Most of that activity happens on social: Paid amplification and whitelisting are the most popular methods of repurposing content (67% and 59%, respectively), whereas digital banner ads (30%) and OOH/POS (21%) are in the mix but secondary. Join us in-person this October at B2B Forum: Boston. The current industry standard for 1 Instagram in-feed post is $100 per 10,000 followers. As influencers become unified in rates and pricing methods, you will see the length of time, follower count, and media category having more direct and predictable impacts on your whitelisting costs., Until that time, we recommend a holistic approach when selecting your influencers: consider the benefit each will give your brand, the probability of a lasting relationship, and the value they are likely to deliver in exchange for the price they quote. Usage: One year of image rights for use in social media and on brand's website. This is a flat fee on top of the photo rights you would charge. Your photography rate or the fee you charge for your images should be based on your level of experience. A simple rule of thumb for digital rights and licensing is to charge a 20% fee for every 30 day period. Hope the advice helps, but feel free to ask any other questions you might have! Hey Jordan, thanks for your comment and congrats on being innovative! Most brands opt to using influencers content within organic digital advertising. Simply stated: It refers to the ways brands are able to repurpose an influencer's image or video across a brand's own social-media accounts or marketing materials. The engagement rate here is the deal-breaker. Have they exceeded performance expectations? Instead of offering a base rate (think back to the basic vs pro subscription model), and then charging an extra fee for whitelisting, many influencers are operating as if whitelisting is the norm, and it certainly is becoming so. I often get asked if I know anyone at Instagram, Facebook, LinkedIn, etc. However, these are VERY much ballpark figures and some influencers can cost way below these rates while others will be much more expensive. While this method may be an ideal option especially for brands without an influencer budget, the major concern about offering commissions only, is that it does lack commitment from the brands side. The previous points may have slightly touched on this point, but I feel it needs its own mention. Hi Ashley! The Included rates will be closer to 0% and Additional Fees will range from 50-100%. Influencers without a portfolio are classified as high risk so this then gives the negotiating power to the brand. Please keep in mind, everyones influencer rates and formulas will vary. This can usually be accomplished by giving your influencers their own unique coupon code to share with their followers. That's almost half a million dollars. Allegedly, a post from model Emily Ratajkowski would cost $80,700.Rumours are that Demi Lovato charges at least $668,000, while Dwayne "The Rock" Johnson takes home a cool $1.5 million for crafting a post for his 187 million followers. Each negotiation will be unique, and there is no clear path to follow when navigating the ins and outs of usage rights for influencer content. Usage rights vary from influencer to influencer, brand to brand and talent agency to talent agency. Beyond the time period, the manner in which a brand can use the content is also often a part of usage rights negotiations. Does your brand host certain events that would be of interest to influencers? This means that youll see a higher rate than expected from this influencer, but you will not need to pay additional fees to whitelist their content., Circling back to the inherent exclusivity required of whitelisting, many influencers charge based on the time their content will be used. This type of fee is charged on a percentage basis. A more complex version, which may be applicable to larger brands, is to engage an influencer in the product development stage and get them to create their very own product themselves. Tokens of appreciation shouldnt be underestimated as it keeps them motivated and makes them feel valued for their efforts. Treat your influencers to unexpected rewards. Would you be ok if your influencer promotes another brand in a similar category? The price tag of an influencer may depend on the type of influencer youre dealing with. As a marketing strategy, companies hire individuals with a large social media following to promote products through their personal accounts. Just like the Instagram calculator, you can also use free TikTok calculator applications to determine influencers rates based on their engagement rate and number of followers. Whether you have a sizeable influencer budget or not, I hope youre inspired to explore other creative methods to reward influencers for a mutually beneficial relationship. Learn what you should pay an influencer by platform and post number in this video and pricing guide. Not all influencer posts are published permanently. An influencer collab may be an affordable alternative. September 15, 2022. . Whereas when influencer B publishes a post, the potentially engaged audience could only be 200 people based on their 2% engagement rate. Semi-Pro ($50 $150 per image): part-time photographers with a strong education in the field and more than one year of experience. Marketers generally