How much for a sponsored post on instagram

This is How Much Instagram Influencers Really Cost

In the world of social media and branded partnerships, how much does influencer marketing cost?

For businesses looking to grow on social media, particularly Instagram, knowing how much budget to allocate to influencer partnerships can be difficult.

With so many varying factors to take into account– like an influencer’s follower count, engagement rate, project scope, and production costs — it’s no wonder it can be challenging to put together a fair price for a branded partnership.

To help demystify the topic, we spoke to Instagram influencers, talent managers and social agencies to find out the real influencer marketing costs and going rates for branded partnerships in 2019.

Why Brands Are Investing in Influencer Marketing Costs and Projects

Instagram influencers continue to be a hot topic in social media, and by the looks of it, you can expect to keep seeing more of these social stars flooding your feeds.

These collaborations and sponsorships have nearly replaced traditional ads and are a huge part of social media strategies today.

According to Influencer Marketing Hub, it has grown from a $1.7 billion industry in 2016, and is expected to continue its upward movement this year to potentially become a $5.6 billion industry.

In fact, influencer marketing is on pace to become an $8 billion dollar industry by 2020! So if you haven’t started collaborating with influencers to market your business on Instagram, now is the time.

Plus, Instagram influencer partnerships are by far the best performing platform for brands to reach new audiences quickly, with an average 3.21% engagement rate compared to 1.5% across all social networks.

More than ever before, we’re seeing brands and businesses investing a high portion of their budgets to influencer marketing — simply because, when done right, it works!

According to influencer marketing company Linqia reports in 2019:

39% of marketers surveyed with a digital marketing budget above $500,000 plan to increase their influencer marketing budget
54% are planning to spend more than $250,000 annually on influencer marketing
And 17% are going to spend more than $1 million

So what exactly is a fair asking rate? How do you present your value to potential partners? What are important things to consider when agreeing on a collaboration?

In this post, we’ll be covering exactly how much influencers are charging and exactly what they’re charging for.

Let’s Talk Money: Calculating the Cost of Instagram Influencers

In the earliest days of influencer marketing, rising social stars would take on brand partnerships in exchange for free product.

Those days are long gone — while there are many micro-influencers still willing to exchange free product for promotion, today’s biggest Instagram influencers are charging major bucks to create posts for brands as their accounts have become their main source of income.

There’s no question that social media influencers have become indispensable for brand campaigns, especially on Instagram.

But if you were to ask an influencer how much money they charge, you may be surprised to see the scope of answers across the board:

So how do you come up with a fair price when there’s so many factors to consider?

The Current Market Challenge: Setting Fair Influencer Marketing Costs

While there is no one-size-fits all pricing, many digital marketers adhere to the one cent per follower (or $100 per 10K followers) rule, but only as a starting point for their calculation.

From there, you can adjust and take other factors into consideration, such as engagement rate, client budget, campaign length, and other partnership specifics.

However, influencer rates can still vary quite a bit. Collectively’s latest influencer marketing report states: “The guiding principle for influencer-brand collaborations is simple: influencers and brands are in a position to mutually benefit each other. There’s more than one way brands can provide value, but cash is king.”

Instagram influencer, Matt Crump (@mattcrump) shared his fee guide with Later, including the his rates per post:

He added, “Creative mandates, timeline, production costs and rights affect the fee. Instagram Stories are usually part of a package deal, or included to sweeten the deal for the brand.”

For Shane McCloskey, Director of Sales at influencer platform, Influence.Co, how much influencer marketing costs is a question he regularly gets asked:

“Is this a fair rate?, How much should we be paying a particular influencer for their posts, Stories, YouTube videos, etc. ? –the answer is fairly simple and always the same: it depends.” shared Shane.

He also adds, “In my experience of chatting with agency and brand partners, there is absolutely no standardization in how influencers charge for partnership collaborations.”

So with no fence lines in place, influencer marketing is still the wild west for many businesses and influencers alike. Some may be underpaid for influencer services, while others will have over charged for their services compared to others in their field.

“An influencer with a million followers on Instagram may charge $100 for a post, while an influencer with ten thousand followers on Instagram also charges $100 for the exact same post on their feed,”Shane noted.

The current challenge for both influencers and brands is to be both fair and competitive in the market.

Misty Gant, Senior Vice President of IMA Agency shares “We calculate this [rates] based on the reach, impressions, engagement and industry of the influencer. This allows us to be competitive and ensure we are getting the most value for clients.”

As Misty points out, an Influencer follower count isn’t the only thing to determine cost, or a suitable partnership. But to help break down the budget, we’re taking a closer look at how macro- and micro-influencers determine their rates.

Want to learn more about how your business can benefit from Instagram influencers? Download our free Instagram Influencer Marketing Guide here:

Partnering with Big Instagram Influencers (100K+ Followers)

A partnership with a big influencer often comes with a big price tag, but the investment can really pay off!

Considering advertisers spend upwards of $5 million (excluding production costs) for a 30-second Super Bowl commercial to reach more than 100 million viewers — who may or may not be the brand’s target audience — a influencer partnership with a niche audience doesn’t seem like a bad business idea.

A series of Instagram posts by a fashion blogger with 500,000 followers and a cult-following could sell out an entire product line within 24 hours.

