"Influencers are, at the core, independent contractors. They build their own followings, set their own hours, and charge their own rates-which means the cost of working with one can vary widely. Marketers and business owners say they've seen quotes range everywhere from a few hundred dollars to six figures. For example, Dylan Huey, the founder and CEO of Reach, a Los Angeles-based business that provides influencer marketing, talent management, and content production services, says one particular influencer he manages will sometimes "take a deal for $5,000 to $10,000." Other times, they'll charge closer to $500,000."
"A few factors go into those decisions, according to Huey. The content creator considers brand affinity, campaign scope-including deliverables, platforms, and usage rights-as well as how much they already have on their plate at that moment. "It's like, 'Do I want to do a deal today?'" Huey says. "Maybe I do, and I'll lower [my rate] because I'm a little bit more desperate. Or maybe I'll be like, 'Well, we already have two brand deals coming up,' so now it's at a bit of a premium.""
"To keep up with all of this variation, many agencies and talent management companies that regularly work with influencers have developed rough frameworks they use to estimate what an influencer marketing campaign will cost. The follower count method Huey, who himself has more than 6 million followers, uses this list of average influencer prices based on audience sizes as a jumping off point:"
Influencers function as independent contractors who set their own rates, leading to wide variability in pricing. Reported quotes span from a few hundred dollars to six-figure fees, with some creators accepting modest deals at times and charging much higher rates at others. Pricing decisions hinge on brand affinity, campaign scope (deliverables, platforms, and usage rights), and the creator's current workload and demand. Creators may lower rates when availability is high or raise them when booked. Agencies and talent managers apply rough frameworks, such as follower-count-based averages, as starting points to estimate campaign costs.
Read at Inc
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