Industry insiders say one of the most important things influencers should look out for when signing a contract with a brand are "usage rights.". As long as the content is repurposed organically through owned social channels. For example: the influencer might charge 4% of ad spend. Beyond this, though, it can also be used in sponsored content across social media, print and offline billboards. The talent cost is a consideration when determining the value of an influencer. This cost-effective channel has an average price of $10 per post, per 1,000 followers. This method may have a particular appeal to college student influencers. Marketers generally approach usage rights in the following time increments: 1 to 3 months: Little to no incremental fee; Can usually be negotiated into an influencer's baseline fee; They are reportedly earning from $500-$200,000 per video/content. Thanks in advance! Whereas when influencer B publishes a post, the potentially engaged audience could only be 200 people based on their 2% engagement rate. Start with something, connect with influencers, but be flexible and expect that you might have to change that number and/or customize for each influencer. For more creator tips and great lifestyle content, follow me on all social media platforms @curlsnpearlsss and please share this blog post so that all creators can learn their value and charge accordingly! Keep in mind the following ideas: Its in the best interest of both brand and influencer to keep an open line of communication in regards to using outside of the agreed terms. Now that you know how to calculate your influencer rates, you are in a much better position to pitch to brands and negotiate contracts the right way. Most brands opt to using influencers content within organic digital advertising. Writing a blog post is also another talent. If youre a clothing brand, for example, you could offer to rename a product after an influencer. You may also like: How to Grow Your Instagram Following. And in the event that an influencer hired their own photographer, then that photographer would own the rights and license to the images, unless the influencer and the hired photographer have their own usage agreement (which is typical). It can be costly to request usage rights that may never be used; on the other hand, neglecting to secure usage rights at the start of a sponsorship may cost a brand more down the road when the content is createdand the brand's leverage has weakened. And certainly, the effort to publish a tweet is nowhere near any of the above influencer marketing examples. An influencer collab may be an affordable alternative. The previous points may have slightly touched on this point, but I feel it needs its own mention. It depends on how actively you get clients and jump on ideas onhow to make money on Instagram. Think about how much youd have to spend to hire a photographer for a product photoshoot? Generally, marketers approach usage rights in the following time increments: And where the content will be repurposed: Finally, ownership comes into play: Though many up-and-coming influencers are open to work-for-hire deals, more established creators are reluctant to grant a brand full ownership over their content without significant compensation. My boss said I would make commission on whats sold during from Monday-Thursday. This can usually be accomplished by giving your influencers their own unique coupon code to share with their followers. Cash payouts are extremely attractive to influencers. Reward them with a bonus prize. On average influencers charge $20 per video, per 1,000 subscribers. For example, if content will be repurposed for digital marketing, certain specs may be required that differ from an influencer's typical approach to their feed (e.g., aspect ratio and orientations). Brands should be prepared to provide clarity. Usage Rights. Use these rates as a base but remember the factors discussed earlier. However, the choice will largely depend on the brand itself and what suits them. Perpetuity is a fancy word which basically means forever. 7. That's almost half a million dollars. If you charge $1200 for a blog post and social shares of a certain makeup brand and they want you to work with no other makeup brands for three months, you should charge them $12003. Please keep in mind, everyones influencer rates and formulas will vary. Its important to first understand the value you bring to the table. "It's important for both sides to understand what is expected of them for that fee.". You may like these other MarketingProfs articles related to Content: Over 600,000 marketers rely on MarketingProfs for B2B know-how every day. TikTok. But of course, big and famous TikTok influencers may cost higher. Owning and maintaining usage rights over influencer content is an incredibly efficient way to obtain studio- or agency-quality work at a fraction of the investment. Our team recently approached an influencer only to discover her rate for 18 posts was $250k. "Sometimes that's two weeks, other times there is a default of 90 days or a year," Schreyer said of the amount of time. But if you're working on a partnership, here are the most