Travel and lifestyle blogger, Christina Galbato (@christinagalbato) (223k followers) shared with Later that she charges a rate of $2.2K per post and $700 per story.

She also adheres to the rule of $100 per 10,000 followers to calculate her rate.

One lifestyle blogger, with 118K followers and a 2.5% engagement rate, shared her rates with Later including different package options:

Another lifestyle blogger with 170K followers and a 4.5% engagement rate disclosed similar rates listed as:

Wishing to remain anonymous, the lifestyle blogger noted that: “This rate includes endorsement of service/product on Facebook, Instagram (along with a story mention), Twitter, or Pinterest.“

Similarly, a popular travel blogger and photographer with 100K followers and a 9.2% engagement rate listed their content creation at a similar rate, priced at:

$1000 per Instagram Post
$1200 per Instagram Post + Blog Post
$200 per Instagram Story
$2000-$5000 for a 60-Second Product Video

A rate of $1000 seemed to be the average price per single Instagram post among larger influencers with ~100k followers, offering varying rates for additional services depending on the business’s needs.

Partnering With Micro-Influencers (10K – 100K Followers)

Influencer marketing is poised to become a key strategy for promoting your business and products on Instagram, with micro-influencers (those with less than 100k followers) yielding great results for businesses in 2018.

In fact, last year micro-influencers posted 84% of sponsored posts worldwide!

As engagement rates on Instagram continue to decline, more and more businesses are seeing the value in partnering with Instagram influencers who have a small (or “micro”) but highly-engaged following.

One of the biggest benefits of working with micro-influencers is that they tend to retain higher levels of engagement than top-tier influencers.

Micro-influencers also have the added benefit of reaching a smaller, targeted niche. For example, travel bloggers Taylor Loren (aka “Taylor from Later”) and Elaine Rystead of Local Wanderer (64.8k followers) have a loyal following of people who love to travel and stay cool places. That’s why it’s no surprise their picture-perfect post led to 4 bookings in only 20 minutes:

Since the traveling duo typically charges around $500 per post, the hotel was able to make back their investment in minutes.

In a recent influencer marketing study, Neoreach concludes “the larger the influencer, the lower the ROI”.

Yep, you read that right!

It’s reported that influencers with 50K to 250K followers deliver a 30% better ROI per dollar spent than macro-influencers, and 20% better than influencers with 1+ million followers.

They also tend to come with a smaller price tag than larger influencers. After reaching out to a fashion blogger in Los Angeles with 80K followers and a 7.1% engagement rate, Later received her media kit, listing her pricing as:

Single Instagram Post: 1 for $300, or 2 for $500
Post across all platforms (Instagram, Twitter, Facebook, Blog): $400
Per look, or two looks for $600

She also notes, “Rates vary based on services. Services offered include modeling, blogging, LOOKBOOK art direction and social media consultation.”

Later also received rates from a health and nutrition blogger, with 30K followers and a 7.3% engagement rate. While she had similar pricing, it included a wider variety of pricing options in her media kit:

Dedicated Instagram Post: $325
IG Giveaway: $350
Brand IG Takeover (min 2 photos + Stories): $250 per day
IG Caption Mention (No visible product): $75
Series of 5 IG Stories: $85
Series of 3 Dedicated Posts: $825
Series of 5 Dedicated Posts: $1400

If you’re a small business, working with micro-influencers could be an effective and affordable way to grow your business in 2018. You can learn more about if micro-influencer marketing is right for you here!

In-Kind Influencer Partnerships

While cash is the most desired form of payment, in-kind campaigns can still be a meaningful exchange. Collectively reported “54% of influencers say they would be more likely to post in-kind, or in exchange for free product, if they’re a true fan of the product or brand.”

Many influencer with a smaller following are happy to do in-kind partnerships, especially when they are already a brand advocate.

If you’re a larger brand reaching out to a follower looking to grow, the chance to repost an influencer’s photo to your larger audience may even be an added incentive!

When asked how she calculates her influencer marketing costs, blogger and micro-influencer Nicole Sadozai (@nicolesadozai) answered, “The best advice I received was at the Create & Cultivate event in Atlanta in 2016. My mentor for the day, blogger @nany spoke about how important it is to know your worth and how valuable your time is.

“Regardless of how large or small your following is if a brand is asking you to create content for them you really need to consider if this is something you are willing to do for free. ”

Marketers have become familiar with paying teams of photographers, creative directors, and producers to build out their digital campaigns in the past, and should look at influencer marketing in the same light.

Influencer Travel Partnerships

Much like press tours, brands are putting together Instagram influencer getaways, sending influencers on vacations across the globe — inviting them to relax, hang out with their friends, and, of course, post all about it.

It’s no surprise that these luxury getaways come at a steep price tag, as brands tend to spare no expense when it comes to the extravagant accommodations.

Revelist looked at one beauty brand, Tarte’s Instagram influencer getaway and estimated the cost of the trip. The list of expenses includes travel on private jets, food and drink, swag, and activities.

The trip’s grand total is a whopping $338,640, but Revelist notes this is only a modest estimate. These trips can easily exceed half a million dollars, since Revelist’s estimate doesn’t including the cost of paying the influencers, trip staff, and other expenses.

While these numbers may seem high, consider this: the average 30-second national ad costs $342K, while a one-page magazine ads runs approximately $250K — and these ads may or may not even reach the brand’s target audience. However, a series of Instagram posts by a fashion blogger with 500,000 followers and a cult-following could sell out an entire product line within 24 hours.

