Influencer pricing can vary depending on your Brand’s goals for the collaboration and your chosen collaborators. Influencers with over one million followers come with a higher price tag and greater reach. Influencers with under 10,000 followers come with a smaller price tag and higher engagement rates. There are many other things to consider and many outcomes to anticipate when working with Creators at different levels. When it comes to creating content, boosting awareness, and generating conversions for your Brand, here’s what you can expect from influencers at every price point.
What Influences an Influencer’s Rate
A lot goes into what a Creator does and what their content can do for your Brand. Rates will vary based on the Creator’s tier and your partnership’s scope of work. Here are a few variables that can impact the cost of content during collaborations.
Usage Rights
If you would like to secure the usage rights to a piece of content, a Creator will factor in that cost. Usage rights generally expire around 6 to 12 months, so owning content in perpetuity will cost even more.
Exclusivity
Because many Creators promote Brands full-time, you’ll most likely pay an additional fee if Brand exclusivity is part of your agreement.
Equipment
Some Creators use specialized equipment to create their content. If professional equipment is used, it could increase the Creator’s going rate.
Effort
Some types of content require more effort than others. A video, for example, has many moving parts and is not as simple to produce as still images or text-based content.
Channels
The channel can also impact a Creator’s going rate. A Creator who is more popular on YouTube than TikTok may charge more for the former.
Content Types
Content types can range from a shoutout in the comments to a feature-length documentary. The type of content requested can impact an influencer’s rate dramatically.
Sensitive Topics
Certain topics may also drive up a Creator’s going rate. If a Creator is asked to cover a topic that may be controversial to their audience, such as politics or mental health, it could come at a higher cost.
Expertise
Experience plays a role in what you pay. Generally, the greater the professional or academic expertise, the higher the rate tends to be. Alternatively, if an influencer lacks the expertise to produce specialized content, they may hire talent to assist them.
Timeline
If a project requires a fast turnaround, a Creator may charge a rush fee.
Demand
Creators in high demand will almost certainly have higher rates, especially if they are unique in their industry.
Niche Audience
Creators may charge more for access to their followers if it’s a niche, hard-to-reach audience.
Star Power
Mega Creators charge more for their names and images than their content expertise as they are bankable online personalities.
Partnership Length
Typically longer partnerships can yield a reduced rate as a package deal can often be negotiated. Short-term partnerships will tend to cost more as they are on-time promotions.
Post Types per Platform
There are no fixed rules that standardize rates per post on social media. Furthermore, these rates are subject to variation based on a Creator’s preferred platform and most popular post type. For instance, a Creator may charge more for an Instagram Story if that is where their greatest engagement occurs. While prices can vary from case to case, here’s a snapshot of post expenditure per platform.
Story: $
Link in Bio: $
15s Reel: $$
30s Reel: $$
60s Reel: $$$
Feed Post: $$$$
TikTok
Link in Bio: $
15s Video: $$
30s Video: $$
60s Video: $$$$
YouTube
Shorts: $
Dedicated Video: $$$
Set Your Brand’s Goals
Influencer marketing campaigns are not created equally. It is important to outline your Brand goals before collaborating with Creators. Typically, your goals could fall into one of three categories: content, awareness, or conversions.
If your goal is to create branded content for use in paid marketing materials, then your focus should be on content Creators and Brand-relevant influencers.
If your goal is to increase awareness, then a larger influencer with greater reach will be worth your spend.
If your goal is to drive conversions, you could work with multiple niche influencers for targeted engagement or a celebrity-level influencer for a high-impact endorsement of your Brand.
Expectations per Tier
While the unwritten industry rule of $100 per 10,000 followers exists, it’s not a practical point of reference. An influencer’s rate is determined by quantitative and qualitative factors that can vary by person. Often, the higher the reach the higher the rates. However, a lower reach can translate to higher engagement and allow for hyper-targeting. On average, here’s what you can expect from influencers with the following rates and reach.
Nano Creators
Follower Count: 1K-10K
Price Range: $100-$500
Content: Nano Creators charge the least for content, but it may not be the highest quality. Furthermore, users must have a minimum number of followers to access certain features, so Nano Creators may be limited to what they can offer. TikTok, for example, requires a minimum of 10,000 followers to livestream on the platform.
Awareness: With Nano Creators, you’re not going to achieve a high level of Brand awareness given their audience size. If your goal is to connect with a niche audience in a more intimate space, then Nano Creators would be the optimal choice. You can also hire multiple Nano Creators for the same price as one Creator at a high tier.