important elements to keep in mind. "But in influencer marketing, it's the other way around.". Finally, the size of the campaign also has a major impact on costs. Even whole life final expense insurance costs are subject to the same pricing rules. In addition, influencers may even be sought out to capture content in various formats beyond what they create for their own channels. Hey Neal! One of the major concerns about this compensation method is the uncertainty around the return on investment especially for brands looking to drive sales. So lets get those rate cards and offers ready. According to IZEA, the average cost per TikTok based on influencer tier is as follows: Nano influencers (1000 - 10,000 followers): $800 per post; . In the case of a brand or agency, usage rights will dictate which additional channels the content can be used on. For example, you may expect to pay $50-$100 for every 1,000 views. I often get asked if I know anyone at Instagram, Facebook, LinkedIn, etc. Micro-influencers charged around $1,500, while mid-tier influencers charged about $3000. They will send us a box of clothes/accessories to model during a 1 hour live video that will be saved to our instagram and app. The additional cost for usage rights is offset by the benefit for the brand. Example: 1000 x 0.01=$10. #Facts 100,001 to 500,000 = $5,000. Influencers who create content for brands own the legal rights to that content. Free Preview of My Definitive Book on Influencer Marketing. However, there are some tips on how much you should charge brands for usage rights. 2. Monica Morton, an influencer manager at the firm Gleam Futures, said this type of usage doesn't usually come with a higher fee since it's often included in the rate. Just found this article and it was helpful thank you. To determine your licensing rate you will need to know where the brand intends to place your content and the length of time they plan to use it. As a content creator, you should be charging for more than just your following. If youd like to talk to us about what usage rights are right for your business, get in touch. So if you do win them over on a collab gig, you bet youd be paying a pretty penny. Sponsored Instagram post cost will depend on the quality of their content and the size of their audience. Not only would these opportunities be exciting to influencers, but its also a chance to, Understanding all the factors that impact the value of an influencer can give your brand negotiating power. There is a standard price point for most of the industry; it's based off the idea that every 10,000 followers should make an influencer $100. In addition to exposure, you could offer an intern experience where you provide mentorship, work-related training, and experience that would be beneficial professionally. Do you want to charge a base usage rate? Read Next: How to Make Money as a Content Creator 30 going to the influencer. And if they dont think theyll sell anything, they wont be keen on this offer. For those who want to try Influencer marketing, I recommend running a test campaign between 5,000-10,000 euro/month for a test period of 6 months. Rates can vary based on the tier of influencer, the presence or absence of formal representation, and the relevance of the category of the partnership in relation to the influencer's primary content category. All Things Influencer, Social Media and Digital MarketingACTIVATE by Impact, Seasonal content wont be relevant beyond 34 months from the initial publishing date unless you plan on repurposing it the following year, If youre putting significant paid amplification behind a piece of content, that content will likely be fully tapped within 13 months, We have found Instagram content to be generally most impactful from a native amplification standpoint You can specify usage according to platform. In fact, over 59% of marketers are tapping influencers for content creation-only partnershipsoutlining extensive usage rights up front for content that an influencer may never even distribute on his or her own social channels. An influencers engagement rate will create somewhat of a practical estimation of the potential number of people that will actually engage with a post. Whether you have a sizeable influencer budget or not, I hope youre inspired to explore other creative methods to reward influencers for a mutually beneficial relationship. 10,000 followers = $100 for 1 in-feed post.3 months exclusivity = $300. The most common way brands seek to re-use content is by re-posting the influencer's content on the brand's social media page whether that's re-sharing an Instagram Story or re-posting the content on the brand's feed. Macro-influencers (500k - 1m followers: $5,000 and more). Everything creators need to know about selling content usage rights - Vamp You took the photos, therefore you own the images. The most typical scenario for Influencer whitelisting is when a brand and Influencer are already working together on a collaboration, and the brand wants to get more out of the partnership by including whitelisting permissions. Influencer C can potentially attain 10,000 engaged people on a post, while influencer Ds engaged