How much do influencers expect to be paid?
To discover that, Intellifluence, an influencer marketplace, polled 1,249 influencers from the Big 3 in the English ad market: the US, Canada, and the UK.
How influencers want to be compensated
Most (about 70 percent) of influencers expected a combination of product and cash.
- 24.8% wanted to be compensated in cash only.
- Only 5.7 percent wanted to be compensated with a product alone.
Influencers’ comp expectations
The more followers they had, the more they expected (no surprise there).
Instagram influencers with little as 1,000 followers expected around $193 per post.
However, those with over 80,000 followers charged over $1,000.
Not all platforms are alike
Influencers on Facebook and Twitter asked for lower dollar values when compared to their Instagram counterparts.
Instagram tends to be more engaged and ready as a sales platform with its image-based focus.
Not all influencers are the same
Intellifluence did something interesting for YouTube and TikTok – they divided their list into two:
- ‘peer/authoritative’ influencers (non-celebrities) and
- ‘aspirational’ personalities (higher profile celebrities)
The price difference between those two was quite significant. As you might imagine, the celebrities asked for more.
Quoted price vs. actual price
This is a good survey with a large sample size, but we wonder if the figures are significantly lower in practice.
Why?
Because people tend to quote **** and the buyer can negotiate it down.
When you factor in bargaining, what an influencer wants to be paid and what they get can be two different things.