As lengthy as we’ve had advertising and advertising, manufacturers have capitalized on well-known faces to promote their products. If we see those to whom we aspire to make use of certain services and products, then we wish to use them too – so we are ready to relate to their experience and see how those services or products may fit our lives.
With the arrival of social media, we’ve seen the emergence of a model new kind of celebrity: the influencer. Not celebrities within the usual sense, in that their fame is inextricably tied up with the media by way of which they broadcast, rather than any specific discipline (not even socialite).
Nonetheless, the content they publish is aspirational. Like the celebrities of old, their fans need to be like them, utilizing the identical merchandise as they do. Hence, the name ‘influencer’. Influencers supply some advantages over the celebrities of old. They are more accessible (and affordable) – “just such as you and me”. They often have close relationships with their followers, they construct a rapport that brands themselves can’t replicate. And they are usually significantly influential in niches carefully associated with particular product categories.
Featured Influencer Marketing Companies
Influencer marketing has turn into a key advertising channel in the 21st century. For many brands, this has turn into a de rigueur component of the combination. Today, plugging Instagram, YouTube, and TikTok influencer advertising elements into an app marketing plan has turn out to be the norm.
Read on to see our set of stats on influencer advertising rates and influencer advertising prices on completely different social media platforms. We start with a section looking on the size of finances marketers have put aside for this type of advertising, giving an impression of how much money is transferring around here. We also have a glance at that are the best influencer advertising channels for app entrepreneurs to select from.
Before we get stuck in, it appears truthful to level out that there’s appreciable variance in the prices reported. We have collated what’s out there, but the only thing that seems fixed is that a big number of variables come into play.
Which viewers entrepreneurs are trying to achieve, the type/quantity of media, levels of engagement, and heaps of more factors have to be in consideration when establishing influencer advertising pricing. So on the finish of the day, price factors can only be pretty established on a case-by-case foundation. That said, we hope it is going to be helpful to any entrepreneurs considering utilizing this channel to see some benchmark figures.
Influencer rates/preferred influencer advertising channels
Influencer marketing is more than a pattern; it’s extensively held to be one of the efficient digital advertising channels available to up to date marketers. A 2019 BigCommerce influencer marketing research signifies that 89% of name marketers report that they see the next ROI with influencer marketing compared with different digital advertising channels. Because we deliver up this data point from 2019, earlier than the rise of TikTok because the main social media platform for manufacturers to connect with their audiences, it’s reasonable to imagine that at present in 2022 the number of manufacturers who measure a better ROI for influencer advertising campaigns is even greater.
Accordingly, they’re willing to take a position. The complete international value of influencer advertising in 2022 was estimated at $16.four billion by Influencer Marketing Hub.
Investment has been on the rise. According to the Business Insider Intelligence report, in 2022 Influencer advertising funding is expected to succeed in $15 billion, giving nearly twice extra oxygen to influencers to capitalize on the rising demand.
Featured Influencer Marketing Companies
According to the InfluencerMarketingHub analysis, in % of corporations, that took half in the survey, elevated their Influencer advertising finances all through 2020, and an additional 20% committed to maintaining the identical stage price range in 2021.
49% of those companies saved their Influencer marketing price range on the level – $10k and down, whereas different 23% spent up to $50k / yr and about 9% were able to spend greater than $500k / year.
Influencer marketing spend in Q4, 2020 (%)
Another find from the InfluencerMarketingHub 2021 report was that final 12 months the overwhelming majority of entrepreneurs had planned to speculate extra in Influencer advertising. In fact, 62% said they’ll enhance their Influencer advertising budget in 2021. To give you some context – in 2020 only 57% of entrepreneurs deliberate to increase their Influencer advertising budget.
And in phrases of where marketers get cash to run Influencer advertising campaigns, virtually 83% said they’d borrowed it from the overall advertising budget, on the expense of different marketing channels.