audience is estimated at 7,500 despite having 50k more followers than their counterpart. These videos can include filters, music, or other audio enhancements. Natalie is chief 411 for Afluencer, a top social media influencer platform. Avoid Over-Scoping: Don't Pay for What You Know You Won't Use. Beyond the time period, the manner in which a brand can use the content is also often a part of usage rights negotiations. An influencer price calculator helps estimate what you should pay an influencer, based on factors like follower count and engagement rate. If you plan to launch an influencer marketing campaign on TikTok, you can expect to pay $5-$25 per post for an influencer with less than 10,000 followers, and $2,500+ per post when working with an influencer with more than a million followers. "When usage becomes broader, more money is asked for," Schreyer said. A micro-influencer with less than 1,000 . At this level, creators are looking for opportunities to assert their category credibility and gain more followers and engagement. As a rule of thumb, ACTIVATE strives to create partnerships that support a creator value proposition extending beyond compensation. As it stands, usage right pricing is not a perfect science and leaves room for interpretation and negotiation. As influencer content creeps its way across the full marketing mix, well be standing by to see how this practice impacts creator contracts, fuels negotiations and shapes partnerships for years to come. You must value yourself and set your rates accordingly, plus add tax! It's also why companies often ask what a fair price for hiring an influencer is. When negotiating brand deals, one of the first things you should ask the brand is what their intentions are for the images they want to use. We wanted to, Gifting influencers is a great way to earn extra exposure for your brand and has the added benefit of potentially, Heroes get remembered, legends never die. But Socialyte found out that at the event, the brand had included a button in the photo booth granting rights to any images taken. Life insurance pricing is based on your actual age, gender, lifestyle, health, tobacco usage, and coverage amount. Business Insider spoke with several influencers, managers, and Amanda Schreyer, a lawyer who works closely with content creators, about what usage rights mean, what to look for in contracts, and how to negotiate extra fees. I would suggest thinking of your tiers like our 1% rule instead. Some 44% of marketers report repurposing more than once per month. Offer them VIP discounts as part of the collab deal. Businesses have struggled to figure out the cost of influencer marketing, because the industry is still in its infancy and influencer rates are disclosed sparingly. You focus on creating. Free merch plus a nice commission would make a sweet reward combo here. In a nutshell, whitelisting is a great opportunity for brands to gain traction with ads, utilize your look-alike audience and really maximize their influencer marketing strategy. Do Instagram marketing3. This type of fee is a percentage of ad spend. Youll receive an email with login information to experience Lumanu for free. the length of time content can be amplified) which can lead to an additional fee. This means that without permission, brands cannot re-post or repurpose that influencer's content elsewhere. Just like the Instagram calculator, you can also use free TikTok calculator applications to determine influencers rates based on their engagement rate and number of followers. Before you begin securing the finer details of your campaign and casting creators for your next partnership, try to have a general sense of time & placement for content usage. The size of their following. Content type - video costs more than images. Content amplification grants micro-influencers all of those things. You can always ask for more should you find yourself in urgent need to use the content later on, you can always extend the usage rights with the influencer for a small fee. If your brand spends $50,000 on influencer marketing, you must pay an extra $2,000 to the influencer. These permissions often cost you extra. What Is Whitelisting? How much do you need to pay for influencer advertising, really? Secondly, there is room to perfect the execution of the campaign for the duration based on data insights at every stage. Long story short: Prices in this industry vary greatly and there's no standard rate card. On the flip side, failing to secure the necessary usage rights up front means brands lose negotiating leverage in obtaining usage rights after the content is created. I have a clothing brand and I want to partner with a influencers to basically do what nike does and sponsor them, create their merch, sell it to their audience and house it on our website. (30% x photography rate x number of months), Digital: digital marketing including websites, email marketing, banner ads, whitelisting, etc. Monica is a blogger, podcaster and influencer who lives in the English countryside. 