Guide
How much to charge for Instagram Stories
Figures and workflows here are illustrations, not financial, tax, or accounting advice. Talk to a tax or finance specialist in your jurisdiction before you invoice, set payment terms, or treat a number as a rate you should charge.
Frame-count pricing ladder
First frame carries the setup: lighting, product unbox, hook. Extra frames are cheaper but not free. Link sticker and Highlight are never “included because it is only Stories”.
| Deliverable | Share of Reel fee | What is included | What is not |
|---|---|---|---|
| 1 Story frame | 0.12–0.18 | One clip up to 60s or still | Sticker, Highlight, link sticker |
| 3-frame sequence | 0.28–0.40 | Hook + product + CTA | Takeover, Remix, Highlights |
| 5-frame sequence | 0.40–0.55 | Full mini-ad | 24h exclusivity of your slot |
| Link sticker on the CTA frame | +0.08–0.12 | Sticker + you send tap count | Landing-page build |
| Highlight for 30 days | +0.15–0.25 / month | Named Highlight, taken down on day 31 | Forever highlight |
| 24-hour Story takeover | 1.5–2.5× Reel | Your Story slot that day | Feed posts, Reels that day unless paid |
Example: Reel $700 → 3-frame sequence ~$200–$280, sticker +$60–$80.
| Line on $700 Reel base | Math | Amount |
|---|---|---|
| 3-frame sequence (same day) | 0.35 × $700 | $245 |
| Link sticker | +0.10 × $700 | $70 |
| Stories subtotal | — | $315 |
| Reel + Stories bundle | $700 + $315 | $1,015 |
| + Highlight 30 days | +0.20 × $700 | +$140 (take down day 31) |
Do not invoice “Stories included.” Screenshot-for-ads is paid usage on the still — not this Stories fee.
Feed carousels are a different SKU from Stories — price them with Instagram carousel rates. Link sticker as its own add-on: Story link sticker pricing. Highlight days (past 24h — not a pinned Story): how much to charge for a pinned Story.
View the metric that matters
Quote average Story frame views over 30 days, not followers. A 40,000-follower account with 2,200 Story views is a 2,200-view product. If the brand wants reach, they should buy a Reel. If they want a click, they should buy the sticker and actually look at taps.
Same-day Story after a Reel
Bundle it. A 3-frame sequence posted the same day as the Reel is worth more than an orphan Story a week later. Price the bundle as Reel + 0.25×, not Reel + full sequence, if you want it to sell.
Scripted vs you talking
Word-for-word legal copy on five frames is a revision trap. Cap frames that require on-screen legal at two, or add a copy round at $75.
Screenshot for ads
A Story still in a paid ad is paid usage on that still. The 24-hour organic Story fee does not cover Meta ads.
Do not do this
- “Unlimited Stories for the campaign week” — that is a takeover. Use the takeover row.
- Leaving Highlights up after the paid month because you forgot — set a calendar reminder on day 28.
- Selling Stories without a revision cap. One recut of the CTA frame is enough; a new unbox is a new sequence.
- Accepting “just add it to the Reel” in a DM after the Reel was already invoiced. That is a new line.
Related guides
Platform rates & formats
Instagram Story rate questions
+How do I price a single Story frame versus a sequence?
One frame is a reminder; three to five frames is a mini ad. Sequence pricing should not be “one frame × count”. Discount the extra frames 15–25% after the first, not 50%.
+Do link stickers cost extra?
Yes if they care about taps — link stickers are available to nearly all accounts since October 2021 (brand-new or policy-violating accounts may be blocked). Add a flat $50–$150 or 10% of the sequence, whichever is higher, and report sticker taps if you sell that as a result.
+How long should branded Stories stay in Highlights?
24 hours is the product. A Highlight for 30 days is a second product — you are giving them a permanent shop tab. Charge a monthly Highlight retainer or a 30-day flat, and take it down when it ends.
+Should Stories be sold only as an add-on to a Reel?
That is the cleanest package. A Stories-only campaign is fine if you show 30-day Story views, not follower count. Do not hide Stories inside a Reel fee “because everyone does both”.
+What if the brand wants a 24-hour takeover?
That is every frame that day, plus you cannot post your own content. Price it as a day rate (often 1.5–2.5× a Reel), not as “lots of Stories”. Exclusivity of your Story slot is the product.
+How much is a 3-frame sequence + sticker on a $700 Reel?
Sequence ~0.35× = ~$245; sticker ~+$70 → about $315 for Stories alone, or Reel+$315 if bundled. Highlight 30 days is another +$105–$175/month.
Add a Stories sequence to the package menu
BlueRateCard can list a Reel package and a Story-frame add-on with live 30-day views. Brands pick the sequence before they pay. Free for creators.