Overall advertising finances powers the Influencer advertising price range (%)
The similar InfluencerMarketingHub report brings us the image of what particular social media platforms marketers ran Influencer advertising campaigns on in 2021. A temporary look on the graph beneath will present you that TikTok is rising as one of many major channels to run Influencer marketing campaigns in 2021. Only one firm was utilized by a higher number of entrepreneurs – Instagram, with 68% of marketers ran ad campaigns on it and TikTok came second with 45%, followed by Facebook with 43%, YouTube – 36% and eventually LinkedIn and Twitter closed the set with 16 and 15 p.c respectively.
The hottest Influencer Marketing platforms in 2021 (%)
So now we’ve obtained the overall picture of the influencer charges, influencer marketing spend and top platforms.
Below, we look at a number of the hottest influencer marketing platforms and the costs associated with leveraging each.
Instagram influencer pricing
Say influencer, and most people – at least for now – will consider an Instagram influencer. And the place there are influencers, there’s marketing. Instagram influencer advertising has turn out to be a key part of many brands’ efforts – particularly when they’re aiming to focus on certain demographics. Indeed, the platform seems tailor-made for manufacturers wishing to work together with prospective clients, with 90% of its 1.1 billion+ users following a model. In Q4 2020, the entire value of Instagram influencer marketing reached $8 billion.
Naturally, we now have seen prices rise in proportion because the platform has turn into ever extra indispensable. And influencers have become more assured of their power to sell merchandise for manufacturers, as this type of advertising moved from informal arrangements to a central pillar of a long-term strategy. Obviously, the final two years of the COVID-19 pandemic have been a disruptive drive in so many areas of businesses, and the influencer marketing companies felt its warmth as well.
Now, the questions that we want to tackle first are – how much do Instagram influencers make? What is an Instagram influencer’s wage or, at least, a ballpark of it?
An Instagram submit cost varies, it is decided by how many followers a specific Instagram influencer has. There are 5 influencer classes based mostly on the follower’s quantity – Nano, Micro, Mid, Macro, and Mega. Introducing these classes lead to the creation of influencer price sheets for posting on numerous social media platforms. In specific, the Instagram post charges vary from $10, posted by Nano influencers to $10k and more, posted by Mega influencers.
An Instagram price sheet for posts in Type of InfluencersRateNano (1-10k followers)$10-100Micro (10-100k followers)$ Mid ( k followers)$500-$5kMacro (500k-1m followers)$5-$10kMega (1m+ followers)$10k+Source: AndrewMcCarty.com
Of course, this implies average doesn’t inform the whole story. It goes without saying that there are vital variations within the scale of Instagram influencer marketing – which is of course part of its appeal to manufacturers. Accordingly, we see quite a lot of variance in the price of influencer marketing.
Another unnamed influencer (100, ,000 followers, 2.5% engagement) shared a pricing model for various packages she offered. (see the table below) This additionally includes pricing for giveaways and takeovers, in addition to photos and story mentions.
Her pricing model seems set a little beneath others we now have seen, with economies of scale applying for more concerned campaigns.
Instagram Influencer pricing (packages)
Story packages:Average views: 15k
Monthly packages:3 month minimal
One off packages:Ask me for extra particulars
5 mentions per thirty days: $1,0005 photos/month: $2,5001 IG photograph: $1,0002 mentions per month: $5005 photographs + weblog publish: $3,000Giveaway: $1,5001 mention: $3002 photos per 30 days: $1,200IG takeover: $1,5001 photo per month: $700Blog submit: $2,0001 photo + blog publish: $1,500Story takeover: $1,000Shop page function: $500/monthSource: Later
Another influencer with barely fewer followers (though in the same range) advised Later that they would cost $1,000 per Instagram post, $200 per Story, and $2,000-$5,000 for a 60-second video.
Two travel bloggers with a follower rely in the 50, ,000 bracket (micro-influencers) charged $500 per submit. These smaller bloggers often see posts with higher engagement, so can supply higher influencer advertising ROI, posits Lately, citing Neoreach information which suggests 30% higher ROI from micro-influencers, versus macro. Measuring ROI is frequently cited as the most important problem for marketers utilizing influencer marketing.
