Want to find out what a standard influencer rate sheet looks like?
Well, you are up for a surprise.
The fact is that influencer rates vary across social media channels, industries, and even from one influencer to another.
But, there is a method to this madness. There are certain rules that you can follow to calculate the standard influencer rates depending on their reach and platform.
You can use the standard influencer rate as a starting point and calculate the exact rate by accounting for other factors that affect influencer rates. This will help you plan your influencer marketing strategy and budget better for your campaign.
In this post, you will learn:
- The standard influencer rate sheet calculations
- Other factors that affect influencer rates
- How to find an influencer within your budget
Ready to get started?
Standard Influencer Rate Sheet – By Reach and Platform
The standard influencer rates are decided by how many followers an influencer has and their choice of social media platform.
It is usually calculated as the price per thousand followers or subscribers for a single post. According to a WebFX report, the following are the standard influencer rates for the top four social media platforms.
Instagram ($10/1000 Followers)
All prices are for a single Instagram post for influencer marketing on Instagram.
- Nano influencers: $10–$100
- Micro-influencers: $100–$1,000
- Macro influencers: $1,000–$10,000
- Mega influencers: $10,000+
An Instagram influencer can charge higher prices if they are very popular or are in a niche with very few influencers. Posts can include images, IGTV or Reels. Content creators usually charge less for an Instagram story than they do for a post.
YouTube ($20/1000 Subscribers)
All prices are for a single video mention or integration for influencer marketing on YouTube. If you’re looking for dedicated videos, expect them to be at least twice the rates below or more.
- Nano-influencers: $20–$200
- Micro-influencers: $200–$2,000
- Macro-influencers: $2,000–$20,000
- Mega-influencers: $20,000+
TikTok ($5/1000 Followers)
All prices are for a single post.
- Nano influencers: $5–$50
- Micro-influencers: $50–$500
- Macro influencers: $500–$5,000
- Mega influencers: $5,000+
Twitter ($2/1000 Followers)
All prices are for a single post.
- Nano influencers: $2–$20
- Micro-influencers: $20–$200
- Macro influencers: $200–$2,000
- Mega influencers: $2,000+
Remember, this influencer rate sheet is just a starting point for calculating prices and there are several other factors that can add extra charges.
Want to learn what these factors are that affect influencer rates?
Find out in the next section.
Factors That Affect Influencer Rates
There are several factors that can influence an influencer rate sheet, not just the follower count. Though the standard influencer rate sheets don’t reflect these, you should keep these factors in mind to offer the right compensation to influencers.
Ready to learn what these factors are?
Here you go.
The primary factor that determines influencer rates is an influencer’s reach. The more followers an influencer has, the more their rate will be.
There are five types of influencers based on reach:
- Nano Influencers: <10K followers
- Micro-Influencers: 10K–100K followers
- Macro Influencers: 100K-1M followers
- Mega Influencers: 1M+ followers
You might find slight variations of this categorization, but this is the most popular version.
Platform plays a major role in influencing an influencer’s rate sheet. The same influencer will charge a different rate for Instagram than they do for YouTube.
We will discuss these variations in the influencer pricing, by the platform, in detail in the next section.
As a general rule, the more influencers there are in a niche, the more competitive their prices will be. So, if you’re looking for a beauty influencer, for example, you will get plenty of options and enough negotiation power.
However, if you are looking for an influencer in a very specific niche, then they can charge whatever prices they want, within the limits of reason, of course.
An influencer’s rate also depends on the rate of engagement that they get on their posts. Engagement is calculated based on the number of views, likes, shares, comments, etc.
If an influencer has a wide reach but doesn’t get any engagement, then it’s not worth collaborating with them. Instead, an influencer with a modest reach and high engagement will drive better results because the point of influencer marketing is to grow affinity around your brand. Brand affinity strengthens when social media users are having positive conversations about your brand and are building your brand’s online community
Information Source: Phlanx
While you may get mesmerized by the big numbers at first, you should also remember that working with a smaller influencer is much more affordable. Effectively, you will get a much higher ROI from a comparatively smaller influencer with a high engagement rate.
Type of Content
You will agree that different types of content take different amounts of time and effort to create.
Then why should they cost the same amount?
