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Instagram is the world's most popular social platform for internet celebrities, and the visual nature of its content is very helpful in promoting products and endorsements by internet celebrities. Endorsements and promotions are a natural customer acquisition for fans, which is why some brands are specifically looking for Instagram KOLs as a way to market their products.

But how much are you paying Instagrammers as a brand owner? Budgeting and pricing for foreign influencer marketing campaigns is a hot topic for brand advertisers going abroad. As this is a relatively new approach to advertising, no benchmarks have been set. However, IZEA has released a study which provides insight into the payment and price range of Ins weblebrities.

Can you trade your product for a post from an Insider?

Before discussing the details, you might assume that you can work with weblebrities by simply sending them free products as a reward. However, according to Business of Apps, the majority of influential weblebrities (70%) prefer a combination of paid and free product rewards.

RESEARCH SHOWS THAT ONLY 5.7% OF influencer ARE WILLING TO COLLABORATE FOR THE SOLE PURPOSE OF REPLACING PRODUCTS AS PAYMENT. THESE influencer KOLS ARE USUALLY NEW TO THE INDUSTRY AND GENERALLY HAVE A SMALL AUDIENCE OF FOLLOWERS.

What are the factors that affect the price of overseas influencer?

The price of an Instagram celebrity can vary greatly, and if a brand is working with a celebrity, you may have to pay hundreds of thousands of dollars. If you're working with a B2B weblebrity with a relatively small audience, you may only pay a few thousand dollars. izea has concluded that there are several factors that affect the price of a weblebrity, such as

Fan base and audience size

Obviously, 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 Ins, 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, Instagram 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.

Interaction rate

Experienced webmasters will invest more in their daily traffic and post sponsorship to increase engagement rates, so the higher the engagement rate the more webmasters will be able to charge. the average engagement rate for Instagram webmasters is between 2-3%, and between 4-6% is very good, and any conversation and socially attributed activity among teens can be spread as viral marketing.

Exclusive cooperation

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 Instagrammers charge?

Let's get a little more specific. Whether you brand owners want to understand how much influencer pays, or are trying to price your services as a influencer, it helps to have some references in this article. Fortunately, IZEA has researched the Instagram influencer pay and pricing system and hopes to provide you with insight.

Average cost of sponsored webcam posts on Instagram

The chart below shows the average cost of post collaboration by platform. As you can see, the average cost of an Instagram Story is $906 and the average cost of an Instagram photo is $1,170.

An Instagram Story is an image or video that disappears within 24 hours, whereas an Instagram photo exists and remains on the 'wall' of the internet celebrity publisher. An Instagram Story gets less 'airtime' with the Instagram audience, so it is a little cheaper than a photo that has been around longer.

Compared to other platforms, Instagram post sponsorship is relatively affordable. As you can see in the chart, TikTok and YouTube are the most expensive, at $3,514 and $4,491 respectively.

Comparing the average cost of an Instagram post to the same post on another platform

In a influencer marketing placement, brands may ask influencer to create multiple pieces of content across platforms, such as Instagram Story and TikTok videos as part of an integrated marketing effort. While it makes sense to get more distribution coverage from a influencer campaign, doubling the content also means a higher price tag.

The chart below shows the average cost of distributing Instagram content alongside other platforms.

The following is a breakdown of the platform portfolio.

  • Facebook and Instagram photos: $2,208
  • Instagram Story and Instagram Photos: $2,646
  • Facebook and Instagram Story and Instagram Photos: $3,054
  • Instagram Story and TikTok: $5,453
  • Instagram Story and YouTube: $13,025

You'll notice that most marketing platform portfolios include Instagram, both Story and photo.

Average cost of sponsored Instagram posts by follower 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. The top KOLs charge around $5,000, while the super KOLs 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 creators, brands can find creators of Instagram posts or Stories and Reels starting at $50, because the platform allows creators to set their own prices for collaboration.

Instagrammers' compensation can be difficult to calculate, but these figures should give you an idea of what happens when you communicate with an internet personality. Remember that every influential influencer is different and most are willing to negotiate in a professional business match.

To find out more about Instagrammer salaries, get the 2022 influencer Earnings Report from IZEA today.

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