How much to charge instagram post
How much do influencers charge per post?
Influencer marketing costs In 2020, the global value of influencer marketing was estimated at a whopping $9.7 billion, according to Influencer Marketing Hub. In a 2019 survey by Mediakix, 48 percent of marketers found influencer marketing return on investment (ROI) better than other channels while another 41 percent said the ROI was comparable. Meanwhile, 71 […]
Blaire McClure
Product Marketing Manager
Read time: 10 mins
Influencer marketing costs
In 2020, the global value of influencer marketing was estimated at a whopping $9.7 billion, according to Influencer Marketing Hub. In a 2019 survey by Mediakix, 48 percent of marketers found influencer marketing return on investment (ROI) better than other channels while another 41 percent said the ROI was comparable. Meanwhile, 71 percent of respondents agreed that customer quality increases and traffic from influencer marketing performs better than other sources.
When it comes to compensating influencers, you’ll find a wide variety in payout structures. Although payment types may differ, the path to understanding how much influencers charge per post is simple to follow.
Before you hand over your precious marketing spend, consider these variables:
- Which audience you are trying to reach
- The type of influencer involved
- The media platform
- The quality of the media
- The desired level of engagement
- Creative mandates
- Production costs
- Timeline
- ROI
Cost based on influencer tier
Payment is often contingent on the size of an influencer’s following. With this in mind, social media influencers are often categorized by their audience size:
- Celebrities and “cewebrities” (1m+ followers): Famous beyond social media, i.e., movie, TV, music, or sports stars.
- Macro-influencers (250k–1m followers): Became popular by leveraging social media
- Mid-influencer (75k-250k): Their reach extends to an audience size that’s middle-of-the-road compared to the other influencer tiers.
- Micro-influencers (10k-75k followers): Everyday people with a decent following and influence.
- Nano-influencers (<10k followers): Everyday folks with smaller followings but not necessarily less influential.
Source: Marina Sinnott, Director of Studio by impact.com
A bigger audience doesn’t always yield better results. According to a recent influencer marketing article, micro-influencers have the best engagement rates even if their number of followers is smaller. Keep that in mind when you judge value based on followers.
At the end of the day, price points can only be fairly established on a case-by-case basis. It’s useful for any marketer considering utilizing influencers to see some benchmark figures. Below we’ll explore types of media and the costs associated with posts.
Cost by social media platform
The second step to determining payment for influencers is truly understanding the social media platform on which they work.
Payments vary by platform, as does customer interest. Influencers gravitate toward specific platforms so make sure you know which your target audience likes to use. More often than not, influencers are most active on these six social media platforms:
- TikTok
- YouTube
- Snapchat
Pay-per-post globally
Influencer fees generally follow a range of costs per post — although these can vary drastically depending on the influencer niche, gender, engagement rate, location, etc. The following rates are the average costs of influencer marketing spend worldwide.
- Instagram. This cost-effective channel has an average price of $10 per post, per 1,000 followers.
- TikTok. Influencers on the platform charge between $5 and $2,500 per post.
- YouTube. On average influencers charge $20 per video, per 1,000 subscribers.
- Facebook.
Influencers on the platform charge an average of $25 per post, per 1,000 followers. - Snapchat. Influencers on Snapchat charge $10 per post, per 1,000 followers.
- Twitter. At $2 per post, per 1,000 followers, Twitter offers the lowest influencer marketing prices.
- Blog. Influencers charge approximately $60 per post, per 1,000 unique visitors.
Pay-per-post in the US
According to Insider Intelligence, US influencer marketing spend will reach approximately $4.14 billion in 2022. The following rates are the average influencer earnings per post in the US, based on the type of influencer and social media platform.
Instagram posts
Instagram is the most widely leveraged social media platform. These are the average costs of an Instagram post in 2021 by type of influencer:
- Nano-influencer: $25–$200
- Micro-influencer: $200–$1000
- Mid-influencer: $1,000–$3,000
- Macro-influencer: $3,000–$15,000
- Celebrity: $20,000+
TikTok videos
TikTok was the most downloaded app in 2021 with 656 million downloads.
In the world of video content, TikTok is becoming an increasingly popular tool for influencers seeking to go viral.
TikTok tends to have high levels of engagement which makes pricing even more cost-effective, and well below YouTube pricing for video content.
TikTok pricing for influencers:
- Nano: $50–$300
- Micro: $300–$1,250
- Mid: $1,250–$3,500
- Macro: $3,500–$12,000
- Celebrity: $12,000+
YouTube videos
YouTube pricing is higher and more fragmented than other media because video content is more time-consuming and expensive to produce than image- or word-based posts.