Check out our blog post, Here’s Why Brands are Taking Instagram Influencers on Vacation, to learn more about how these brand getaways work.

Brand Affiliates

The link in your bio is prime real estate –and influencers are teaming up with brands to use it for affiliate marketing.

In most cases, influencers are set up with a unique URL that offers their followers a special discount. Once followers click through to the site and makes a purchase, affiliates will receive a percentage of the sale!

While some influencers may prefer cash upfront, affiliate programs can be a real win-win for both businesses and affiliates (and followers receiving the discount!). Your influencer partner will be much more likely to continue sharing about your product with a continued incentive than they otherwise would for a one-off partnership.

The Cost of Creating the Perfect Post: Calculating the “Extras”

As you probably know, there’s a lot of work that goes into creating an Instagram post or story! That’s why it’s important to consider all the extras that go into getting “the perfect shot”.

Matt Crump (@mattcrump) advises influencers to: “always know the costs of production before you sign a contract.”

“If there’s not a separate production budget in addition to the fee, make sure you’re incorporating those costs into your fee before accepting the offer,” warns Matt.

Here are a few potential costs that should be included in a project’s rate:

Production

It’s important to have an idea of what it will take to execute the creative for your partnership while negotiating with partners. For example, many influencers hire photographers and photo editors so they can spend their time in front of the lens.

If you know you’ll need some extra help getting the shot, you’ll need to get price quotes ahead of time so they can be factoring into the rate.

Travel blogger Monica Stott (@thetravelhack) advises, “Influencers may also need to pay for a photographer and props and capturing just one image can be a full days work. Most influencers aren’t just taking selfies in their bedroom anymore so the costs soon add up!”

And now with Instagram video taking over the platform, influencers are pressed to seek out a whole new set of skills.

Viral Nation says increased pricing for video should be no surprise, and estimates, “Production time and costs can ultimately cost you an additional 40–50%, if not more depending on the scope and production value of the content”.

Travel Costs

Whether you’re shooting across town or in another country, you’ll want to make sure you’ve calculated your travel cost prior to discussing your partnership terms.

For example, many LA influencers hit the desert to capture the perfect mood for the products they are shooting. This means they need to calculate the cost of gas, along with the time spent on the road.

Monica (@thetravelhack) also notes, “For me, it’s whether I’ll need to travel to a location to shoot the photo. I can usually tag new campaigns onto press trips but sometimes I’ll need to arrange a whole new trip. This can be pricey!”

It’s important to not only consider the price of travel, but to also calculate the value of your time spent to get there.

Agency Fees

Many large influencers are now represented by agencies to coordinate their brand partnerships. Since most of these agencies are equipped with seasoned negotiators, they often come with a handling fee.

Christina (@christinagalbato) shares, ‘I am fortunate to now be at a place where I work with a manager, who handles all brand negotiations for me.”

Hiring a manager can be crucial for influencers who are making a living on the platform, or are being reached out to by brands frequently. “To sum it up, when a brand reaches out to me, my manager and I speak with the company to establish the scope of the collaboration,” Christina explains.

An agency or manager can also help take some of the negotiation pressures off their clients.

“We then put together a package rate and go back & forth negotiating something that works for both the brand and I. The goal of this negotiation process is to make sure that I am getting compensated fairly for my time and for access to my audience, and to also (whenever possible) increase the number of deliverables on my end, which in turn increases the size of the campaign and my rate.”

“For example, if a brand initially just wants 2 Instagram posts, we will work to push that to 4 with a competitive package rate.” Christina also notes.

And that’s not even the half of it. Misty at IMA Agency shares, in addition to influencers rates and cost of production, “brands can also expect to pay an incremental cost for additional usage rights outside of standard social reposting, exclusivity requirements, additional images for brand use, paid media (boosting) requests, and white labelling content. ”

Again, it’s important to remember you’re not only paying Instagram influencers for their following or engagement rate but often times for their ideas and content creation. Today’s influencers have become pros at concepting, shooting, and executing mini-campaigns for brands and should be compensated accordingly.

Nailing Down the Details

When discussing costs and campaign specifics, Nicole (@nicolesadozai) advises Instagram influencers to “get your media kit ready and start planning for the long term instead of right now. I started my blog by viewing it as a business from the beginning and it paid off in a big way. Hobbies are fun but a business will pay the bills!”

Nicole comments, “I almost always present my rates to potential partners via my media kit. It’s always the most straightforward approach when it comes to brand partnerships. This way, we both know what we are getting as well the services I offer and the type of content I like to create.”

Monica (@thetravelhack) also presents her costs with an influencer media kit she created with Canva, and notes, “…there are so many variables for each campaign that I always let them know it’s a rough guide. I always try to arrange a phone call with the brand to talk about deliverables and fees. ”

Monica says her approach is beneficial for both herself and potential partners, adding, “This helps me understand exactly what they’re looking for so I can create a bespoke package for them but it also reassures them that I’m professional and I know what I’m doing!”

Media kits and contracts are an important part of scoping out your campaign expectations and requirements and should be included in all influencer marketing agreements, like any other business partnership.

Again, there is no “one size fits all” rate when it comes to influencer marketing costs, especially when it comes to content creation. Often times, there’s a lot of “extras” that go unaccounted for in collaborations.

