According to statistics, 62% of Americans watch videos on YouTube on a daily basis and 92% use the video platform on a weekly basis. So it's no surprise to see more and more influential online celebrity KOLs setting up content channels on YouTube. Some of the biggest YouTube internet celebrity bloggers have gained unimaginable followings.
For example, 10-year-old Ryan Kaji's YouTube channel, Ryan's World, has 30 million followers. His YouTube stardom has even led to a Nickelodeon TV show and a line of Ryan's World toys.
Partnering with YouTube weblebrities to promote your product could be a huge success, but at what cost? To help understand what constitutes the salary of a YouTube weblebrity, IZEA is here to share some useful data as a reference.
Can you swap your product for a YouTube influencer posting?
Most YouTube weblebrities do not trade products for content distribution. If the campaign requires it, most overseas influencer KOLs want direct endorsement and promotion fees in addition to free products.
Of course there are some exceptions, such as new YouTube bloggers willing to work for free products, but this is no longer the standard practice endorsed by the social media marketing world.
What are the factors that affect the price of overseas influencer?
Many factors affect the fees charged by YouTube influencer KOLs. Here are a few factors that contribute to the rising costs, so please study them carefully.
Fan base and audience size
Obviously, weblebrities with large audiences of followers typically charge more. Ryan Kaji of Ryan's World earned $29.5 million in 2019 as a YouTube headliner. There is a direct correlation between influencer pay and follower size.
Types of content
Different types of content require different time and cost investments. The more work it takes to create content, the more it costs.
Experienced weblebrities will invest more in their daily traffic and post sponsorship to increase the interaction rate, so weblebrities with higher interaction and engagement rates will be able to charge more. The average engagement rate of overseas social media weblebrities is between 2-3%, and between 4-6% is already very good, any topic and social attribute activity among teenagers can be spread as viral marketing.
IF YOU FIND WEBLEBRITIES THAT ARE TRULY RELEVANT AND CLOSELY RELATED TO YOUR AUDIENCE, YOU MAY WANT THESE KOLS TO WORK EXCLUSIVELY WITH YOUR BRAND. IF THIS IS THE CASE, THE WEBLEBRITY MUST SIGN A NON-COMPETE AGREEMENT AND BE PAID MORE TO COVER ANY OTHER CONTRACTS AND INCOME THAT THE WEBLEBRITY MUST DECLINE DURING THIS PERIOD.
How much do YouTube influencer KOLs charge?
WHILE THE SALARIES OF WEBLEBRITIES VARY WIDELY, IT IS IMPORTANT FOR BRANDS AND WEBLEBRITIES TO HAVE A PRICE REFERENCE STANDARD. IZEA, A GLOBAL MARKETPLACE FOR WEBLEBRITIES, HAS BEEN RESEARCHING WEBLEBRITY PRICING TRENDS FOR YEARS AND CAN PROVIDE SPECIFIC DETAILS FOR REFERENCE.
Compare the average cost of content on YouTube to the same content on another platform
In social media marketing, it is common for brands to ask weblebrities to distribute the same content for multiple social matrix channels. Many brands choose two channels and work with weblebrities to create complementary content for each platform. The most common platform paired with YouTube is Instagram.
The chart below shows the cost of media mix placements compared to platforms. As you can see, the average cost of an integrated YouTube video and an Instagram Story campaign is $13,025.
The cheapest combination is Facebook and Instagram, which costs $2,208.
Average cost of YouTube content sponsorship by fan size
The size of influencer's fan audience also affects their prices. In order to study the size of the fan base, influencer were divided into groups and the data for each group is as follows.
Tail influencer: 1,000-9,999 followers
Small and medium-sized netizens: 10,000-49,999 followers
Waist influencer: 50,000-199,999 followers
Top influencer: 200,000-499,999 followers
Super influencer: 500,000-999,999 followers (or more)
State of the Influencer Earnings™ 2022 shows a salary report based on cross-platform influencer audience levels. You will notice an increase in influencer salaries from 2020 to 2021 for all levels.
IN 2021, A TAIL-END KOL WILL CHARGE ABOUT $800. SMALL AND MEDIUM WEBLEBRITIES CHARGE ABOUT $1,500, WHILE WAIST WEBLEBRITIES CHARGE ABOUT $3,000. HEADLINER KOLS CHARGE ABOUT $5,000, WHILE SUPERLINERS TOP THE LIST AT NEARLY $7,000 PER POST.
Since 2015, when IZEA began tracking the prices of weblebrities, it has found that all weblebrity marketing prices are at an all-time high. In IZEA's marketplace for internet celebrity creators, brands can find creators of YouTube content or videos for prices starting at $50, because the platform allows creators to set their own prices for working with them.
YouTube weblebrity compensation can be difficult to calculate, but these numbers should give you an idea of what happens when you communicate with a weblebrity. Keep in mind that every influential web personality is different and most are willing to negotiate in a professional business match.
To learn more about YouTube influencer salaries, get the 2022 influencer Earnings Report from IZEA today.
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