Instagram Stories vs Reels – Which Costs More?
Which format costs more: stories or reels? Here's how to choose for your next influencer campaign.
If you're comparing creator deliverables, here's what you need to know about the cost difference between Instagram Stories and Reels.
The CPM Reality Check
- **Reels**: Higher cost, higher reach. Average CPM: $22–28
- **Stories**: Lower reach, faster to produce. Average CPM: $12–18
But here's where it gets interesting – the "cheaper" option isn't always more cost-effective.
When Stories Make Sense
Stories are great for: - Flash sales and limited-time offers - Product tags and direct swipes - Behind-the-scenes content - Quick announcements - Driving immediate action
The 24-hour lifespan creates urgency, which can boost conversion rates for time-sensitive campaigns.
When Reels Dominate
Reels work better for: - Evergreen content that keeps working - Brand storytelling and awareness - Reaching new audiences - Building long-term engagement - Content that can be repurposed
The algorithm favors Reels, giving them longer shelf life and broader reach.
The Pricing Trap
🚨 **Warning**: Many brands overpay for Stories thinking they're "cheaper." CPM-wise, that's not always true.
A creator charging $500 for a Story post to 100K engaged followers might actually be more expensive per impression than a $1,200 Reel to the same audience.
Making the Right Choice
Consider these factors: 1. **Campaign goals**: Immediate action vs long-term awareness 2. **Content lifespan**: 24 hours vs potentially months 3. **Audience overlap**: Stories reach existing followers, Reels can reach new ones 4. **Production complexity**: Stories are quicker to create
Calculate Before You Commit
Don't let format bias cloud your judgment. Use actual CPM calculations to determine the best value for your specific campaign goals.
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