Are you planning your budget for your next influencer campaign and wondering how much influencers charge for sponsored content? Understanding influencer pricing can be complex, with rates varying based on factors like follower count, engagement levels, content type, and industry standards.
In this guide, we’ll explore these variables and provide insights into influencer rate cards, helping you to make informed decisions and effectively plan your influencer marketing budget. Here’s what we’ll cover:
If you are looking for a quick answer you can use the table below. It is a generalized overview of the approx. cost involved for a post. It is important however to keep in mind that the actual cost depends on various factors.
To get a good understanding of which factors impact cost and how to negotiate with influencers make sure to read this article until the end.
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There are a lot of different factors which will determine the cost of working with an influencer. As there are different ways brands can work with an influencer there are typically also different ways influencers charge for sponsored partnerships.
As a general rule: the more effort and time for the influencer the higher the cost.
Below are some of the most important factors which impact cost when working with an influencer.
Do influencers charge based on their follower size? Yes. Influencers with more followers typically charge higher rates.
Micro-influencers (10k-100k followers) usually charge less than macro-influencers (100k-500k followers) or celebrities (1M+ followers). The simple reason is: reach, the larger the audience (typically) the more impressions and thus a higher impact from a media perspective.
Below is a quick overview of the different categories of influencers based on size.
We will explain in detail what rates you can expect based on all these different sizes of influencers later in this article. To skip to this section click here.
Although audience size is one of the leading metrics which determine cost it is certainly only the tip of the iceberg. Below are some of the other factors which impact cost.
One of the reasons influencer marketing has gained so much popularity is because of the way consumers interact with the content.
Brands realise that there is a significant difference in media impressions. An authentic recommendation from an influencer typically has a significantly higher impact than a billboard or paid media impression. The social interaction of consumers is why brands are willing to pay a premium to partner with influencers.
One of the most relevant influencer marketing KPIs is engagement rate. High engagement rates indicate that followers are actively interacting with the content, making the influencer more valuable. Influencers with engaged audiences can command higher fees.
To understand what a good engagement rate is we created a benchmark overview for you. Below is an overview based on a dataset of 150M+ Instagram influencers.
To calculate the engagement rate of an influencer you can use our free engagement rate calculator.
The more effort and time the higher the cost. Based on this rule the posting requirements impact cost.
If you leave the influencer complete creative freedom and simply tell them to make a great post the cost will be lower compared to a collaboration with detailed posting guidelines and a script on what to talk about.
If you are working at a large company it is probably required to have the content pre approved. This is often done to ensure brand safety.
What is important to keep in mind however is that the cost often goes up because of this. As this now requires one more back and forth with the potential risk for markups and thus more work for the influencer it will typically increase the cost.
The format of the content (e.g., photos, videos, reels or stories etc.) affect pricing. On Instagram for example feed posts are typically most expensive followed by reels and then by stories. On Youtube for example long form videos are more expensive than a Youtube short. The reason for this comes down to convenience & workload which will be explained in the next point.
Again, the more work for the influencer the higher the cost. This is why feed and reels are more expensive than stories and also why Youtube videos are more expensive than a post on Instagram or TikTok. Creating a Youtube video often requires equipment like a high quality camera, a microphone, a studio and in general more preparation compared to a casual post on instagram which was shot using a phone.
This is the same for feed posts on Instagram. Influencers often want to look their best on their feed as this grid is comparable to a CV. If there is a sponsored post on the grid, influencers want to have the perfect picture which is why the feed is in most cases the most expensive real estate to get from an influencer. On the other side of the spectrum is the story post which can be casually posted. The influencer knows it expires after 24 hours so the shot doesn’t have to be completely perfect. The benefit of this form of content is that it can be very authentic and organic.
Another reason cost vary is due to the time duration a sponsored post is live. Stories for example expire after 24 hours which is why these are typically the lowest in cost vs grids and reels which stay up on the account. It is not uncommon for influencers to remove sponsored content from their grid after a certain amount of time as they often prefer to keep sponsored content to a minimum to avoid reducing the value they offer to their audience.
That being said, influencers often negotiate a time duration for the sponsored posts to stay up on their grid. The longer it has to be up the higher the cost.
Influencers in specific niches, like fashion, beauty, or technology, may charge different rates based on demand and the typical budget brands allocate in that sector.
Influencers in specialized niches often charge a premium due to the targeted and knowledgeable audience they reach. Rates in sectors like technology or finance are typically higher than those in more general lifestyle categories.
Costs vary across social media platforms. As previously mentioned Youtube is often more expensive than Instagram or TikTok. Due to the B2B nature of X and LinkedIn sponsored posts can also be more expensive.
Instagram remains the dominant platform for influencer marketing, especially in the fashion and beauty industries, which account for over 35% of all influencer marketing campaigns. Influencers in these niches typically command higher rates due to the high engagement and aspirational nature of the content.
TikTok continues to grow as a critical platform for influencer marketing, particularly among Gen Z. Its short-form content format often allows for high engagement even with smaller influencers, making it a cost-effective option for brands.