This is why influencer rate sheets depend on the type of content that influencers are expected to create. In general, the more time, effort, and resources that are required, the higher the influencer rate will be. This is why partnering with influencers is so great – influencers are the creative, talent, production, and editing teams all wrapped into one affordable price.
If you want to repurpose influencer content (UGC) to places like your brand’s social media and website, then you need to negotiate content ownership rights into your agreement with the influencer and that usually costs extra especially with macro-influencers and larger. You will want to include content licensing details when you formalize your influencer contracts.
If you want the influencer to sign a non-compete agreement and not work with any competitors for a period of time around the posting for your brand, influencers typically charge extra for extended periods of exclusivity beyond 24 hours.
How to Find an Influencer Within Your Budget
Finding influencers, reaching out to them, negotiating prices, and finalizing contracts can be a bit overwhelming for even the most experienced marketers.
The easiest way to find influencers and get them to work with you within your budget is to select an influencer marketing agency like Get Hyped to help you.
We have a global network of expert influencers in every niche and location. Our agency has the technology to find influencers whose personal brand aligns with your business values. We negotiate fair influencer rates and create contracts on your behalf.
If you want to find influencers on your own, start by reaching out to a few of your favorites via your brand’s social media channels. Ask the influencers to provide a copy of their rate sheet if they’d be interested in partnering with your brand.
1. What is an influencer rate sheet?
An influencer rate sheet is used to determine the pricing for the services offered by an influencer for a business. Both brands and influencers can have an influencer rate sheet.
Influencers can use a rate sheet or rate card to offer specific services and packages to brands and get collaborations. You can find their rate card in their press kit.
Brands, on the other hand, use an influencer rate sheet to offer the right compensation to influencers.
Smaller influencers like nano and micro may not have a formal rate sheet, but it is common for macro-influencers and above to have a formal rate sheet available to share with brands.
2. How is the influencer rate calculated?
Influencer rate is primarily calculated based on the reach and engagement of an influencer. However, certain other factors like the choice of platform, type of content, niche, etc. can also play a role in determining the influencer rate.
3. How do you price yourself as an influencer?
As an influencer, your first concern should be the amount of time, effort, and resources that will be required for any particular collaboration. You need to make sure that you get fair compensation for your services.
However, that’s just the minimum rate that you can get. You should also check how much you’re worth based on your reach, engagement, and the market rate of what other similar influencers are charging.
Your influencer rate should be somewhere between the minimum requirement and the best rate that you can get. The goal is to arrive at a rate that is fair for both the influencer and the brand so that both parties are happy and excited about the partnership so it can continue long term.
4. What are the factors that affect influencer rates?
Here are the key factors that can affect influencer rate sheets:
- Reach – the number of followers an influencer has
- Platform – the platform or platforms on which the influencer is active
- Niche – whether the influencer is from a popular or a specialized niche
- Engagement – how much engagement does the influencer get on their posts
- Type of content – how much time, effort, and resources will be needed to create that content
- Content ownership – will the brand be allowed to reuse the content
- Exclusivity – extra charges for the influencer signing a non-compete agreement
- Market demand – holiday seasons cause influencer rates to temporarily increase
5. What is the formula for calculating influencer rate?
As a general rule, brands offer somewhere between $2 and $25 per thousand followers per post, depending on the social media channel. Here is a standard influencer rate sheet calculation to help you out.
|Platform||Price Per Post|
However, this is just a generic way of calculating and there are many other factors that affect the influencer rate sheet. Use this as a reference, but do account for the other factors that affect influencer pricing to come at the right price.
Running a successful influencer marketing campaign doesn’t have to be costly. You can easily find influencers yourself within your budget and leverage their services to achieve your influencer marketing goals. The key is to understand how to calculate influencer pricing and offer fair compensation for their services.
Use the standard influencer rate sheet to get a rough idea of how much you should pay an influencer for their services. Then, look at the other factors and calculate the extras to come to a final price.
One piece of advice, though, is to be flexible with influencer rates when negotiating terms. Don’t stick to one number, but keep some wiggle room when you negotiate with influencers.
As your brand works with an increasing number of influencers, all the communications and management can become too much to handle. When you need help finding and negotiating with the right influencers, get in touch with our team and we’ll help make your influencer marketing campaigns a success.