A brand asking for "a post, a story, and a Reel" is not asking for one deliverable with two extras attached, and pricing it that way is the single most common way multi-deliverable Instagram deals get underpriced. Each format has its own reach pattern, its own production effort, and its own shelf life, and a fair rate treats them as three separate line items that happen to ship as one coordinated campaign, not one number with a vague "plus some extra content" attached.
This matters more on Instagram than almost any other platform, since Instagram is where the post, story, and Reel bundle is the default brand ask rather than the exception, covered in the same framework as our broader brand deal pricing guide.
Why each deliverable needs its own line item
The same principle sits inside the broader sponsorship pricing guide: a feed post lives on your grid indefinitely and gets discovered long after it is posted. A Reel reaches well beyond your existing followers through Instagram's own recommendation surface, and usually carries the highest single-post rate of the three for exactly that reason. A story disappears in 24 hours unless it is saved as a highlight, and commands the lowest rate because its reach and shelf life are both smaller. Bundling all three into one flat number erases those real differences, and a brand negotiating in good faith should not object to seeing them broken out.
The reverse mistake is treating the bundle as three full-price deliverables added together with no adjustment at all. A brand buying three formats in one coordinated campaign is still giving you one negotiation instead of three and one combined brief instead of three separate ones, and that efficiency is worth a modest discount, the same principle covered in how to build a rate card that itemizes each placement rather than folding them into one line.
Pricing the three deliverables together
Price the Reel first, since it is almost always the anchor deliverable and the one closest to your standalone per-post rate. Price the feed post next, typically 60 to 75 percent of the Reel rate given its narrower reach. Price the story last, typically 15 to 25 percent of the Reel rate, reflecting its short lifespan and lower production effort.
SponsorCraft prices against 19 creator niches and 111 sub-niches, so a skincare account and a nail art account are not priced as the same beauty audience, and the individual Reel, Feed Post, and Story rates shown above come from the brand deal calculator already broken out by placement, rather than requiring a separate manual estimate for each format.
SponsorCraft calculates Reel, Feed Post, and Story rates together from one set of account metrics, so a multi-deliverable bundle is priced from three real, individually defensible numbers instead of one flat guess.
Worth knowing: the reference rates shown for placements outside your primary tab are calculated estimates from the same inputs, not a live multi-platform quote. Confirm the exact bundle discount you plan to apply as a separate negotiation step.
Price all three placements →Applying a bundle discount without giving away the anchor
Once the three deliverables are priced individually, a discount in the 10 to 15 percent range applied to the combined total is reasonable, reflecting the single negotiation and single brief. Apply that discount to the sum, not to the Reel rate individually. The Reel is the anchor deliverable and the number most likely to be quoted back to you on a future deal, so it should never be the line item absorbing the biggest cut.
Watch for a specific brand tactic here: an offer that discounts the Reel heavily while paying "full rate" on the story and post. Since the story and post rates are already a fraction of the Reel's, full rate on the small numbers does not offset a heavy discount on the number that matters most. Check the combined total against the sum of the three undiscounted rates, not against how confident the brand sounds about individual line items.
Usage rights across three different formats
Each format's usage rights window should be negotiated separately, since a brand repurposing your Reel in paid ads is a materially different ask than reposting a story screenshot. Price usage rights as an add-on per deliverable that the brand actually wants to extend, not as one blanket add-on covering all three regardless of which pieces the brand plans to reuse.
A carousel post is common enough as a fourth ask that it is worth pricing on sight rather than negotiating from scratch each time. Treat it as its own line between the feed post and the Reel, typically 80 to 100 percent of the feed post rate depending on slide count, since a multi-slide carousel takes meaningfully more production time than a single static post without reaching Instagram's Reel-level distribution.
The math, worked through
Take the skincare account above: a $1,202 Reel, a $925 feed post, and a $264 story. Summed individually that totals $2,391. A 12 percent bundle discount applied to that combined total brings the package to $2,104, a $287 reduction that reflects the efficiency of one negotiation and one brief. Compare that against a brand's opening offer of a flat $1,800 for all three, which undercuts even the discounted, fairly bundled total by over $300 while still asking for the same three deliverables.
The individually priced, then discounted approach gives you a number you can defend line by line if the brand pushes back on any single deliverable, which a single flat figure never lets you do.
A multi-deliverable bundle should be built from three real placement rates, not one flat guess. Calculate all three together.