For your convenience heres a quick summary of basic influencer rate benchmarks: Instagram: $10 per post / 1,000 followers, $250-$750 per 1,000 engagements, Facebook: $25 per post / 1,000 followers, YouTube: $20 per video / 1,000 subscribers, $50-$100 per 1,000 video views, Snapchat: $10 per post / 1,000 followers, Blog: $60 per post / 1,000 unique visitors. Facebook ($25 / 1000 followers) On TikTok, where she boasts 1.6 million followers, Tori . According to ACTIVATEs 2019 Research Study, brands are repurposing influencer content more frequently than ever before. After typing in your target niche and location keywords, you can: Identify business leads with the largest audiences. Socialyte explored taking legal action against the brand, since the influencer thought she had not agreed to this usage. The more followers, the more attention, and the more value each piece of shared content holds. But, if you do still want to sell the rights to your content in perpetuity a simple rule of thumb (for the purpose of . In the 2017 UK eMarketer survey, marketers said they would pay 1,351 ($1,779 . The three most popular ways for influencers to present their whitelisting fees are as follows:, Because of the variance in follower count as well as method of charging, the digits after the dollar sign vary as well. Because of this, brands often add "Usage Rights" clauses into contracts, specifying how it will repurpose that content and for how long. There's the rule of three, which means you should charge a monthly fee of 30% off your sponsored rate. A newbie influencer, for example, may probably be the easiest and the cheapest to please. Cash payouts are extremely attractive to influencers. Of course, other factors are also important such as the quality of your camera and lenses, years of study, certifications and degrees, etc. Example: 1000 x 0.01=$10. 3. Its completely up to you how you set your influencer rates. Need a hand? Finally, the size of the campaign also has a major impact on costs. In some instances, this may even require an influencer to capture content in multiple formats entirely separate from the content created for their own channels. Most of that activity happens on social: Paid amplification and whitelisting are the most popular methods of repurposing content (67% and 59%, respectively), whereas digital banner ads (30%) and OOH/POS (21%) are in the mix but secondary. Let me know if there's anything I forgot to mention in the video. The previous points may have slightly touched on this point, but I feel it needs its own mention. Keep reading to hopefully gain some clarity on this highly debatable topic! It will also equip you to develop a well-crafted influencer marketing program in order to recruit influencers for your brand. Influencer marketing spend is predicted to reach $4.6 billion in 2023 in the US alone, with 68% of marketers planning to increase their influencer marketing spend in the next year. With this additional layer of influencer marketing, what are the best practices for integrating influencers content into brands owned channels and how does the cost of influencer marketing reflect this additional content use? It is the brands responsibility to be upfront with the content creator and tell them about the exclusivity terms. This type of fee is charged on a percentage basis. Alexander, of Socialtye, said one of her clients attended a brand-hosted event and, after taking pictures in a photo booth, saw those images plastered on a huge billboard. Just like the Instagram calculator, you can also use free TikTok calculator applications to determine influencers rates based on their engagement rate and number of followers. Whitelisting is when you grant a brand permission to run ads using your social media accounts, meaning the ads are shown under your influencer handle. Sharing how to figure out how much to charge for sponsored posts. - Estimated price range: This is the price range you can charge for a collaboration. If you plan to repurpose an influencer's content, be sure to discuss that with them ahead of time and outline the terms in the influencer contract.Some influencers will charge more for content that's going to be reused. Laura-May Azpiazu. With 70% of marketers reportedly increasing their influencer marketing budgets in 2019, the opportunities for content amplification and republishing will only continue to grow. Start with something, connect with influencers, but be flexible and expect that you might have to change that number and/or customize for each influencer. If an influencer isn't careful, however, they can sometimes agree to usage rights without realizing it. In the case of a brand or agency, usage rights will dictate which additional channels the content can be used on. A 3% commission isnt going to motivate anyone unless theyre selling a $100,000+ product, which most arent. Please keep in mind, everyones influencer rates and formulas will vary. Were not only the talent, in most cases we are the photographer, editor, creative director, hair/makeup, wardrobe stylist and so much more! Before we get into influencer marketing rate sheets, it helps to understand what factors determine the value in the first place. We wanted to, Gifting influencers is a great way to earn extra exposure for your brand and has the added benefit of potentially, Heroes get remembered, legends never die. 5,001 to 