Pricing for an influencer is a lot like pricing for buying a beer. Are you buying the beer on the beach at a resort or are you buying the beer at the grocery store? Are you buying it cold or room temperature? Are you factoring in a tip or not? Are you buying a Sammy Smith Oatmeal Stout or a Busch Light? Depending on your use case and requirements, the price of an influencer is likely to vary quite a bit even though people love to dive in and simply ask how much a creator costs.
But enough about beer. Let’s talk pricing.
AS A BRAND, HOW DO YOU PROPERLY BUDGET FOR, AND PRICE CAMPAIGNS?
How you handle your business very much matters. We’re here to help guide you along the way but please know this isn’t a programmatic buy. This is working with individual hard working creators whose livelihood is based on their relationship with creators.
-- Length and specificity of talking points -- Want to make sure the creator will say all sorts of
specific things? Not cool. Not effective. Not cheap either.
Time requirements of content -- Brands that require videos to be a certain length tend to pay more.
-- Approval process -- You’re not having a baby. You’re approving a piece of content. Be fast and your
costs will decrease and your effectiveness will increase.
-- Industry reputation -- This matters. A lot. So treat creators with respect and understand that they
are under a lot of constraints too.
THE FINE PRINT
When it comes to contracting terms and conditions -- the nitty gritty matters. This can get complicated quickly, but the important part to think through is what’s most important to you and your brand. Go after what really will move the needle for you and your brand. Let that other shit go. [Exhale] Don’t you feel better already? We do.
-- View guarantee
-- Usage rights to content
-- Description text, tagging, and timing
-- Length/Depth of partnership
AS A CREATOR KNOW HOW TO PROPERLY CHARGE FOR YOUR SERVICES?
Creators are their own media agencies and have a world of opportunities in front of them. What’s going on with creators will absolutely impact pricing. Don’t assume that higher prices are worse. In many cases higher prices mean a higher likelihood of success and a proven track-record of an engaged audience.
-- Size of channel
-- Audience engagement
-- Competing offers
-- Availability of inventory for brands