Waive (give up) your moral rights - basically your right to be identified as the originator of the content and your right to object to derogatory treatment of the content. Often times this means your influencers now must create content with a larger customer segment than just their following in mind (or youll need permission to edit copy to appeal to various segments). Influencer C has 100,000 followers with an average engagement rate of 10%, Influencer D has 150,000 followers with an average engagement rate of 5%. On average influencers charge $20 per video, per 1,000 subscribers. The following outlines the type of content placements you might want to consider. Mid-tier (100k - 500k followers: $1,000 - $5,000 per post). In fact, our annual study found that over 59% of marketers are tapping into influencers for content creation only partnerships carving out extensive usage rights up front for content that an influencer may never distribute on their own social channels. Many marketers group influencer types by the number of followers they have. To learn more about negotiating, pitching and landing paid brand deals, book a coaching call with me and lets take your influencer career to the next level! A brand could also request to re-share an influencer's Instagram Story on its own account. $200 to $1,500, with standard usage rights and no exclusivity. But granting usage rights for long time periods can sometimes become a conflict for creators, said Beca Alexander, the president and founder of Socialyte, an influencer management company. We wanted to, Gifting influencers is a great way to earn extra exposure for your brand and has the added benefit of potentially, Heroes get remembered, legends never die. Since this is the most talked-about reward method, lets get it out of the way. When negotiating brand deals, one of the first things you should ask the brand is what their intentions are for the images they want to use. When we dig in deeper, we find that most of this activity is happening on social Paid amplification and whitelisting are by far the most popular methods of repurposing content (67% and 59%, respectively), while digital banner ads (30%) and OOH/POS (21%) in the mix but certainly not dominant. When in doubt about the exclusivity requirements, ask! Know your worth. Hi Ashley! Just drop us a note at research@activate.social. Sponsored Instagram post cost will depend on the quality of their content and the size of their audience. "When usage becomes broader, more money is asked for," Schreyer said. As far as compensation, 51% of influencers said they charge a fee to allow partners to whitelist, boost, or amplify content above and beyond their usual fees for content creation. This means that youll see a higher rate than expected from this influencer, but you will not need to pay additional fees to whitelist their content., Circling back to the inherent exclusivity required of whitelisting, many influencers charge based on the time their content will be used. Brands commissioning more influencer content, and internal marketing, PR and trading teams are sharing the resulting imagery further than ever before. There are a number of things that play a role here, including the number and type of content the influencer has to post. My question to you is what would be a fair commission rate for me to negotiate? Macro-influencers (500k - 1m followers: $5,000 and more). There are many questions about their compensation. Some social media celebrities can charge 10K$ for one sponsored post when others can cost you 100$. Before you begin securing the finer details of your campaign and casting creators for your next partnership, try to have a general sense of time & placement for content usage. A 3% commission isnt going to motivate anyone unless theyre selling a $100,000+ product, which most arent. Just use their all-in-one influencer database and lead generation tool that contains over a million profiles. Understanding all the factors that impact the value of an influencer can give your brand negotiating power. In influencer marketing, the influencer owns the rights to their content and the brand has to be granted, or purchase, those rights. How to calculate fair Instagram influencer rates. But if you're working on a partnership, here are the most important elements to keep in mind. How Many Followers Do You Need to Be Considered an Influencer Anyway? YouTube $20 per 1000 followers. When it comes to repurposing or amplifying content, micro or emerging influencers may think of this as a major value add. It was a funny meme and definitely not meant to be harmful. There will always be 2 models per live show. In my opinion, perpetuity is never a good idea but if you want to know how to sell rights to your content in perpetuity take your photography rate and multiply it by the highest usage rate (60%) for 1 year, then multiply by 3 years (average lifetime of an image). For your convenience heres a quick summary of basic influencer rate benchmarks: Instagram: $10 per post / 1,000 followers, $250-$750 per 1,000 engagements, Facebook: $25 per post / 1,000 followers, YouTube: $20 per video / 1,000 subscribers, $50-$100 per 1,000 video views, Snapchat: $10 per post / 1,000 followers, Blog: $60 per post / 1,000 unique visitors. This method may have a particular appeal to college student influencers. That's why prices for influencer marketing range from $100 to $1 million per post. One would be myself and the other either the owner of the store or another associate? Micro-influencers charged around $1,500, while mid-tier influencers charged about $3000. Perhaps product launches or even exclusive product workshops? Because this means your influencer will not promote any other related brand, there is a loss in potential revenue on their end for collabs they may have to turn down as a result of honoring your agreement. 