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New Report Looks at Influencer Payment Expectations Based on Audience Size and Platform



What should you expect to pay an influencer for an Instagram or TikTok post promoting your product?

There can be significant variance in what each individual creator may charge, but to provide some more context for your planning, influencer connection platform Intellifluence recently conducted a survey of 1,249 influencers from the US, Canada and the UK, in order to glean more insight into their individual compensation expectations, which could help in your planning.

First off, the researchers asked survey participants what type of compensation they prefer – cash payment, cash and product or just products in return.

Intellifluence influencer marketing costs report

As you can see, ‘Product and Cash’ is clearly the top choice, so if you’re planning your influencer outreach, it’s likely worth honing in on this as your main offering – though again, individual expectations will vary.

In terms of costs per influencer post, Intellifluence has provided overviews based on audience size tiers across all the major platforms, starting with Instagram:

Intellifluence influencer marketing costs report

As per the graph, for smaller-scale influencers (up to 1,000 followers), you’re looking at around $193 per post, on average, while creators with more than 80k followers will generally charge more than $1, 000 per update.

It is also worth noting that audience size should not necessarily be your determining factor, because while larger audiences will drive broader reach and general brand awareness, various reports have also found that those with smaller, more niche followings can often drive better direct response, and better sales outcomes as a result.

There’s no perfect answer here, but if you can find a small influencer with a very active, very engaged following, that can be just as beneficial as someone with a much bigger audience in generating results for your brand – however an endorsement from a major celebrity will always drive greater brand awareness, and likely activity, so they also can’t be dismissed.

You’re just not very likely to get a Kyle Jenner to post about your product – if you can, definitely go for that. But if you can’t, taking a more measured, researched approach will likely deliver the best bang for your budget.

In this sense, these insights may provide some guidance as to how you can map out your spending, and measure your likely ROI, based on expected output.


On Facebook, the pricing per post is slightly lower, on average.

Intellifluence influencer marketing costs report

While Twitter is lower again – which makes sense, given the fast-moving nature of the tweet stream, which likely results in less exposure per tweet.

Intellifluence influencer marketing costs report

For YouTube and TikTok, Intellifluence has split its listings into ‘Peer/Authoritative’ influencers (regular creators who are not celebrities as such) and ‘Aspirational’ stars (higher profile/web celebrity creators).

And the pricing is significantly different between the two categories:

Intellifluence influencer marketing costs report

As you can see, the pricing, despite the category splits, is still largely defined by audience size, with the first category (Peer/Authoritative) covering creators with up to 20k followers, while the second segment covers those with 850k followers or more.

Which is a big jump, but as a comparative measure, these numbers give you some scope of what you can likely expect to be charged to reach these types of audiences on the platform.

The data for TikTok is actually pretty close to YouTube, and really, these two platforms are in their own sphere, separate from the other apps in many respects.

Intellifluence influencer marketing costs report

Of course, these insights are not definitive. 1,200 respondents is a good sample size, which should provide relevant scope for comparison, but there are many, many creators out there, and there’s no set structure, as such, as to what they charge and how much you’ll need to pay to get them to help share your brand messaging.

But it does provide some insight for your planning, and the numbers reflected here are similar to other influencer studies that have been conducted over the past year or so.

If you’re planning an influencer campaign, these estimates are around about what you should be budgeting for, and point to the level of response you likely need to see to offset your costs on the same.

Intellifluence has provided more specific insight in its full, 29-page report, which you can download here.



LinkedIn Shares Marketing Industry Insights and Tips in Latest ‘Big Thinking’ Digital Magazine



LinkedIn Shares Marketing Industry Insights and Tips in Latest 'Big Thinking' Digital Magazine

Looking for a marketing-related read for the long weekend?

LinkedIn has published the second edition of its ‘Big Thinking’ digital magazine, which includes a range of interviews, insights, tips and notes on various marketing-related subjects and trends.

The 36-page magazine includes expert notes on sustainable marketing practices, evolving messaging processes, and creative tips – from Disney no less.

There’s also a section which looks at how marketers can mitigate the loss of cookie tracking data, and how to build an employer brand (and why you should).

LinkedIn Big Thinking magazine

LinkedIn has also included expert interviews on customer experience, digital transformation and creative B2B strategies, among other elements.

There are some good notes, which could help you formulate a more effective marketing approach for your brand, in line with the latest trends, while it’s also handy to stay up to date with the latest trend insights and tips to keep your market knowledge fresh.

And it’s free. If nothing else, it’s a quick overview of some of the key trends that are playing on the minds of the top industry professionals, which will likely trigger at least inspiration in your own efforts.

You can download LinkedIn’s latest ‘Big Thinking’ digital magazine here.


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