From a few hundred euros to several tens of thousands of pounds for a sponsored post: influencer rates vary enormously. How are rates set for influencer campaigns? How can you make sure you are paying a fair price for an influencer’s input?
Number one criteria: size! The bigger the influencer’s community on social networks, the higher their rates.
For example, a study by American startup Captiv8 shows that an influencer with between 100,000 and 500,000 followers is paid around 5,000 dollars for each Instagram post, while an influencer with between 3 and 7 million followers can charge an average of 75,000 dollars.
For the same community on YouTube, you would have to pay nearly 190,000 dollars to a Youtubers agency.
The size of the fan base should be combined with the follower engagement rate.
The more engaged a community is (shares, clicks, etc.), the higher the price of a post.
The success of an influence campaign depends on its viral nature and therefore on the likelihood of the community interacting with the content shared by the influential personality.
It is worth noting that most influencers play off the various partnership proposals against each other, thus raising the bids.
However, an influencer’s price also depends on the extent of the support provided. Is it text, a photo, a video?
Is it content creation or just sharing? There are many possibilities and they do not all require the same amount of work.
Not surprisingly, content creation requires larger budgets, since it requires the influencer to be more involved.
This usually results in a creative campaign that is relevant to the influencer’s community.
If the advertiser wants to use the influencer’s image on media other than social networks (POS, billboards, TV advertising, etc.), an additional budget must also be allocated.
Another important factor in determining the price of an influencer campaign is the choice of social network.
Prices vary significantly between sponsored posts on Instagram, Facebook, Twitter or Snapchat.
The best paid social network is YouTube, since it demands a high level of involvement in the creative process; while Twitter is on the other end of the spectrum.
Finally, how close the influencer is to the brand, product or project and how attractive it is to him or her can also be decisive factors in pricing.
After all, an influencer who already uses the product or is already a fan of a particular brand will be more open to contract negotiation.
The campaign will also be positively impacted because it will gain credibility and authenticity.
To allow advertisers to quickly estimate a fair price for a product placement and influence campaign, Kolsquare has developed an algorithm on its influencer marketing platform that calculates an estimated price for a post, based on various key parameters.
Kolsquare is Europe’s leading Influencer Marketing platform, offering a data-driven solution that empowers brands to scale their KOL (Key Opinion Leader) marketing strategies through authentic partnerships with top creators.
Kolsquare’s advanced technology helps marketing professionals seamlessly identify the best content creators by filtering their content and audience, while also enabling them to build, manage, and optimize campaigns from start to finish. This includes measuring results and benchmarking performance against competitors.
With a thriving global community of influencer marketing experts, Kolsquare serves hundreds of customers—including Coca-Cola, Netflix, Sony Music, Publicis, Sézane, Sephora, Lush, and Hermès—by leveraging the latest Big Data, AI, and Machine Learning technologies. Our platform taps into an extensive network of KOLs with more than 5,000 followers across 180 countries on Instagram, TikTok, X (Twitter), Facebook, YouTube, and Snapchat.
As a Certified B Corporation, Kolsquare leads the way in promoting Responsible Influence, championing transparency, ethical practices, and meaningful collaborations that inspire positive change.
Since October 2024, Kolsquare has become part of the Team.Blue group, one of the largest private tech companies in Europe, and a leading digital enabler for businesses and entrepreneurs across Europe. Team.Blue brings together over 60 successful brands in web hosting, domains, e-commerce, online compliance, lead generation, application solutions, and social media.