YouTube is particularly valuable for long-form content, allowing deeper engagement. It’s a favored platform in tech and gaming niches where detailed product reviews and tutorials are common .
The number of posts, stories, or videos, and the duration of the campaign impact the cost. Longer campaigns with more deliverables will naturally be more expensive.
If a brand requires exclusivity, the influencer cannot work with competing brand the influencer may charge more.
Usage rights are often negotiated separately. If you want to use the content of the influencer for your paid social, out of home (billboards and banners) or on your website you might need to pay extra to receive the usage rights. The usage rights are often negotiated on a time duration E.g. 6 or 12 months.
Seasoned influencers with a strong track record and professional approach can command higher fees. Their reputation and past successes add to their value.
The influencer's location can influence costs due to varying living costs and market rates in different regions. Influencers in major cities, developed countries or high-cost regions might charge more.
If the campaign requires high-quality production, such as professional photography or videography, these additional costs will be included in the influencer's fee.
When you’re measuring your influencer marketing budget, one of the first things to do is to calculate influencer cost. You can do this by taking the two most important factors: audience size and engagement rate into account is as following:
Influencer cost = (follower count X ER X rate per engagement) + additional factors
Influencer rate cards outline the standard pricing an influencer charges for various types of collaborations. They provide transparency and help brands understand the cost of working with an influencer for different types of content or campaign activities.
Rate cards are typically customized based on the influencer’s audience, platform, and content type. Influencers use these rate cards as a simple overview to show brands what services they can offer and its respective cost. Below is an example of an influencer rate card.
As previously mentioned, influencers rates vary based on the social media platform you want to advertise on. The cost is also determined by the size of the influencer and the type of post. In this section we will go through the cost for each platform in detail so you will be equipped with everything you need to know to allocate your next influencer budget.
With over 2 billion monthly active users Instagram is one of the most popular platforms for influencer marketing. To fully understand the cost involved with influencer marketing on Instagram we need to take a look at each of the different media types on Instagram.
The traditional Instagram Feed still holds a significant portion of user attention. Users spend approximately 40-50% of their time on the Feed, browsing through posts, photos, and videos. The easiest way to recognize them is through the profile grid as indicated in the image below.
Instagram Reels have been gaining popularity rapidly. Originally inspired by TikTok’s short form video material it is now among the top 3 media consumed on Instagram. On average, users are spending around 20-30% of total Instagram usage on reels. Reels are typically shot on mobile format and can be accessed through the profile by clicking on reels as indicated in the image below.
Instagram Stories, which was once the most engaging feature, still captures a substantial amount of user time. On average, users spend about 25-35% of their time on Stories. Originally inspired by Snapchat, Instagram stories often have an organic and genuine touch due to the fact that the content expires after 24 hours. It is often praised for showing more real live insights of the life of a creator compared to the more prepared and staged content on the feed.
Stories can be accessed by clicking on the profile picture of the influencer.
Now that we clearly defined the different media types on Instagram let's take a look at the cost involved in getting exposure on these media types.
Below are the different medias ranked from most expensive to lowest in cost:
Below is an overview of the approx. cost per post for feed, reels and stories.
Let's take this Micro influencer as an example:
To use the formula which we discussed in the previous example we need the following information:
By using the Influencer Hero’s free engagement rate calculator you can access the engagement rate. By using the chrome extension you can even create an AI generated personalized sentence.
So in this example Kiara has:
Based on these inputs the influencer cost would be:
Influencer cost = (follower count X ER X rate per engagement) + additional factors
= (20.8K X 4.03% X $0,2) = $167
Which also matches the table overview shown above. The additional factors could include the cost of:
TIP: if you bundle posts together you are often able to negotiate lower fees per post. This is especially helpful if you already know that the influencer is able to sell.
Below are some of the reasons why feed posts are most expensive, followed by reels and stories.
Below is an overview of the benefits and drawbacks of feed, reel and story posts.
Influencer Rates On TikTok
One of the reasons TikTok gained so much popularity is due to the viral nature of the platform.
Compared to Instagram it was easier on Tiktok to discover new high quality and relevant content due to its unique algorithm for detecting viral content. Instagram however has catched up on this through reels and updating their algorithm and overall the cost seems to be slightly lower on TikTok compared to Instagram.
Below is an overview of the cost you can expect when partnering with a TikTok influencer.
To calculate the cost based on audience size and engagement rate the same formula we shared before is applicable:
Influencer cost = (follower count X ER X rate per engagement) + additional factors
Let's take a look at this Micro TikTok influencer as an example:
Based on the Influencer Hero free chrome extension Nathalie has an engagement rate of 5.26%. With an audience size of 31.4K the cost would be as following:
Influencer cost = (follower count X ER X rate per engagement) + additional factors
= (31.400 X 5.26% X $0,2) + additional factors = $327 + additional cost
Let's assume we gifted this influencer and make up kit worth $120 which has COGS (Cost of goods sold) of $35 and we used 2 day express shipping which added another $15 in shipping cost. The total cost would be:
$327 + $35 + $15 = $377
Another way to calculate cost on TikTok is based on a target CPM. The benefit here compared to Instagram is that the number of views the videos get is public (on Instagram this information is only public for reels not for feed and story posts).
