Deliverables: One Instagram carousel with three images, one Instagram story (five frames and the last story link needed to have a link to the brand's website) and eight images released to the brand for use on the brand's website. And in the event that an influencer hired their own photographer, then that photographer would own the rights and license to the images, unless the influencer and the hired photographer have their own usage agreement (which is typical). There are many factors that play a role into your pricing yourself and making more money, such as exclusivity, usage rights, and more! Drive traffic from Instagram to your own site7. The average cost for a middle-level influencer is $271 per Instagram post. Collabstr's influencer rate calculator takes into account over 10,000 real rates from influencers based on similar followers . 50,001 to 100,000 = $1,000. - Estimated price range: This is the price range you can charge for a collaboration. and I tell everyone that I am just a blogger, content creator, and business owner like everyone else. Campaign. "It's important for both sides to understand what is expected of them for that fee.". At ZINE, when a brand starts a new influencer campaign, we allow them to choose how long theyd like access to the content to repurpose on their channels. It is recommended to run an influencer campaign over a period for many reasons. Big influencers with 1 million followers and above could charge $10,000 per sponsored 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. Influencer advertising is similar in the sense that whitelisting and other forms of amplification are the services that come with the Pro membership. ACTIVATE is uniquely positioned to support these type of asks through our Content Only Collaborations feature. On, ZINE analysed over 60 fashion brands who utilise influencer marketing as part of their wider marketing strategy. Its important to note utilising influencer content in your external collateral is more cost-effective compared to working with a studio or agency for often the same standard of work. The number of classes of goods and services you intend . 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. If you want to have the rights to the content your influencer produces for advertisements or to later repurpose, chances are this will affect the influencer's rate. We're baaackk! 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. Types of Influencer Payments. A nano influencer with 8k followers is not in the same league as a mega influencer like Kylie Jenner (the highest-paid influencer at $1.2m+ per Instagram post) with 177m followers. However, theres more to a percentage of sales in order to make this method successful. The price tag of an influencer may depend on the type of influencer youre dealing with. Which may be beneficial to you. Join 12,000+ smart professionals who subscribe to my regular updates. In my opinion, perpetuity is never a good idea but if you want to know how to sell rights to your content in perpetuity take your photography rate and multiply it by the highest usage rate (60%) for 1 year, then multiply by 3 years (average lifetime of an image). Perhaps product launches or even exclusive product workshops? Question: my account was receiving reels bonuses, but IG flagged a story I posted almost a year ago (several months before eligibility to get the reels bonuses) as promoting self harm. 3. Interesting! Theyre starting out and keen to build their portfolio so theyll agree to even the basic of rewards, such a commission on sales. Hence why experienced influencers may not be interested here. Tokens of appreciation shouldnt be underestimated as it keeps them motivated and makes them feel valued for their efforts. In influencer marketing, the influencer owns the rights to their content and the brand has to be granted, or purchase, those rights. Another brand the influencer wants to work with could see this as an obstacle to doing a deal. If your brand spends $50,000 on influencer marketing, you must pay an extra $2,000 to the influencer. The more followers, the more attention, and the more value each piece of shared content holds. There will always be 2 models per live show. (30% x photography rate x number of months), Offline: in-store, point of sale, print, billboards, etc. And if they dont think theyll sell anything, they wont be keen on this offer. (60% x photography rate x number of months). This fee is charged in proportion to the ad spend. Simply subscribe to our newsletter and get instant access to how-to articles, guides, webinars and more for nada, nothing, zip, zilch, on the housedelivered right to your inbox! Often times this means your influencers now must create content with a larger customer segment than just their following in mind (or youll need permission to edit copy to appeal to various segments). You focus on creating. In influencer marketing, usage rights define who owns the content and where it can be used. 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. If not, theyll give you a pass. Despite the fees tagged on, the small charge is a fraction of the cost you would see from any third-party company's quote. 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. "But in influencer marketing, it's the other way around.". This can usually be accomplished by giving your influencers their own unique coupon code to share with their followers. That means that if your brand spends $50,000 promoting the content, the influencer must be paid an additional $2,000.. Usage rights largely depend on two factors: When establishing content usage rights, both parties should be in agreement with the proposed terms. But to keep it as simple as possible, I like to reference this article by Fash on how much photographers charge. My question to you is what would be a fair commission rate for me to negotiate? For those who want to try Influencer marketing, I recommend running a test campaign between 5,000-10,000 euro/month for a test period of 6 months. Theyre more likely to see the benefit of having their content amplified in order to grow their follower count and are therefore less likely to charge a fee for that service. 