Setting clear guidelines and objectives from the get-go can help you better prioritize your budget and help avoid unexpected expenses.

Setting Clear Goals For Your Partnership with Instagram Influencers

With so many varying rates, content offerings and different types of Instagram influencers, how do you know which type of partnership is right for you?

Toni Daly, influencer marketing specialist at Hypertly says, “Businesses looking to get into the influencer space should make sure to do their research and choose influencers who align well with their brand.

Although the ROI in influencer marketing isn’t instant, having familiar faces back your product or brand helps establish trust among potential customers, which is invaluable in the long run.”

It’s important to spend more time thinking about your strategy and campaign goals than the dollar amount associated with your campaign.

Misty at IMA Agency advises influencers “really focus on their niche and create high quality content.” She also shared, “At IMA we strive to create authentic connections between brands and influencers — which is paramount to being a credible voice and authority within their community. They should also continue to focus on their engagement rate – this is a key measurement we look at when vetting potential partners for our clients.

Setting up crystal clear Instagram marketing goals will drive initial planning decisions on whether to execute campaigns based on short-term partnerships (for example, three Instagram posts about a new product release) or longer-term contracts that specify ongoing deliverables over an extended period of time.

“I don’t often do one-off posts with brands, so most of my collaborations involve multiple Instagram posts,Instagram Stories, YouTube and/or blog content.” shared Christina (@christinagalbato).

“When negotiating these larger collaborations, I offer package pricing. For example, if a brand wants 3 posts on my page, the total rate at $2,200/post would be $6,600, but I’d offer them a package deal of 3 posts for $6,000. This gives the brand a bit of a deal and helps to lock the campaign in more quickly.”

Toni Daly also notes, “Using influencers to generate brand awareness can be beneficial for almost any business, as long as the goals of the partnership are established early on. What are you trying to achieve when collaborating with an influencer? Are you looking to build brand awareness, gain social followers, or are you looking for direct sales?”

Influencer Marketing Hub predicted a trend towards brands cultivating more long-term relationships with influencers in 2019.

Monica (@thetravelhack) shared, “I don’t do one-off posts on social media and only work on bigger packages which will usually include a blog post, a video, a newsletter feature and a small package of tweets, Facebook updates, Instagram grid posts and Instagram Stories.”

Monica also commented she prefers long-term partnerships as opposed to one-offs:“I find this is most beneficial for everyone – the brand gets more exposure, my readers get more information about a product and I get to focus on one big job at a time and avoid all the admin of little jobs.”

Without first determining exactly what you will gain from your Instagram influencer partnership, you can’t appropriately value the influencer’s effort or set your budget.

Once your company has a clear set of objectives in mind, it will become much easier to determine whether an Instagram influencer’s fees are aligned with the value they offer and the outcome you’re looking for.

Think about what you’re looking for in the Instagram influencer’s audience to do as a result of your partnership. Are you looking to gain followers? To increase sales? Build brand awareness?

These are all great things to consider when determining the value of a potential Instagram influencer marketing partnership.

Setting a Budget and Calculating Your Rates

While your budget may heavily depend on the details, it’s a good idea to have a baseline price, or starting point to work from.

Shane McCloskey (@influenceco) comments, “It’s particularly frustrating for agency partners who are new to the game, because they have no idea if they are getting a good deal or not for their clients. While we do not provide guidance on negotiations (self-service model), we do request that creators shed some light on their “starting rate” for posts when setting up (or editing) their profiles on influence.co.”

He adds, “This data is very valuable for brands and agencies to understand if they are in the same ballpark on the cost of a collaboration as a particular creator – all before reaching out or engaging with that particular creator. ”

If you’re just getting started in the influencer space, don’t be afraid to ask around! In an industry based around making connections, more often than not, your community will be happy to share their advice.

Monica (@thetravelhack) also suggests utilizing your network, and comments, “I highly recommend making friends with other influencers within your niche so you can chat to each other about the campaigns you’re being asked to work on.”

She also shared, “I worked on a campaign once with six other travel bloggers and one blogger wasn’t being paid while the rest of us were paid a substantial fee. He had no idea he could have asked for payment and had been working for free. Businesses will always try and pay as little as possible so connect with a trustworthy circle of friends so you can double check what everyone else is being paid.”

At the end of the day, your rates may look quite a bit different than an influencer in the same position. While it’s important to do the research, at the end of the day make sure you set your rate a number you can confidently stand behind.

Matt (@mattcrump) advises influencers simply charge what they think they’re worth — especially with so many factors that will be personal to their brand and unique partnerships.

He also reminds influencers, “Over time, your audience will grow and you’ll make more of a name for yourself, so you’ll be able to charge more every year, hopefully!”

Calculating the ROI of Instagram Influencers

Influencer marketing gives brands a unique opportunity to reach a niche and engaged audience.

Although it may initially seem like a risk to invest large amounts of money into influencer marketing, it’s important to consider exactly what you are paying for and, most importantly, measure the results.

After analyzing more than 2,000 influencer campaigns, Neoreach calculated a total earned media value (EMV) averaging 5.2x per $1 spent. This means that every dollar spent on influencer marketing results in five times as many interactions compared to the same marketing dollars spent on paid advertising.

