For the most part, the amount of money that athletes get from these deals is under wraps. The brands we reached out to for this piece were unable to provide details about deals with athletes. In general, when companies price out a rate for a sponsored Instagram post, they look at who the followers are, seasonality, engagement rate, and so on, explains Reesa Lake, executive vice president of Digital Brand Architects, an influencer agency. “Usage and exclusivity exponentially increase the rate for posts as it locks the talent out from working with other brands,” she says. Rates for a single post can range from $2,500 to $5,000 for someone with 100k followers to $7,500 to $20k for talent with a million followers, she says.