Conversions: Because they have the smallest audience, Nano Creators will drive the least amount of conversions. If more followers, subscribers, or web visitors are your goal, Nano Creators may not be the best choice for collaboration. That said, you can expect high-quality leads and high engagement from Nano Creators.
Micro Creators
Follower Count: 10K-50K
Price Range: $500-$1,000
Content: Given their larger following, Micro Creators tend to share higher quality content than Nano Creators. They also maintain a personal touch and higher engagement rates despite their larger audience.
Awareness: Micro Creators have a dedicated audience and can provide Brands with targeted awareness. These Creators are a source of social proof for Brands. They are trusted by their followers and consistently share relatable content.
Conversions: If a Micro Creator aligns with your Brand’s audience, values, and vibes, you can expect to see steady conversion rates from collaborations with them. While their content may not lead to viral sales, it is authentic and provides a persuasive pitch to new consumers.
Mid-Tier Creators
Follower Count: 50K-500K
Price Range: $1,000-$5,000
Content: Mid-tier creators produce content that appeals to a wider audience. Because they are less niche, they often share content that covers a variety of topics. These Creators are well-versed in the social media space and skilled at creating content that sustains attention.
Awareness: While your products or service will be seen by more eyes, Mid-tier Creators will not generate the same level of buzz as their larger counterparts. They do, however, grant you great exposure at more affordable rates. In fact, one of 2023’s most viral trends was started by a Mid-tier Creator.
Conversions: If your Brand is well aligned with a Mid-tier Creator, you can expect substantial conversions from the collaboration. Because their content tends to be more affordable and of higher quality, you can also repurpose it for other marketing materials to incentivize purchase at various touchpoints.
Macro Creators
Follower Count: 500K-1M
Price Range: $5,000-$15,000
Content: Macro Creators are social media professionals. Their content is mindfully created and shared. Because they are very in demand, their posts are planned months in advance. Depending on the content type and their availability, turnaround times may be longer.
Awareness: If you’re more concerned with visibility than engagement, Macro Creators can offer tremendous reach for your Brand. They are skilled at creating content that attracts a large audience, captivates their many followers, and prompts cross-platform sharing.
Conversions: Many Macro Creators are high-profile personalities. They are credible, respected figures within their online communities. Coupled with their reach, they have the power to generate conversions at an impressive rate.
Mega Creators
Follower Count: 1M+
Price Range: $15,000+
Content: Securing a spot on a Mega Creator’s feed can cost you almost as much as the content itself. Powerhouse influencers can sell out products overnight and make a Brand go viral with one post. Creators in this category can range from influencers like Alix Earle to celebrities like Kylie Jenner.
Awareness: There is a reason Cristiano Renaldo charges $2,397,000 per post. With 605M followers to date, his reach is as global as his name. Brands that partner with Mega Creators are paying for recognition and exposure. It may not be the most targeted awareness, but it’s certainly the most widespread.
Conversions:You can expect high conversion rates from Mega Creators. Their content can make your Brand go viral, grow your following across platforms, and drive traffic to your website. They can impact a Brand’s growth positively and rapidly.
Evaluate Your Return on Investment
Whether you’re paying a social media star to endorse your Brand or a social media expert to create your content, you want to ensure it is worth the investment. Once you’ve determined your budget, decide what to achieve with your campaign and identify Brand-fit Creators. For instance, you may be impressed with a Creator’s content and follower count. However, if their followers are not your target demographic, the content will be consumed by the wrong audience and result in a poor return on investment (ROI).
Overall, influencer marketing yields a much higher ROI than traditional advertising. When you partner with the right Creator and produce authentic content, you maximize your ROI. Collaborating with influencers gives you insider access to consumers and produces content that is native to their feeds. On average, you can expect to make $5.20 for every $1 you spend on influencer marketing for your Brand.
Partner With Brand-Fit Creators
Finding pre-vetted creators who fit your Brand’s values, audience, and budget need not be a challenge. With Glewee, it can be the best part of your day. Glewee is an all-in-one influencer marketing platform where Brands and Creators connect, collaborate, and create. Glewee Creators list their rates for transparent pricing and create content in every category across multiple platforms. To ensure the highest quality partnerships, you can view a Creator’s content, audience insights, and authenticated socials before choosing to partner with them. If exploring Creators isn’t your thing, you can just as easily launch customizable campaigns and let qualified Creators come to you. Ready to create your free account?