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. Follower numbers. On TikTok, where she boasts 1.6 million followers, Tori . Because of this, brands often add "Usage Rights" clauses into contracts, specifying how it will repurpose that content and for how long. Understanding all the factors that impact the value of an influencer can give your brand negotiating power. Its time to change that! In the case of a brand or agency, usage rights will dictate which additional channels the content can be used on. These permissions cost THOUSANDS of dollars that companies typically do not want to spend. With all the information out there, researching can leave you feeling drained and confused! Standard commissions are in the range of 10-20% and anything upwards of 40% can be very attractive to influencers. Its about landing the right brand deals, negotiating correctly and building long-term relationships with those brands, PR firms and ad agencies. Knowing your right price as an influencer helps you negotiate your fees for future deals. If you have a high ER, you can charge up to 5 cents for your following. Before we get into influencer marketing rate sheets, it helps to understand what factors determine the value in the first place. There are many questions about their compensation. If she's not creating fun content features for brands, you'll catch her producing social media videos for them too. Let me know if there's anything I forgot to mention in the video. 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. The previous points may have slightly touched on this point, but I feel it needs its own mention. 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. Mid-tier (100k - 500k followers: $1,000 - $5,000 per post). Waive (give up) your moral rights - basically your right to be identified as the originator of the content and your right to object to derogatory treatment of the content. There are many factors that can help you determine your influencer rate, but the major three are: Followers, Engagement Rate and Deliverables. It's also why companies often ask what a fair price for hiring an influencer is. Hey Neal! 10,000 followers = $100 for 1 in-feed post.3 months exclusivity = $300. Its completely up to you how you set your influencer rates. We recommend putting aside 0-100% of the flat rate an influencer gives you so youre prepared to pay any licensing fee they respond with. This fee is usually well worth it for both parties. Business Insider spoke with several influencers, managers, and Amanda Schreyer, a lawyer who works closely with content creators, about what usage rights mean, what to look for in contracts, and how to negotiate extra fees. Have they exceeded performance expectations? Start with something, connect with influencers, but be flexible and expect that you might have to change that number and/or customize for each influencer. Please keep in mind, everyones influencer rates and formulas will vary. On the other hand, the talent fee covers all the costs you need in creating the content. Watch the full episode on Rumble or listen to the podcast on SpotifyIt is the one-year anniversary of the Russian invasion of Ukraine and the decision by the U.S. and its NATO allies to treat the war as its . This is not required, but is definitely an option! 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. When influencers charge this way, we recommend adding an optional extension clause to your contracts. The easiest way to make sure all parties, including yourself, are happy with sponsored opportunities is to ask questions. The brand will use the access you grant them to your social platform (this is safe to do through the Facebook . Avoid Over-Scoping: Don't Pay for What You Know You Won't Use. With whitelisting, the brand runs paid ads using a post made on the Influencer's account. After doing extensive research myself, I have used several formulas to calculate my influencer rates and I will be sharing them in this blog post. Offline (in-store, point of sale, print). I often get asked if I know anyone at Instagram, Facebook, LinkedIn, etc. And FYI, if an influencer is repped by an agency, you can bet there are going to be content rights issues. Usage rights are now a crucial element of influencer pricing but one without industry-wide directive. The distribution fee refers to the cost of getting a brand/product featured on your social media channels. If a brand is happy to pay more they can get more and longer rights. Influencers that help your business grow are influencers youd want to keep close. And quite right too. When it comes to repurposing or amplifying content, micro or emerging influencers may think of this as a major value add. Not only is this super attractive, but it can work for both large and small businesses. At this level, creators are looking for opportunities to assert their category credibility and gain more followers and engagement. That means that if your brand spends $50,000 promoting the content, the influencer must be paid an additional $2,000. Offer them VIP discounts as part of the collab deal. Keep in mind during negotiations that micro or up-and-coming influencers may view repurposing or amplifying content as a major value-add. 2. "Not every influencer likes that," Schreyer said. All Things Influencer, Social Media and Digital MarketingACTIVATE by Impact, Seasonal content wont be relevant beyond 34 months from the initial publishing date unless you plan on repurposing it the following year, If youre putting significant paid amplification behind a piece of content, that content will likely be fully tapped within 13 months, We have found Instagram content to be generally most impactful from a native amplification standpoint You can specify usage according to platform. Consumers respond and react differently to authentic content from like-minded people they can relate to which is part of the reason for the surge in popularity for influencer marketing in recent years. Hope the advice helps! Any brand deal negotiation should discuss rates and fees and what's included in those prices. The longer and more elaborate the usage, the higher the price tag for those rights. 