Intro
Europe is one of Instagram’s most lucrative markets, both for advertisers and creators. However, earnings per 1,000 views can vary significantly based on country, niche, and audience engagement. If you’re a European creator wondering what kind of payouts to expect for your Instagram videos, here’s what you need to know.
Direct Instagram Payouts: Reels, Feed Videos, and Stories
Instagram’s direct monetization programs—like the Reels Play Bonus and ad revenue sharing—generally pay higher rates in Europe than in most Asian, African, or South American countries, though slightly less than in the US. This is due to Europe’s strong digital ad market, high advertiser competition, and diverse user base.
For creators in Western and Northern Europe (Germany, France, Netherlands, Sweden, UK, etc.), direct payouts usually range from €1 to €5 ($1.10 to $5.50) per 1,000 views on Reels. Average creators typically earn around €2–€3 per 1,000 views, with higher engagement or premium niches (tech, finance, beauty) earning at the top end of the range.
Feed videos and Stories generally pay less—typically between €0.20 and €1 ($0.20 to $1) per 1,000 views—since Instagram prioritizes short-form video.
What Influences Payouts in Europe?
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Country: Rates are higher in countries with strong economies and higher ad spending (Germany, UK, France, Nordics).
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Niche: Content in finance, tech, and lifestyle typically earns higher CPMs.
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Engagement: More likes, comments, shares, and watch time push payouts higher.
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Audience Mix: Videos with significant US or UK viewership (in English) may earn even more.
Sponsored Content and Brand Deals
Sponsored posts are where most European creators earn the bulk of their income. For branded content targeting European audiences, CPMs often range from €10 to €40 ($11–$44) per 1,000 views, especially in premium niches.
For example, a micro-influencer in Germany might charge €400–€1,000 for a sponsored Reel or video with 10,000–20,000 views. Major influencers can command much higher rates.
Real-World Example
A French fashion creator with 50,000 Reel views—mostly from France and Belgium—might earn €100–€150 directly from Instagram. The same video, if sponsored by a fashion retailer, could net €600 or more, depending on the brand and engagement.
A tech page with 500,000 European views might receive around €1,200 in Reels Bonus payments, while a major brand partnership for those same views could pay several times that amount.
How European Creators Can Boost Their Earnings
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Focus on Reels and trending content to maximize direct payouts.
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Tailor content for high-value European markets and languages.
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Use tools like Ranktracker to discover top-performing hashtags, trending topics, and ideal posting times for your region.
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Proactively approach brands in your niche to secure higher-value sponsorships.
Conclusion
Instagram’s direct payouts for 1,000 views in Europe typically range from €1 to €5, with most creators averaging around €2–€3 per 1,000 views on Reels. Sponsored content offers even greater earning potential, especially for those who build an engaged, niche-focused audience. By leveraging analytics and targeting high-value audiences, European creators can maximize both their platform payouts and partnership opportunities.
