Their names are Lena Situations, Emma Chamberlain or Kim Kardashian. The most popular influencers have built their business thanks to social networks. A business that can pay off big time, even for micro-influencers. But what rates can you request at your level? We tell you everything!
It has become a business like any other. The business of influence weighs heavily. $16.4 billion is what the influencer marketing industry is expected to account for by the end of 2022.
In any case, this is what the study is about Kolsquare who looked in particular at the average prices of the KOLs, the “Key Opinion leaders”, i.e. the influencers, to produce content on social networks Instagram, Twitter, Facebook, Snapchat, YouTube, TikTok and Twitch.
It all depends on the community
First of all, incomes are distinguished on the basis of five types of influencers: nano-influencers with less than 10,000 subscribers, micro-influencers between 10,000 and 100,000 subscribers, macro-influencers and top-influencers with more than 100,000 subscribers, and those with more than 3 million subscribers.
Thanks to the diversity of its formats, Instagram is the social network that offers different ways to earn money. Count up to 165 euros for a simple post from a nano-influencer against, at least, 25,000 euros for a celebrity followed by millions of social users. Lives can also net you a small jackpot of €8,000 for Macro-Influencers and up to €35,000 for a Reel from a Top-Influencer. Average fees can reach as high as several hundred thousand euros for the biggest influencers.
Despite the criticisms, Instagram remains the preferred platform for influencer marketing with an average engagement rate of 5.7%. A success that allowed a price increase of around 20% for Reels. This format is one of the most successful as over 45% of Instagram accounts interact with a Reel at least once a week, generating 22% more engagement than traditional videos on the platform.
Don’t forget TikTok though. The challenger saw its content creators raise the price by 20%. Same story on Twitch where streamers raised their prices by around 15%. The platform observed a 60% increase in the number of its content creators between 2020 and 2021.
Note that YouTube remains a major competitor due to its format”Shortwhich averages 3.5 billion views per day. If the platform relies on the number of views to reward its creators, it remains the most attractively priced platform regardless of their level of influence. A nano-influencer can receive up to 2,500 euros on average for a video and up to 50,000 euros for Top-influencers.
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