Collaborating with influencers is fast becoming commonplace for businesses looking to gain visibility and boost sales. With a strong presence and influence on social networks, they can be a great help in achieving your goals. This help comes at a cost. Whether you go through an
What are the factors to consider?
Influencer rates can vary depending on many factors related to their online presence and the type of content they produce. Interested in working with an influencer to promote your brand? Here are the main aspects to consider when pricing an influencer.
Number of subscribers
The number of subscribers an influencer has is one of the main points to consider. The larger the audience, the higher the cost per publication. There are different categories of influencers, classified according to their number of subscribers:
- Nano-influencers (1,000 to 10,000 subscribers): this category is relatively new. Real influencers generally start with 10,000 subscribers or more.
- Micro-influencers (10,000 to 50,000 subscribers): they have a loyal, committed audience, often in specific niches.
- Medium-sized influencers (50,000 to 250,000 subscribers): these have a wider reach and maintain quality interaction with their audience.
- Macro-influencers (250,000 to 1,000,000 subscribers): their rates are higher because of the massive reach they can offer.
- Celebrities/mega-influencers (over 1,000,000 subscribers): this category often includes public figures or media stars, with very high rates commensurate with their immense visibility.
We can certainly deduce that the more subscribers an influencer has, the higher the cost of a publication. But you also have to take into account the audience’s engagement rate. A high number of subscribers does not necessarily mean active interaction.
The choice of platform on which the influencer is active also influences rates. Each social network has its own specificities in terms of the effort required for content creation and audience engagement. Here’s an overview of the main platforms and their impact on costs.
- YouTube is considered the most expensive platform. Producing quality videos requires a major investment in time, equipment and editing. This justifies the higher rates.
- Instagram is very popular, especially for photos and Stories. Having a simple photo can require a whole day of preparation, which can drive up prices.
- Facebook Facebook: it can be difficult to develop a large audience on Facebook. The cost per subscriber can be high, especially for micro and medium-sized influencers.
- TikTok is also gaining in popularity, but engagement levels can vary. Influencers with high engagement rates charge more.
- Twitter and Snapchat are generally the cheapest. Content is quicker to produce and requires less effort.
Content type
The type of content you wish to promote will also enable you to assess the rate you need to set. Some formats require more time and effort than others, and this is reflected in the costs. Here are the different types of content, ranked from most to least expensive:
- Visit long-form video content requires a lot of planning, filming and editing. It’s certainly the most expensive option.
- The short video content is faster to produce, but still more expensive than a simple photo.
- Visit large-scale photo shoots involve several locations, different outfits and props, which significantly increase costs.
- Visit instant publicationsespecially on Snapchat or Instagram Stories, are often less expensive.
- Theontenu écrit de longue durée (articles or blog posts) requires in-depth research, which can also increase costs.
- The short written content is still the least expensive. These publications are easier to write and publish.
Still on the subject of content, you also need to consider the duration of its visibility. A permanent post, visible indefinitely on the influencer’s profile, will be more expensive than temporary content, such as an Instagram Story.
Other factors to consider
Other factors can also affect the cost of working with an influencer. For example, if a campaign requires the influencer to travel for events or photo shoots, these costs will be added to the final cost. Influencers who bring a unique creative touch to their publications can also justify higher rates.
An exclusive partnership that prevents the influencer from collaborating with other brands in the same sector can also increase the rate. If you wish to reuse content created by the influencer for other campaigns or on other platforms, this will involve an additional cost.
What type of payment should you offer influencers?
Several payment options can be considered, depending on the influencer’s reach, the nature of the campaign and the marketing objectives. Here are the main types of compensation available to content creators.
Lump-sum payment
Lump-sum payment is one of the most common methods of remunerating an influencer. It involves agreeing a fixed amount in euros for a specific piece of sponsored content. The rate varies according to the influencer’s reach, often calculated according to the number of subscribers. In 2024, the fee structure is based on an estimated 10 euros per 1,000 subscribers for a sponsored publication.
A micro-influencer with around 10,000 subscribers may, for example, receive 100 euros for a publication. A creator with a community of over 100,000 subscribers may be paid 1,000 euros or more. For mega-influencers with millions of followers, remuneration can reach or exceed 10,000 euros per publication.
Commission on purchases
Commission-based payment or affiliate marketing is another commonly used approach, especially for long-term collaborations. The influencer receives a percentage of sales generated through an affiliate link. or a promotional code shared with the audience. This strategy rewards influencers based on their performance and the direct impact of their content on sales. Commissions generally range from 10 to 20% of sales. It should be noted that this rate varies according to the sector of activity.
This model is particularly advantageous for businesses looking to maximize their return on investment (ROI). The influencer must invest more time and effort in promoting the product. It is therefore advisable to allow the influencer a certain amount of creative freedom, so that he or she can adapt the promotion to his or her style and audience.
Payment in kind
Do you have a limited budget? Want to collaborate with nano or micro-influencers? Consider payment in kind. This type of remuneration involves offering free products in exchange for a publication or favorable review. This approach can be very effective for content creators who are just starting out, or those who are already interested in the product in question.
It’s worth noting, however, that payment in kind may not guarantee the same quality or quantity of content as monetary payment. Influencers are not always required to create content after receiving a free product. To reap the benefits of this strategy, select influencers who are aligned with your brand values and likely to promote your product authentically.
Combining several payment options
You can also consider offering different payment options to maximize the chances of success of an influencer campaign. You could, for example, combine an in-kind payment with a commission on sales. It’s also possible to offer a lump-sum payment in addition to free products. This flexibility helps motivate influencers to become more involved in the promotion. For your part, you can adjust the amount invested according to your objectives.
This combined payment method offers a greater incentive for the influencer especially if they need to create multiple publications or promote the product across different channels (stories, videos, blog posts, etc.). You can also negotiate a financial compromise that may be more advantageous in the long term.
Our tips for optimizing influencer payments
Now you understand that there are several important elements to consider when defining the budget you need to allocate to your influencer campaign. The most important thing is to pay your contributors on time and monitor their performance closely. Using an affiliation platform such as Casaneo can help automate payments and ensure smooth management.
Variable rates
Remember that influencer rates vary considerably internationally. Various factors influence these prices, such as market maturity, demand for influencers and local economic conditions. You need to understand these fluctuations to determine the right budget and strategy.
The legal framework
Also consider the various legal and contractual conditions. You need to formalize remuneration, content expectations and rights of use for creations. Compliance with advertising regulations guarantees transparency and trust between brand and influencer.
Monitoring key indicators and return on investment
Also keep a close eye on the various key indicators for tracking the return on investment of your influencer marketing campaigns. These can include engagement rates, conversion rates and overall impact on sales. You’ll be able to evaluate the effectiveness of your campaigns and adjust your strategies according to the data collected. Here again, specialized platforms like Casaneo can help you track results and optimize your campaigns in real time.