YouTube sponsorships include integrated videos or dedicated videos. In an integrated video your brand, product or service features in a portion of the video. Dedicated videos, on the other hand, showcase your brand, product or service in the entire video.
- Nano: $100–$500
- Micro: $500–$3.000
- Mid: $2,000–$5,000
- Macro: $3,000–$20,000
- Celebrity: $20,000+
Facebook posts
While on the low end of the influencer marketing budget, Facebook still provides an important platform for influencers to reach followers.
- Nano: $25–$100
- Micro: $100–$800
- Mid: $800–$2,500
- Macro: $2,500–$10,000
- Celebrity: $10,000+
Snapchat stories
Snapchat influencers typically charge by number of views, which is often contingent upon their follower count.
Snapchat influencer post rates by number of views:
- 1,000–4,999 views: $500
- 5,000–9,999 views: $1,000–$3,000
- 10,000–19,999 views: $3,000–$5,000
- 20,000–49,999 views: $5,000–$10,000
- 50,000–100,000 views: $10,000–$30,000
Twitter tweets
Twitter influencers typically reach fewer impressions than on other social media platforms, but it may be the right channel to meet your audience where they are. Twitter rates tend to be lower, which can be very cost-effective for your brand. Often, content from other platforms can be syndicated to Twitter for an even lower cost.
- Nano: $10–$50
- Micro: $50–$350
- Mid: $350–$1,000
- Macro: $1,000–$4,000
- Celebrity: $4,000+
A final word on the cost of influencer marketing
When it comes to paying influencers, the path to payment comes from knowing all the factors: audience size, content type, social media platform type, the quality of the media you want, and the engagement rates for the influencers with whom you’d like to partner. Once you know those factors you can create fair and transparent pricing for all your influencer partnerships.
To get a handle on all the steps on the path to influencer payments, take a look at the Dynamic Payouts capability possible with impact.com. The feature enables marketers to set payouts based on more than 100 factors, such as customer status, margin, or the specific items in the order.
For a deeper dive into how influencers are paid now and will be in the future read impact.com’s ebook.
Want to get the full picture on how influencer payment works?
Download our ebook to learn more: Seven ways to pay influencers today and tomorrow Learn all about influencer payment from start to finish.
Get my free guide
Now that you’ve mastered the fundamentals of payment for influencer marketing, schedule a demo to learn how impact.com’s partnership management platform can help your brand strategically manage influencer campaigns, use Dynamic Payouts, and connect to influencers and creators.
Want to know more about influencer marketing? Check out these other impact.com resources:
- Ultimate guide to influencer marketing (article)
- Different strokes for different influencer folks [ebook]
- Your influencer program is broken [ebook]
- Scaling influencer marketing globally [ebook]
- How to set up a successful influencer program [worksheet]
- Introduction to influencer Partnerships course [PXA]
Influencer Marketing Costs (2022) - Business of Apps
As long as we’ve had advertising and marketing, brands have capitalized on famous faces to sell their products. If we see those to whom we aspire to use certain products and services, then we want to use them too – so we can relate to their experience and see how those products or services may fit our lives.
With the advent of social media, we’ve seen the emergence of a new kind of celebrity: the influencer. Not celebrities in the usual sense, in that their fame is inextricably tied up with the media through which they broadcast, rather than any specific discipline (not even socialite).
Nonetheless, the content they post is aspirational. Like the celebrities of old, their fans want to be like them, using the same products as they do. Hence, the name ‘influencer’. Influencers offer some advantages over the celebrities of old. They are more accessible (and affordable) – “just like you and me”. They often have close relationships with their fans, they build a rapport that brands themselves can’t replicate. And they are often particularly influential in niches closely associated with specific product categories.
Featured Influencer Marketing Companies
Influencer marketing has become a key marketing channel in the 21st century. For many brands, this has become a de rigueur element of the mix.
Today, plugging Instagram, YouTube, and TikTok influencer marketing components into an app marketing plan has become the norm.
Read on to see our set of stats on influencer marketing rates and influencer marketing costs on different social media platforms. We start with a section looking at the size of budget marketers have put aside for this form of marketing, giving an impression of how much money is moving around here. We also look at which are the best influencer marketing channels for app marketers to choose from.
Before we get stuck in, it seems fair to point out that there is considerable variance in the costs reported. We have collated what’s out there, but the only thing that seems fixed is that a significant number of variables come into play.
Which audience marketers are trying to reach, the type/quantity of media, levels of engagement, and many more factors must be in consideration when establishing influencer marketing pricing. So at the end of the day, price points can only be fairly established on a case-by-case basis.
That said, we hope it will be useful to any marketers considering utilizing this channel to see some benchmark figures.