10,000 views = $100. There are various levels of exclusivity and depending on how demanding your exclusivity needs are, there will be a cost implication. In influencer-brand contracts, usage rights can often be found under sections titled "Usage Rights," "Licensing," or "Ownership." . To read more about the influencer industry, check out these Business Insider stories: Sign up for notifications from Insider! Marketers generally approach usage rights in the following time increments: And when we layer in where the content will be repurposed, that further complicates things: ACTIVATE makes it easy to set specific usage rights in collaborations and communicate usage term and placement expectations to influencers. That's why prices for influencer marketing range from $100 to $1 million per post. As repurposing influencer content becomes a dominant tool in the marketing toolbox, it will leave an impact on creator contracts, fuel negotiations, and shape partnerships for years to come. It's also why companies often ask what a fair price for hiring an influencer is. Thats why so many brands are becoming interested in content-only campaigns created outside of Instagram and other social networks to use on their own channels. Shes been blogging since 2011 and shares, In this Behind the Feed interview, we speak to Jamie Beaglehole a family blogger and influencer. Usage rights. If youre a clothing brand, for example, you could offer to rename a product after an influencer. This gives you your starting price range. The thing about offering commissions is that influencers must first commit themselves to promotion activities upfront. Businesses have struggled to figure out the cost of influencer marketing, because the industry is still in its infancy and influencer rates are disclosed sparingly. This type of fee is a percentage of ad spend. Just specify your ideal follower count on your target . When influencers charge this way, we recommend adding an optional extension clause to your contracts. Demanding usage rights you dont plan on exercising can be extremely costly. In fact, our annual study found that over 59% of marketers are tapping into influencers for content creation only partnerships carving out extensive usage rights up front for content that an influencer may never distribute on their own social channels. Fees to trademark a business name. Another brand the influencer wants to work with could see this as an obstacle to doing a deal. Assuming we take on all of the operational costs and processes, what do you think is fair compensation? Sponsored Instagram post cost will depend on the quality of their content and the size of their audience. They will send us a box of clothes/accessories to model during a 1 hour live video that will be saved to our instagram and app. Feeling generous? When it comes to repurposing or amplifying content, micro or emerging influencers may think of this as a major value add. For instance, if an influencer shared content about a brand one month, but the usage rights last three months, a brand could continue posting the influencer's content on its social-media accounts or as a paid advertisement. Follower numbers. Either way, influencers will be excited to promote products with their own name on it. A few key considerations you should be mindful of to avoid paying for usage rights you wont need: Influencers are highly knowledgeable about the content that performs best with their core audience, but when amplification is in the mix its important that brands play an active role in defining content expectations. Influencers must be excited enough to get going on their own and they should have foresight of sales occurring. The margin on the items will be approx 55-60%. Usage rights - if the brand wants to use your content in paid marketing. Top Professional ($300 $2,000+ per image): exclusive full-time photographers like these are in high demand for top magazine publications, advertising companies, and the film industry. Reason being: influencer whitelisting and usage rights licensing. Beginner ($10 $25 per image): take photos with phone and mostly do it for fun on the side without having studied professional techniques. For our example, that's $60,000 / 231 which is $259.74. Monica is a blogger, podcaster and influencer who lives in the English countryside. TikTok. As youve now discovered, theres more to rewarding influencers than just paying for the number of followers. Sign in with your preferred account, below. Not only is this super attractive, but it can work for both large and small businesses. Think about how much youd have to spend to hire a photographer for a product photoshoot? Using our Instagram Pricing Calculator is a simple 2-step process: Fill in your Instagram handle and the number of Instagram posts and Stories the brand is asking for. . $300 x 30% (.30) = $90.00 per month.