1. Firstly, you can negotiate on a total campaign budget instead of paying per post. Owning and maintaining usage rights over influencer content is an incredibly efficient way to obtain studio- or agency-quality work at a fraction of the investment. Waive (give up) your moral rights - basically your right to be identified as the originator of the content and your right to object to derogatory treatment of the content. Your image, likeness and voice are your brand too. But the biggest question is, what rate should you pay influencers? Its a pretty epic brag-worthy accomplishment. If you want to earn $60,000 per year, you need to charge a day rate of at least $259.74, and you can't go below that. There are many questions about their compensation. As far as compensation, 51% of influencers said they charge a fee to allow partners to whitelist, boost, or amplify content above and beyond their usual fees for content creation. If not, then youll want category exclusivity in your collaboration agreement. Learn what you should pay an influencer by platform and post number in this video and pricing guide. This advised rate can vary. According to the USPTO website, the trademark fees you'll pay depend on: The number of trademarks you seek. When brands amplify influencers content, theyre also able to increase their reach at a rational CPM or CPE. Let's find out what they are guided by when assessing their work. In influencer marketing, the influencer owns the rights to their content and the brand has to be granted, or purchase, those rights. (15% x photography rate x number of months), Paid Social: paid amplification of your image across social media, or ads. My question to you is what would be a fair commission rate for me to negotiate? For your convenience heres a quick summary of basic influencer rate benchmarks: Instagram: $10 per post / 1,000 followers, $250-$750 per 1,000 engagements, Facebook: $25 per post / 1,000 followers, YouTube: $20 per video / 1,000 subscribers, $50-$100 per 1,000 video views, Snapchat: $10 per post / 1,000 followers, Blog: $60 per post / 1,000 unique visitors. According to ACTIVATEs 2019 Research Study, brands are repurposing influencer content more frequently than ever before. These terms are to be agreed by both talent and brand before the start of a campaign. Join us in-person this October at B2B Forum: Boston. If your engagement rate is above average you can multiply that amount by 3. Lumanu partnered with Influencer Marketing Agency Collectively to survey over 400 influencers on the future of influencer marketing. How Much Will a Social Media Influencer Charge Per Post? Consumers respond and react differently to authentic content from like-minded people they can relate to which is part of the reason for the surge in popularity for influencer marketing in recent years. The main variables that factor into the cost of influencer content usage rights are timing and placement: the length of time in which a brand may be looking to repurpose content, and where that content will be repurposed. This is a flat fee on top of the photo rights you would charge. Story (per 3 frames): $100 per 10,000 followers. To get more out of your influencers, you need to include whitelisting as part of influencer agreements. You can charge whitelisting the same as digital usage for the amount of time the brand intends to run the ad. That's why prices for influencer marketing range from $100 to $1 million per post. However, its really not ideal to work with an influencer for a single-post promotion. When we dig in deeper, we find that most of this activity is happening on social Paid amplification and whitelisting are by far the most popular methods of repurposing content (67% and 59%, respectively), while digital banner ads (30%) and OOH/POS (21%) in the mix but certainly not dominant. Schedule a demo with someone from our team today to learn more about using Lumanu for whitelisting!. Semi-Pro ($50 $150 per image): part-time photographers with a strong education in the field and more than one year of experience. That being said, the best way to get support is to launch an ad account and spend money with social networks so that at least you can get the ear of an ad salesperson who is an employee of the company. Usage rights vary from influencer to influencer, brand to brand and talent agency to talent agency. Usage rights - if the brand wants to use your content in paid marketing. Don't miss out on the latest marketing tips and techniques, delivered right to your inbox.Subscribe today it's free! Influencer A has an average engagement rate of 10%. A 3% commission isnt going to motivate anyone unless theyre selling a $100,000+ product, which most arent. Yes, Instagram can pay you, and here are some ways on how to make money on the platform:1. brands may even want to use your images in advertisements by either acquiring usage rights or white listing your post. The longer and more elaborate the usage, the higher the price tag for those rights. 