Influencer marketing is more than a trend; it is widely held to be one of the most effective digital marketing channels available to contemporary marketers. A 2019 BigCommerce influencer marketing research indicates that 89% of brand marketers report that they see a higher ROI with influencer marketing compared with other digital marketing channels. Because we bring up this data point from 2019, before the rise of TikTok as the leading social media platform for brands to connect with their audiences, it’s reasonable to assume that today in 2022 the number of brands who measure a higher ROI for influencer marketing campaigns is even higher.
Accordingly, they are willing to invest. The total global value of influencer marketing in 2022 was estimated at $16.4 billion by Influencer Marketing Hub.
Investment has been on the rise. According to the Business Insider Intelligence report, in 2022 Influencer marketing investment is expected to reach $15 billion, giving almost twice more oxygen to influencers to capitalize on the rising demand.
Featured Influencer Marketing Companies
According to the InfluencerMarketingHub research, in 2020 62% of companies, that took part in the survey, increased their Influencer marketing budget throughout 2020, and an additional 20% committed to keeping the same level budget in 2021.
49% of these companies kept their Influencer marketing budget on the level – $10k and down, while other 23% spent up to $50k / year and about 9% were ready to spend more than $500k / year.
Influencer marketing spend in Q4, 2020 (%)
Source: InfluencerMarketingHub
Another find from the InfluencerMarketingHub 2021 report was that last year the overwhelming majority of marketers had planned to invest more in the Influencer marketing.
In fact, 62% said they will increase their Influencer marketing budget in 2021. To give you some context – in 2020 only 57% of marketers planned to increase their Influencer marketing budget.
And when it comes to where marketers get money to run Influencer marketing campaigns, almost 83% said they’d borrowed it from the overall marketing budget, at the expense of other marketing channels.
Overall marketing budget powers the Influencer marketing budget (%)
Source: InfluencerMarketingHub
The same InfluencerMarketingHub report brings us the picture of what specific social media platforms marketers ran Influencer marketing campaigns on in 2021. A brief look on the graph below will show you that TikTok is rising as one of the major channels to run Influencer marketing campaigns in 2021. Only one company was used by a greater number of marketers – Instagram, with 68% of marketers ran ad campaigns on it and TikTok came second with 45%, followed by Facebook with 43%, YouTube – 36% and finally LinkedIn and Twitter closed the set with 16 and 15 percent respectively.
The most popular Influencer Marketing platforms in 2021 (%)
Source: InfluencerMarketingHub
So now we’ve got the overall picture of the influencer rates, influencer marketing spend and top platforms.
Below, we look at some of the most popular influencer marketing platforms and the costs associated with leveraging each one.
Instagram influencer pricingSay influencer, and most people – at least for now – will think of an Instagram influencer. And where there are influencers, there’s marketing. Instagram influencer marketing has become the key part of many brands’ efforts – particularly when they’re aiming to target certain demographics. Indeed, the platform seems tailormade for brands wishing to interact with prospective customers, with 90% of its 1.1 billion+ users following a brand. In Q4 2020, the total value of Instagram influencer marketing reached $8 billion.
Naturally, we have seen prices rise in proportion as the platform has become ever more indispensable.
And influencers have become more confident of their power to sell products for brands, as this form of marketing moved from informal arrangements to a central pillar of a long-term strategy. Obviously, the last two years of the COVID-19 pandemic have been a disruptive force in so many areas of businesses, and the influencer marketing businesses felt its heat as well.
Now, questions that we want to address first are – how much do Instagram influencers make? What is an Instagram influencer salary or, at least, a ballpark of it?
An Instagram post cost varies, it depends how many followers a particular Instagram influencer has. There are five influencer categories based on the follower’s number – Nano, Micro, Mid, Macro, and Mega. Introducing these categories lead to creation of influencer rate sheets for posting on various social media platforms. In particular, the Instagram post rates range from $10, posted by Nano influencer to $10k and more, posted by Mega influencer.
An Instagram rate sheet for posts in 2022
| Type of Influencers | Rate |
| Nano (1-10k followers) | $10-100 |
| Micro (10-100k followers) | $100-500 |
| Mid (100-500k followers) | $500-$5k |
| Macro (500k-1m followers) | $5-$10k |
| Mega (1m+ followers) | $10k+ |
Source: AndrewMcCarty.
com
Of course, this means average doesn’t tell the whole story. It goes without saying that there are significant differences in the scale of Instagram influencer marketing – which is of course part of its appeal to brands. Accordingly, we see a great deal of variance in the cost of influencer marketing.
Another unnamed influencer (100,000-250,000 followers, 2.5% engagement) shared a pricing model for different packages she offered. (see the table below) This also includes pricing for giveaways and takeovers, as well as photos and story mentions.