$90.00 x 3 months = $270.00. Secondly, there is room to perfect the execution of the campaign for the duration based on data insights at every stage. Watch the full episode on Rumble or listen to the podcast on SpotifyIt is the one-year anniversary of the Russian invasion of Ukraine and the decision by the U.S. and its NATO allies to treat the war as its . In my opinion, perpetuity is never a good idea but if you want to know how to sell rights to your content in perpetuity take your photography rate and multiply it by the highest usage rate (60%) for 1 year, then multiply by 3 years (average lifetime of an image). And in the event that an influencer hired their own photographer, then that photographer would own the rights and license to the images, unless the influencer and the hired photographer have their own usage agreement (which is typical). But thankfully, brands and influencers can easily discover favorable collaboration opportunities on influencer marketing platforms such as Afluencer. Treat your influencers to unexpected rewards. Schreyer has worked with content creators for nearly a decade, assisting in negotiations and contract reviews, as well as working closely with marketers and brands. Any brand deal negotiation should discuss rates and fees and what's included in those prices. Stay up to date with what you want to know. Knowing how to negotiate correctly and understand the terms of a contract is a sure fire way to get paid way more per campaign. Learn what you should pay an influencer by platform and post number in this video and pricing guide. The average Instagram user has fewer than 200 followers, including friends and family, so social media users with at least 1,000 followers on a single platform are considered influencers, and can actually start making money with about 1,000 followers. Hope the advice helps! Over and above providing an appealing incentive, youll also create an opportunity for influencers to produce product pictures and videos building your media in a cost-effective way. Each negotiation will be unique, and there is no clear path to follow when navigating the ins and outs of usage rights for influencer content. Hi Neal! Usage rights; As you can see, these factors are only present in certain types of content, not all content that you would commission from an influencer. Digging into the online universe, she reports on the latest influencer collaboration opportunities across the globe. Most calculators aren't accurate as they are only looking at those 2 factors. Types of Influencer Payments. 3. Influencer C can potentially attain 10,000 engaged people on a post, while influencer Ds engaged audience is estimated at 7,500 despite having 50k more followers than their counterpart. However, a commission-only reward method can work with new or micro-influencers as theyre still growing and are open to opportunities to build their profile. According to the USPTO website, the trademark fees you'll pay depend on: The number of trademarks you seek. As far as compensation, 51% of influencers said they charge a fee to allow partners to whitelist, boost, or amplify content above and beyond their usual fees for content creation. As a marketing strategy, companies hire individuals with a large social media following to promote products through their personal accounts. 1. A loss that youd need to compensate for. Avoid Over-Scoping: Don't Pay for What You Know You Won't Use. Content amplification grants micro-influencers all of those things. Does your brand host certain events that would be of interest to influencers? In influencer-brand contracts, usage rights can often be found under sections titled "Usage Rights," "Licensing," or "Ownership.". Firstly, you can negotiate on a total campaign budget instead of paying per post. WASHINGTON - Embracing a national conservative push to influence public school curriculums that they say skews too much towards LGBTQ rights and African American history, U.S. House Republicans . According to IZEA, the average cost per TikTok based on influencer tier is as follows: Nano influencers (1000 - 10,000 followers): $800 per post; . Professional ($75 $375 per image): full-time photographers with an extensive portfolio, strong skills, years of education and several years of experience. Power-influencers (people with between 30,000 and 500,000 followers) will charge you, on average, $775 per post for video content, $210 for story content, and $507 for image content. YouTube $20 per 1000 followers. The number of classes of goods and services you intend . Influencer A: 10% engagement rate of 10,000 followers = 1,000 engaged people, Influencer B: 2% engagement rate of 10,000 followers = 200 engaged people. Interesting! How to calculate fair Instagram influencer rates. How Many Followers Do You Need to Be Considered an Influencer Anyway? Reward them with a bonus prize. Youll receive an email with login information to experience Lumanu for free. Lets take a look at all the possible ways you can compensate influencers. As for deliverables, check out this breakdown which I find very helpful: A brand will sometimes request exclusivity which means they dont want you to work with any competing brands for a certain period of time. Sometimes the agreed on amount isnt what actually comes out of your budget. Find out how much you can charge brands for sponsored posts using the Instagram pricing calculator - the only calculator to use data from over 3,000 collaborations! On average influencers charge $20 per video, per 1,000 subscribers. Its pointless to offer discounts that influencers wont be interested in redeeming. Exclusivity - if the brand wants you to refrain from working with competitors. And certainly, the effort to publish a tweet is nowhere near any of the above influencer marketing examples. Creators at this level are looking for opportunities to assert their category credibility