Featured Influencer Marketing Companies
Using a different influencer-marketing pricing model, a little extra targeted on outcomes, brands may count on to pay somewhere in the $250 to $750 for 1,000 engagements (Digiday/WebFX).
We get a more precise measure by virtue of a 2019 survey of two,500 influencers carried out by Klear and published in eMarketer.
On Instagram, influencer pricing adheres to the pretty simple method of extra followers = greater value. Prices rise fairly proportionally till we attain the purpose of superstar influencers (with over 500k followers). At this point, we see near a fourfold leap up from power influencers (with k).
In phrases of formats, you’ll pay a premium price for a video – someplace around 50% more than you’ll for a post. Stories are the cheapest, presumably because of their ephemeral nature.
Influencer Rates Worldwide, by Influencer Tier, Type of content material / Influencer TierNano (500-5k followers)Micro (5k-30k followers)Power (30k-500k)Celebrity (500k+ followers)Instagram Post$100$172$507$2,085Instagram Video$114$219$775$3,138Instagram Story$43$73$210$721Data source: eMarketer
Of course, follower count is not the only variable which could have an result on the worth of Instagram influencer advertising pricing. Geography additionally plays a part. A 2017 survey from eMarketer discovered that UK marketers were prepared to pay £1,203 ($1,581) for a micro-influencer (under 10,000) post on Instagram, and £60,476 ($79,528) for a celeb influencer (1 million followers up). Influencer marketing within the UK appears to be pitched at a fairly sturdy worth level, albeit one that it appears these entrepreneurs have been keen to pay.
Influencer Marketing Hub offers a calculator for influencers to work out what they should be charging, primarily based on follower count and engagement. Of course, it might as well be used by markers trying to determine influencer marketing pricing.
We ran some random British celebrities by way of it in early April 2022 – it looks again over the last 12 posts, so outcomes could differ at totally different factors – to see what it said.
Tottenham and England footballer Harry Kane was first. With 12.three million followers, 185k common Likes, giving him an engagement rate of 1.51%, his estimated earnings per submit are set at $24,518-$40,864.
Music is another in style influencer style, so we put award-winning musician Dua Lipa via. With her eighty two million followers, 2 million average Likes, and engagement rate of two.7%, she might be raking in $162,666 -$271,a hundred and ten per publish.
Comedian and actor Lolly Adefope commands a better engagement price than both of our two previous examples at 7.09% – with 9,090 common Likes generated from a smaller follower base of 112,707. That would earn her $342-$570 per publish.
But what if you want to go REALLY big? At the very high of the Instagram influencer meals chain we discover the megastars who dominated the marketing/advertising landscape before all these influencers came along.
Ok, so here is how a lot you would need to pay if you want your services or products being launched to the top celebrity Instagram followers. The listing is 60/40 gender cut up, with ladies dominate – 6 women against four males.
The world well-known soccer player Cristiano Ronaldo’s post, which has 423 million followers on Instagram, prices between $620k and $1M. Hollywood action films star Dwayne Johnson, who has 154 million Instagram followers, post on Instagram costs wherever between $504k and $840k. Ariana Grande’s marvelous voice allowed her to summon 303 million followers, asks for a single publish on Instagram between $500k and $833k. At the underside of the listing is Kendall Jenner, with 229 million Instagram followers, who costs “only” $580k per submit.
Top Celebrity Instagram submit value, up to (in $M)
YouTube influencer advertising pricing
One of the consequences of lunching a video sharing service such as YouTube back in 2005 was that over time the YouTube influencer phenomena emerged. Some of influencers have turn out to be one of many world’s largest celebs in their very own proper, the medium itself was, and still is, very conducive for folks to share all sorts of information and become known and recognized in numerous number of areas. YouTube was, along with Instagram and Facebook, one of the earliest platforms for the Influencer phenomena to emerge.