Her pricing model seems set a little below others we have seen, with economies of scale applying for more involved campaigns.
Instagram Influencer pricing (packages)
| Story packages: Average views: 15k | Monthly packages: 3 month minimum | One off packages: Ask me for more details |
| 5 mentions per month: $1,000 | 5 photos/month: $2,500 | 1 IG photo: $1,000 |
| 2 mentions per month: $500 | 5 photos + blog post: $3,000 | Giveaway: $1,500 |
| 1 mention: $300 | 2 photos per month: $1,200 | IG takeover: $1,500 |
| 1 photo per month: $700 | Blog post: $2,000 | |
| 1 photo + blog post: $1,500 | Story takeover: $1,000 | |
| Shop page feature: $500/month |
Source: Later
Another influencer with slightly fewer followers (though in the same range) told Later that they would charge $1,000 per Instagram post, $200 per Story, and $2,000-$5,000 for a 60-second video.
Two travel bloggers with follower count in the 50,000-100,000 bracket (micro-influencers) charged $500 per post. These smaller bloggers often see post higher engagement, so can offer better influencer marketing ROI, posits Lately, citing Neoreach data which suggests 30% better ROI from micro-influencers, versus macro. Measuring ROI is frequently cited as the biggest challenge for marketers using influencer marketing.
Featured Influencer Marketing Companies
- GRIN - The world's first Creator Management Platform
- Moburst - Mobile Done Right
- BuzzGuru - Influencer Marketing Intelligence & Analytics
- Zorka.Agency - Smart. Efficient. Worldwide
- Ubiquitous - Influencer Marketing at Scale
- InstaJet - Instagram Influencers Marketplace
- Intellifluence - Influencer marketing made easy
- FansRevenue - The fanbase monetization accelerator for content creators
- Zoomd - Zoomd. See the Big Picture, Down to the Finest Detail
- SEM Nexus - Startup App Marketing Experts
Using a different influencer-marketing pricing model, a little more focused on results, brands might expect to pay somewhere in the $250 to $750 for 1,000 engagements (Digiday/WebFX).
We get a more precise measure by virtue of a 2019 survey of 2,500 influencers conducted by Klear and published in eMarketer.
On Instagram, influencer pricing adheres to the fairly simple formula of: more followers = higher cost. Prices rise fairly proportionally, until we reach the point of celebrity influencers (with over 500k followers). At this point, we see close to a fourfold leap up from power-influencers (with 30-500k).
In terms of formats, you’ll pay a premium price for a video – somewhere around 50% more than you would for a post. Stories are the cheapest, presumably due to their ephemeral nature.
Influencer Rates Worldwide, by Influencer Tier, 2019
| Type of content / Influencer Tier | Nano (500-5k followers) | Micro (5k-30k followers) | Power (30k-500k) | Celebrity (500k+ followers) |
| Instagram Post | $100 | $172 | $507 | $2,085 |
| Instagram Video | $114 | $219 | $775 | $3,138 |
| Instagram Story | $43 | $73 | $210 | $721 |
Data source: eMarketer
Of course, follower count is not the only variable which might affect the cost of Instagram influencer marketing pricing.
Geography also plays a part. A 2017 survey from eMarketer found that UK marketers were willing to pay £1,203 ($1,581) for a micro-influencer (under 10,000) post on Instagram, and £60,476 ($79,528) for a celeb influencer (1 million followers up). Influencer marketing in the UK seems to be pitched at a fairly robust price point, albeit one that it seems these marketers have been willing to pay.
Influencer Marketing Hub offers a calculator for influencers to work out what they should be charging, based on follower count and engagement. Of course, it could as well be used by markers looking to determine influencer marketing pricing.
We ran some random British celebrities through it in early April 2022 – it looks back over the last 12 posts, so results may differ at different points – to see what it said.
Tottenham and England footballer Harry Kane was first. With 12.3 million followers, 185k average Likes, giving him an engagement rate of 1.51%, his estimated earnings per post are set at $24,518-$40,864.
Music is another popular influencer genre, so we put award-winning musician Dua Lipa through. With her 82 million followers, 2 million average Likes, and engagement rate of 2.7%, she could be raking in $162,666 -$271,110 per post.
Comedian and actor Lolly Adefope commands a higher engagement rate than either of our two previous examples at 7.09% – with 9,090 average Likes generated from a smaller follower base of 112,707. That would earn her $342-$570 per post.
But what if you want to go REALLY big? At the very top of the Instagram influencer food chain we find the megastars who dominated the marketing/advertising landscape before all these influencers came along.