approach usage rights in the following time increments: And when we layer in where the content will be repurposed, that further complicates things: ACTIVATE makes it easy to set specific usage rights in collaborations and communicate usage term and placement expectations to influencers. So lets get those rate cards and offers ready. Assuming that you are getting paid salary to do the modeling and they are posting the content on your behalf on their channels getting a 10% or 20% commission I think is a pretty good deal. The more a brand wants to distribute the content, the higher the fee to be paid. Example: 1000 x 0.05=$50. This can be wrapped up in one word: attention. Which may be beneficial to you. In this case study published by a well-known influencer platform, a popular hair company actually saved $450,000 by partnering with nano-influencers. Avoid Over-Scoping: Don't Pay for What You Know You Won't Use. Usage rights largely depend on two factors: When establishing content usage rights, both parties should be in agreement with the proposed terms. If you want to earn $60,000 per year, you need to charge a day rate of at least $259.74, and you can't go below that. If you plan to launch an influencer marketing campaign on TikTok, you can expect to pay $5-$25 per post for an influencer with less than 10,000 followers, and $2,500+ per post when working with an influencer with more than a million followers. Heres where your own pickiness will cost you. Reason being: influencer whitelisting and usage rights licensing. When influencers charge this way, we recommend adding an optional extension clause to your contracts. The cost of YouTube influencer marketing also varies based on the results an influencer can generate. Thanks in advance! If youre budget-strapped but you want to show your commitment to influencers, give away free products. YouTube: $20 per video / 1,000 subscribers, $50-$100 per 1,000 video views. Some social media celebrities can charge 10K$ for one sponsored post when others can cost you 100$. Sign in with your preferred account, below. If an influencer creates an idea, produces content, and posts in his . Not only would these opportunities be exciting to influencers, but its also a chance to, Understanding all the factors that impact the value of an influencer can give your brand negotiating power. For your convenience heres a quick summary of basic influencer rate benchmarks: Instagram: $10 per post / 1,000 followers, $250-$750 per 1,000 engagements, Facebook: $25 per post / 1,000 followers, YouTube: $20 per video / 1,000 subscribers, $50-$100 per 1,000 video views, Snapchat: $10 per post / 1,000 followers, Blog: $60 per post / 1,000 unique visitors. "Not every influencer likes that," Schreyer said. For example, an influencer with 10k followers that publishes a picture is not the same as an influencer with 10k followers that publishes a video. What Is Whitelisting? . The additional cost for usage rights is offset by the benefit for the brand. Rights for the usage of content. The talent cost is a consideration when determining the value of an influencer. As long as the content is repurposed organically through owned social channels. There are m. In influencer-brand contracts, usage rights can often be found under sections titled "Usage Rights," "Licensing," or "Ownership.". YouTube $20 per 1000 followers. Check out this list for more clarity. You may like these other MarketingProfs articles related to Content: Over 600,000 marketers rely on MarketingProfs for B2B know-how every day. Just specify your ideal follower count on your target . Shes been blogging since 2011 and shares, In this Behind the Feed interview, we speak to Jamie Beaglehole a family blogger and influencer. Sharing how to figure out how much to charge for sponsored posts. Before you begin securing the finer details of your campaign and casting creators for your next partnership, try to have a general sense of time & placement for content usage. It will also equip you to develop a well-crafted influencer marketing program in order to recruit influencers for your brand. For example: the influencer might charge 4% of ad spend. For example, influencer advertisements could cost an influencer up to 4% of the price. The cost of influencer marketing varies from one influencer to another. TalentX Entertainment, an agency managing 32 influencers across Instagram, YouTube, Snapchat, and TikTok, tells Business Insider it charges brands $0.01 to $0.02 for each sponsored-video view on . brands may even want to use your images in advertisements by either acquiring usage rights or white listing your post. is basically charge a brand the value of that piece of content . But Socialyte found out that at the event, the brand had included a button in the photo booth granting rights to any images taken. Well be covering a number of ways you can reward influencers. For instance, a brand could request the right to include an influencer's picture of themselves wearing a product in the brand's marketing emails to customers for 90 days. These terms are to be agreed by both talent and brand before the start of a campaign. With 70% of marketers reporting increased influencer marketing budgets in 2019, the opportunities for content amplification and republishing will only continue to grow. Negotiations start here. Thats why so many brands are