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If you’re here looking for the latest influencer fees, we won’t woo you with marketing fluff.
*Note: These numbers are just ballpark figures. The actual rates depend on multiple factors, not just macro vs. micro-influencers.
You’ll want to read this because we have plenty of examples and math to make this more fun.
An influencer rate sheet, aka blogger rate sheet or ad rate sheet, is a document outlining fees for:
A professional-looking influencer rate sheet also includes:
Here’s a good example:
The social media platform affects the content price because each channel has different reach, engagement rates, and conversion rate. Your influencer marketing cost will also vary according to the influencer tier and type of posts. Let’s review your budget expectations according to these variables:
If you’re considering hiring Dwayne The Rock Johnson, be prepared to fork out $1.5 million. Per post.
But if you’re not aiming that high, you can use two formulas to figure out your Instagram budget:
To make it easier on your math, divide the number of followers by 100 and get that creator’s rate. That’s why Influencer Marketing Hub claims these are the baseline costs in your influencer rate sheet:
Pro tip: This formula is based on your potential exposure, so use it if your goal is to create awareness.
Take, for example, this nano content creator:
Irene has 8,353 followers at the time of this writing. So, if you follow the formula above, her rate card may show $83.53 for each post.
Her influencer post rates may include additional costs:
Pro tip: This formula is better for engagement and conversion campaigns when you want to see actual results from your influencer.
Using inBeat’s intuitive Instagram engagement rate calculator, you can see Irene’s engagement rates for each post, including the one you potentially sponsor:
Note: The numbers above account for just the number of comments and likes. But you can also include the number of views too.
For example, a post with 82 likes and no comments renders an engagement rate of 1%.
But if you also include the 956 plays, the engagement rate becomes 12.42%.
So if you pay this influencer per engagement results and use the formula above, your budget is $12.42 plus any other products, props, or travel expenses.
Let's see how the type of post affects the average costs on your influencers' rate cards:
Here’s an example:
Fitness influencer Stephanie Anneliese Rose has created an Instagram story with a link to a clinic performing vitamin and peptide shots.
There’s no way to see someone else’s story views, but the rule of thumb is 10-15% of followers watch these Instagram stories.
And since Stephanie Anneliese Rose currently has a community of 456,000 followers, you can infer that at least 45,600 people have seen this story.
In the world of influencer marketing, using an infographic maker can be a game-changer, allowing you to visually communicate your brand's message effectively.
You can also notice that a peptide shot (yes, amino acids are peptides) by Alive | Well costs $30-$40:
Now, let’s say that 1,000 people have clicked on the link.
Price of this story: $0.06 x number of views + (product price x 0.03) x number of swipes
Math it all up to this:
$0,06 x 45,600 + ($30 x 0.03) x 1000 = $2,736 + 900 = $3,636
TikTok is a unique platform because TikTok posts have increased exposure.
TikTok’s algorithm doesn’t show videos just to people following a particular creator. The algorithm shows these clips to a large number of people based on their interests.
That’s why TikTok posts are three times more expensive than Instagram posts.
Shopify suggests these average influencer earnings per post:
Shopify also suggests using this formula:
CPM (cost per thousand) = (Average number of views, likes, and comments based on the last five TikTok pieces) / cost of content
Let’s see how that looks in real life:
In this TikTok clip, you see mega-influencer Magno Scavo promoting a pair of pants and a coat from PuroEGO.
This fashion influencer has 10 million followers at the time of this writing.
That means this post costs at least $7,000. Let’s be generous and offer him a $10,000 fee. On us.
Let’s apply the formula above:
CPM (cost per thousand) = (Average number of views, likes, and comments based on the last five TikTok pieces)/ cost of content
Let’s use this free and in-depth TikTok engagement rate calculator to make Mathing easier.
This shows you an average number of:
Add these numbers for a grand total of 2,099,470 impressions. Divide that by 10,000 (the cost of this content), and you get a CPM of $209.94.
Note: Your influencer rate sheet can look completely different depending on the type of TikTok posts, the influencer’s country, video length, the creativity involved, and more.
Statista shows much lower prices for TikTok creators:
But Statista quotes a worldwide average, which explains the decrease in influencer fees.
Influencer Marketing Hub shows different calculations as well:
Here’s what InfluencerMarketingHub tells us about the costs of a YouTube post:
On the other hand, Statista claims that a YouTube nano-influencer will require, on average, $207 per post, while a mega-influencer asks $3,670.
But here’s how much some brands have actually spent on YouTube. The costs below are for the fourth quarter of 2022 in the US and Canada:
Do these budgets take into account just the influencers’ following sizes?