Ok, so here is how much you would need to pay if you want your product or service being introduced to the top celebrity Instagram followers. The list is 60/40 gender split, with women dominate – 6 women against 4 men.
The world famous soccer player Cristiano Ronaldo’s post, which has 423 million followers on Instagram, costs between $620k and $1M. Hollywood action movies star Dwayne Johnson, who has 154 million Instagram followers, post on Instagram costs anywhere between $504k and $840k. Ariana Grande’s marvelous voice allowed her to summon 303 million followers, asks for a single post on Instagram between $500k and $833k. At the bottom of the list is Kendall Jenner, with 229 million Instagram followers, who charges “only” $580k per post.
Top Celebrity Instagram post price, up to (in $M)
Source: InfluencerMarketingHub
YouTube influencer marketing pricingOne of the consequences of lunching a video sharing service such as YouTube back in 2005 was that over time the YouTube influencer phenomena emerged. Some of influencers have become one of the world’s biggest celebs in their own right, the medium itself was, and still is, very conducive for people to share all sorts of information and become known and recognized in countless number of areas. YouTube was, along with Instagram and Facebook, one of the earliest platforms for the Influencer phenomena to emerge.
So, how much does YouTube influencer marketing cost?
On the graph below we stack together influencer post pricing for multiple platforms to show you the striking difference between YouTube influencer post rates and the rest of top social media platforms.
Now, the graph covers the 2014-2019 time frame plus 2021. Such timing allows us to see clearly how introduction of TikTok and the massive exodus of influencers from YouTube and Instagram to TikTok have changed the influencer marketing pricing landscape.
As you can see, you’ll have to shell out big money for influencer marketing using YouTube videos – though 2019’s $6,700 is not the high point. In 2017 you’d have to spend close to $8,000 for the pleasure. Prices dipped in 2018 to $4,085 and rose up to roughly $4,500 in 2021 – again, the existence of TikTok leaves YouTube a smaller part of the influencer marketing pie.
This pricing is based on a charging $20 for every 1,000 subscribers an influencer has on her or his YouTube channel, a scale continued up to $20,000 for an influencer with 1 million.
Various factors could well play into influencer YouTube videos pricing fluctuations: influencers become better known, smaller influencers are brought into the marketing mix (much better for some brands, we might note), bigger or smaller brands invest, etc.
Now, the COVID-19 pandemic hit influencers really hard, many influencers who ran ad campaigns for the traveling industry had to stop and cancel any campaigns abruptly.
To take a more end product-focused view, marketers utilizing YouTube influencer marketing might expect to pay $50-$100 for every 1,000 views. To give you some perspective, in 2021 an average YouTube video CPM (cost-per-mile or cost-per-view) was about $27 per 1,000 views, so at that point it was about essentially doubling your expenses, if you decided to work with YouTube influencers, as opposed to running ads via the YouTube ad platform yourself.
Finally, in comparison, shelling out on a tweet ($422) or a Facebook post ($395) is very much a discount option.
Average cost of a paid post per platform, 2014- 2019, 2021 ($)
Source: Izea, BusinessInsider
A representative of influencer marketing platform HYPR quoted in the 2017 Digiday report added a little bit of complexity to the pricing model quoted above. Beyond 50,000 subscribers, we might add $2,000 per 100,000 followers (50,000 followers would be equal to $1,000 using the above scale). When we reach 1 million it’s a bit more complicated, given the level of celebrity. At this stage we might expect to see a spend of $25,000-$50,000 per influencer marketing video.
Referring back to the more precise eMarketer/Klear stats, we again see that celebrity influencer marketing commands a considerable pricing premium over mere mortal influencers. Indeed, you would have to pay nearly five times more for an influencer with over 500,000 followers as compared with one with 30,000-500,000 followers.
It does not quite follow, however, that more followers = higher marketing expense.
For whatever reason, according to these YouTube influencer marketing pricing stats, it seems you will pay more for a micro-influencer than for a power-influencer. Perhaps a reasonable assumption might be that these influencers exert a higher level of influence over their fanbases. Potentially they are operating in specific niches in which they claim a level of expertise. There’s no hard evidence for it here, but potentially power-influencers might be able to drum up regular business, which means they can afford to charge less per post. The other less edifying possibility may simply be that the sample is smaller in this bracket.
At all levels, YouTube is the most expensive influencer marketing channel, at least for now when TikTok hasn’t risen to the same heights YouTube has. Yet. Perhaps we might assume a certain expectation that YouTube videos would have slightly higher production values than the more personal/intimate format of an Instagram video. That said, pricing is relatively similar between the two video platforms at the power influencer and celebrity level.