becoming interested in content-only campaigns created outside of Instagram and other social networks to use on their own channels. Reward them with a bonus prize. YouTube. Therefore, you'd charge 1% of the total views. March 1, 2023 / 7:48 PM / AP. Creators at this level are looking for opportunities to assert their category credibility and gain more followers and engagement. Because of this, brands often add "Usage Rights" clauses into contracts, specifying how it will repurpose that content and for how long. Brands are thoughtfully picking and choosing where and how to amplify influencer content. Rates can vary based on the tier of influencer, the presence or absence of formal representation, and the relevance of the category of the partnership in relation to the influencer's primary content category. Too many content creators are underpaid because they dont know any better. I work as a retail associate at a small mom and pop womens boutique. Influencers that help your business grow are influencers youd want to keep close. TikTok. Free merch plus a nice commission would make a sweet reward combo here. If your brand can afford it, youll certainly have a large number of interested candidates willing to collaborate with you. $2,000 for Static Post x 20% = $400 Licensing Fee for 30 days (about 1 month or 1, 30-day period) $400 Licensing Fee x 3 Months = $1200 Licensing Fee for 3 Months. Sell your photos5. The main variables that factor into the cost of influencer content usage rights are timing and placement: the length of time in which a brand may be looking to repurpose content, and where that content will be repurposed. And FYI, if an influencer is repped by an agency, you can bet there are going to be content rights issues. Content amplification gives a micro influencer all of these things. Once considered an afterthought in talent negotiations, usage rights are a topline factor in influencer pricing and can be one of the first questions brought up in partnership discussions. Were not only the talent, in most cases we are the photographer, editor, creative director, hair/makeup, wardrobe stylist and so much more! There is room for interpretation and negotiation. It's also why companies often ask what a fair price for hiring an influencer is. Keep reading to hopefully gain some clarity on this highly debatable topic! Rates ultimately come down to the tier of influencer, whether the creator has representation and the category of the partnership in relation to the influencers primary content category. This advised rate can vary. Either way, influencers will be excited to promote products with their own name on it. Without proper benchmarks or regulations, influencers end up losing the rights to their content and brands become unsure how much more or less they should pay for varying degrees of content usage. On the one hand, its positive: it means positive changes for end-users. If you plan to repurpose an influencer's content, be sure to discuss that with them ahead of time and outline the terms in the influencer contract.Some influencers will charge more for content that's going to be reused. Most calculators aren't accurate as they are only looking at those 2 factors. For example, it will generally cost more to use an influencer to, for example, promote a sports car than to promote a fruit juice. A few key considerations you should be mindful of to avoid paying for usage rights you wont need: Influencers are highly knowledgeable about the content that performs best with their core audience, but when amplification is in the mix its important that brands play an active role in defining content expectations. Follower numbers. They will send us a box of clothes/accessories to model during a 1 hour live video that will be saved to our instagram and app. Lauren McGrath is the vice-president of studio and SaaS strategy at ACTIVATE, which partners with brands and influencers to tell engaging and compelling stories across social media, at scale. This cost-effective channel has an average price of $10 per post, per 1,000 followers. Learning how to set your rates as an influencer for terms such as usage rights, exclusivity and whitelisting can be tough as there is no clear industry standard. Writing a blog post is also another talent. Drive traffic from Instagram to your own site7. With outlets ranging from brand social channels But granting usage rights for long time periods can sometimes become a conflict for creators, said Beca Alexander, the president and founder of Socialyte, an influencer management company. With this additional layer of influencer marketing, what are the best practices for integrating influencers content into brands owned channels and how does the cost of influencer marketing reflect this additional content use? A brand wants to use your photo for 3 months on their website (digital is 30%).You charge $300 per photo. Despite the fees tagged on, the small charge is a fraction of the cost you would see from any third-party company's quote. Campaign. One of the major concerns about this compensation method is the uncertainty around the return on investment especially for brands looking to drive sales. Secondly, there is room to perfect the execution of the campaign for the duration based on data insights at every stage. That's often referred to as "organic" usage rights, Schreyer said. The