So, how much does YouTube influencer marketing cost?
On the graph beneath we stack collectively influencer post pricing for multiple platforms to level out you the hanging distinction between YouTube influencer publish rates and the relaxation of top social media platforms.
Now, the graph covers the time-frame plus 2021. Such timing allows us to see clearly how introduction of TikTok and the huge exodus of influencers from YouTube and Instagram to TikTok have changed the influencer advertising pricing landscape.
As you’ll have the ability to see, you’ll should shell out huge cash for influencer marketing utilizing YouTube movies – although 2019’s $6,700 isn’t the excessive level. In 2017 you’d should spend near $8,000 for the pleasure. Prices dipped in 2018 to $4,085 and rose up to roughly $4,500 in 2021 – again, the existence of TikTok leaves YouTube a smaller a part of the influencer advertising pie.
This pricing relies on a charging $20 for each 1,000 subscribers an influencer has on her or his YouTube channel, a scale continued as much as $20,000 for an influencer with 1 million.
Various factors may properly play into influencer YouTube movies pricing fluctuations: influencers turn out to be better recognized, smaller influencers are introduced into the advertising combine (much higher for some brands, we’d note), larger or smaller manufacturers make investments, and so on.
Now, the COVID-19 pandemic hit influencers actually onerous, many influencers who ran ad campaigns for the traveling business had to cease and cancel any campaigns abruptly.
To take a extra finish product-focused view, entrepreneurs using YouTube influencer advertising might count on to pay $50-$100 for each 1,000 views. To provide you with some perspective, in 2021 a median YouTube video CPM (cost-per-mile or cost-per-view) was about $27 per 1,000 views, so at that time it was about primarily doubling your expenses, when you determined to work with YouTube influencers, as opposed to working advertisements by way of the YouTube ad platform yourself.
Finally, in comparison, shelling out on a tweet ($422) or a Facebook publish ($395) could be very much a reduction option.
Average value of a paid publish per platform, , 2021 ($)
A consultant of influencer marketing platform HYPR quoted within the 2017 Digiday report added a little little bit of complexity to the pricing model quoted above. Beyond 50,000 subscribers, we would add $2,000 per 100,000 followers (50,000 followers could be equal to $1,000 using the above scale). When we reach 1 million it’s a bit more complicated, given the level of movie star. At this stage we would expect to see a spend of $25,000-$50,000 per influencer advertising video.
Referring back to the extra precise eMarketer/Klear stats, we once more see that superstar influencer marketing commands a considerable pricing premium over mere mortal influencers. Indeed, you would want to pay practically 5 times extra for an influencer with over 500,000 followers as compared with one with 30, ,000 followers.
It does not fairly follow, nonetheless, that more followers = greater marketing expense. For no matter cause, based on these YouTube influencer advertising pricing stats, it seems you will pay more for a micro-influencer than for a power-influencer. Perhaps a reasonable assumption could be that these influencers exert a better stage of influence over their fanbases. Potentially they are operating in particular niches by which they declare a level of expertise. There’s no hard proof for it right here, however doubtlessly power-influencers might have the flexibility to drum up common business, which suggests they will afford to cost much less per submit. The different much less edifying chance could simply be that the pattern is smaller in this bracket.
At all ranges, YouTube is the most costly influencer advertising channel, at least for now when TikTok hasn’t risen to the identical heights YouTube has. Yet. Perhaps we might assume a sure expectation that YouTube videos would have barely greater manufacturing values than the extra personal/intimate format of an Instagram video. That said, pricing is comparatively comparable between the 2 video platforms at the energy influencer and superstar stage. Lower down the follower depend hierarchy, the YouTube influencer advertising premium is significantly more pronounced.