Jordan Haugan, director of business development at August United says, “The marketing leaders we work with are under immense pressure to prove to their executive teams not only the typical engagement metrics you’d expect in any campaign (impressions, engagements, etc.) but business metrics (sales lifts, purchases, etc.).

Some of the most common performance metrics you can use for measuring the impact of your influencer marketing are:

Engagement rate: likes, comments, shares
Brand sentiment: how people are talking about your brand
Traffic: customers visiting your website
Sales: conversions and revenues generated

Jordan also notes, “We urge the brand leaders we partner with to put conversion tracking systems in place to attribute all the deeper, meaningful metrics we can show (beyond eyeballs and engagement) while looking at campaigns holistically — after all, for an audience to take action, you need an audience!

As with everything, use campaign performance data to see which influencers drove the best results (and why), and use this data to inform how you construct future campaigns. ”

There’s no doubt Instagram influencers will continue to dominate in 2019! Have any other tips or tricks for calculating your influencer marketing costs? Let us know in the comments!

How much do Instagram sponsored posts cost?

By now, we all know that social media advertising is a “pay to play” world.

If you want your posts to be seen, you have to put some money behind them to maximize your reach. But how much does it really cost? The short answer: it depends.

Blogging works better when you write about topics your buyers care about.

What are Instagram sponsored posts?

Instagram sponsored posts are the entry-level access point to advertising on the platform.

Facebook (which owns Instagram) severely limits organic reach, causing the likelihood of your post being viewed without money behind it to be very slim.

To overcome this, businesses are allowed to “boost” existing posts by putting some money behind them. This increases the reach of the post and it is guaranteed to be seen in more users’ feeds depending on how much money is put behind the post.

A sponsored post, or boosted post, is the pared down version of an Instagram ad.

All Instagram ads require you to select an objective for your ad and depending on the ad type, there are a slew of options to choose from.

For a sponsored post, however, there are only two options: website visits and engagement (such as likes or comments).

Similar to the other ad types, a sponsored post will display “sponsored” under the business’ handle in the top left corner of the post. This helps to subtly-yet-clearly make users aware that the images and information they are viewing have been paid for by a brand.

Check out the subtle differences below.

Organic Instagram Post

How do sponsored posts compare to other Instagram ad types?

Simply put, sponsored posts are an easy way to dip your toe in the water of Instagram advertising.

Unlike other forms, they work off of existing content you have already posted to your Instagram grid so there’s no need to start from scratch. (This can be handy when you have limited resources available to create a fresh campaign. )

Their biggest selling point is that they will get your post in front of a wider audience.

This is great for content amplification — getting more engagement on an already popular or important post or getting a larger pool of people to view blog posts and other content that has a high potential for converting.

This is also a less expensive option for building an interested audience for you to create look-alike-audiences off of to better fuel your ad targeting.

Remember, as mentioned earlier, there are only two objective options available for Instagram sponsored posts. This is a much more limited Objective set than the other ad types. You get what you pay for with Instagram advertising.

Other Instagram ad types

There are eight other types of Instagram ads:

Stories ads
Photo ads
Video ads
Carousel ads
Collection ads
Explore ads
IGTV ads
Instagram Shopping ads

(Note: If you’re not familiar with all of these, check out Hootsuite’s article “How to Advertise on Instagram: A 5-Step Guide to Using Instagram ads” for a great breakdown of ad types and different use cases to be aware of. )

These ads are fully equipped with the bells and whistles that pro-level Instagram advertisers need to effectively drive results for their brands.

They can be hyper-targeted and offer a smorgasbord of objective options and call-to-action options (i.e. shop now, get offer, watch now). These options give you more control and flexibility over your creative so you can more effectively match your specific needs.

You’ll likely pay a bit more for these ads, but you’ll be able to customize your campaigns at a much deeper level.

Overall, if you want good, measurable data and more control, go with Instagram’s full-horsepower ads, not the sponsored, or “boosted,” posts.

For a deeper dive on this, check out what Ali Parmelee - our resident Facebook and Instagram expert - has to say about using ads versus boosted posts on Facebook.

(Note: Facebook and Instagram are owned by the same company and their advertising platforms are identical. Swap “Facebook” with “Instagram” while you’re reading, if it helps. )

How much do Instagram sponsored posts cost?

It’s impossible to make a blanket statement about price when talking about boosting organic posts. The quick answer is: you decide.

You could spend $1 a day or you could spend $1000 a day.

It really depends on how fast you want to move the dial and how willing you are to properly train the algorithm as your account grows.

A recommended tactic is to determine how much you’re willing to pay to generate the engagement or traffic you desire from the post and go from there.

Instagram will then work within your budget to get you as many results as possible.

Sponsored or boosted posts can cost much less than the other, more complex and customizable Instagram ads types.

When you’re running these higher-octane ad types, we recommend spending no less than $3000/month, split between Instagram and Facebook if it fits your needs.

This budget will allow you to go deeper into targeting your desired demographics and will help you cast a wide enough net to yield great data and good results.

When considering whether to simply boost your organic posts or run actual ad campaigns, another thing to consider is who manages the effort.

You likely don’t need an agency or expert to help you with your sponsored organic posts. They were created to be easy to manage without too much knowledge of the ecosystem.

Instagram ads, however, benefit from deep strategic planning and expert execution.

