payment terms and delivery dates
Frequently asked questions
How are the rough views worked out?
We take the creators’ follower count and multiply it by an estimated share who watch a Reel — a typical share that gets smaller as accounts get bigger — then show a cautious scenario and a strong scenario either side. It is a planning aid, not a promise.
Why is the views range so wide?
Because reach on Instagram really is that unpredictable. Instagram publishes no official figures, and the studies we found disagree widely. A wide honest range is more useful than a narrow made-up number.
Is an agency fee normal?
Agencies commonly charge a management fee of roughly 15–25% on top of what creators charge, sometimes with a monthly retainer. If you book creators yourself, choose “None”.
What is the reserve for?
Things that are easy to forget: an extra round of edits, a re-shoot, longer usage rights, product shipping. Ten percent is a sensible starting point.
Can I mix creator sizes?
Yes. Run the calculator once for each size with the part of the budget you want to spend on it, and add up the results. The table in your result also shows what your whole budget would buy at each size.
Does this work for YouTube?
Not yet. It covers Instagram Reels. For a YouTube video, use the Influencer Rate Calculator to price it.
Do these prices include GST?
No. Creator rates are normally quoted before GST. If creators are registered, they will add it on top — 18% is the usual rate, but check with your CA.
How accurate is this?
It is an estimate built from 2026 India rate guides and industry benchmarks, last reviewed September 2026. Real prices and results depend on each creator and campaign.
Do you store my budget?
No. Everything is worked out in your browser and nothing you type is sent to our servers.
Find creators with rates upfront
Browse creators on RelayCollab, see their real numbers and rates, and contact them directly — no agency in the middle.
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See all tools →Estimates only, based on 2026 India rate guides and industry benchmarks (last reviewed September 2026). Views and results are not guaranteed; every campaign is different.