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What does Instagram management cost, and what should it include?
A scope checklist for comparing proposals: strategy, production, publishing, reporting and expenses that need to be separated.
A proposal promising “12 posts” does not yet explain how much work you are buying. Those posts could be graphics, original photographs or filmed and edited videos. Before discussing price, define the change you need: more enquiries, a clearer offer or a reliable publishing rhythm.
Start with a brief you can measure
Describe your main offer, audience, service area, channels and capacity to respond. Choose one main action: booking, phone call, message or form. Follower numbers can provide context; they do not by themselves demonstrate a sale.
Compare the same scope
| Area | What to ask for |
|---|---|
| Strategy | Topics, audience, brand voice and the monthly objective. |
| Production | Asset numbers and formats, shoots, location, editing and translations. |
| Publishing | Channels, schedule, copy, approval and revision rounds. |
| Community | Whether comments and messages are included; coverage hours and escalation. |
| Reporting | What was published, which signals were measured and the next change proposed. |
| Advertising | Campaign management and media spend as separate line items. |
Musée’s example social plan includes 8 posts, 15 stories and one professional shoot a month. Quantities, formats, timing and exclusions are agreed in the project proposal. This is not a standard price for every business.
Why the cost changes
- Filming, sound, editing and additional video versions require more work than a simple graphic.
- More channels and languages add adaptation, publishing and review.
- Locations, talent, products and travel should be listed as included or extra.
- Message handling and advertising require a defined time commitment and owner.
Questions before signing
- Who owns the accounts, finished assets and usage rights?
- How many revisions are included, and what happens when approvals are late?
- What is the minimum commitment, and how does it end?
- Is the agency fee separate from advertising spend?
- How will month one be compared with the baseline without calling every enquiry a sale?
Your practical next step
Prepare the brief and request an inclusion table from each provider. Compare production, responsibilities and reporting on equal terms. We do not publish a market price range without verified data.
This guide was prepared with AI assistance for Musée. Examples are illustrative plans, not client results. Adapt them to your offer, resources and business data.
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