If you are new to the influencer marketing space, it is easy to wonder about the pricing details of running an influencer marketing campaign.
Since it’s not a very transparent industry, you may have questions like:
How much do influencers charge?
How do you decide what to pay per post?
How do you to create a cost-effective influencer marketing campaign?
In this post, we will try to bring some clarity to the way influencers make pricing decisions.
Understanding How Much to Pay for Influencer Marketing
You first need to look at the most important factors to consider when it comes to social media marketing and influencer marketing.
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How Much Money Do Influencers Charge Per Post?
When it comes to influencer marketing pricing, factors like influencer size, social media platform, and type of post are important.
Sometimes, the pricing can even vary based on the social media marketing campaign performance.
Let’s break down each of these factors to create a comprehensive influencer marketing pricing guide for you.
1. Number of Followers
How much do social media influencers typically charge? There isn’t a generic answer to this question.
When you are considering influencer marketing costs, the number of followers that an influencer has makes a big difference.
Take a look at the screenshot below to understand how different tier influencers are grouped:
Image via Trending Family
As one would expect
Mega influencers charge the most for influencer marketing, while micro influencers and nano influencers charge the least for influencer marketing.
But, you may be wondering exactly how much will social media influencers charge you per post?
According to Influencer Marketing Hub, this is how much different tier influencers charge per post on different platforms:
|$10 – $100
|$20 – $200
|$5 – $25
|$2 – $20
|$25 – $250
|$100 – $500
|$200 – $1K
|$25 – $125
|$20 – $100
|$250 – $1K
|$500 – $5K
|$1K – $10K
|$125 – $1K
|$100 – $1K
|$1K – $12K
|$5K – $10K
|$10K – $20K
|$1K – $2K
|$1K – $2K
|$12K – $25K
In addition to the follower count, the overall engagement rate of an influencer also has an important influence on the price influencers can charge per influencer marketing post.
2. Social Media Platform and Type of Post
As can be seen above, the price of an influencer marketing campaign will also vary across different platforms.
Additionally, the production costs and effort are different for creating different types of influencer marketing content.
So, that is also an important factor for the overall influencer marketing budget.
Comparing the Prices for Influencer Marketing
We will analyze how different platforms compare in terms of pricing for influencer marketing campaigns.
While your marketing budget will determine which influencer type you can use in your digital marketing, all of the options can work to raise brand awareness and increase engagement rates.
Let's see how influencer marketing platforms can help your business reach the right target audience.
A sponsored social media marketing post on YouTube will consistently cost the most compared to other social media platforms.
This is because writing, filming, and editing videos take time. Overall, the more time an influencer dedicates to production, the more they will charge.
Out of all the popular social media platforms, influencers typically post on YouTube the least due to the amount of time that must be spent formulating a post.
These are the main types of sponsored posts on YouTube for influencer marketing:
- Dedicated: In these types of posts, the entire video is dedicated to a brand’s product or service. Examples include product reviews, tutorials, hauls, unboxing videos, etc.
- Intro/End Card: In these types of videos, influencers give shoutouts to a brand or specific product/service at the beginning or end of a video.
- Integrated: In these types of posts, influencers advertise a brand or promote a specific product or service in the middle of their video.
- Link in Description: In these types of posts, influencers include a discount link or promotion code in the description box of their video.
For long-term partnerships, influencers may include these links in each of their videos. Regardless of whether or not they mentioned the brand or YouTube channel in the actual video.
In a nutshell
More effort equals higher influencer rates. So, it is understandable that an influencer will charge a brand more if they are creating dedicated videos for a target audience.
Similarly, they will typically charge more for integrated sponsorships than intro/end card sponsorships.
Finally, they will charge the least for including a link in the description box without a direct shoutout within the video.
Next to YouTube, Instagram is one of the most popular platforms for influencer marketing.
Thanks to Instagram Stories it is easy to leverage Instagram influencers for your influencer marketing to grow brand awareness with a target audience.
This partly due to the number of Instagram influencers that already exist and the reach Instagram influencers can achieve.
Increasing cost of working with Instagram inlfuencers
Similarly to YouTube, more time and effort that an Instagram influencer puts into their Instagram posts will correspond to a higher cost per Instagram post.
For Instagram influencer marketing, an Instagram Story post is likely to cost less than a regular feed post.
Out of all Instagram content, IGTV videos are likely to cost the most per post.
Facebook is one of the more expensive platforms for influencer marketing.
However, an influencer isn’t likely to have an extremely large following on the platform.
Therefore, macro influencers and mega influencers are likely to charge a premium.
On Facebook, a lengthy post complete with links and images will cost more than a short mention or post on a Story.
Similarly, a video will cost more than any regular post on the platform.
Although TikTok is lower on this list currently, it is steadily increasing in popularity. On TikTok, the only kind of posts that you can create are short-term videos.
To promote a business, a product review or dedicated post will cost more than a mention in a description or an influencer’s bio.
When it comes to influencer marketing, Twitter is cheaper than other social media platforms.
That’s because creating a post for their target audience on Twitter requires the least amount of time and effort.
Twitter posts have a word limit and there are not too many options outside of a traditional tweet, although a Story feature was recently introduced.
Q1. How is the influencer rate calculated?
A. To decide on the price per post for your influencer marketing campaigns, you should consider factors like follower count and the effort they will need to put in.
Your marketing goals and the period of time that the campaign will run for will also make a big difference.
Also, keep in mind that Instagram, Facebook, Twitter, TikTok, Snapchat, and other platforms also have different standard pricing structures.
Based on these factors, you can come up with a price tag for your influencer campaign. Make sure you leave some wiggle room because negotiation is common.
Q2. How much do influencers charge for influencer marketing?
A. The price that influencers charge per post will vary depending on the number of followers, type of post, and social media platform.
Nano influencers (less than 10,000 followers) can charge from $10 – $200 per post. On the other hand, micro influencers (10,000 – 50,000 followers) can charge up to $1K per post.
Mid-tier Influencers (50K – 500K) can charge up to $10K and macro influencers (500K – 1M) up to $20K per post.
Mega influencers (over 1,000,000 followers) charge the most. It varies depending on the number of followers and could even hit $1 million.
Q3. What is the most expensive social media platform for influencer marketing?
A. The most expensive platform for influencer marketing is YouTube. This is because YouTube videos require the most time and effort to create.
Instagram, TikTok, and Facebook come next; and Twitter and Snapchat are the least expensive.
Q4. How much do Instagram influencers charge per Instagram post?
A. According to a report from the Influencer Marketing Hub, Instagram influencers charge anywhere between $10 to $10K+ per Instagram post.
One of the biggest factors that dictates how much an Instagram influencer can charge is how many followers they have.
Here is a quick overview of how much different tiers of Instagram influencers charge for an Instagram post:
Nano influencers: $10 to $100
Micro influencers: $100 to $500
Mid-tier influencers: $500 to $5K
Macro influencers: $5K to $10K
Mega influencers: $10K+
Q5. How much do TikTok influencers charge?
A. The amount that TikTok influencers can charge varies on their overall level of influence.
In the past, brands have paid anywhere between $250 per post to $20,000 per post.
Ready to Plan Your Influencer Marketing Campaign?
The most important starting poin to to recognize that no two influencers charge the same amount for a sponsored influencer marketing post.
Factors like the number of followers, engagement rate, type of content, and social media network all impact influencer costs.
Overall, it is important for you to consider all of the potential factors before fixing a price tag.
If you need help finding the right influencers that fit your budget, you can also reach out to NeoReach.
Do you have any questions about influencer marketing costs? Please feel free to mention your questions in the comments section.