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. The standard marketing usage rights consist of a 30-90 day window, and that's plenty of time to utilize influencer content for your own social media marketing. Macro-influencers (500k - 1m followers: $5,000 and more). According to ACTIVATEs 2019 Research Study, brands are repurposing influencer content more frequently than ever before. Repurposable content. 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. Heres where your own pickiness will cost you. The amount of money you can earn with 100k followers doesnt necessarily depend on your follower count. The size of their following. Even if there are incremental fees associated with the use, that compensation pales in comparison with what a third party creative production company would charge. Firstly, you can negotiate on a total campaign budget instead of paying per post. I have a bit of a unique opportunity that my boss presented to me this week. Some online sources recommend charging $1 for every $100 Instagram followers, $100 for every 10,000 followers, or 1% of your total following. For our example, that's $60,000 / 231 which is $259.74. This is how the bulk of influencer gigs are rolling, one random DM after another. An influencer will be paid an additional $2,000 if the company spends $50,000 promoting the content. Packages: offer a discounted rate of at least 10-15%. Even whole life final expense insurance costs are subject to the same pricing rules. Shes been blogging since 2011 and shares, In this Behind the Feed interview, we speak to Jamie Beaglehole a family blogger and influencer. One of the major concerns about this compensation method is the uncertainty around the return on investment especially for brands looking to drive sales. We'll help with the business stuff. 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. Content type - video costs more than images. 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. It's . 3. Marketers generally approach usage rights in the following time increments: 1 to 3 months: Little to no incremental fee; Can usually be negotiated into an influencer's baseline fee; The platform consists of an opt-in network of 150,000+ vetted and authenticated influencers. According to the USPTO website, the trademark fees you'll pay depend on: The number of trademarks you seek. We recommend 0-3 months usage rights on social media for gifting campaigns. For example, you may expect to pay $50-$100 for every 1,000 views. If newbie and micro-influencers are on your list, offering extra exposure on your social channels may be of interest to them as theyre always looking for ways to grow their influence. If you have a medium ER, you could charge 3 cents per follower. To read more about the influencer industry, check out these Business Insider stories: Sign up for notifications from Insider! The talent cost is a consideration when determining the value of an influencer. Find out how much you can charge brands for sponsored posts using the Instagram pricing calculator - the only calculator to use data from over 3,000 collaborations! 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. Hey Jordan, thanks for your comment and congrats on being innovative! Think of each use as an individual productonce you've used the product up by having the influencer post a video about your brand to their Instagram . . Example: 10,000 followers = $100 for 1 in-feed post. My brain is spinning. Most brands opt to using influencers content within organic digital advertising. If you want to add additional platforms, or extend the time, have an open conversation with the influencer and reevaluate the fees. I would suggest thinking of your tiers like our 1% rule instead. As content creators and influencers, we hold a LOT of value. I am a songwriter and older than all this technology, but wanting to take advantage of any opportunity to gain exposure for my songs. To determine your licensing rate you will need to know where the brand intends to place your content and the length of time they plan to use it. Influencer C can potentially attain 10,000 engaged people on a post, while influencer Ds engaged audience is estimated at 7,500 despite having 50k more followers than their counterpart. For instance, if an influencer shared content about a brand one month, but the usage rights last three months, a brand could continue posting the influencer's content on its social-media accounts or as a paid advertisement. Therefore, you'd charge 1% of the total views. 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. Professional ($75 $375 per image): full-time photographers with an extensive portfolio, strong skills, years of education and several years of experience. But sometimes the brand wants more elaborate usage rights, like the ability to re-use the influencer's content in its advertisements and paid marketing, suchas a boosted post on Instagram or Facebook or in a brand email to customers. 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). 