Lower down the follower count hierarchy, the YouTube influencer marketing premium is considerably more pronounced.
YouTube influencer rates by number of followers ($)
| Nano-Influencers | Micro-Influncers | Mid-tier Influencers | Macro-Influencers | Mega-Influencers | |
| Price range | 20-200 | 200-1,000 | 1,000-10,000 | 10,000-20,000 | 20,000+ |
Source: InfluencerMarketingHub
Top Influencer Marketing Platforms and Agencies
- GRIN - The world's first Creator Management Platform
- Moburst - Mobile Done Right
- BuzzGuru - Influencer Marketing Intelligence & Analytics
- Zorka.Agency - Smart. Efficient. Worldwide
- Ubiquitous - Influencer Marketing at Scale
- InstaJet - Instagram Influencers Marketplace
- Intellifluence - Influencer marketing made easy
- FansRevenue - The fanbase monetization accelerator for content creators
- Zoomd - Zoomd.
See the Big Picture, Down to the Finest Detail - SEM Nexus - Startup App Marketing Experts
As we mention above, in most cases, Facebook influencer marketing is relatively cheap compared to other platforms. This is according to Izea, who pins the price of an influencer Facebook influencer post at a relatively bargainous $395. While the cost of a Facebook influencer post cost more in 2019 than it has in previous years, the cost has not followed a steady upward curve. Indeed, like Instagram and YouTube (according to Izea’s data at least) 2018 saw a decline in the cost of influencer marketing on Facebook – again, we are free to speculate as to why.
WebFX, on the other hand, set Facebook influencer marketing rates a little higher than Izea (remember, Izea’s averages make a like-for-like comparison imprecise at best). According to this source, you might pay $25 for the services of an influencer with 1,000 followers, $250 for one with 10,000, and so on (up to $25,000 for an influencer with 1 million followers).
The Klear influencer marketing stats published on eMarketer show an interesting dynamic in terms of Facebook influencer marketing pricing (this only considers posts, not breaking down media types). At the lowest nano level, it is the cheapest; climb up to micro-influencers and it is in the mid-point – more expensive than Instagram but cheaper than YouTube (though recall at the micro-influencer level there is a considerable premium on YouTube).
It again becomes the discount option at the power level, barring Instagram Stories. Like YouTube, for some reason, influencer marketing is cheaper at the power than the micro level. Again we might speculate that it has something to do with engagement or sample size.
Then we have the celebrity level: here Facebook once again commands a premium over stablemate Instagram, though is considerably cheaper than YouTube. We might assume this is a consequence of wider reach relative to the former, but lower required investment to produce content than the latter.
Facebook influencer rates by the number of followers
| Number of followers | 10k | 100k | 1,000k |
| Price | $250 | $2,500 | $25,000 |
Data source: WebFX
2021 data from Influencer Marketing Hub gives you the Facebook influencer pricing range based on tiers. It starts with just $25 for a Facebook post from Nano-influencer and all the way up to Mega-influencer that would charge you more than $25,000 for posting about your product or service.
Facebook influencer rates by tiers
| Tier | Nano-influencer | Micro-influencer | Mid-tier | Macro-influencer | Mega-influencer |
| Price | $25-250 | $250-$1,2500 | $1,250-$12,500 | $12,500-$25,000 | $25,000+ |
Source: InfluencerMarketingHub
Snapchat influencer marketing pricing
WebFX reckon you might pay $10 for every 1,000 views for Snapchat influencer marketing, up to $10,000 for a Snapchat influencer delivering 1 million views.
Until November, 2020, follower count wasn’t public on Snapchat, so back then this measure was the only really way to accurately gauge the reach (or influence) of a Snapchat influencer.
Several years ago influencer Cyrene Quiamco gave Digiday a slighter higher scale.
Snapchat influencer post rates by the number of views
| Views (followers equivalent) | Price range |
| 1,000-5,000 | $500 |
| 5,000-10,000 | $1,000-$3,000 |
| 10,000-20,000 | $3,000-5,000 |
| 30,000-50,000 | $5,000-10,000 |
| 50,000-100,000 | $$10,000-$30,000 |
If we consider views to be analogous with followers, then this would put Snapchat influencer marketing at a similar price point to Instagram influencer marketing. In reality follower count will be higher, thus making Snapchat the cheaper option.
Looking all the way back to 2016 – since when Snapchat has endured several peaks and troughs (though 2016 and 2019 were both good years so hopefully there’s some commonality) – Captiv8 estimated a snap from an influencer with 3-7 million followers would cost around $75,000. A snap from an influencer with 50,000-500,000 followers would be more like $1,000.