While it’s definitely possible to manage your ads campaigns in-house, a lot of businesses opt for hiring an agency or an expert to run their Instagram campaigns for them.

The additional cost of hiring an agency or outsourced expert may affect your approach to getting in front of your audience, especially if you’re working with a smaller budget.

How do I choose which posts to sponsor?

When choosing which one of your organic posts to put some money behind, consider the following:

Choose a post that supports your greater marketing goals.
Choose posts that are informative and engaging.
Choose posts with compelling visuals. (Video is always good!)
Be mindful of comments on the organic post. Address unfavorable comments before boosting and have a response plan just in case you get new ones.

Overall, you want to back posts that support your initiatives, but if what you’re looking for is engagement or awareness, look for posts that are already performing.

In other words, look for posts that are already delivering in likes, comments, views, etc. As proven performers with your audience, these are likely wise investments.

Regardless of which avenue you choose, start with a smaller budget and scale as you acquire more data around which types of posts yield the best results when sponsored.

Always review your results and determine key takeaways for the next time you sponsor a post.

Take the leap

In email marketing, clicking “send” can sometimes be the hardest part of the job.

Similarly, it’s not uncommon to feel a little nervous when putting your budget on the line by advertising on Instagram but you have to start somewhere!

Choose a thumb-stopping organic post and put a little push behind it.

If you’re just getting started, it doesn’t have to be a lot of money. Just enough to see what kind of results you can get.

If you’re an established brand, wrap your plan for sponsored posts into your overarching advertising strategy and continue to train the algorithm in your favor.

As always, head over to IMPACT Elite and let us know about your experience with Instagram Sponsored posts - the good, the grind, and the great learnings that come from it.

Instagram Calculator - Estimate How Much It Costs to Advertise on Instagram!

How much does advertising on Instagram cost?

How much does it cost to advertise on an Instagram profile? How much do bloggers earn? You can check how much a blogger (or you) could earn from a particular publication, just paste the link to his post and click on the button.

The above tools are not official Instagram tools and are in no way affiliated with or endorsed by Instagram. This tool has been designed to provide potential bloggers and micro-bloggers with the opportunity to earn. nine0007

Unlike YouTube, where you sell ad space on your videos and channel page for ads at a rate determined by Google, Instagram doesn't compensate its users for showing ads on their posted photos. Instagram is owned by Facebook, so it culls Facebook ads on people's posts. So Instagram influencers and brands don't have middlemen or any set rates if they want to work together. Brands make deals with bloggers and micro-bloggers, and the cost of advertising on Instagram can vary markedly depending on the circumstances. However, in almost all cases, one thing remains the same: bloggers get paid more if they have a high level of engagement as well as a large number of followers. Brands are well aware that you can easily buy followers that are of no practical value to anyone. Hence, they are much more interested in you having real followers, those who interact with your posts. nine0007

Compared to other social networks, Instagram accounts have a relatively high level of engagement. For example, the average Facebook or Twitter user only has an engagement rate of 0.5 – 1.0%. But, as account analysis shows, Instagram has an engagement rate of 3%. Any level of engagement above this, combined with a large following, suggests that you are an influencer among your peers. Our Instagram earnings calculator takes into account all these factors. We're looking at the average engagement rates of your last 12 Instagram posts (engagement is likes and comments on your posts). Example. If your engagement rate is less than 8% and the number of followers is less than 1000, you can expect to get paid less from brands than those bloggers who exceed the average engagement rate on their posts. nine0007

From a brand perspective, niche also matters. For example, fashion firms are much more likely to work with influential name bloggers than plumbing firms, and brand budgets are also highly dependent on niche.

Your Instagram account needs constant growth

Instagram doesn't have a standard way to make money, unlike YouTube and its Google Ads. Therefore, as a blogger, you need to find brands willing to pay you directly. nine0007

Any Instagrammer who wants to earn money should be attractive to the majority of the audience and be constantly active, fulfilling their priority task. You can improve your position in the following ways:

By improving your bio so it is very clear who you are and who wants to follow you
Conduct ongoing analysis of your Instagram account using a variety of services. (Read our article about 20 good services for Instagram)
Like most social networks, Instagram likes to see evidence of regular posting, not sudden bursts of activity when you feel like you have free time. Publish
High quality original photographs. Try taking pictures with a decent camera rather than just your phone. You should be known for producing really good content (which in the case of Instagram is high quality images). nine0032
Use relevant hashtags to help people in your niche find you from your tagged images, this is where a hashtag generator can help you
Interact with your followers by commenting and liking their images and they are more likely to do the same in exchange for yours.
Make a content plan, because consistency is a sign of excellence. Start with a simple list of topics you want to cover in your posts and expand as needed. nine0046

Also, in our recent article, we analyzed 9 ways to increase the activity of subscribers in your profile.

Sponsored posts

Sponsored posts are the most common form of collaboration between brands and Instagram influencers. So how much does it cost to charge for advertising on Instagram? Our calculator above is designed to show you the approximate cost of advertising on Instagram. In this situation, the brand will typically reach out to someone it considers influential and offer to pay them to promote the sponsor's image to their followers. nine0007

Of course, to be effective, a sponsored post needs to fit well with the blogger's audience and look like a real influencer recommendation. In recent years, the FTC (Federal Trade Commission) has stepped in by this time, and sponsored posts are now required to be clearly labeled as such. As long as the product fits well with your profile audience, it doesn't matter if the post is tagged #promo or #promo.