To determine the budget you want to allocate you could forecast expected views based on the current views and back calculate based on a target CPM.
Let's say you are aiming for a CPM of $30
Based on the last 20 posts Nathalie for example achieved an average of 5,843 views per post.
Based on this input:
Calculate the influencer cost by using the following formula:
Influencer cost = (Target CPM / 1,000) X Average views per post
= ($30 / 1,000) * 5,843 = $175
The average CPM for beauty products in the US on TikTok typically ranges between $10 - $20 for paid social. You should consider however that the impact of an influencer post impression is worth more than a normal paid advertisement.
Paid ads are often swiped away instantly while the attention span of an influencer recommendation is a lot higher. You should also include the value of the recommendation. This why the CPM to calculate earned media value is in most cases also higher than the average CPM brands achieve on paid social.
If you think a CPM of $30 is too high simply reduce the target CPM in your calculation to find the suitable cost.
As TikTok continues to grow and mature, these costs could become more aligned with those on Instagram.
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One of the main reasons Youtube is such a valuable platform for influencer marketing is due to its evergreen nature of the videos. While other social media platforms such as Instagram and TikTok often result in an instant spike in traffic the reach you get from Youtube often comes long term as people continue to access the videos.
As Youtube is owned by Google, the videos also often rank in SERP which can be a great way to increase the discoverability of your brand through SEO.
The challenge is often that it also takes more time and requires equipment for influencers to create high quality videos. This comes with a higher price tag compared to the other social media platforms.
Below is an overview of the approx. cost you can expect when working with Youtube influencers:
Let’s take the Mega influencer Hang to calculate the rate for a sponsored video.
Below is the input:
Influencer cost = (subscriber count X ER X rate per engagement) + additional factors
= (612K X 16.16% X $0.25) + additional factors
= $24,724 + additional factors
Another way to calculate the influencer rate is based on a target CPM. Same way we did for the previous TikTok example.
Let’s use the following input:
Based on this input we use the formula:
Influencer cost = (Target CPM / 1,000) X Average views per vide
= ($20 / 1,000) X 477,485 = $9,550
Below are the 3 main ways influencers are being compensated.
In order to fully understand how to negotiate with influencers it is important to know how influencers earn income. This will allow you to better understand the influencer view sitting on the other side of the negotiation table which will in turn allow you to better negotiate.
Below are the main ways influencer monetise their audience:
How influencers can monetize their audience depends on the platform they create content on.
Meta, the parent company of Instagram, does not compensate influencers based on their content as of today. This means that Instagram influencers are mainly dependent on sponsored posts, affiliate marketing and selling their own products & merchandise.
How do I optimize my campaign for ROI?
If you’re running bottom of the funnel conversion campaigns and your main goal is to maximise influencer marketing campaign ROI and sales it’s important to understand the underlying unit economics of influencer marketing.
Influencer marketing follows a very strong power law distribution with very few influencers being able to sell significant amounts of products while the majority of influencers typically don't sell that much.
Based on this rule we recommend to keep your cost low in the early stages and ask for a single post in exchange for a free product & affiliate commission. You simply explain that you would like to see the match towards the brand first.
The main thing we are after at this stage is if the influencer is able to sell.
After this initial post you simply analyze your data and build long lasting relationships with the influencers which are able to sell a lot of products.
One of the most important skills in influencer marketing is negotiation.
TIP: Make sure to always negotiate!
You will be surprised how much you can increase your ROI by simply negotiating with the influencer. Whether you are trying to convince an influencer to agree to an gifting & affiliate campaign or if you are trying to lower the fixed rate it is always recommended to negotiate.
As long as your product or service matches the audience of the influencer they typically want to partner with you. Explain that you are looking for long term partnerships and try to keep your budget low if it is the first time you work with a new influencer to be able to test the performance first.
You can access our A/B tested negotiation templates completely for free here. By using these templates you will be able to get around 30% of the influencers which initially reject affiliate & gifting campaigns to participate.
With Influencer Hero you can manage the entire process in one streamlined CRM. From influencer search, outreach, campaign management to affiliate, gifting and reporting.
To access all our free resources including A/B tested outreach, negotiation and relationship management templates click here.
Understanding influencer costs is crucial for planning a successful campaign. This guide has provided a detailed overview of factors influencing rates, from follower count and engagement to content type and platform-specific pricing.
By using the provided formulas and insights, you can better estimate costs and negotiate effectively with influencers. Remember, influencer marketing is an investment, and with the right strategy, it can offer substantial returns by connecting your brand with engaged and loyal audiences across various platforms.
Schedule a Demo with one of our media experts below.
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