Socialinsider's 2026 data puts average Instagram reach at about 5.5% of followers for 10K to 50K accounts, so a 25,000-follower account reaches roughly 1,400 people per post. Enter yours below.
Enter a follower count and pick a format. The estimate uses Socialinsider's published reach rates for accounts of that size, shown as a range. If you know the creator's real reach rate, enter it to override the benchmark.
Public numbers only. You can type 25k or 1.2m.
Reach divided by followers, from their insights. Overrides the benchmark. Required for Stories.
Adds a cost per 1,000 accounts reached.
Recalculates as you type. Nothing here is sent anywhere.
Accounts reached per reel
4.50% to 5.75% of followers
The range is the matching size band plus the bands either side of it, because real accounts sit anywhere in a band. The benchmark is for brand accounts, so ask the creator for recent insights screenshots before you commit.
Next: check their engagement with the Instagram engagement rate calculator →
Reach is only useful if the creator posts. Seed sends the product and tracks whether they do. Install Seed on Shopify
Two cuts of the same Socialinsider study. By format the spread is under half a percentage point. By account size it is more than three points, so follower count matters more than format here.
| Format | Reach rate | Reach at 25,000 followers |
|---|---|---|
| Reel | 4.10% | 1,025 |
| Carousel | 4.50% | 1,125 |
| Single image | 4.00% | 1,000 |
| Story | Not reported | n/a |
| Followers | Reach rate | Reach at band start | Reach at band end |
|---|---|---|---|
| 1K to 5K | 6.65% | 67 | 333 |
| 5K to 10K | 5.75% | 288 | 575 |
| 10K to 50K | 5.50% | 550 | 2,750 |
| 50K to 100K | 4.50% | 2,250 | 4,500 |
| 100K to 1M | 3.50% | 3,500 | 35,000 |
These are averages across brand accounts. A creator with a loyal niche audience can sit well above or below the line, which is why the override field exists. For the engagement side, use the engagement rate calculator.
Socialinsider's 2026 study of 72.6 million organic brand posts found average reach rates of 6.65% for accounts with 1K to 5K followers, falling to 3.5% for 100K to 1M followers. So a 25,000-follower account typically reaches around 5.5% of followers per post. Those are brand accounts, so creators can differ.
Divide the number of unique accounts a post reached by the account's follower count, then multiply by 100. Socialinsider calculates this per post and averages it. A post reaching 1,500 accounts from 25,000 followers has a 6% reach rate. Reach is an estimated metric, so read it as a guide rather than an exact count.
In Socialinsider's data the gap is small: carousels averaged 4.5%, Reels 4.1% and single images 4.0%. The study does not split formats by account size, and other studies rank formats differently depending on follower count. For a creator, the best format is whichever their own insights show reaching the most accounts.
Socialinsider's figures drop steadily with size, from 6.65% at 1K to 5K followers to 3.5% at 100K to 1M. The study reports the pattern but does not explain it. For pricing, this is why a smaller creator can deliver more reach per follower, and why you should ask for recent reach screenshots rather than relying on follower count.
Not one we could verify. Socialinsider's article reports no Stories figures, and we did not find another primary source we trust, so the calculator does not invent one. For Stories, ask the creator for their average story views from the last few weeks and enter it as a reach rate in the override field.
Last updated: October 29, 2026
Expected reach = followers x reach rate. The range uses the lowest and highest rates among the follower band that contains the account and the bands directly either side. With an override, the range collapses to a single point. Cost per 1,000 reached = fee / reach x 1,000, using the high and low ends of the reach range.
Limits: these are brand accounts, not creators, and reach is an estimated metric. The article is internally inconsistent about the overall Instagram average (3.20% in the summary, 4.90% in the body), so we use only the by-size and by-format figures. It reports nothing for Stories. Other studies report much higher reach rates under different definitions, so compare only within one source.
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