A perfectly sponsored post shows how the brand's product fits perfectly into the life of a blogger and how it can just as easily fit into the lives of his or her followers. Top Instagram influencers, with thousands of active followers in a popular niche, can earn very lucrative fees for posting sponsored posts. The Grouphigh Influencer Marketing Report suggests that an average person blogger can charge between $200 and $500 per post. nine0007

Those with over 100,000 followers are unheard of earning between $700 and $900 per photo. Those with 500,000 followers can get anywhere from $2,000 to $3,000 per photo posted.

Of course there are superstars. Kim Kardashian West was able to get $300,000 for posting on all of her social media. Of course, she has 87.1 million :). A typical post by any of the Kardashian/Jenners clan usually nets at least $200,000. Often, Insta bloggers create content and the brand has the right to reuse that content in their marketing and on their website. nine0007

Affiliate Marketing

Just like a blogger can promote an affiliate product on their blog, an Insta blogger can promote an affiliate product on their posts. You can work with a site like Shareasale to find the right products to promote.

Of course, like any other affiliate marketing, it will only be effective if the product you are promoting works well with your subscribers. If it just looks like an ad for an unrelated product, your subscribers won't be impressed and won't click through. They may even unfollow you in protest. nine0007

One of the technical barriers to Instagram affiliate marketing is that you share photos, not links. One way to solve this problem is to include an affiliate link (which you must first identify via a link shortener) in your photo captions.

Branded content on Instagram what is it?

nine0078

To do this, select "Advanced Settings" on the photo or video while recording.

Instagram Branded Content Tools may seem like a feature only big brands use, but trust me, it can be a real asset to your strategy, no matter what your abilities!

You can have full control over which posts influencers have tagged you as a paying affiliate and get real-time insight into how tagged posts are performing – making your partnerships with influencers and bloggers more efficient, transparent and traceable. nine0007

3. Select Tag Business Partner.

How to allow branded materials

Content

1 How to allow branded materials
2 How users can make brand marks
3 Types of brand content
4 Types of branded content
5 Creating a publication and a note of partner
6 How to create sponsored content on Instagram?

First you need to click on the three dots in the upper right corner. Go to settings. Then go to Branded Content Approval. nine0007

In order for users to tag you in publications, you need to enable this option - usually the button is blue. You will receive notifications for all publications in which you are marked as a sponsor. Of course, only if you approve the post. You can also reject the publication if the blogger has not met the conditions for the posting format.

Also in this section there are "approved accounts". You can add accounts of bloggers you trust. They will receive partnership notifications and will be able to tag in their posts without additional approval. nine0007

You need to enter the nickname of the account in the search and select them in the list. Tag who you give permanent access to.

The second section is Approved Accounts. Use it if you trust any blogger and do not want to approve the materials every time. Add to the section all the bloggers with whom you have established normal partnerships. They will receive a partnership notification and will be able to tag you as a sponsor without additional approvals. nine0007

How users can tag a brand

Branded content can be created in both the regular feed and Instagram Stories .

To tag a partner as a sponsor in a regular feed post:

Select photos, videos, apply filters, add captions, or don't edit anything.
Click on "Advanced settings".
Click on "Tag Business Partner".
Click on the name of the company you want to tag in the publication. nine0032

Advanced settings are at the bottom

To tag a partner as a sponsor in Instagram Stories:

Tap the Stories icon in the top left corner of the screen.
Take a photo or video.
Tap the link icon at the top of the screen.
Click on "Tag Business Partner".
Select the desired company from the list.

Click here to add a story and tag a partner

If the company you want to tag is on the list, but you can't select it, write to the partner. He must approve you - then you can create branded content on Instagram.

The disadvantage of branded content is its price. It is either expensive, or very expensive, or incredibly expensive. You won't be able to save money when creating it. For example, the Burberry brand made a short film "The Tale of Thomas Burberry", which is only 3.5 minutes long, but costs 10 million pounds. The video is actually worth the money spent, because it has been viewed more than 15 million times on YouTube and in the comments to it, people regret only one thing - why is this not a trailer for a full-length picture. nine0007

Types of branded content

The specificity of branded content lies in the fact that it is at the intersection of the interests of both the brand and the target audience. As practice shows, every year it becomes only more popular. Creative examples of branded content, receiving approval from the audience, gain hundreds of thousands of views.

There are 4 types of branded content on the Internet: blogs, multi-content projects, videos and flash games. In all types, there are 4 key criteria: attention, usefulness, trust and wide coverage. Let's take a closer look at each. nine0007

Warning. Content attracts the viewer, the main characters are either representatives of the target audience, or people who are of interest. The basis of the plot is topical issues, problems that concern the audience.

Usefulness. The criterion that users themselves are looking for when subscribing to mailing lists and updates. It does not cause irritation, it does not need to be scrolled through, blocked or skipped like regular advertising.

Trust. The basis for the formation of attitudes towards the brand. It is achieved through regular contact with the audience and the presence of competent messages. Trust creates brand value, associates it with the impressions and emotions received. nine0007

Wide coverage. With a carefully thought-out advertising campaign development plan, branded content can go viral in a short time. The coverage of the potential target audience will be the greater, the more it will be shared on social networks and told to friends, for example, on Instagram and VKontakte.