Statista tells us that the price of sponsored YouTube videos may depend on the number of views as well:
“The average minimum price of a sponsored YouTube video with more than one million views was 2,500 US dollars in 2022. The average minimum price of a sponsored video with 500 thousand to one million views was 1,105 US dollars, while the average maximum price was 16,234 US dollars.”
Let’s see an example:
Lydia Elise Millen is a macro-influencer with 966,000 YouTube subscribers at the time of this writing. This hour-long real-time shopping video currently has 139,000 views.
Based on her follower size, Lydia could ask for at least $10,000 for this video. Based on her current views, she could go up to $16,000.
Does this stack up to all the previous sources?
According to Statista, the minimum price these brands could negotiate based on the views is $1,100.
Add to this her hourly fee, transport expenses, editing, and other materials. Also, add the value she would bring if 1% of those 139,000 viewers buy the products she recommends.
If you do the Math, Lydia is entitled to at least $10,000 for this post.
Let’s go back to InfluencerMarketingHub and see their numbers:
Of course, these prices also depend on:
This time, Statista agrees with the average fee for nano-influencers but repays other influencers much less. According to Statista, the maximum price climbs to $126 for influencers with over 25,000 followers:
“During a 2021 survey carried out among influencers from Canada, the United Kingdom, and the United States, it was found that a Twitter influencer with under five thousand followers expected to receive a compensation of around 56 US dollars per post on average. Influencers with more than 25 thousand followers required remuneration of 126 US dollars per post.”
In turn, IZEA claims the average cost of a Twitter campaign is $1,643.
Based on these numbers, the post below is worth at least $100, considering that QTCinderella has 494,768 followers at the time of this writing:
InfluencerMarketingHub is our go-to source again:
Statista claims that Facebook nano-influencers ask an average price of $170 per post, while those with over 25,000 followers earn $266.
Again, this fee depends on more than just the follower count. Facebook Stories can be less expensive than Facebook posts because they’re visible just for 24 hours.
In-depth Facebook reviews with shoppable links also cost more than mere sponsored mentions.
And the level of engagement increases the fee you pay considerably.
Let’s see this example:
Organized Chaos is Audrey’s page, an influencer with currently 421,000 followers. The reel above has 362 impressions apart from the views.
Note: The Christmas decoration costs just $45, so it’s not expensive.
All things considered, a corresponding minimum fee of $250 would suit this post well enough.
Snapchat influencer rates are typically judged by the number of views, not followers. Business of Apps offers the following numbers:
Business of Apps also notes that micro-influencers ask for $2-$20 per 1,000 followers. Larger influencers may request $11-$25 for every 1,000 followers.
Let’s crunch some numbers:
If you have read so far, you already know some factors affecting your influencer’s fee. But let’s summarize the elements that should go into your influencer rate sheet:
Using sponsored content on other social media channels entails an extra fee. But a transfer of copyrights forever increases the overall cost.
If your creator cannot accept sponsored deals from other brands, you should offer a raise to mitigate these lost potential deals.
Posting this content on other platforms increases the overall pay. But to maximize your influencer marketing budget, charge a package deal.
Access to an exclusive niche is more expensive, especially for more high-tech, luxury products or services. For example, a nano-influencer posting about Rolexes is more costly than one posting about hand cream.
Hiring photographers, videographers, and other professionals leads to premium fees. Even without professional assistance, polished content is more expensive than raw posts.
Native is one of our UGC examples that move the needle. This brand asked specifically for creators that can produce stylish, high-quality content pieces like this:
And although typically, this Instagram content is much cheaper than a TikTok post, some TikTok videos may be easier to create.
Side note: That’s probably why InfluencerMarketingHub posts lower rates for TikTok influencers than Shopify. However, Shopify may rest its data on the length and creativity behind the content produced for TikTok.
If your influencer works with an agency, you might need to include this fee in your calculations.
A longer influencer marketing campaign involving more content entails a larger budget. Remember to include:
Some types of content are more expensive because they take more time and resources:
A typical influencer marketing budget ranges from $5,000 to $10,000.
But many factors come into play, affecting your campaign’s final cost.
As a rule of thumb, prepare $10-$20 for every 1,000 followers or $100 to $750 per 1,000 impressions. These numbers depend on your platform, product, props, and all the other variables outlined above.
Pro tip: There’s a way to maximize your influencer budget.
Find highly engaged influencers with lots of experience and professional behavior. Use our free platform inBeat.co, plus the other tools we showed you in this article.
Alternatively, let’s schedule a free call to discuss your strategy and see how we can optimize your influencer marketing costs.