The Last of Us's InstagramEngagement

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Given that industry benchmarks show carousels averaging 0.55% and static images 0.45% — and The Last of Us is already well above both — doubling down on the top-performing post format by publishing at least 2 feed posts for every 1 Reel could meaningfully lift the overall 1.99% account ER. An audit of the last 26 posts can identify which specific post formats (single image vs. carousel) are driving the bulk of the median 34,769 likes to replicate those structures consistently.

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Adding a single, specific call-to-action question in every caption — tied directly to the post's subject — can convert even a fraction of the 34,769 median likers into commenters and push that 176 median comment count higher. Improving comment volume is one of the fastest levers to strengthen the 1.99% ER, which already exceeds the macro-tier benchmark of 0.5–1%, and could help justify brand deal rates toward the upper end of the $10,000–$50,000 per post range.

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Using the industry benchmark of $10–$25 per 1,000 followers for feed posts, the baseline sits between $17,546 and $43,865 per post, well within the estimated $10,000–$50,000 brand deal value range. Building a one-page rate card that leads with the above-benchmark ER, lists per-format rates, and includes add-on line items for usage rights (+25–50%) and 30-day exclusivity (+30–40%) will maximize deal value on every inbound inquiry.