Quanto cobra um influencer por um post patrocinado?

Influencers play a crucial role in modern marketing. They have the ability to reach and engage large audiences, making them valuable partners for brands looking to increase their visibility and sales conversion. However, determining how much to charge or pay for an influencer collaboration can be challenging, as prices vary widely based on a variety of factors.

TL;DR

• Prices charged by influencers vary widely based on the number of followers and engagement rate.
• Micro-influencers (5k-30k followers) can charge around €85 for an Instagram post.
• Influencers with more than 500k followers can ask for up to €1800 for a post on Instagram.
• Prices also vary between platforms; for example, costs on YouTube can be significantly higher than on Instagram.
• Negotiating with influencers can be flexible, and it’s important to find a balance that benefits both parties.

What is a Digital Influencer?

Definition and Types of Influencers

Digital influencers are individuals who have a very strong digital presence, with great engagement with their target audience and a high power of influence over them. In practice, your work involves producing content that adds value to a specific target audience and regularly sharing it through social media. These influencers can also be referred to as content producers (content creators).

Importance in Modern Marketing

In modern marketing, digital influencers play a crucial role. Through their online channels, they can reach large audiences willing to listen to their recommendations, thus opening up new possibilities for businesses. Companies hire or partner with influencers to increase their brand awareness and promote their products or services, reaching new potential customers.

Factors That Influence the Price of a Sponsored Influencer Post

Número de Seguidores

The number of followers is one of the main factors that determine the price of an influencer. The more followers, the higher the price charged.. However, it is important to consider the quality of these followers. There is no point in having millions of followers if most of them are inactive or fake profiles.

Engagement Rate

Engagement rate is crucial. An influencer with a high engagement rate can charge more, as it indicates that followers are genuinely interested in the content. Here are some average engagement rates based on the number of followers:

• Between 1,000 and 5,000 followers: 7.0%
• Between 5,000 and 10,000 followers: 4.2%
• Between 10,000 and 25,000 followers: 2.8%
• Between 25,000 and 100,000 followers: 1.9%
• Between 100,000 and 250,000 followers: 2.1%
• Between 250,000 and 500,000 followers: 1.7%
• Between 500,000 and 1,000,000 followers: 2.1%
• 1,000,000+ Followers: 1.7%

Market Niche

The market niche also has a significant influence on the price. Influencers in specific niches, such as technology or health, may charge more due to their specialization and more segmented target audience. On the other hand, broader niches may have more competitive prices.

How Much Does an Instagram Post Cost?

Micro-influencers

Micro-influencers, who have fewer than 1,000 followers, typically charge an average of $1,400,000 per post. These influencers, despite having a smaller audience, often have a engagement rate higher and a closer relationship with their followers.

Macro-influencers

For macro-influencers, who have between 100,000 and 1 million followers, the average price per post is $763. These influencers can reach a much wider audience, which justifies the higher price.

Mega-influencers

Mega-influencers, with over 1 million followers, can charge a wide range of fees, but can easily exceed $1,000 per post. These influencers have a massive reach and are often considered celebrities on social media.

Keep in mind that prices can vary greatly depending on the market niche and the influencer’s engagement rate. It’s always important to consider all factors before making a decision.

Price Difference Between Platforms

When it comes to pricing an influencer, the platform you choose plays a crucial role. On Instagram, prices tend to be higher due to its popularity and high level of engajamento that provides. In contrast, on YouTube, although videos require more time and resources to produce, prices can be more competitive, especially for niche influencers.

On TikTok, virality is a key factor, which can lead to higher prices for sponsored posts, especially if the influencer has a history of viral videos. On the other hand, prices on Twitter tend to be lower, as the platform is used more for quick updates and direct interactions with followers.

The choice of platform should align with the objectives of your campaign and the behavior of your target audience. Each platform has its own unique characteristics and advantages.

How to Negotiate with an Influencer

Negotiation Tips

Negotiating with an influencer can be a delicate process, but with the right strategies, you can ensure a successful partnership. Here are some tips:

• Build a relationship: Follow the influencer, engage in casual conversations, share their content, and ask questions.
• Create a win-win relationship: Help the influencer build authority and improve their own content and reach.
• Trust the influencer: Give them creative freedom to create.

What to Avoid

To avoid misunderstandings and ensure smooth collaboration, avoid the following common mistakes:

• Not offering fair compensation for the influencer’s work.
• Trying to control too much the content the influencer creates.
• Ignoring the influencer’s target audience and their compatibility with your brand.