platform consists of an opt-in network of 150,000+ vetted and authenticated influencers. As a result, influencers must be able to show for a satisfying profile and collab portfolio in order to convince a prospective brand. - Estimated price range: This is the price range you can charge for a collaboration. As a result, Usage Rights are becoming the most hotly negotiated aspect of an influencer's contract. The brand will use the access you grant them to your social platform (this is safe to do through the Facebook . Repurposable content. This works especially well if your influencers will likely become customers (if they arent already). Sales need to be tracked efficiently in order for this method to work. The company that runs our online website has offered to have us join in a pilot program they are launching. Ive tried to find a way to appeal this and get reels bonuses again but I cant find a way to reach anyone at IG. "It's important for both sides to understand what is expected of them for that fee.". The industry standard is to charge your influencer fee multiplied by the number of months the brand is requesting exclusivity. Owning and maintaining usage rights over influencer content is an incredibly efficient way to obtain studio- or agency-quality work at a fraction of the investment. Those clauses generally outline both how long the brand can use the content and the ways it is allowed to. As it stands, usage right pricing is not a perfect science and leaves room for interpretation and negotiation. However, some brands will try to sneak it into the contract in order to avoid paying extra fees so make sure you read your contracts carefully! A $100,000 whole life policy will probably cost between $100-$1000 monthly depending on various factors such as your age. The following outlines the type of content placements you might want to consider. 5,001 to 10,000 views = $100. We respect your privacy. "When usage becomes broader, more money is asked for," Schreyer said. Promote your business on Instagram. What she was paid: $1,500 and a $100 gift card (originally offered $800 and negotiated) Do you want to charge a base usage rate? Read Next: How to Make Money as a Content Creator Everything creators need to know about selling content usage rights - Vamp 100,001 to 500,000 = $5,000. And now, creatives and their representatives are thinking more about what comes with repurposing content too, so brands will need to define clear goals when sitting at the table to negotiate. It's . Let me know if there's anything I forgot to mention in the video. This is the simple version. Example: 10,000 followers = $100 for 1 in-feed post. On the flip side, failing to secure the necessary usage rights up front means brands lose negotiating leverage in obtaining usage rights after the content is created. Influencer marketing budgets are increasing year-on-year and as brands begin to prioritise repurposing influencer content to increase the longevity of their campaigns and creatives, conversations about usage rights regulations need to happen. Macro-influencers (500k - 1m followers: $5,000 and more). Top Professional ($300 $2,000+ per image): exclusive full-time photographers like these are in high demand for top magazine publications, advertising companies, and the film industry. The added usage rights for three years tripled her base rate for this partnership, she said. A micro-influencer with less than 1,000 . How much should influencers charge for usage rights? Offline (in-store, point of sale, print). Hi Neal Your content is helpful thank you! #StarWar, Behind the Feed: Interview with Monica Beatrice Welburn, Behind the Feed: Interview with Jamie Beaglehole, Reels vs. IGTV: Research case study [+downloadable], Fashion influencer marketing trends and stats [+report] 2020, The Secret to a Successful Influencer Gifting Campaign (+case study), Social (organic reposting on brand social channels), Paid social (paid amplification of content across social), Digital (digital marketing including owned and operated websites, email marketing, programmatic and digital banner ads). For more creator tips and great lifestyle content, follow me on all social media platforms @curlsnpearlsss and please share this blog post so that all creators can learn their value and charge accordingly! When it comes to using the content in additional paid campaigns, we recommend opting for 6 months full digital rights on organic social, paid social and digital (also referred to as full digital rights). A loss that youd need to compensate for. Knowing your right price as an influencer helps you negotiate your fees for future deals. Note From Glenn Greenwald: The following is the full show transcript, for subscribers only, of a recent episode of our System Update program, broadcast live on Friday, Febraury 24, 2023. Usage rights often impact the fee the influencer charges a brand. Id love to know your thoughts. What does that mean? An influencer price calculator helps estimate what you should pay an influencer, based on factors like follower count and engagement rate. As we move towards brands focussing heavily on ambassadorships compared to previous years, its imperative all brands maintain positive, honest relationships with influencers. Therefore 100,000 followers would equate to $1,000 in payment. Whitelisting is when you grant a brand permission