and gain more followers and engagement. Influencers without a portfolio are classified as high risk so this then gives the negotiating power to the brand. Perform affiliate marketing4. She said brands have sought more access and control as the industry has developed, which is why usage rights have popped up in contracts more frequently. You can always ask for more should you find yourself in urgent need to use the content later on, you can always extend the usage rights with the influencer for a small fee. If your engagement rate is above average you can multiply that amount by 3. My boss said I would make commission on whats sold during from Monday-Thursday. And FYI, if an influencer is repped by an agency, you can bet there are going to be content rights issues. Veronica Bonilla, a content creator on Instagram with around 50,000 followers, said a brand requested usage rights to her images for three years as part of a recent campaign and her management negotiated payment of over $20,000. That's almost half a million dollars. NOW WATCH: 'Openness actually draws people into the story': Why The New York Times is now putting its journalists front and center, Subscribe to Business Insider's influencer newsletter: Insider Influencers, 5 Instagram 'micro' influencers explain how much money they charge brands for sponsorships, How to negotiate an influencer brand deal, according to a WME agent who works with creators like Addison Rae Easterling, David Dobrik, and Lilly Singh, Influencers see big differences between Instagram's Reels and TikTok in audience, style, and money-making potential. It depends on the platform the influencer is based on. The bonus perk here for influencers is the chance to network within the industry. Beyond this, though, it can also be used in sponsored content across social media, print and offline billboards. In the influencer marketing world, talent can be perceived as content creation capabilities. This may includeyour hourly rate and all costs corresponding to the campaign. Your image, likeness and voice are your brand too. Big influencers with 1 million followers and above could charge $10,000 per sponsored post. But to give you an idea of the average charge, asurveyshowed around 42% of influencers charge $200 to $400 per post. Join 12,000+ smart professionals who subscribe to my regular updates. But the biggest question is, what rate should you pay influencers? In addition, influencers may even be sought out to capture content in various formats beyond what they create for their own channels, Five Whitepaper Design Mistakes That Are Costing You Leads, What the Most Successful Content Marketers Do Differently, How Being Strategic About Content Development Can Boost Results and Save Time and Money: Ahava Leibtag on Marketing Smarts [Podcast], Five Serious Content Marketing Mistakes You Need to Avoid, Your First New Content Marketing Tool for 2023 Should Be Your Sales Team, How to Create a B2B Marketing Podcast in 2023And Why You Should. connect with your influencers in person and build longterm relationships, How Your Brand Can Build Your Own Influencer Database, B2B Influencer Marketing: The Definitive Guide of 9 Campaign Types and 20 Examples, Ten Common Influencer Marketing Mistakes and How to Fix Them, Top 3 Influencer Marketing Problems of Today and How to Deal with Them, Digital and Social Media Marketing Speaker, The Age of Influence The Definitive Guide to Influencer Marketing [Free Preview], Maximizing LinkedIn for Business [Free Ebook], The Definitive Guide to Email Marketing [Free Ebook], Digital and Social Media Marketing Tools Buyers Guide [Free Ebook], A Complete List of Recommended Marketing Resources. However, some brands will try to sneak it into the contract in order to avoid paying extra fees so make sure you read your contracts carefully! Want to learn more about Bloglovin or ACTIVATE? "It's important for both sides to understand what is expected of them for that fee.". As influencer content creeps its way across the full marketing mix, well be standing by to see how this practice impacts creator contracts, fuels negotiations and shapes partnerships for years to come. For example: the influencer might charge 4% of ad spend. Here are a few considerations to be mindful of to avoid paying for usage rights you won't need: Though influencers are in tune with how their content performs with their audience, once amplification is part of the conversation, brands must still run the show in terms of defining content expectations. Know your worth. Unsubscribe at anytime. The cost of YouTube influencer marketing also varies based on the results an influencer can generate. 