Influencers have become an integral part of marketing strategies for brands across all industries. As social media continues to grow, influencer marketing has emerged as an effective way for brands to reach targeted audiences and drive engagement. But one of the biggest questions brands and influencers face is determining the right price for sponsored content. So how much should an influencer charge per post?
Factors that Determine Influencer Rates Per Post
There are several key factors that impact how much an influencer should charge per sponsored post:
- Follower Count: Generally, the more followers an influencer has, the more they can charge. Micro-influencers with under 10K followers can charge around $50-250 per post. Influencers with up to 100K followers can charge $250-750. Mid-tier influencers with 100K-500K followers can charge $750-$2,000. And mega-influencers with over 1 million followers can charge $2,000-$10,000+ per post.
- Engagement Rate: This measures how well an influencer interacts with and reaches their audience. Influencers with higher engagement rates of 5-10% can charge more.
- Quality and Type of Content: Influencers who produce high-quality content like videos or extensive blog posts can charge higher rates than simple image posts. The industry/niche also impacts rates.
- Exclusivity: Exclusive deals with only 1 brand allow influencers to charge more per post than those working with multiple brands.
- Brand Size: Bigger brands with larger budgets will typically pay more than smaller, lesser-known brands.
- Campaign Length: Longer campaigns with multiple posts over weeks/months allow influencers to offer bundled packages at higher rates.
- Production Time: Complex posts that require more time, shooting, editing can command higher prices.
Average Rates Based on Follower Count
While each influencer should consider the above factors, follower count tends to be the biggest determinant for baseline rates. Here are typical price ranges:
Follower Count | Average Rate Per Post |
---|---|
10,000 | $50 – $250 |
50,000 | $150 – $500 |
100,000 | $250 – $1,000 |
500,000 | $750 – $3,000 |
1 million | $1,000 – $10,000 |
3 million+ | $10,000 – $100,000 |
As you can see, as an influencer’s following grows into the millions, the rates increase dramatically. A mega-influencer with 3 million followers could charge anywhere from $10,000 to $100,000 for a single branded post.
How to Calculate Your Rate per Post
When establishing your own rate as an influencer, you’ll want to consider the various factors mentioned above. Here are some tips:
- Analyze your follower count and engagement rate – Use social media analytics tools to get insights.
- Research industry average rates based on followers – Check out this post or other online benchmarks.
- Evaluate the brand and campaign – Bigger brands and longer campaigns may equate to higher rates.
- Factor in content production time/resources – Account for the effort required.
- Consider your niche and content quality – Some niches like travel/beauty command higher prices.
- Don’t undervalue yourself – Compare rates charged by influencers with similar reach.
- Leave room for negotiation – Give quotes allowing for some wiggle room.
You can use the following formula as a starting point to calculate your baseline rate per post:
Follower Count x Engagement Rate x 0.01 = Baseline Rate Per Post
For example: an influencer with 100,000 followers and an engagement rate of 5% would calculate:
100,000 x 0.05 x 0.01 = $500
This provides a suggested baseline, which you can then adjust based on the other factors like content type, production time, brand budget etc. The key is finding a rate that’s both profitable for you and provides strong value to brands.
Negotiating With Brands on Rates
When negotiating rates with brands, here are some tips to get the best price:
- Start higher – Give yourself room to negotiate down. Better to decrease than ask for more later.
- Focus on value, not just followers – Emphasize the value you bring through quality content and engaged audiences.
- Provide market pricing data – Reference average rates for those with similar reach/engagement.
- Bundle for a discount – Offer lower rates if they commit to a package of multiple posts over several months.
- Consider creative partnerships – Negotiate a mix of monetary payment, free products/services, exclusive content, etc.
- Build a partnership – If it’s a one-time deal, charge higher rates. Offer discounts for long-term partnerships.
- Use contracts – Formal agreements protect both you and the brand.
- Be flexible – There may be room to negotiate depending on brand budgets. But know your worth.
By coming prepared with average market pricing data and highlighting the value you bring to a brand, you can negotiate fair rates for sponsored influencer content.
Influencer Post Rates on the Rise
As influencer marketing continues to thrive as a digital strategy, influencer rates are on the rise. A recent survey by Influencer Marketing Hub found:
- 89% of marketers plan to increase influencer marketing budgets in 2022.
- The global influencer market is projected to grow to $16.4 billion in 2022, up from $13.8 billion in 2021.
- Top nano-influencers (5K-10K followers) charge an average of $315 per post in 2022, up from $91 in 2020.
- Top micro-influencers (25K-50K followers) now charge $782 vs. $169 in 2020.
As demand grows and influencer content becomes more professional, brands are paying higher rates – especially to work with top talent in various niches. So influencers who want to maximize earning potential should charge competitive rates based on their follower counts, engagement, and overall brand value. With the right strategy, they can secure lucrative long-term partnerships.
Frequently Asked Questions
Should influencers charge per post or per hour?
Most influencers charge per post rather than per hour. Hourly rates can get complex given the work that goes into creating and promoting posts. Per post rates based on follower count are a simpler industry standard.
How much do Instagram influencers make per post?
Instagram influencer rates are based on follower count. Those with under 1K followers earn $10-50 per post. At 100K followers, rates are $200-500 per post. With 1 million+ followers, Instagram influencers can charge $1,000-5,000+. Top Instagrammers can make well into six figures for brand partnerships.
Do influencers pay taxes?
Yes, influencer marketing earnings are taxable income. In the U.S., influencers must pay federal income taxes on any income made from brand sponsorships. Tax requirements vary by country, so international influencers should research their local tax laws.
How much do YouTubers with 100K subscribers make?
YouTubers with 100,000 subscribers can make approximately $3,000-$12,000 per month from ads, sponsorships, affiliate marketing and more. Top YouTubers with 1 million+ subscribers can make $300,000 a year or more.
Conclusion
Determining the right influencer rates per post involves evaluating follower counts, engagement, brand partnerships, content quality, production time and more. While nano-influencers may charge only $50-100, mega-influencers with millions of engaged followers can earn $10,000-100,000 per post. As influencer marketing continues to emerge as a critical digital strategy for brands, influencer rates will likely keep rising. Savvy influencers who understand their value and negotiating power can secure lucrative long-term brand deals.