THE COMMUNICATION OF SALARY PRICES IS ONE OF THE BIGGEST ISSUES FOR OVERSEAS BRAND MARKETERS AND OVERSEAS influencer KOLS. BECAUSE THERE IS NO SET REFERENCE FOR THE PRICE OF A influencer CAMPAIGN, IT IS DIFFICULT FOR BRAND OWNERS TO SET A BUDGET, WHILE INFLUENTIAL OVERSEAS influencer STRUGGLE TO PRICE THEIR TIME COSTS, THEIR CONTENT CREATION CAPABILITIES AND THEIR AUDIENCE OF FOLLOWERS.
But Fortunately, since 2015, IZEA has been tracking and analysing global influencer pricing trends and has produced valuable analysis and reports on influencer salaries to provide informative insights for Chinese brands going abroad.
Can you swap free products for Facebook influencer posts?
Firstly, you may be wondering if it is possible to send free products to overseas celebrities in exchange for posting promotional content or positive comments on Facebook. While this is possible, especially for junior celebrities with small followings, it is not really an ideal way to work together, with only 5.7% of Facebook celebrities statistically willing to accept free products in exchange for posting, and over 70% preferring a combination of direct cash payment and a free product trial.
What are the factors that affect influencer compensation?
The price of Facebook weblebrities may vary greatly, how to judge the cost and price of marketing when cooperating with overseas weblebrities? IZEA has concluded that there are several factors that can affect the price of a weblebrity, such as
Fan base and audience size
It goes without saying that internet celebrities with large audiences of followers charge more. For example, Kim Kardashian, who has 306 million followers on Instagram, charges between $300,000 and $500,000 for an endorsement. While her pay is certainly at the head of the pack on Instagram, it does show a direct correlation between pay and follower size.
Types of content
Different types of content require different time and cost investments. For example, Facebook image posting is cheaper than video content. A simple product review is cheaper than an ebook review report. 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 engagement rates, so the higher the engagement rate the more weblebrities will be able to charge. The average engagement rate for social media weblebrities is between 2-3%, and between 4-6% is good enough for any conversation and social attribution among teens to go viral.
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 does Facebook influencer charge?
To better understand how much Facebook influencer KOLs are charging, IZEA conducted a study. IZEA State of Influencer Earnings™ 2022 provides a report on average costs by platform by analysing historical price data from over $60 million in influencer campaigns across all channels.
Average cost of a sponsored influencer post on Facebook
The chart below shows that the average cost of a sponsored post on Facebook for an online celebrity blogger is $833. This is the second cheapest channel after Twitter. You will note that YouTube is the most expensive medium for influencer marketing, with the average cost of a video post being $4,491.
When directly comparing the cost of Facebook celebrity endorsements to YouTube celebrity sponsorships, YouTube's cost is almost 7 times higher than Facebook's.
Comparing the average cost of a Facebook post to the same post on another platform
In influencer marketing placements, brands may ask influencer to create multiple content across platforms, as multi-platform influencer marketing can reach a wider target audience and maximise the marketing impact for the brand.
The chart below shows the average cost of distributing Facebook content alongside other platforms.
The following is a breakdown of the platform portfolio.
- Facebook and Instagram photos: $2,208
- Facebook and a blog content: 2,586 USD
- Facebook and Instagram Story and Instagram Photos: $3,054
You will notice that when When adding posts from other social platforms, the cost almost triples. The average cost of a Facebook post is $833, while the cost of adding a blog post or Instagram content at the same time can be over $2,000.
Average cost of Facebook influencer content 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 IZEA began tracking the price of influencer in 2015, it has found that all influencer marketing prices are at an all-time high. As you can see, estimating the cost of marketing to Facebook weblebrities is not simple. However, these data references provided by IZEA provide you with a starting point to develop your strategy. If you'd like statistics on the pricing system for influencer campaigns, get them from IZEA today! influencer Revenue Status Report 2022 .
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