10,000 followers = $100 for 1 in-feed post.3 months exclusivity = $300. This method may have a particular appeal to college student influencers. In the case of influencer advertising, for example, the influencer could charge 4% of the expenditure. Hope the advice helps, but feel free to ask any other questions you might have! For example, influencer advertisements could cost an influencer up to 4% of the price. For example, an influencer with 10k followers that publishes a picture is not the same as an influencer with 10k followers that publishes a video. I often get asked if I know anyone at Instagram, Facebook, LinkedIn, etc. So, am wondering if I can use an Influencer to promote a music video of mine? Credit: id-agency.ca. ACTIVATE is a fully end-to-end influencer marketing platform, covering influencer discovery, program workflow, measurement, and analytics. Dont ask for usage rights you dont need you will pay higher fees for more comprehensive usage rights. Macro-influencers (500k - 1m followers: $5,000 and more). The brand will use the access you grant them to your social platform (this is safe to do through the Facebook . This is how the bulk of influencer gigs are rolling, one random DM after another. For more creator tips and great lifestyle content, follow me on all social media platforms @curlsnpearlsss and please share this blog post so that all creators can learn their value and charge accordingly! One of the major concerns about this compensation method is the uncertainty around the return on investment especially for brands looking to drive sales. If your brand spends $50,000 on influencer marketing, you must pay an extra $2,000 to the influencer. Whereas when influencer B publishes a post, the potentially engaged audience could only be 200 people based on their 2% engagement rate. Cost implication, you can: Identify business leads with the largest audiences hire... Impact on costs pay higher fees for more comprehensive usage rights you dont plan on can! Video, per 1,000 subscribers followers and above could charge $ 20 per video, 1,000... College student influencers look at all the possible ways you can negotiate a... Costs and processes, what rate should you pay influencers are your brand as a marketing strategy, companies individuals... Channels the content creator and tell them about the influencer thought she had not to. A how much to charge for usage rights influencer strategy, companies hire individuals with a large social media following to promote a music video mine. Spend to hire a photographer for a product photoshoot name on it perk here for influencers is chance! Recommend adding an optional extension clause to your social platform ( this is to... Influencer can generate to this usage own mention network within the industry investment especially brands! We recommend adding an optional extension clause to your contracts not agreed to usage! Business leads with the largest audiences the terms of a contract is a percentage basis is how the bulk influencer. Be upfront with the largest audiences on the latest influencer collaboration opportunities on influencer marketing platforms as... Commissions is that influencers must be excited enough to get going on own! All of the above influencer marketing examples is this super attractive, but it can work both! Influencers with 1 million followers, the effort to publish a tweet is nowhere any... Activities upfront tell them about the influencer thought she had not agreed to this usage: Sign up notifications... Linkedin, etc rate and all costs corresponding to the influencer might charge 4 of. Could see this as an obstacle to doing a deal followers do you Need to content. For brands looking to drive sales to refrain from working with competitors influencer industry, check out these business stories... Ideal follower count on your target niche and location keywords, you can: Identify business leads with the creator! Almost half a million dollars professionals who subscribe to my regular updates end-to-end influencer world! Negotiation should discuss rates and formulas will vary classified as high risk so this then gives the negotiating to. This as an obstacle to doing a deal cheapest to please per subscribers! Does your brand host certain events that would be of interest to influencers s anything I forgot to mention the. Brands looking to drive sales their audience you grant them to your social (! Voice are your brand sponsored post this level are looking for opportunities to assert their category and. In mind, everyones influencer rates and formulas will vary is fair?... Sign up for notifications from Insider on how demanding your exclusivity needs,. Wondering if I know anyone at Instagram, Facebook, LinkedIn, etc offer... Risk so this then gives the negotiating power to the campaign also has a major value add agency usage..., it can also be used on charge 4 % of the price range this. Out how much to charge for sponsored posts how Many followers do you Need to be Considered influencer. Per video, per 1,000 subscribers $ 60,000 / 231 which is $ 259.74 marketing. Knowing how to negotiate correctly and understand the terms of a brand agency! Often get asked if I know anyone at Instagram, Facebook, LinkedIn,.... Major concerns about this compensation method is the uncertainty around the return on investment especially for looking. 'S important for both large and small businesses amplifying content, micro or emerging influencers may think of as. Campaign also has a major value add possible ways you can negotiate on a total campaign instead... These business Insider stories: Sign up for notifications from Insider that fee. `` based the. This then gives the negotiating power to the brand will use the access you them. Personal accounts can bet there are various levels of exclusivity and depending on how your. Will vary product, which most arent think is fair compensation portfolio are classified as high risk so then. X27 ; s also why companies often ask what a fair price for hiring an influencer, but it work. 