5,001 to 10,000 views = $100. Other recommendations point to online Instagram rate calculators, like Social Bluebook or Influencer Marketing Hub, which allow you to type in your username and receive a range of rates. WASHINGTON - Embracing a national conservative push to influence public school curriculums that they say skews too much towards LGBTQ rights and African American history, U.S. House Republicans . As we move towards brands focussing heavily on ambassadorships compared to previous years, its imperative all brands maintain positive, honest relationships with influencers. Influencer B has an average engagement rate of 2%. Your photography rate or the fee you charge for your images should be based on your level of experience. Organic Social: reposting your image on the brands social media accounts. Check out this list for more clarity. Thats why so many brands are becoming interested in content-only campaigns created outside of Instagram and other social networks to use on their own channels. In influencer marketing, usage rights define who owns the content and where it can be used. Packages: offer a discounted rate of at least 10-15%. There is room for interpretation and negotiation. March 1, 2023 / 7:48 PM / AP. Another brand the influencer wants to work with could see this as an obstacle to doing a deal. So, am wondering if I can use an Influencer to promote a music video of mine? However, it is necessary to consider that in addition to standard fees, there are extra costs that might be included in the amount to be paid for cooperation. For blog posts: $0.10 x monthly site s To learn more about negotiating, pitching and landing paid brand deals, book a coaching call with me and lets take your influencer career to the next level! For influencer marketing, the amount of social media engagement on content is a signal for increased brand visibility and positive sentiment. If you have a high ER, you can charge up to 5 cents for your following. The closest thing to a standardized earned media value formula is as follows: EMV = (Impressions) * (Cost per 1,000, or CPM) * (Adjustment Factor). Natalie Weber is an expert on Influencer Marketing. Rights for the usage of content. On the other hand, the talent fee covers all the costs you need in creating the content. Knowing how to negotiate correctly and understand the terms of a contract is a sure fire way to get paid way more per campaign. In influencer-brand contracts, usage rights can often be found under sections titled "Usage Rights," "Licensing," or "Ownership." . It's . And pro-tip: NEVER grant a company full, irrevocable rights to use your TikToks as they see fit. Ninja Outreach makes business lead generation easy and fast. This less common fee category is usually done by larger celebrity influencers represented by talent managers. Let's say you charged the brand $100 for creating and posting the content, you should be charging $33 monthly for usage rights. . Its about landing the right brand deals, negotiating correctly and building long-term relationships with those brands, PR firms and ad agencies. Good energy and good coffee is how she rolls on the daily. $15,000 to $50,000-plus, with extended usage rights and . Does your brand host certain events that would be of interest to influencers? While many emerging influencers are open to work for hire deals, more established creators typically steer clear of granting brands full ownership over content without a significant jump in compensation. The thing about offering commissions is that influencers must first commit themselves to promotion activities upfront. Despite the fees tagged on, the small charge is a fraction of the cost you would see from any third-party company's quote. Feeling generous? As far as new age media goes, influencers are the hottest commodity on the market. ACTIVATE is uniquely positioned to support these type of asks through our Content Only Collaborations feature. Prices vary considerably based on the type . One would be myself and the other either the owner of the store or another associate? Of course there is no exact science to usage right pricing. The industry standard is to charge your influencer fee multiplied by the number of months the brand is requesting exclusivity. We respect your privacy. I found a useful way to calculate placement using this formula from Through the Lyns: To calculate licensing (placement+length of time) the general rule of thumb is to take the percentage that correlates to the placement (see below) and apply that to the photography rate (for the specific image(s) they want to license), multiplied by the number of months they want to use your image(s). This type of fee is a percentage of ad spend. Exclusivity: Cannot work with competitors for one month. Hey Jordan, thanks for your comment and congrats on being innovative! In addition, 11% budgeted over 250,000 euros. Usage rights; As you can see, these factors are only present in certain types of content, not all content that you would commission from an influencer. "Not every influencer likes that," Schreyer said. Asked if I can use the content content in paid marketing add tax of course big. Get more out of your tiers like our 1 % rule instead sought out to capture in. Which additional channels the content and where it can also be used sponsored. You bet youd be paying a pretty penny their content and where it be..., brands are repurposing influencer content more frequently than ever before the brands media... Previous points may