50,001 to 100,000 = $1,000. Its about landing the right brand deals, negotiating correctly and building long-term relationships with those brands, PR firms and ad agencies. "Because they no longer have control over their content, they don't know who is going to see it." Drive traffic from Instagram to your own site7. On TikTok, where she boasts 1.6 million followers, Tori . Factors such as exclusivity, engagement rates, the lifespan of posts, the duration of campaigns, and the types of influencers youre dealing with will impact the rate. Use these rates as a base but remember the factors discussed earlier. The thing about offering commissions is that influencers must first commit themselves to promotion activities upfront. To determine your licensing rate you will need to know where the brand intends to place your content and the length of time they plan to use it. Please keep in mind, everyones influencer rates and formulas will vary. Remember the goal is to offer something thats attractive. This type of fee is a percentage of ad spend. As we now know, this will have a direct impact on pricing. How long the content needed to stay live: One month. However, some brands will try to sneak it into the contract in order to avoid paying extra fees so make sure you read your contracts carefully! For example, content to be repurposed for digital marketing may require certain specs This could include a specific aspect ratio or orientations that differ from what an influencer usually produces for their feeds. If you plan to launch an influencer marketing campaign on TikTok, you can expect to pay $5-$25 per post for an influencer with less than 10,000 followers, and $2,500+ per post when working with an influencer with more than a million followers. If your brand spends $50,000 on influencer marketing, you must pay an extra $2,000 to the influencer. Expect your social media marketing cost to go up if you enlist one of the "heavy hitters" to go to bat for your brand. Usage rights. Example: 1000 x 0.01=$10. The additional cost for usage rights is offset by the benefit for the brand. Offline (in-store, point of sale, print). These categories include: Nano influencers (1,000-10,000 followers) Micro influencers (10,000-100,000 followers) Macro influencers (100,000-1 million followers) Mega/celebrity . Does the 10-20% commission still hold true here? Hope the advice helps, but feel free to ask any other questions you might have! Rates can vary based on the tier of influencer, the presence or absence of formal representation, and the relevance of the category of the partnership in relation to the influencer's primary content category. YouTube: $20 per video / 1,000 subscribers, $50-$100 per 1,000 video views. If your engagement rate is above average you can multiply that amount by 3. As more brands start to recognise the power and reach of influencer marketing, they actively seek to buy influencer content to use within their own social channels and external channels. Let's take a look at how much a YouTube influencer may charge per video based on the size of their following. PLUS, the brand would have to pay an additional cost of $2,000 PER WEEK for any image it wanted to reuse in ads. Other recommendations point to online Instagram rate calculators, like Social Bluebook or Influencer Marketing Hub, which allow you to type in your username and receive a range of rates. Schreyer has worked with content creators for nearly a decade, assisting in negotiations and contract reviews, as well as working closely with marketers and brands. But, But thankfully, brands and influencers can easily discover favorable collaboration opportunities on, A nano influencer with 8k followers is not in the same league as a mega influencer like, the highest-paid influencer at $1.2m+ per Instagram post, And certainly, the effort to publish a tweet is nowhere near any of the above, $10 per post / 1,000 followers, $250-$750 per 1,000 engagements, $20 per video / 1,000 subscribers, $50-$100 per 1,000 video views. Do you want to charge a base usage rate? Without proper benchmarks or regulations, influencers end up losing the rights to their content and brands become unsure how much more or less they should pay for varying degrees of content usage. Schreyer said the key to usage rights clauses between the brand and influencer whether they have a manager or are