One of the significant difficulties brands face while collaborating with social media influencers is determining and negotiating fair compensation. While the majority of influencers are of the view that they will only work with a brand that will be a good fit for them and their audience, even if the compensation is not on the higher side, a notable percentage of influencers are ready to collaborate with any brand which offers them reasonable compensation. The payment amount also determines how much time and effort an influencer will give to the brand collaboration. At the same time, celebrities and macro-influencers command the highest fees, and nano and micro-influencers take away the least payment. But this is not the only criteria to determine the correct influencer payment. Brands will consider several factors before negotiating the payment terms with the content creators. Let us look at some of the critical factors determining the influencers’ worth.
Number of Followers
The number one factor that decides how much an influencer should be paid for their services is the number of followers they have on their social media channels. The larger the number of followers, the far more valuable reach it will provide for brands; hence, they command much higher fees than influencers with fewer followings. Celebrities and macro influencers whose following exceeds a million followers are paid the most, while nano influencers, specializing in a niche with followers up to ten thousand, are paid the least by brands. Top celebrities like Cristiano Ronaldo, Kylie Jenner, and Selena Gomez reportedly charge around 1 million for a single Instagram Post. But not all brands can afford nor require the services of these influencers, and thus other content creators with much less following are also thriving and helping brands to achieve their goals and objectives efficiently.
Engagement Rate and Performance
Apart from the number of people who follows social media influencer, another factor that is critical in deciding the compensation of the influencer is the engagement and performance of their posts. Engagement rate is a metric to understand the level of interactions the social media post has received in the form of likes and comments, and it will determine how much it will cost for brands to work with that content creator. So, for example, macro-influencers with the same following operating in the same industry will be paid differently based on their engagement rates and the performance of their posts. Brands are willing to work with influencers whose followers are highly-engaged and frequently comment on the creator’s social media posts and share them to increase their reach. Moreover, the influencer who more actively engages with their audiences by replying to the comment of their followers will command much higher compensation compared to similar influencers.
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Social Media Platform
Influencer rates hugely depend on the social media platform on which the influencer will post the content. For example, if an influencer creates a 10-minute product review video on YouTube, it will require much time and effort compared to a 30-second video for an Instagram story. Hence, the payment is also determined based on the social media platform and content. From the platform perspective, Twitter and TikTok pay the least to any influencer type, with compensation starting around $5 for nano-influencers and going up to $2,500 for macro-influencers. On the other hand, YouTube, Facebook, and Instagram have recorded the highest compensation for influencers irrespective of their followers. Also, influencers will charge much more if they are required to create a series of Instagram Reels and several feed posts while posting a one-off Instagram story will come at a fraction of the cost.
If you want the influencer to promote your brand exclusively and not take up any other collaboration in your category, you will have to pay more to the creator. Again, the price hike will depend on the level of exclusivity you want. Influencers will ask for increased compensation considering all the income loss they will suffer by declining the offers from similar brands to honor your agreement.
Ownership of Influencer Content
Brands will pay additional costs over and above the influencers’ compensation if they want to reuse their content on other social media platforms to amplify the reach of their products and services. This fee allows the brands to use the content created by influencers on their social media platforms and other marketing materials, allowing marketers to optimize paid media behind influencer content. The agreement can be done for a set period or through the entire duration of the campaign. Most brands are looking to license influencer content as it helps them to reach a newer and broader set of target audiences and content creators are happy to provide them the authority at an additional fee. It is a win-win situation for both brands and influencers; businesses can amplify the content to reach a broader customer base while increasing the influencers’ reach and helping them gain new followers with better compensation.