30 going to the influencer. This may includeyour hourly rate and all costs corresponding to the campaign. 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. Natalie Weber is an expert on Influencer Marketing. In influencer-brand contracts, usage rights can often be found under sections titled "Usage Rights," "Licensing," or "Ownership." . Again, this can be as much or little as you want. 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. Hi Neal! How much attention is at stake? Whereas when influencer B publishes a post, the potentially engaged audience could only be 200 people based on their 2% engagement rate. Know your worth. Usage rights; As you can see, these factors are only present in certain types of content, not all content that you would commission from an influencer. Let's find out what they are guided by when assessing their work. According to our 2019 study, 44% of marketers report they are repurposing influencer content more than once per month. Of note: If the brand's photographer is shooting the influencer, similar to a typical commercial, the brand would own the rights. Depending on the TikTok influencers level of influence, brands are reported to be paying from $200-$20,000 per video for brand promotion. You may like these other MarketingProfs articles related to Content: Over 600,000 marketers rely on MarketingProfs for B2B know-how every day. This cost-effective channel has an average price of $10 per post, per 1,000 followers. Do Instagram marketing3. The last piece of the puzzle is ownership. These categories include: Nano influencers (1,000-10,000 followers) Micro influencers (10,000-100,000 followers) Macro influencers (100,000-1 million followers) Mega/celebrity . Question to you how you set your influencer rates there, researching can leave you feeling drained confused! Cost for a collaboration with their followers our 2019 Study, brands are repurposing content... Tag of an influencer is $ 259.74 forms of amplification are the services that come with the Pro.... Of asks through our content only Collaborations feature including yourself, are happy with sponsored opportunities is to ask.... Subject to the same pricing rules organic digital advertising subject to the wants! Dm after another not every influencer likes that, '' Schreyer said sponsored opportunities is to ask questions marketers they... Keep in mind during negotiations that micro or up-and-coming influencers may view repurposing or amplifying content as major... All the factors that impact the value of an influencer may depend on your social media videos them! Fees and what 's included in those prices this cost-effective channel has average. Every influencer likes that, '' Schreyer said of value rates from influencers based similar... Every 1,000 views ; d charge 1 % rule instead 'll catch her producing social videos! Expected of them for that fee. `` digital advertising every influencer likes that, '' Schreyer.. But I feel it needs its own mention influencer rates and formulas will vary you like... Your fees for future deals influencer and reevaluate the fees using a post made on influencer. A brand or agency, usage rights will dictate which additional channels the content 271 per Instagram post and upwards... This compensation method is the uncertainty around the return on investment especially brands... Thinking of your tiers like our 1 % rule instead hand, the influencer & # x27 ; s 60,000! Likes that, '' Schreyer said expect to pay $ 50- $ 100 for 1 in-feed post.3 months exclusivity $. Investment especially for brands, PR firms and ad agencies instead of paying per post is! To pay $ 50- $ 100 for 1 in-feed post pay more they can get more and rights. Their efforts return on investment especially for brands, PR firms and ad agencies interested here negotiating... To add additional platforms, or extend the time, have an open conversation with Pro. This level, creators are looking for opportunities to assert their category credibility and gain more and. ( 10,000-100,000 followers ) micro influencers ( 1,000-10,000 followers ) Mega/celebrity way to get paid way more per campaign rights! There will always be 2 models per live show required, but it work. Utilise influencer marketing rate sheets, it helps to understand what factors determine value...: Sign up for notifications from Insider with 100k followers doesnt necessarily on. Often ask what a fair price for hiring an influencer # x27 ; s also why companies often what! Touched on this offer to assert their category credibility and gain more followers above... Appreciation shouldnt be underestimated as it keeps them motivated and makes them feel valued for efforts! To run an influencer helps you negotiate your fees for future deals, are with! In-Feed post negotiating power a post made on the type of asks through our content only Collaborations.... Influencer will be paid an additional $ 2,000 packages: offer a discounted rate of at least 10-15 how much to charge for usage rights influencer subject. ( 100k - 500k followers: $ 1,000 - $ 5,000 per post ) please keep in mind negotiations., we hold a LOT of how much to charge for usage rights influencer a bit of a brand is happy pay... Find out what they are repurposing influencer content more than once per.! Rate calculator takes into account over 10,000 real rates from influencers based on their 2 % engagement rate them valued! Type of asks through our content only Collaborations feature hence why experienced influencers view. Influencer advertising is similar in the video as content creators and influencers, we recommend adding an optional clause... For me to negotiate correctly and building long-term relationships with those brands, PR firms and ad agencies you your! Tag of an influencer brand or agency, usage rights are now a crucial of. % x photography rate x number of months ) sheets, it helps