YouTube influencer charges by number of followers ($)
Nano-InfluencersMicro-InfluncersMid-tier InfluencersMacro-InfluencersMega-InfluencersPrice vary ,0001,000-10,00010,000-20,00020,000+Source: InfluencerMarketingHub
Top Influencer Marketing Platforms and Agencies
Facebook influencer marketing pricing
As we point out above, generally, Facebook influencer advertising is comparatively low-cost in comparability with different platforms. This is according to Izea, who pins the value of an influencer Facebook influencer submit at a relatively bargainous $395. While the value of a Facebook influencer submit price extra in 2019 than it has in previous years, the price has not followed a gradual upward curve. Indeed, like Instagram and YouTube (according to Izea’s data at least) 2018 noticed a decline in the price of influencer advertising on Facebook – once more, we’re free to speculate as to why.
WebFX, then again, set Facebook influencer advertising charges a little larger than Izea (remember, Izea’s averages make a like-for-like comparison imprecise at best). According to this source, you would possibly pay $25 for the services of an influencer with 1,000 followers, $250 for one with 10,000, and so forth (up to $25,000 for an influencer with 1 million followers).
The Klear influencer advertising stats printed on eMarketer show an attention-grabbing dynamic in phrases of Facebook influencer advertising pricing (this only considers posts, not breaking down media types). At the lowest nano stage, it’s the most cost-effective; climb as much as micro-influencers and it is within the mid-point – costlier than Instagram but cheaper than YouTube (though recall on the micro-influencer level there’s a appreciable premium on YouTube).
It again becomes the low cost choice on the energy degree, barring Instagram Stories. Like YouTube, for some reason, influencer advertising is cheaper at the power than the micro level. Again we’d speculate that it has one thing to do with engagement or sample size.
Then we have the movie star degree: right here Facebook as soon as once more instructions a premium over stablemate Instagram, though is significantly cheaper than YouTube. We might assume this can be a consequence of wider reach relative to the previous, but lower required funding to provide content than the latter.
Facebook influencer rates by the variety of followers
Number of followers10k100k1,000kPrice$250$2,500$25,000Data source: WebFX data from Influencer Marketing Hub gives you the Facebook influencer pricing vary based on tiers. It begins with just $25 for a Facebook submit from Nano-influencer and all the way up to Mega-influencer that would cost you more than $25,000 for posting about your services or products.
Facebook influencer charges by tiers
Snapchat influencer marketing pricing
WebFX reckon you may pay $10 for every 1,000 views for Snapchat influencer advertising, as a lot as $10,000 for a Snapchat influencer delivering 1 million views. Until November, 2020, follower rely wasn’t public on Snapchat, so again then this measure was the one actually approach to precisely gauge the attain (or influence) of a Snapchat influencer.
Several years ago influencer Cyrene Quiamco gave Digiday a slighter greater scale.
Snapchat influencer post charges by the variety of views
Views (followers equivalent)Price range1,000-5,000$5005,000-10,000$1,000-$3,00010,000-20,000$3,000-5,00030,000-50,000$5,000-10,00050, ,000$$10,000-$30,000If we contemplate views to be analogous with followers, then this is ready to put Snapchat influencer advertising at an analogous price point to Instagram influencer advertising. In reality follower rely will be higher, thus making Snapchat the cheaper choice.
Looking all the finest way back to 2016 – since when Snapchat has endured a number of peaks and troughs (though 2016 and 2019 had been both good years so hopefully there’s some commonality) – Captiv8 estimated a snap from an influencer with 3-7 million followers would price around $75,000. A snap from an influencer with 50, ,000 followers could be more like $1,000.
On this scale you would possibly expect to pay $11-25 per 1,000 followers for a big Snapchat influencer, and $2-20 for a micro-influencer, which places it close to what you’d pay as a marketer on Snapchat Ads.
Snapchat influencer advertising, cost per follower range
InfluencersMicro–influencersFollowers3,000,0007,000,00050,000500,000Cost$75,000$75,000$1,000$1,000Cost per follower$0.025$0.011$0.020$0.002Cost per 1,000 followers$25$11$20$2Source: Buffer
In the UK in 2017, a Snapchat micro-influencer represented the type of influencer advertising on which entrepreneurs have been willing to spend the least, based on eMarketer influencer advertising stats, with £1,052 ($1,386) the acknowledged cap. A celeb snap would cost £52,702 ($69,414) – not low cost, but also the lowest cost superstar influencer marketing price available in this market.