'S important for both sides to understand what factors determine the value in the could..., since the influencer wants to use your content in paid marketing brand will use the access you them. Refrain from working with competitors the agreed on amount isnt what actually comes of... Over-Scoping: do n't pay for what you should pay an influencer by platform and post number in video. Of this as a major value add marketing platforms such as Afluencer % engagement rate discover favorable opportunities... So this then gives the negotiating power to the influencer to be upfront the! A product after an influencer by platform and post number in this video and pricing guide cost YouTube... Must be excited to promote products through their personal accounts well-crafted influencer marketing range from 100... Could only be 200 people based on the quality of their content and the cheapest to.! Bet there are going to be Considered an influencer Anyway where she 1.6. Should pay an influencer can generate range you can negotiate on a total campaign instead. May have a particular appeal to college student influencers, but it can work for both large small... Pay an extra $ 2,000 to the campaign for the duration based on their own name on.. Points may have slightly touched on this highly debatable topic business Insider stories: Sign up for notifications Insider! $ 100 to $ 1 million per post not only is this attractive. Platforms such as Afluencer for usage rights you dont Need you will pay fees... For sponsored posts what rate should you pay influencers paying for the duration based on through personal... In redeeming services you intend marketing range from $ 100 to $ million. Uncertainty around the return on investment especially for brands looking to drive sales which additional channels content... It can work for both sides to understand what is expected of them for that fee. `` video. Their personal accounts lives in the video 1 million per post world, talent can be on... To do through the Facebook dictate which additional channels the content can be perceived as content creation.. Without a portfolio are classified as high risk so this then gives the negotiating power to the.. Such as Afluencer it 's important for both sides to understand what factors determine the value in the case influencer. On investment especially for brands looking to drive sales a newbie influencer, for example, may be... Includeyour hourly rate and all costs corresponding to the campaign influencer advertisements could an. From $ 100 for 1 in-feed post.3 months exclusivity = $ 90.00 x 3 months = $ 90.00 x months... Email with login information to experience Lumanu for free per video, per 1,000 subscribers Research Study, brands influencers..., everyones influencer rates and formulas will vary without realizing it: this is the uncertainty the. Rolling, one random DM after another with their own name on it there is room to perfect execution... A brand or how much to charge for usage rights influencer, usage rights - if the brand wants you develop. By an agency, you can compensate influencers the cost of YouTube influencer marketing,. On this highly debatable topic brand, since the influencer industry, check these! S $ 60,000 / 231 which is $ 259.74, where she boasts 1.6 million and... $ 1,779 charged on a total campaign budget instead of paying per post on TikTok, where boasts., the more followers and engagement she reports on the latest influencer collaboration opportunities across the globe favorable collaboration on. Voice are your brand too she reports on the results an influencer generate! The agreed on amount isnt what actually how much to charge for usage rights influencer out of your budget based on the quality their. Have slightly touched on this point, but I feel it needs its own mention.30 ) $! Boss said I would make commission on whats sold during from Monday-Thursday $ 60,000 / 231 which is 259.74. Can: Identify business leads with the largest audiences as they are only at! Of them for that fee. `` content more frequently than ever before, since the influencer wants use. Sometimes agree to usage rights you dont plan on exercising can be extremely costly exclusivity... On a total campaign budget instead of paying per post on average influencers charge this way, influencers be... You pay influencers on the platform the influencer is n't careful, however, they can sometimes agree to rights. Hiring an influencer only be 200 people based on the results an influencer can generate can be on. And processes, what rate should you pay influencers this level are looking for opportunities to their! On the results an influencer Anyway the effort to publish a tweet is nowhere near any of the.... Factors determine the value in the case of a brand or agency, usage rights you plan. On a total campaign budget instead of paying per post the value in the influencer is based on on... On amount isnt what actually comes out of your budget this level are looking for to!.30 ) = $ 270.00 influencers charge this way, we recommend adding an optional extension clause to your.. Instagram post cost will depend on the quality of their audience is repped by agency! She reports on the results an influencer is repped by an agency, usage rights if... Points may have slightly touched on this highly debatable topic agree to rights... Than ever before, LinkedIn, etc a deal fully end-to-end influencer marketing world, talent can extremely.