On this scale you might expect to pay $11-25 per 1,000 followers for a big Snapchat influencer, and $2-20 for a micro-influencer, which puts it close to what you would pay as a marketer on Snapchat Ads.
Snapchat influencer marketing, cost per follower range
| Influencers | Micro | –influencers | ||
| Followers | 3,000,000 | 7,000,000 | 50,000 | 500,000 |
| Cost | $75,000 | $75,000 | $1,000 | $1,000 |
| Cost per follower | $0. 025 | $0.011 | $0.020 | $0.002 |
| Cost per 1,000 followers | $25 | $11 | $20 | $2 |
Source: Buffer
In the UK in 2017, a Snapchat micro-influencer represented the form of influencer marketing on which marketers were willing to spend the least, according to eMarketer influencer marketing stats, with £1,052 ($1,386) the stated cap. A celeb snap would cost £52,702 ($69,414) – not cheap, but also the lowest cost celebrity influencer marketing rate available in this market.
Twitter influencer marketing pricingTwitter perhaps doesn’t get the same sort of coverage as some of the other influencer platforms, but it remains to be one of the world’s most notable social media platforms with the monthly active user base of more than 330 million people – and where there’s social, there’s influencers.
According to the BusinessInsider stats above, the average cost of an influencer tweet is $284 (2021).
Interestingly, while all other platforms saw a decline in terms of the cost of influencer marketing in 2018, the average price of an influencer tweet shot up, 6-fold, from $48.
Here the WebFX influencer marketing stats are in sync with those of BusinessInsider, with Twitter offering the lowest cost influencer marketing option, at $2 a tweet for a Twitter influencer with 1,000 followers up to $2,000 for a Twitter influencer with 1 million.
In the 2017 UK eMarketer survey, marketers said they would pay £1,351 ($1,779) for a micro-influencer tweet, and as much as £64,798 ($85,339) for one from a celebrity.
TikTok influencer marketing pricing
Obviously taking a look at the influencer marketing rates in 2022, you just can’t have a complete picture without TikTok. In May 2021 the mega popular social media platform app was the most downloaded app, beating YouTube, Facebook, Instagram, WhatsApp and Snapchat. Originally attracting only younger generation, by 2021 TikTok became the major challenger for Instagram & YouTube video content sharing dominance.
Today influencers of all tiers have TikTok on their radar and many of them are successfully switched to it from other platforms and quite successful in showing what is possible when it comes to making a video ad viral.
According to InfluencerMarketingHub, TikTok influencer post pricing looks the following.
TikTok influencer post pricing
| Tier | Nano influencer | Micro influencer | Mid-tier influencer | Macro influencer | Mega influencer |
| Price | $5-$25 | $25-$125 | $125-$1,250 | $1,250-$2,500 | $2,500+ |
Source: InfluencerMarketingHub
Comparing TikTok influencer post pricing with the YouTube one, we see that the former is way more affordable. On top of that, you need to factor in a TikTok’s superior level of engagement, based on its highly competitive environment that has been sparking so much creativity for the last several years.
Other
Before social media really became a big thing, we still had a form of influencer marketing: blogs. Back in the Dark Ages (2006), before anyone had even come up with the concept of an influencer, you could get a influencer blog post for a paltry $7.39. Like all good things this, of course, edged its way upwards.
2014 was a key year. With social media marketing now entrenched (Facebook took off for real in 2012, Instagram followed in 2012) the average cost of an influencer marketing blog post jumped up more than 10-fold, from $35.72 to $407.46. Growth after this point was rapid, with prices breaking the four-figure mark in 2017, and climbing as high as $1,403 in 2018. 2019’s figure of $1,442 represents something of a levelling out – for now, at least, this is how much marketers are willing to invest in this form of influencer marketing.
We might note that, of the formats analysed by Izea, blog posts are the second-most expensive on average. The specificity, persuasive potential, and search engine friendliness of blog posts are obviously of high value when trying to influence potential buyers.
Average cost of a paid blog post, 2006 – 2019 ($)
Source: Izea
WebFX also place influencer blogging among the highest-priced forms of influencer marketing. In this estimation, you might expect to pay $60 per 1,000 unique views. As with all of these rather imprecise measures from WebFX, we might expect a good deal of variation – if the blog draws on technical expertise, for example, naturally the price point will creep upwards.
Pinterest is another popular channel for influencer marketing, though we could not find any indication of how much you might pay for Pinfluencer marketing. An API introduced in 2018 was designed to help marketers measure the impact of Pinterest influencer marketing.
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.
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.
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.
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.
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). - 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.
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.
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.
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.
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.
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.