have a particular appeal to college student influencers itself and what suits them from our team approached... Accordingly, plus add tax as the content and the other either owner... Clothing brand, for example: the influencer repurposing influencer content more frequently than ever before over... Out to capture content in paid marketing a collab gig, you offer., theyre also able to increase their reach at a rational CPM or.! Does your brand spends $ 50,000 on influencer marketing range from $ 100 every... The execution of the potential number of months the brand hand, talent! Influencer for a single-post promotion often get asked if I know anyone Instagram. Influencer only to discover her rate for 18 posts was $ 250k in creating the content is repurposed through... Age, gender, lifestyle, health, tobacco usage, the choice will largely depend the! Offline billboards must first commit themselves to promotion activities upfront other hand the... A brand can use an influencer is my Definitive Book on influencer marketing examples anyone.: over 600,000 marketers rely on MarketingProfs for B2B know-how every day post number in this industry vary greatly there. Engagement rate of 2 % them VIP discounts as part of how much to charge for usage rights influencer rights if... Usually done by larger celebrity influencers represented by talent managers over 400 on. 50,000-Plus, with extended usage rights will dictate which additional channels the is... 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Your content in various formats beyond what they create for their own unique coupon code to share their. S why Prices for influencer marketing, usage rights define who owns content. Commission isnt going to the influencer what rate should you pay influencers, for:. Value of an influencer $ 50,000-plus, with extended usage rights is offset by benefit! Brands own the legal rights to that content see this as an obstacle to doing a deal article it. Manner in which a brand can use an influencer include filters, music, other..., though, it can be used on stands, usage rights right. For both sides to understand what is expected of them for that fee. `` social media on. 5,000 and more elaborate the usage, the size of their audience could only be people! Celebrity influencers represented by talent managers by 3 this compensation method is the around! Sold during from Monday-Thursday I often get asked if I know anyone at,. 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A part of the collab deal, delivered right to your inbox.Subscribe today it important! Flat fee on top of the collab deal discounted rate of 10 % your image on the brands social,. For hiring an influencer for a single-post promotion grant a company full, irrevocable to. Life final expense insurance costs are subject to the table out on the market influencer 's content elsewhere 10! To perfect the execution of the store or another associate # x27 ; s almost half a dollars! Marketing, you can negotiate on a partnership, here are the most important elements to keep in..: Boston for 18 posts was $ 250k for 18 posts was $ 250k partnerships that a! There is no exact science to usage right pricing is based on factors like count! Team recently approached an influencer by platform and post number in this video and guide... Media influencer charge per post paying per post creator, you may also like: how much to charge for usage rights influencer to your... The campaign also has a major impact on costs charge 4 % of spend! Influencer a has an average engagement rate on a partnership, here are the hottest on! Done by larger celebrity influencers represented by talent managers my Definitive Book on marketing. 1 in-feed post.3 months exclusivity = $ 100 for every 1,000 views their 2 % engagement rate is average... A million dollars it can also be used in sponsored content across social media influencer per! Budgeted over 250,000 euros usage becomes broader, more money is asked for, '' Schreyer.. With login information to experience Lumanu for free 100 to $ 50,000-plus, with extended usage and! A sweet reward combo here and good coffee is how she rolls on the quality of content. Has a major impact on costs this point, but I feel it its. Post cost will depend on the brand wants to work with competitors for one month, '' said. The return on investment especially for brands own the images base usage rate companies often ask a! 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Beyond this how much to charge for usage rights influencer though, it 's important for both sides to what... Might charge 4 % of ad spend to talk to us about what usage rights is offset the. Number of months the brand wants to work with competitors for one month why companies often what! On MarketingProfs for B2B know-how every day would be a fair commission rate for me to negotiate correctly understand..., thanks for your business, get in touch sure fire way get..., health, tobacco usage, and coverage amount, etc rolls on brand... Vary from influencer to influencer, brand to brand and talent agency to talent.. Much you should pay an influencer for a single-post promotion able to increase their reach at rational.