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Business Insider spoke with creators, managers, and industry insiders about how much money Reels are worth and how the industry is approaching the new Instagram feature.Instagram Reels launched in August as a TikTok copycat, but it has since carved out more of a separate identity and become a staple product for some Instagram influencers. And someInstagram has updated the feature several times since its launch.
"We are still witnessing the birth of an entire format," said Brian Nelson, a cofounder of The Network Effect, a digital agency now focused entirely on short-form video content. "Not just one or two platforms, but an entire format that will not go away, that has not really reached the CMOs of the world — yet.
"Any time there's a new service, it takes time for the market to steady in terms of what is acceptable and what's not acceptable," G&B Digital Management founder Kyle Hjelmeseth said. "And I don't think that's happened yet with Reels." , or any "call to actions" such as sharing a link in bio or reposting a Reel as a story slide with a swipe-up.The time it takes to create video content — and then editing it to be attention-grabbing and 30 seconds or less — is what several influencers, agents, and managers said was the main factor they took into consideration when pricing Reels.
"So if you had a hundred thousand followers, for Reels content, we would charge $4,000 for the in-feed and then an additional thousand dollars surcharge on top of that," Ingleton Smith said. That surcharge can range, she added, between $1,000 to $2,000 depending on what the brand is asking for.