The average price that brands pay to influencers on Instagram for sponsored content has shot this year
As the influencers have become more valuable for brands, the average cost of content sponsored on social media platforms such as Instagram has shot.
A recent report by the marketing company with Izea influencers (which connects brands with influencers) studied the negotiated rates between 2014 and 2019 between vendors and creators in the USA.UU., from microinfluencers (usually considered as someone with less than 100,000 followers) to celebrities.
Izea discovered that the average cost of the content sponsored on the main social media platforms (Facebook, Blogs, YouTube and Instagram) has increased dramatically in recent years.On Instagram, the average price of a sponsored photo for influencers in the USA.UU.It went from $ 134.04 (about 122 euros to the current exchange) in 2014 to 1.$ 642.77 (around 1.492 euros) in 2019, according to Izea.
This is the breakdown of average prices paid to influencers by sponsored advertising on Instagram, according to Izea:
And it is not just the price that has changed.Throughout the years, the way in which a campaign with influencers on Instagram is developed has also changed.As stories have become a popular characteristic on Instagram, the "sponsored packages" have emerged as a preferred influence campaign format for many brands for many brands.
Instagram stories and sponsored packages
On Instagram, stories have become a very popular feature among users, and can include from a photo to a video boomerang.Brands can sponsor one of these stories, and has become an important part of the campaigns, they have assured industry experts to Business Insider.
The influencer Katy Bellotte, who has 166,000 followers on Instagram, previously spoke with Business Insider and commented how much he wins by sponsored publication on Instagram.Bellotte said that, according to their experience, the brands paid more for a package (of publications) than by a single publication.He said he requested around 500 (450 euros) dollars per publication in Instagram history with a link to the brand ("Swipe Up") and won between 2.400 (2.180 euros) and 5.000 (4.540 euros) dollars for an Instagram ad hoc publication with sponsorship.
Bellotte, who is a popular content on YouTube and Instagram influencer, said she set her rates depending on the "sponsorship package", which, for her, generally included an Instagram post, a story and sometimes a mention30 to 60 seconds on a YouTube video.
Microinfluencer Caitlin Patton, which has 24.900 followers on Instagram, has confessed to Business Insider who won around 2.000 dollars (1.810 euros) for a "sponsored package" on Instagram and that its rate began in around 1.000 dollars (900 euros).From his experience, a package generally included a blog post, an Instagram post and some Instagram stories.
For the influencer and blogger of Instagram Jehava Brown, who has 76,000 followers, find out what to establish as his "application rates" or payment rate for the sponsorship of a brand on Instagram, it was not easy, he has declared for Business Insider.At the beginning, she used the general rule of 100 dollars (90 euros) for every 10.000 Instagram followers.But Brown has said that after being in the influencers world for a while, now he charges between 1.500 dollars (1.350 euros) and 2.000 dollars (1.810 euros) for an Instagram post and a combination with history.
Instagram is "hiding" likes and can influence these sponsorships
From this week, Instagram is testing a function that hides "likes" in publications in the United States.
Evan Asano, the CEO and founder of the Mediakix influence marketing agency, spoke at the time with Business Insider and stressed that he believes that Instagram influence marketing would continue to grow despite the fact that the "I like" are hidden.
"More users are using stories and IGTV," he said, instead of publications in the feed."I like them are just a way to measure the impact of a campaign".
Even so, some industry executives, such as Joe Gagliese, the CEO of the viral influence marketing company Nation, are concerned about how this change could affect sponsorships on Instagram."Now that people do not have to make sure their likes correspond to their followers (one of the easiest ways to detect fraud), this will create more false influencers in my opinion," Gagliese said.
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