How Much to Pay Social Media Influencers

How Much to Pay Social Media Influencers

February 10, 2016 1:14 am

Though the going rate for partnering with social media influencers varies as much as their online personalities, there are best practices to negotiating a mutually beneficial agreement.

Types of Compensation

Monetary, Flat Fee

The most common form of compensation is paying influencers a flat fee in exchange for promotion.  Brands and influencers alike prefer a flat fee approach because it greatly simplifies the partnership. It’s especially useful when brands must allocate budgetary funds many months in advance.

Monetary, CPM (Cost per 1,000 impressions)

CPM or Cost per Mille (1,000 impressions) is a strategy some brands use to tie compensation to post or video performance.  This method must be carefully managed since a video greatly exceeding its estimated views will balloon costs.   

Monetary, Percentage of Sales

Some brands prefer offering influencers a percentage of sales of goods or services they promote.  This strategy can work well when the influencers truly believe in what they are pitching.

Free Product or Services

There are definitely influencers willing to promote your brand in exchange for free products or services.  It may be difficult to recruit influencers with a large following using this strategy but those looking to get established will likely be interested.  

Payment Hinges on Platform

Whatever route you choose to take, it’s important to remember compensation varies greatly based on the platform. On YouTube, for example, the accepted approach is to pay influencers based on average video views. Historically, some brands focused solely on an influencers’ followers or subscriber count while ignoring their actual reach. Some brands have fallen into the trap of paying an influencer based on a following of several million only to realize the influencer averages only a few thousand views per video.

Choosing the Right Strategy

Before finalizing your brand’s compensation strategy, consider inking long-term partnerships with each influencer, since some may offer volume discounting. More often than not, forging extended relationships with influencers will prove more economically fruitful than one-off sponsorships.

Need help deciding how much to pay social media influencers?  Click here to contact Trending Family!

Recent Posts


Selecting the Right Platform for your Influencer Campaign

Influencer marketing has come a long way from its humble origins. Celebrity endorsements were the original form of influencer marketing, but the times have changed, and the world has shifted into the digital space. Now brands have begun to focus on partnering with content creators who hold sway over massive niche audiences.  Social media platforms […]

Read More

Creative Ways to Make Your Holiday Campaign Stand Out

The holidays are a peak time for marketing with brands from all categories wanting to get their products and services out there. The competition is hot for the highest visibility and it can often be difficult to make your way to the top. Influencer marketing is unique in that it allows brands to reach niche […]

Read More

How Brands Can Reach Whole-Family Demographics

Tablets and other portable gadgets have undeniably reshaped the media landscape. Mobile devices have become equally as prevalent as TVs in most U.S. households, according to a report from Common Sense Media. “Second-screen” viewing enables people to consume two kinds of content simultaneously, like watching a movie while playing a game or scrolling through social […]

Read More

(Influencer) Content Is King

Nearly a quarter century ago, Bill Gates declared, “Content is King.”  As played-out as his message may sound, it is perhaps truer today than it was in 1996. Though Gates correctly foresaw the rise of Internet advertising, he couldn’t have predicted the landscape we now find ourselves in – a world of ad-blockers, spam filters, […]

Read More

3 Quick Tips For Mother’s Day Influencer Marketing Success

Mother’s Day is right around the corner and there is no shortage of fantastic influencer marketing campaigns for us to appreciate, analyze, and learn from! Team2Moms + DSW Major holidays like Mother’s Day are a perfect opportunity to establish positive brand connotations without the need for overt product placement.  Team2Moms shared a touching post with […]

Read More

Does my Brand Need an Influencer Agency or Can We Just Do it Ourselves?

According to recent estimates, the influencer marketing industry is expected to hit $10B by 2020 with over 75% of marketers currently utilizing the tactic. Nevertheless, some advertisers are still wary of diving in headlong with questions lingering about ROI and overall effectiveness.  Regardless of the evolving (and sometimes unpredictable) nature of the influencer marketing space, […]

Read More

3 Ways to Engage Millennial Parents with Branded Content

1. Create family-friendly YouTube videos. YouTube is quickly becoming America’s most watched media platform. Today’s parents use it as a source of family entertainment. They’re looking for clean, wholesome videos that are entertaining for both themselves and their children. So, as a brand, you can choose to produce your own content that is safe and […]

Read More

Lead time for influencer campaigns?

STRATEGY PLANNING FAQ Q: How long, from start to finish, does a video influencer campaign take to execute? A: At a minimum: 1-2 months.  Here’s the breakdown: Find and select ideal influencers + finalize creative brief (1-2 weeks) Negotiate/execute contracts with influencers (1 week) Influencer video production and editing (1-3 weeks) Brand/legal approval on video draft + […]

Read More

Here are the videos that influenced families in 2017.

Family-friendly content flourished in 2017, with more millennial families than ever turning to YouTube for tips, community, and entertainment. Watch Trending Family’s 2017 highlight reel to see the branded influencer videos that engaged both parents and kids all year long!

Read More

Holiday Case Studies from 2016 Influencer Campaigns

Many of our clients are finalizing their 2017 holiday promotion strategies so we thought it would be a good time to share some of our most effective activations from last year. From tech, to retail, to food, we launched engaging social media collaborations, festive videos, and marketing experiences filled with seasonal magic.

Read More