Interactive content. It is not as popular yet as other types of branded content, but marketers are betting on it in the future. We are talking about games, quizzes, tests and other active interaction with the user. The advantage of this method is that users willingly share their results on social networks. nine0007

Types of branded content

There are three main types of branded content on the Internet: texts, videos, interactive content.

Videos are a great way to talk about a brand. Use an emotional theme and tell a story with a cutscene.

Texts. A branded article is a deeply-researched interesting material. He demonstrates maximum expertise and draws attention to those facts that no one has yet told.

In social networks, they brand the results of surveys, useful tips, life hacks and jokes. A huge role here is played by the regularity of publications, as well as the unity of the design style.

To tag a business partner in a branded content story:

To tag a business partner in a Live, Reels or IGTV video or branded content post:

Select a photo or video, add a caption, apply effects, and filters, and then click Next .
Live press Title . In Reels video, feed and IGTV video, click Advanced settings .
Select Tag business partner and find your business partner.
Click on the name of the desired company.

To tag a business partner in a branded content story:

In the feed, click the icon in the upper left corner of the screen.
Take a photo or video, and then tap the link icon at the top of the screen.
Click Tag Business Partner and search for the right company. The search results only show partners who have a business profile. nine0032
Click on the name of the company you want to mark in the story.

If you see a business partner in the search results but cannot tag them, do one of the following:

When you tag a business partner, they will be notified and have access to publication statistics.

Go to Settings.
Click on "Account".
Go to Branded Content Tools.
Get permission.

Creating a post and tagging a partner

How branded content is tagged on Instagram, what business account owners know about it. To create an advertising post and then mark the organization, you need:

Launch the application.
Log in.
Go to the settings section.
Select "Account".
Follow the link "Switching to a professional account" ("Business account").
Specify the profile type (Author or Business).
Connect account.
Check for the item "Company" - "Approval of branded content". nine0035

To obtain permission to use:

Go to "Settings".

Click on "Account".

Go to Branded Content Tools.

Get permission.

Participation in the advertising campaign is accepted by a user whose profile is more than 1 month old.

To add an advertiser tag, you need:

Branded content is original publications created with the participation or influence of a business partner who has provided the author or publisher with monetary or other compensation.

Branded content is original publications created with the participation or influence of a business partner who has provided the author or publisher with monetary or other compensation.

Our policies require you to tag paid business partners in your branded content posts. This requirement applies to all account types, including creator, personal, and business accounts. The full version of the rules is available here. nine0007
Sponsored Instagram posts will now be tagged with the brand account that posted the ad, according to TechCrunch.

Sponsored Instagram posts will now be tagged with the brand account that posted the ad, according to TechCrunch.

Instagram continues to improve the ability of the social network to post branded content. Now popular users who advertise in their account will be able to tag sponsored posts with a special mark-link to the advertiser's profile. nine0007
Instagram first introduced this tool in June of this year, and the feature was tested by a limited number of users for several months. Now, the social network requires users to always tag sponsored content. If they don't, Instagram will notify them of this need (maybe the rules get tougher in the future).

The company thus strives to standardize the branded content format. It will be marked “Sponsored by…” by such and such advertiser (“Paid partnership with…”). The innovation will also allow advertisers themselves to track the effectiveness of the post. nine0007
Instagram has now made the new tool available to all business accounts that have access to Insigts data (an Instagram analytics tool). The exact number of accounts covered was not disclosed.

You can do this in the account settings, in the "Company" or "Author" section, depending on the mode the account is in.

How to create sponsored content on Instagram?

There are 2 types of users in branded content: sponsor and partner. An affiliate is someone who publishes sponsored posts, and a sponsor is someone who orders them. A sponsor can only be a business account, or an author account, but not a personal profile. nine0007
By default, any Instagram user can tag a sponsor on posts. However, the sponsor can limit this ability, and allow only users from his list to be marked as a sponsor of publications. That is, the sponsor can selectively form a list of his partners.

This can be done in the account settings, in the "Company" or "Author" section, depending on the mode the account is in.

In the "Company" or "Author" section, there should be a "Branded content" tab. nine0007

As I said, by default, any Instagram user can mark a sponsor, that is, become a partner. By enabling the “Approved tags only” setting, the sponsor can select “Approved accounts”, thereby allowing only partners from their list to tag themselves as a sponsor.

Affiliates can tag sponsors in posts and stories. In the first case, when creating a post, you need to click on the “Advanced settings” link, and, in the “Tag business partner” tab, find and select the sponsor’s account. nine0007

When adding a sponsor, you can also allow them to promote the sponsored post. That is, by enabling this option, the partner can allow the sponsor to advertise their post.

You can add a sponsor to your story in the "Link" section. The sponsor in this case is chosen in the same way, and similarly, the partner can allow the sponsor to promote the sponsored story.

When you specify a sponsor in a post or story, the latter, in the notifications section, has a “Branded content” tab, where, in fact, you can find all the posts in which the account is marked as a sponsor. nine0007

A sponsor can promote a sponsored post even though it is published in the partner's account. This can only be done through the advertising account in Ads Manager, but not in the Instagram app. To do this, when creating an advertisement, at the moment of choosing to publish an account, you need to go to the “Branded Content” tab and select a sponsored post.
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