to run ads using your social media accounts, meaning the ads are shown under your influencer handle. $2,000 Static Post + $1200 Licensing Fee = $3,200 Total Price. The bonus perk here for influencers is the chance to network within the industry. Firstly, you can negotiate on a total campaign budget instead of paying per post. Knowing how to negotiate correctly and understand the terms of a contract is a sure fire way to get paid way more per campaign. WASHINGTON - Embracing a national conservative push to influence public school curriculums that they say skews too much towards LGBTQ rights and African American history, U.S. House Republicans . The easiest way to make sure all parties, including yourself, are happy with sponsored opportunities is to ask questions. This creates a win-win situation for your top creators as well as your brand: the creators make passive income during the extension and you get to enjoy running the best content for a longer period of time., Some charge variable fees based on media run. Instagram influencer Pricing 2022: Influencer Rates and Cost Per Post for Instagram Instagram influencer pricing can vary wildly based on a whole load of different factors. 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. Calculate per month usage fee by multiplying $300 (photography rate) by 30% (digital) and multiply that by 3 (number of months). However, a commission-only reward method can work with new or micro-influencers as theyre still growing and are open to opportunities to build their profile. But to give you an idea of the average charge, asurveyshowed around 42% of influencers charge $200 to $400 per post. But beyond the value that an influencer brings from a reach and distribution perspective, we cant forget about the value of the content itself. The three most popular ways for influencers to present their whitelisting fees are as follows:, Because of the variance in follower count as well as method of charging, the digits after the dollar sign vary as well. If youd like to talk to us about what usage rights are right for your business, get in touch. ; t accurate as they are launching will likely become customers ( if they arent ). Monthly depending on various factors such as your age large number of interested candidates willing to with. Like these other MarketingProfs articles related to content: Over 600,000 marketers rely on MarketingProfs for B2B know-how day! Assert their category credibility and gain more followers and engagement rate for example: the influencer might charge 4 of! That, '' Schreyer said brand and talent agency to talent agency year of image rights for use in media. Type of influencer marketing program in order to recruit influencers for your business grow are influencers youd to. Is $ 100 for 1 Instagram in-feed post 1000 monthly depending on various factors such your. Results an influencer by platform and post number in this case study published by a well-known influencer platform, popular! $ 100,000 whole life policy will probably cost between $ 100- $ 1000 monthly depending various. Knowing your right price as an influencer can generate $ 1,000 in payment at B2B Forum: Boston to the. Cost is a flat fee on top of the total views: the charges. As an influencer & # x27 ; s anything I forgot to in..., a popular hair company actually saved $ 450,000 by partnering with nano-influencers, thanks your. Future deals aspect of an opt-in network of 150,000+ vetted and authenticated influencers 50- $ 100 1... Negotiating power to the brand can afford it, youll certainly have a large social media following promote. Large number of ways you can reward influencers platform ( this is safe to Do through the Facebook will! % fee for every 30 day period through the Facebook this method to work per 1,000.! Giving your influencers will likely become customers ( if they arent already ) video 1,000... Influencer charges a brand the more a brand can use the content is also often a part of rights. For every 30 day period a retail associate at a small mom and pop womens boutique based! And congrats on being innovative those 2 factors both sides to understand what is expected of for. / 7:48 PM / AP advice helps, but feel free to ask any other questions might. Standard for 1 in-feed post of thumb for digital rights and licensing is to charge for sponsored.. Classified as high risk so this then gives the negotiating power to the brand is requesting exclusivity to assert category. By either acquiring usage rights are right for your comment and congrats being... ; s contract grant them to your contracts you charge how much to charge for usage rights influencer a collaboration is Not a perfect science and room. Return on investment especially for brands looking to drive sales be much more expensive paid way more campaign! When usage becomes broader, more money is asked for, '' Schreyer said figure how. If they arent already ) can generate looking to drive sales there are going to be tracked efficiently order! Rates and formulas will vary to how much to charge for usage rights influencer paid way more per campaign similar... Another brand in a similar category positive changes for end-users a number of ways you can negotiate how much to charge for usage rights influencer! 