Influencer marketing is a phenomenon that has been growing immensely. Social Media marketing is the gold mine that has helped people make a killing. All you need to do is to have a good number of followers probably 1000 and above.
However, just having a lot of followers is not enough in itself. International speaker Robert Madu said that companies are now looking for influencers whose followers are engaged. What good is it to have many followers who don’t jump into action when you need them to?
Matt Southern of Search Engine Journal further cements that new trend. In his article Here’s How Much Brands Are Paying for Sponsored Content on TikTok & YouTube, he explains what brands expect from influencers.
“The number one metric brand care about when paying for sponsored content is engagement. They don’t necessarily care how many followers a creator has, they care about what percentage of those followers engage with the creator’s content on a regular basis.”
US Influencer Marketing
According to zdnet.com, almost half (46 percent) of all influencer activity occurs in the US. Therefore, it has greatly impacted prices and the influencer marketing budget for many companies.
New York-based influencer marketing company Klear Influencer Marketing released a report in 2019. The report, titled “2019 influencer pricing report”, examines how much influencers get paid.
Here are some insights from the Klear report:
The report covered Instagram influencer rates by post, video, and stories, YouTube and Facebook influencer rates, and Influencer pricing trends by geography, industry, and audience demographics.
Influencers are classified into different groups: Nano (500-5000 followers), Micro (5000-30000 followers), Power (30000-500000 followers), Celebrity (500000+ followers).
This table shows the rates that influencers charge across all platforms:
These are influencer rates from a survey done from January 2019- March 2019. Klear surveyed more than 2,500 influencers.
|Instagram Post||Instagram Video||Instagram Story||YouTube Video||Facebook Post|
|Nano (500-5K followers)||$100||$114||$43||$315||$31|
|Micro (5-30k Followers)||$172||$219||$73||$908||$218|
|Power (30-500k Followers)||$507||$775||$210||$782||$243|
|Celebrity (500k+ Followers||$2,085||$3,138||$721||$3,857||$2,400|
Instagram Influencer Prices
According to the report, Instagram is the most popular influencer marketing platform. The Facebook-owned platform boasts of more than 800 million users. Instagram stories, introduced in 2016 surpassed Snapchat in daily usage. By 2018 1 in 3 IG posts was an Instagram story.
Instagram videos were introduced in 2013 and by 2018 11.3% of sponsored #ad feed posts on Instagram were videos.
YouTube influencer prices
The Alphabet-owned video-sharing app YouTube is for creating long-form content. Many influencers start and grow the number of their followers on YouTube.
Advertising on YouTube is very expensive due to the time and effort required to produce video content. This makes YouTube the most expensive social channel. Long videos average $1,234 while short videos cost an average price of $656.
Facebook Influencer Prices
Interestingly enough, the report revealed that Facebook is the least popular platform for influencer marketing. Despite Facebook being the original social network, marketers prioritize other networks. However, it’s important to note that many small businesses still actively advertise on Facebook.
Facebook reports that more than three million businesses actively advertise on their platform. Approximately 70% of those small businesses are based outside the United States.
TikTok influencer prices
The Byte Dance owned short video sharing app was founded in September 2016. In June 2020, owing to the Corona Virus pandemic, the app crossed 2 billion mobile downloads. This is according to the Business Insider.
Matt Southern of Search Engine Journal reported that Talent X influencers charge $0.01 to $0.02 for each sponsored video view on Tik Tok.
5 influencers reveal how much YouTube pays them
- Silicon Valley girl– This entrepreneur called Lingua Marina has three channels and in her video “How YouTube pays us every month” she reveals how YouTube pays her. She said that YouTube pays her approximately 10 dollars per 1000 views. However, the pay also depends on where the views are majorly based.
Marina said that she receives higher pay from American, English, Australian and Canadian views. Others pay a little less.
- Cathrin Manning– In her video “How Much YouTube Paid Me In 2020 With 300k Subscribers // 2020 Income Report” she reveals how she earned $88,717.64 for 2020. She shows her CPM (Cost per 1000 views) and RPM (Revenue per 1000 views). RPM is usually what the YouTuber earns in the account which is 50% of CPM. YouTube takes 50% of a person’s total CPM.
In 2020 Cathrin had a CPM of $17.61 and an RPM of $9.16.
- Graham Stefan– Los Angeles-based financial advisor talks about how he turned on monetization in 2017. In his video “How much I make with 2 million subscribers” he reveals that his first-ever earning was seven cents. But with consistency, in 2017 he earned a total of $26,966.69. In 2018 he grew his income more than six times to $170,945.60. He also added that he separately had program purchases and sponsorships that earned him more than $253,000.
In 2019 he increased his revenue by 568% to $1,141,231.43 while as of October 2020 he made $1,583,755.81.
- Make Money Matt– In his video “Make Money on YouTube (How I Make $100,000 Per Month) 6 Simple Steps” Matt posted that he earned $1,299,402.77 after six years of posting content. He chose the right niche, was consistent, and was able to build followership that helped him earn an impressive income.
- Jessica Os– She advises that for YouTube to start paying you, you need 1000 subscribers and 4000 watch hours. She also says that your video needs to be 8 minutes long for it to get multiple ads. She revealed that her video “If she does this leave her” garnered more than 1 million views and YouTube paid her $5,997.18.
Analyze and choose the best platforms for your digital marketing and influencer marketing plans. Even I never thought that influencers make money on that scale. But after the research, I have seen how powerful it is. You can learn more about other interesting trends in our 2021 digital marketing trends article.