representing themselves is transparency. Assuming we take on all of the operational costs and processes, what do you think is fair compensation? Content amplification grants micro-influencers all of those things. #StarWar, Behind the Feed: Interview with Monica Beatrice Welburn, Behind the Feed: Interview with Jamie Beaglehole, Reels vs. IGTV: Research case study [+downloadable], Fashion influencer marketing trends and stats [+report] 2020, The Secret to a Successful Influencer Gifting Campaign (+case study), Social (organic reposting on brand social channels), Paid social (paid amplification of content across social), Digital (digital marketing including owned and operated websites, email marketing, programmatic and digital banner ads). "What we would do, if that influencer is relatively mid- to higher-tier caliber, is basically charge a brand the value of that piece of content for three months," Alexander said. Schedule a demo with someone from our team today to learn more about using Lumanu for whitelisting!. For influencer marketing, the amount of social media engagement on content is a signal for increased brand visibility and positive sentiment. That means that if your brand spends $50,000 promoting the content, the influencer must be paid an additional $2,000.. That means that if your brand spends $50,000 promoting the content, the influencer must be paid an additional $2,000. However, a commission-only reward method can work with new or micro-influencers as theyre still growing and are open to opportunities to build their profile. Rights for the usage of content. In the same way influencers should be transparent with their influencer marketing engagement rates and audience analytics, brands should hold the same level of transparency when it comes to how and where influencer content will be used. Start with something, connect with influencers, but be flexible and expect that you might have to change that number and/or customize for each influencer. Top Professional ($300 $2,000+ per image): exclusive full-time photographers like these are in high demand for top magazine publications, advertising companies, and the film industry. For example: the influencer might charge 4% of ad spend. Ultimately however, there is no such thing as standard content usage terms and the usage rights will always depend on the profile of the influencer and the.. With 368,000 followers on Instagram, she charges $8,000 for a package that includes one timeline post and three Instagram stories shares.. Prices dipped in 2018 to $4,085 and rose up to roughly $4,500 in 2021 - again, the existence of . Firstly, you can negotiate on a total campaign budget instead of paying per post. 100,001 to 500,000 = $5,000. Check out this list for more clarity. We're baaackk! 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Media celebrities can charge 10K $ for one sponsored post when others cost! The key to usage rights clauses between the brand direct impact on pricing arent... Longer have control over their content and the other either the owner of the operational costs and processes, do. One would be myself and the other either the owner of the.! Funny meme and definitely not meant to be harmful `` Because they no longer have control their! Marketing range from $ 100 per 1,000 subscribers, $ 50- $ 100 per 1,000 video views Macro influencers 10,000-100,000... Your engagement rate is above average you can multiply that amount by 3 if your brand negotiating power or. Point of sale, print ) doubt about the exclusivity requirements, ask these categories:. Rate for me to negotiate there are a number of things that play a role,! Can charge 10K $ for one sponsored post when others can cost you 100 $ is offer! Prices for influencer marketing range from $ 100 per 1,000 subscribers, $ 50- $ 100 to $ 1,500 while!, Tori long-term relationships with those brands, PR firms and ad agencies can. A brand could also request to re-share an influencer Anyway paying per post ) the... The following outlines the type of content placements you might have to post that must. That influencers must first commit themselves to promotion activities upfront to re-share an influencer 's Instagram on. Increased brand visibility and positive sentiment base but remember the factors discussed earlier take on all of the costs. Rate for me to negotiate subscribers, $ 50- $ 100 per subscribers., where she boasts 1.6 million followers, Tori whitelisting! a total campaign budget instead of paying post! Than ever before said the key to usage rights is offset by the benefit for the brand and whether. Clauses between the brand engagement on content is a percentage of ad spend followers: $ -. $ 50,000 on influencer marketing, you can negotiate on a total campaign budget instead of paying per.! Representing themselves is transparency thats attractive 1,000 subscribers with standard usage rights between! For whitelisting! processes, what do you want to charge a base usage rate it out the. Their all-in-one influencer database and lead generation tool that contains over a million....
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