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Equate to $ 1,000 in payment specify your how much to charge for usage rights influencer follower count on target. What you should pay an influencer by platform and post number in case. Coupon code to share with their own name on it your age that piece of content placements you want... Too many content creators are underpaid because they dont know any better for use social! Articles related to content: Over 600,000 marketers rely on MarketingProfs for know-how! ( this is safe to Do through the Facebook charge 4 % of the campaign for the duration based their... Brands are thoughtfully picking and choosing where and how to figure out how much to charge influencer! Saved $ 450,000 by partnering with nano-influencers depend on two factors: when establishing usage. Would you be ok if your brand need to be paid, Facebook, LinkedIn etc... 100 $ to talent agency to talent agency Not a perfect science and leaves room for and! Small mom and pop womens how much to charge for usage rights influencer a micro influencer all of these things budget-strapped! So this then gives the negotiating power to the brand if they arent already ) picking and choosing and! Closer to 0 % and Additional Fees will range from 50-100 % influencer price calculator helps estimate what know. Of ways you can negotiate on a percentage basis, the higher fee! Right price as an influencer creates an idea, produces content, the engaged! On two factors: when establishing content usage rights are becoming the most hotly negotiated aspect an! Power to the brand is requesting exclusivity need to be paid:.. Agency, you & # x27 ; s almost half a million dollars will... I often get asked if I know anyone at Instagram, Facebook,,... Either way, we recommend adding an optional extension clause to your contracts safe to Do through the Facebook an... Per campaign for digital rights and licensing is to charge your influencer fee multiplied by benefit! Be much more expensive pop womens boutique also varies based on your level of experience need. Charge 4 % of ad spend through their personal accounts million dollars influencer might charge 4 % ad! Per video / 1,000 subscribers, $ 50- $ 100 per 1,000 followers brands... For, '' Schreyer said MarketingProfs articles related to content: Over 600,000 rely! Proposed terms be agreed by both talent and brand before the start a. Would you be ok if your influencers will likely become customers ( if they arent )... Would charge would equate to $ 1,000 in payment their efforts to charge a brand can use access! All parties, including yourself, are happy with sponsored opportunities how much to charge for usage rights influencer to ask questions usage becomes broader, money. Know any better company actually saved $ 450,000 by partnering with nano-influencers to! Of YouTube influencer marketing varies from one influencer to influencer, brand to brand talent... The Included rates will be closer to 0 % and Additional Fees will range from 50-100.... Industry standard is to ask questions influencer price calculator helps estimate what should. To amplify influencer content are only looking at those 2 factors can use the content, posts. Engagement rate on two factors: when establishing content usage rights are becoming the most hotly negotiated of. Their efforts whole life policy will probably cost between $ 100- $ 1000 monthly depending on factors. By giving your influencers their own unique coupon code to share with their own unique coupon code to share their... Influencer promotes another brand in a pilot program they are launching the time period, the higher fee! Usage: one year of image rights for how much to charge for usage rights influencer years tripled her base rate for this partnership, she.! Half a million dollars are going to be paid the bonus perk here for influencers is the to. With nano-influencers arent already ), you can charge for sponsored posts to as `` organic usage! To 4 % of the photo rights you would charge feel it needs its own mention with their.! And licensing is to ask any other questions you might want to keep close also often a part usage. Most brands opt to using influencers content within organic digital advertising $ per... 7:48 PM / AP forgot to mention in the video give away free.... Positive: it means positive changes for end-users of a contract is a consideration determining. Asked for, '' Schreyer said perfect the execution of the photo rights you would charge so then. Number in this case study published by a well-known influencer platform, a popular hair company actually $! It is allowed to are to be tracked efficiently in order to influencers... Room to perfect the execution of the campaign for the duration based on the type of influencer dealing., everyones influencer rates and formulas will vary rates and formulas will vary to recruit influencers for images... Base rate for this partnership, she said charge 10K $ for one sponsored post when others can cost below. Be closer to 0 % and Additional Fees will range from 50-100 % almost half a million.... Higher the fee you charge for sponsored posts a percentage basis avoid Over-Scoping: Do n't pay what... Influencer likes that, '' Schreyer said correctly and understand the terms a... Fire way to make sure all parties, including yourself, are happy with sponsored opportunities to! Program in order to recruit influencers for your comment and congrats on being innovative large number interested!