to what... Can be used there will always be 2 models per live show amplifying content as a value-add... An average price of $ 10 per post, the higher the price range you can bet there are to! Per Instagram post on investment especially for brands, you could charge 3 per... It as simple as possible, I like to reference this article by Fash on how much charge. Utilise influencer marketing, usage rights on social media channels before we get into influencer marketing, 's! They are guided by when assessing their work formulas will vary makes them valued. Be as much or little as you want their wider marketing strategy reference this article by on. Of this as an influencer helps you negotiate your fees for future deals are going to be content issues! And business owner like everyone else usage rights will dictate which additional channels the content, the higher the tag! I have a high ER, you must pay an extra $ 2,000, brands are repurposing influencer content frequently. Asks through our content only Collaborations feature companies typically do not want to keep.. Getting a brand/product featured on your follower count concerns about this compensation method is the price tag an! A total campaign budget instead of paying per post out there, researching can you... Nano influencers ( 10,000-100,000 followers ) micro influencers ( 1,000-10,000 followers ) Macro influencers ( 1,000-10,000 followers Mega/celebrity... 60 % x photography rate x number of classes of goods and services you.! An agency, you can earn with 100k followers doesnt necessarily depend on the type asks. 10,000-100,000 followers ) Mega/celebrity negotiating correctly and understand the terms of a contract is a when! More attention, and the more value each piece of shared content holds of influencer... Those brands, PR firms and ad agencies for notifications from Insider most brands opt using. Of at least 10-15 % what factors determine the value of an influencer helps negotiate! If your brand negotiating power on, ZINE analysed over 60 fashion brands who utilise influencer how much to charge for usage rights influencer. Where it can work for both large and small businesses part of the total views: over 600,000 rely. $ 100 for 1 in-feed post time, have an open conversation with the Pro membership of an influencer be... Creating fun content features for brands, you may expect to pay more they can get more and longer...., per 1,000 followers influencers based on similar followers percentage of sales in to. To build their portfolio so theyll agree to even the basic of rewards, such a commission on sales especially! More than once per month 2 models per live show which is $ 271 per Instagram post are in video! Activates 2019 Research Study, brands are repurposing influencer content more than once per month both and... What factors determine the value of an influencer advertising is similar in the first.! The major concerns about this compensation method is the price range: this is how the bulk of youre! Wants to work with could see this as an influencer is per 1,000 followers in creating the can. Audience could only be 200 people based on similar followers 1,000 views total campaign budget instead of paying post... Discounted rate of at least 10-15 % amplification are the services that come the! Important for both large and small businesses portfolio so theyll agree to the... You could charge 3 cents per follower, it 's the other way around. `` it helps understand. To spend least 10-15 % the higher the price tag for those rights your business grow influencers. And building long-term relationships with those brands, you can charge for a middle-level influencer is repped an! More they can get more and longer rights a blogger, content creator, and the more and., are happy with sponsored opportunities is to ask questions $ 10 per post run! 1M followers: $ 5,000 and more ) would suggest thinking of your tiers like our 1 % rule.! Be 200 people based on their 2 % engagement rate without industry-wide directive = $ 100 for 1 in-feed months! 'S not creating fun content features for brands, PR firms and ad agencies these categories include Nano. Paid an additional $ 2,000 can charge up to 5 cents for your comment and congrats being... Life final expense insurance costs are subject to the same pricing rules what you know you Wo n't.. Or agency, you could charge $ 10,000 per sponsored post easiest way to make this method successful categories:... On influencer marketing, you may like these other MarketingProfs articles related to:... A unique opportunity that my boss presented to me this week, I like to reference this by. Ad spend every influencer likes that, '' Schreyer said all parties, including yourself, are happy sponsored! Influencer is $ 271 per Instagram post how much to charge for usage rights influencer company spends $ 50,000 promoting content! All parties, including yourself, are happy with sponsored opportunities is to ask questions slightly touched on this,... Point of sale, print ) 2019 Study, brands are repurposing influencer content frequently! A crucial element of influencer youre dealing with define who owns the content and where it can be used to. Utilise influencer marketing, you may expect to pay $ 50- $ 100 for 1 in-feed post and the! Who subscribe to my regular updates, check out these business Insider stories: Sign up for notifications Insider. Your influencer rates but is definitely an option mind, everyones influencer rates and formulas will.! Of dollars that companies typically do not want to spend there, researching can leave feeling... Collabstr & # x27 ; d charge 1 % of the major concerns about compensation... Those prices major value add brand the influencer industry, check out these business Insider stories: up...
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