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

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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.

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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.

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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.

Socialmediatoday.com

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Snapchat Explores New Messaging Retention Feature: A Game-Changer or Risky Move?

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Snapchat Explores New Messaging Retention Feature: A Game-Changer or Risky Move?

In a recent announcement, Snapchat revealed a groundbreaking update that challenges its traditional design ethos. The platform is experimenting with an option that allows users to defy the 24-hour auto-delete rule, a feature synonymous with Snapchat’s ephemeral messaging model.

The proposed change aims to introduce a “Never delete” option in messaging retention settings, aligning Snapchat more closely with conventional messaging apps. While this move may blur Snapchat’s distinctive selling point, Snap appears convinced of its necessity.

According to Snap, the decision stems from user feedback and a commitment to innovation based on user needs. The company aims to provide greater flexibility and control over conversations, catering to the preferences of its community.

Currently undergoing trials in select markets, the new feature empowers users to adjust retention settings on a conversation-by-conversation basis. Flexibility remains paramount, with participants able to modify settings within chats and receive in-chat notifications to ensure transparency.

Snapchat underscores that the default auto-delete feature will persist, reinforcing its design philosophy centered on ephemerality. However, with the app gaining traction as a primary messaging platform, the option offers users a means to preserve longer chat histories.

The update marks a pivotal moment for Snapchat, renowned for its disappearing message premise, especially popular among younger demographics. Retaining this focus has been pivotal to Snapchat’s identity, but the shift suggests a broader strategy aimed at diversifying its user base.

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This strategy may appeal particularly to older demographics, potentially extending Snapchat’s relevance as users age. By emulating features of conventional messaging platforms, Snapchat seeks to enhance its appeal and broaden its reach.

Yet, the introduction of message retention poses questions about Snapchat’s uniqueness. While addressing user demands, the risk of diluting Snapchat’s distinctiveness looms large.

As Snapchat ventures into uncharted territory, the outcome of this experiment remains uncertain. Will message retention propel Snapchat to new heights, or will it compromise the platform’s uniqueness?

Only time will tell.

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Catering to specific audience boosts your business, says accountant turned coach

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Catering to specific audience boosts your business, says accountant turned coach

While it is tempting to try to appeal to a broad audience, the founder of alcohol-free coaching service Just the Tonic, Sandra Parker, believes the best thing you can do for your business is focus on your niche. Here’s how she did just that.

When running a business, reaching out to as many clients as possible can be tempting. But it also risks making your marketing “too generic,” warns Sandra Parker, the founder of Just The Tonic Coaching.

“From the very start of my business, I knew exactly who I could help and who I couldn’t,” Parker told My Biggest Lessons.

Parker struggled with alcohol dependence as a young professional. Today, her business targets high-achieving individuals who face challenges similar to those she had early in her career.

“I understand their frustrations, I understand their fears, and I understand their coping mechanisms and the stories they’re telling themselves,” Parker said. “Because of that, I’m able to market very effectively, to speak in a language that they understand, and am able to reach them.” 

“I believe that it’s really important that you know exactly who your customer or your client is, and you target them, and you resist the temptation to make your marketing too generic to try and reach everyone,” she explained.

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“If you speak specifically to your target clients, you will reach them, and I believe that’s the way that you’re going to be more successful.

Watch the video for more of Sandra Parker’s biggest lessons.

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Instagram Tests Live-Stream Games to Enhance Engagement

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Instagram Tests Live-Stream Games to Enhance Engagement

Instagram’s testing out some new options to help spice up your live-streams in the app, with some live broadcasters now able to select a game that they can play with viewers in-stream.

As you can see in these example screens, posted by Ahmed Ghanem, some creators now have the option to play either “This or That”, a question and answer prompt that you can share with your viewers, or “Trivia”, to generate more engagement within your IG live-streams.

That could be a simple way to spark more conversation and interaction, which could then lead into further engagement opportunities from your live audience.

Meta’s been exploring more ways to make live-streaming a bigger consideration for IG creators, with a view to live-streams potentially catching on with more users.

That includes the gradual expansion of its “Stars” live-stream donation program, giving more creators in more regions a means to accept donations from live-stream viewers, while back in December, Instagram also added some new options to make it easier to go live using third-party tools via desktop PCs.

Live streaming has been a major shift in China, where shopping live-streams, in particular, have led to massive opportunities for streaming platforms. They haven’t caught on in the same way in Western regions, but as TikTok and YouTube look to push live-stream adoption, there is still a chance that they will become a much bigger element in future.

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Which is why IG is also trying to stay in touch, and add more ways for its creators to engage via streams. Live-stream games is another element within this, which could make this a better community-building, and potentially sales-driving option.

We’ve asked Instagram for more information on this test, and we’ll update this post if/when we hear back.

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