How Do Social Media Influencers Get Paid?

How do social media influencers get paid? Discover the 7 ways influencers generate money, and a sneak peek into their money-making secrets.

Influencer Marketing
January 9, 2023
min read

Social media influencers have multiple options for generating income, just as they do in other areas of mass media and the internet. The factors that influence their decisions are generally niches, individual skills, possibilities provided, and other factors. Additionally, influencers may not be interested in options that require higher commitment levels.

Affiliate Marketing

Affiliate marketing is a method whereby publishers earn a reward by promoting a product or service created by another store or advertiser through the use of an affiliate link. The affiliate partner is compensated for delivering a particular outcome to the store or advertiser.

Display Advertising

Display advertising is the technique of promoting a product or service through visuals such as photos and videos on networks of publisher websites, such as the Google Display Network and Facebook, etc. Display ads are placed on appropriate third websites as banner, image, and text advertisements.

Sponsored Posts

Sponsored posts are social media postings in which an influencer or celebrity is compensated to promote a brand or product. These posts must be marked as advertisements using a hashtag such as #ad or #sponsored.

Branded Content

Content that is published by a creative in exchange for value from a brand is branded content. Essentially, a creative publishes something that includes the brand, and the company compensates the creator somehow. Popular branded content can communicate a story without being intrusive and comes out as genuine.

How Much Influencers Make Per Post

Influencer marketing is not inexpensive due to the variable nature of influencer rates. For instance, the most influential individuals are not Dwayne "The Rock" Johnson. He costs $1,500,000 for a position. There is a good chance that you will not spend such amounts on your influencer marketing strategy. However, you should be aware that the global market is valued at $13.8 billion.

Blog Post Pricing

Since blogs might take significantly longer, the rate for one of these postings is typically significantly greater. According to Neal Schaffer, the optimal formula for a blog post could be as follows: 60 x (number of unique visitors/1,000)= $ rate per post

Instagram Post Pricing

A general formula for a single-image Instagram grid post is as follows:10 x (followers/1,000) = rate per post in dollars. To create a tale or reel that mimics a TikTok video more closely, utilize the TikTok formula to account for the additional content creation requirements.

YouTube Video Pricing

The cost of a YouTube video is affected by several factors, including the length of the video and whether a brand's product is the focus of the entire video or only mentioned in a video about something else. In general, we propose reusing the TikTok formula; however, if the content request is significantly longer (5 minutes or more), companies should boost the total rate.

TikTok Video Pricing

According to Neal Schaffer, the following formula can be used to establish the average rate for a TikTok content provider. 25 x (followers/1,000) = rate per post in dollars

How Social Media Influencers Get Paid

Figuring out how to compensate influencers in a mutually beneficial, cost-effective, and forward-thinking way requires expertise and ingenuity. Taking the time to assess your partnership and select the optimum structure for both sides is the greatest method for developing a successful influencer campaign. In other words, customize and personalize.

Gifting or Rewards

Even top-tier influencer partners continue to seek out gift-only engagements, as even the most savvy influencers recognize that gifting is crucial to business growth. Gifting enables influencers to test and review new products, sometimes before their competitors, which attracts audiences who want to see a trustworthy individual use a product before they purchase it. Influencers realize the value of gift rewards as a springboard to future collaboration with brands.

Comped Event or Trip

Offering free excursions in exchange for publicity of a destination is a well-established practice in travel marketing. Offering a free stay to the select few who can make a product more marketable or entry to an event in exchange for a celebrity's participation or endorsement has been utilized to increase sales for decades.

The benefits of inviting influencers on vacation or to an event are mutual. Travel brands can offer influencers more valuable in-kind things, such as a vacation package than the influencer would ordinarily charge for a series of posts — and frequently to destinations or resorts that would be out of their price range. Events, luxury product launches, and awards ceremonies have the same effect on audiences since they offer the sense that influencers have power in their respective fields – or at least enough to deserve an invitation. If an audience observes a person they respect or admire having fun on vacation or at an event, they may like to visit the exact location or attend another event of the same nature.

Store Credit or Rebates

Store credit and rebates are comparable to giving in that they tend to target the same influencers and produce similar effects, but they offer significant advantages for the company. Unlike gifting, where influencers must disclose these connections to their followers (often by adding the hashtag #ad or #gifting), shop credit rebates do not require such disclosure.

Content Licensing Fee

User-generated content (UGC) is an effective marketing tool for businesses of all sizes. No matter how good or on-point your product images and editorial shoots are, the clicks will go to customers wearing or utilizing your product. In fact, 87 percent of brands use the authentic power of user-generated content, and 72 percent feel it aids engagement. In the meantime, 47% of millennials and 36% of baby boomers trust UGC, while 35% of gen Z feel that UGC will be more credible than branded content within the next three to five years.

Pay Per Post

In 2017, research suggested that certain firms in the United Kingdom were willing to pay up to £75,000 for a single Facebook post from a celebrity. They would spend £67,00 for an identically sponsored YouTube video. This is a substantial fee compared to the cost of smaller-scale influencers who can deliver higher engagement rates and target more specific audiences. There is a wide range of prices based on the number of followers, audience interaction, type of material, and several other variables.

Performance Only

Influencers and marketers choose performance-based relationships due to the ease of execution and measurement. Whether these agreements are for specific campaigns or products, to enhance sales, or as a stand-alone payment model for segments of influencer partners more suited to performance-based compensation, they are transparent and adaptable. For instance, they work with influencers with a large number of followers, as well as micro- and nano-influencers with fewer followers who have a high rate of audience interaction.

Fixed Rate With Performance Bonus

A hybrid fixed rate + percentage-of-sale model combines the advantages of pay-per-post with performance-based compensation and is advantageous for influencers and marketers. This payout has a better ROI, resulting in a higher incentive for the influencer, but with a "cushion" of set pay to cover their initial labor.

Everyone benefits from the fixed rate plus performance bonus scheme. The brand pays the influencer a base fee for the post but sets sales goals and conditions that must be met in order for the influencer to receive extra payments. From the standpoint of the influencer, they get compensated for each transaction they generate. This gives the influencer two incentives: first, the fixed rate indicates the brand's appreciation for their efforts, and second, the more sales their content creates, the more valuable the collaboration gets.

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