Remember, a good negotiation is one that benefits both parties and builds a long-term relationship.

Examples of Prices Practiced

Micro-influencers, who have between 1,000 and 10,000 followers, usually charge between €50 and €200 per post on Instagram. These amounts can vary depending on the niche and the rate of engajamento.

For macro-influencers, with followers between 100,000 and 1 million, prices increase significantly. A post can cost between €500 and €5,000, depending on the influencer’s relevance in their niche.

Mega-influencers, who have more than 1 million followers, can charge quite high prices. A single post can cost between €10,000 and €50,000. These values are indicative and may vary considerably.

Remember that these numbers are not definitive and may vary depending on the negotiation and the specificity of the campaign.

Niche Impact on Price

In the fashion and beauty niche, prices tend to be higher due to high demand and perceived value. Influencers in this segment can charge more because brands are willing to pay for a highly engaged audience interested in fashion and beauty products. In addition, exclusivity can increase the price, as the influencer may be prevented from working with other brands in the same segment.

The technology niche also has high prices, but for different reasons. Here, the credibility and the influencer’s technical knowledge are key. Tech brands look for influencers who can explain complex products clearly and convincingly. The exclusivity and quality of the content are also factors that can increase the price.

In the travel niche, prices can vary greatly. Travel influencers often receive partnership offers that include not only cash payments, but also free trips and other perks. The ability to create visually appealing and inspiring content is crucial in this segment, which can justify higher prices.

Benefits of Working with Influencers

Increased Visibility

Working with influencers can provide a significant increase in visibility for your brand. They already have an established and engaged audience, which makes it easier to spread your message more quickly and effectively.

Authentic Engagement

Influencers' followers tend to trust their recommendations, resulting in a more authentic engagement and genuine. This can translate into more meaningful interactions and a higher likelihood of conversion.

Sales Conversion

Collaborating with influencers can also lead to increased sales. The trust that followers place in influencers can be transferred to your brand, making it easier for them to make a purchase decision.

Collaborating with influencers not only increases your brand visibility, but also strengthens the emotional connection with your audience, resulting in long-term benefits.

Future Trends in the Influencer Market

Growth of Influencer Marketing

Influencer marketing is growing at a rapid pace and shows no signs of slowing down. The influencer marketing industry is expected to be worth $15 billion by 2022. This growth is driven by the proven effectiveness of influencer campaigns in reaching and engaging audiences authentically.

New Emerging Platforms

With new platforms constantly emerging, influencers have more opportunities to diversify their content and reach new audiences. Platforms like TikTok and Twitch are rapidly gaining popularity, offering new ways to engage and monetize.

The trend now is for influencers to become business partners (DNVB), focusing on how to use social media work to boost companies.

Influencers who adapt quickly to these new platforms have a significant competitive advantage and can exploit new niches and content formats.

How to Choose the Right Influencer for Your Brand

To choose the right influencer, you should start by analyzing your target audience. Who are the people you want to reach? What are their interests, ages, and geographic location? An influencer who communicates well with your audience can make all the difference in the effectiveness of your campaign.

Values compatibility between your brand and the influencer is crucial. Make sure that the influencer’s values and image are aligned with those of your brand. This not only helps maintain authenticity but also avoids potential image crises.

Before you commit, check out the influencer’s track record of collaborations. Have they worked with brands similar to yours? What were the results like? A good track record can be an indicator of success for your campaign.

Choosing the right influencer can seem like a daunting task, but with the right analysis, you can find the ideal person to represent your brand.

Success Stories of Partnerships with Influencers

Fashion Campaigns

Long-term partnerships with brands are a lucrative revenue stream for most Instagram influencers. Big brands collaborate with influencers on an ongoing basis, benefiting from their credibility and audience reach. These partnerships can allow influencers to be brand ambassadors, offer co-branded products, or have ongoing content creation deals, resulting in a steady income for them.

Product Launches

In Influencer Marketing, there are no foolproof recipes or magic powders for success, but investing in quality content, being authentic and maintaining regular contact with followers are some of the essential aspects. While investing in macro-influencers can be extremely advantageous, as in cases where products sell out in record time, on the other hand, there are cases like this influencer who, despite having more than 2 million followers on Instagram, was unable to sell even 36 shirts.

Events and Promotions

Influencer Marketing Agencies are also a great way to help you find more suitable partnerships and take your influencers further. If you’re interested, check out our Best Practices Guide for Influencers and Brands.

Frequently Asked Questions