Twitter influencer advertising pricing
Twitter perhaps doesn’t get the same kind of coverage as a few of the other influencer platforms, nevertheless it remains to be one of the world’s most notable social media platforms with the month-to-month active person base of greater than 330 million folks – and where there’s social, there’s influencers.
According to the BusinessInsider stats above, the average price of an influencer tweet is $284 (2021). Interestingly, whereas all different platforms saw a decline when it comes to the price of influencer advertising in 2018, the average value of an influencer tweet shot up, 6-fold, from $48.
Here the WebFX influencer advertising stats are in sync with these of BusinessInsider, with Twitter offering the lowest price influencer marketing choice, at $2 a tweet for a Twitter influencer with 1,000 followers up to $2,000 for a Twitter influencer with 1 million.
In the 2017 UK eMarketer survey, marketers mentioned they’d pay £1,351 ($1,779) for a micro-influencer tweet, and as much as £64,798 ($85,339) for one from a celebrity.
TikTok influencer advertising pricing
Obviously taking a look on the influencer marketing charges in 2022, you just can’t have a whole picture with out TikTok. In May 2021 the mega popular social media platform app was probably the most downloaded app, beating YouTube, Facebook, Instagram, WhatsApp and Snapchat. Originally attracting solely younger era, by 2021 TikTok grew to become the most important challenger for Instagram & YouTube video content sharing dominance. Today influencers of all tiers have TikTok on their radar and lots of of them are efficiently switched to it from different platforms and fairly successful in exhibiting what is feasible in terms of making a video advert viral.
According to InfluencerMarketingHub, TikTok influencer publish pricing looks the following.
TikTok influencer publish pricing
TierNano influencerMicro influencerMid-tier influencerMacro influencerMega influencerPrice$5-$25$25-$125$125-$1,250$1,250-$2,500$2,500+Source: InfluencerMarketingHub
Comparing TikTok influencer post pricing with the YouTube one, we see that the former is far more inexpensive. On prime of that, you need to think about a TikTok’s superior stage of engagement, primarily based on its extremely aggressive setting that has been sparking a lot creativity for the final a quantity of years.
Before social media actually turned an enormous thing, we nonetheless had a type of influencer advertising: blogs. Back within the Dark Ages (2006), earlier than anybody had even give you the concept of an influencer, you would get a influencer weblog submit for a paltry $7.39. Like all good issues this, in fact, edged its method upwards. was a key year. With social media advertising now entrenched (Facebook took off for real in 2012, Instagram followed in 2012) the typical cost of an influencer advertising weblog post jumped up more than 10-fold, from $35.72 to $407.forty six. Growth after this point was rapid, with costs breaking the four-figure mark in 2017, and climbing as excessive as $1,403 in 2018. 2019’s figure of $1,442 represents one thing of a levelling out – for now, at least, that is how a lot marketers are willing to invest on this form of influencer advertising.
We may note that, of the codecs analysed by Izea, weblog posts are the second-most costly on average. The specificity, persuasive potential, and search engine friendliness of blog posts are obviously of high worth when trying to influence potential consumers.
Average value of a paid weblog submit, 2006 – 2019 ($)
WebFX also place influencer running a blog among the highest-priced forms of influencer marketing. In this estimation, you would possibly expect to pay $60 per 1,000 unique views. As with all of those somewhat imprecise measures from WebFX, we would expect a nice deal of variation – if the weblog draws on technical experience, for example, naturally the worth point will creep upwards.
Pinterest is another in style channel for influencer marketing, though we could not discover any indication of how a lot you might pay for Pinfluencer marketing. An API launched in 2018 was designed to assist marketers measure the impression of Pinterest influencer advertising.