If you are new to the influencer marketing space, it is easy to wonder about the pricing details of running a 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?
Or about how 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. To understand how much to pay, you first need to look at the most important factors to consider.
How Much 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 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 influencers 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 while micro-influencers and nano-influencers charge the least for influencer marketing.
But, you may be wondering exactly how much do influencers charge per post?
According to Influencer Marketing Hub, this is how much different tier influencers charge per post on different platforms:
|Nano||$10 – $100||$20 – $200||$5 – $25||$2 – $20||$25 – $250|
|Micro||$100 – $500||$200 – $1K||$25 – $125||$20 – $100||$250 – $1K|
|Mid-Tier||$500 – $5K||$1K – $10K||$125 – $1K||$100 – $1K||$1K – $12K|
|Macro||$5K – $10K||$10K – $20K||$1K – $2K||$1K – $2K||$12K – $25K|
|Mega||$10K +||$20K +||$2K +||$2K +||$25K +|
- Nano: $10 – $100
- Micro: $100 – $500
- Mid-Tier: $500 – $5K
- Mid-Tier: $5K – $10K
- Mega: $10K +
- Nano: $20 – $200
- Micro: $200 – $1K
- Mid-Tier: $1K – $10K
- Mid-Tier: $10K – $20K
- Mega: $20K +
- Nano: $5 – $25
- Micro: $25 – $125
- Mid-Tier: $125 – $1K
- Mid-Tier: $1K – $2K
- Mega: $2K +
- Nano: $2 – $20
- Micro: $20 – $100
- Mid-Tier: $100 – $1K
- Mid-Tier: $1K – $2K
- Mega: $2K +
- Nano: $25 – $250
- Micro: $250 – $1K
- Mid-Tier: $1K – $12K
- Mid-Tier: $12K – $25K
- Mega: $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 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 social media platforms. Additionally, the production costs and effort are different for creating different types of content. So, that is also an influencer factor for the overall influencer marketing budget.
We will analyze how different social media platforms compare in terms of pricing for influencer campaigns.
A sponsored 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 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.
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. Similarly to YouTube, more time and effort will correspond to a higher cost per post.
For Instagram influencer marketing, a 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 social media 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 social media 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?
A. According to a report from the Influencer Marketing Hub, Instagram influencers charge anywhere between $10 to $10K+ per 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 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?
No two influencers charge the same amount for a sponsored post. Factors like the number of followers, engagement rate, type of content, and social media platform 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.