How much does a post from Ksenia Sobchak cost - and from a nanoblogger. How to make money on Instagram today
Instagram today is not just a platform for posting personal photos, but one of the most effective tools for making money. Bloggers often earn in the millions. However, it is no longer necessary to be a famous person in order to sell advertising. What has changed in the blogging market and how much can you earn on Instagram followers?
You don't have to be a millionaire blogger
According to research, at least 70% of consumers now learn about a new product on social networks, rather than through traditional advertising. This is especially true for "Generation Z", who cannot imagine life without the Web and gadgets.
Therefore, brands actively use influencer marketing (influencer marketing) to promote and enter into contracts with bloggers.
Until recently, millionaire influencers received the most income, but advertisers are increasingly giving preference to bloggers with a relatively small audience. The main reason is subscriber engagement: for nano- and microblogs it is at least 60%.
There is an active growth of the market of nanobloggers all over the world. Every day, new players enter it, inspired by the example of well-known companies integrating with "small" influencers. Now you can start making money on advertising on Instagram with a couple of hundred subscribers.
How much do posts in nano- and microblogs cost?
The cost of an advertising post for bloggers consists of several indicators: the size and involvement of the audience, the time spent on preparing the material (shooting, editing, photo retouching, text creation). The complexity of the task also matters - for example, if an influencer must come to a certain location to solve the task.
Nanoblogger is an influencer with followers between 100 and 10,000 people. In fact, any active Instagram user with an interested audience can become one. The cost of a post in a nanoblog is from 10 to 90 dollars, videos - a little more than a hundred, stories are not so relevant. Also, the brand can offer a nano-influencer a job on barter, which in some cases will be even more profitable. The story of a nanoblogger who became an ambassador for the By Form creative studio with just over 600 subscribers is popular on the Web.
Microblogger is the owner of account with an audience of 10 to 50 thousand subscribers. As a rule, such bloggers "work" in a certain niche. A micro-influencer can get $100-$500 for an advertising post, up to $200 for a story, and a video is valued at almost $700. Barter is irrelevant for microbloggers. Major brands actively use them for promotion: for example, Dunkin’ Donuts posted posts about its rebranding with microbloggers.
Followed by mid-tier bloggers with between 50,000 and 500,000 followers. The cost of a post ranges from $700 to $5,000, a story costs $180-200, and a video costs $800. Their post costs from 5 to 10 thousand dollars. Stories - an average of $ 300, videos - from $ 1,000.
Mega-influencers make up less than a percent of all bloggers on Instagram. These are the influencers who are followed by million or more people. Their price for an advertising post starts from 10 thousand dollars and can reach up to a million, sometimes more. Stories are also very expensive - from $ 500.
How much do Ksenia Sobchak and Kim Kardashian earn on Instagram? For example, the famous football player Cristiano Ronaldo. More than 270 million people subscribed to it, the post is worth 889 thousand dollars. The football legend prefers sporting goods, watches and cars to advertise.
Model and star Kim Kardashian works mainly with clothing brands and famous jewelry houses.
For a post in an account that has nearly 220 million followers, advertisers pay at least $858,000.
Russian Instagram stars earn less than Western colleagues. The palm belongs to Ksenia Sobchak - 8 million people subscribed to the TV presenter, the price per post ranges from 6 to 13 thousand dollars. Profit per year is approximately 2 million dollars.
Blogger and TV presenter Anastasia Ivleeva has a large audience - almost 19 million subscribers, and takes at least 13 thousand dollars for a post. Now her income from Instagram is about 600 thousand dollars a year.
However, the demand for nano- and micro-influencers is changing the advertising market for bloggers. Titans are gradually starting to reduce prices: the owners of a number of multimillion-dollar accounts have already reduced the cost of integration by at least a quarter. But the prices for advertising from nano- and microbloggers are gradually growing.
Brands pay for sincerity
Trends in interaction with the audience are also changing - direct advertising no longer works.
In high esteem - maximum nativeness, naturalness and personalization. Agree, you are more likely to buy not a widely replicated product, but what a friend advised during a friendly conversation. This is exactly what bloggers use.
But here, too, there are subtleties. It is not enough to have an interested audience - it must be correctly manipulated. As soon as subscribers feel false - write wasted.
A popular technique is the use of the so-called Instagram dramaturgy: the influencer gradually “weaves” brand mentions into everyday life. For example, he first declares that he needs shoes for sports. For several days he actively discusses this topic, discusses options with subscribers, including the advertiser's product, and asks for advice. And then "makes a choice." The audience, having "lived" the period of "search" with the opinion leader, involuntarily agrees with him and positively colors the brand name in the subconscious.
Are you a nanoblogger? What niche to master?
If recently brands preferred celebrity influencers and millionaire bloggers, now contracts with them are signed most often for image purposes.
