I’ve always believed in good karma so why not help others, right? If you’re running your own business, especially when it comes to creating content, I will be publishing advice to help every step of the journey. I’ll start with the basics to cover all aspects of being a content creator. However, today I’m going to share how much you should be paid as an influencer. Why? Well to be honest no one talks about this subject, it’s crazy as we all should be paid for our hard work. Just call me your online fairy godmother! I wish someone helped me with this very subject a few years back, but to be honest influencer marketing has only just evolved alongside the rise of social media such as YouTube, Facebook, Twitter and Instagram, so it’s all new as is the role of the influencer. When it comes to leasing with brands. The following information will help you create a media kit along with your rates/packages – I will cover this subject another day! Geez, we’re going to be busy!!
A campaign can cost anything from £50-£4,000 for a featured blog post. This is calculated by how many unique visitors your receive per month and your domain authority. If you are unsure how to find this information, you can discover unique visitors via google analytics and domain authority via moz which calculates your search engine ranking score. Some bloggers add their time and photography fees on top of this, I personally just add my photographers rates. Another fact to consider when calculating rates is social media exposure (I will cover Instagram separately), imagery rights and exclusivity. For example, if a blogger has 5,000 unique visitors per month and a DA of 15-25 without any add-on’s they should be paid anything between £50-£200. Or if a blogger has 50,000 unique visitors per month with a DA of 50+ you would expect them to be paid anything between £3,000-£4,000. I’ve created a graph to explain this in detail.
To calculate Instagram rates it’s actually simple once you know how. A micro influencer (someone with less than 100,000 followers who are highly engaged) will charge £5 per CPM. This stands for Cost Per Mille, that’s 1,000 people, aka impressions. So for example, an influencer with 50,000 followers will charge £250 per Instagram post; 50,000 ÷ 1,000 = 50. 50 x £5 = £250.
On a side note I’d like to thank Awin, DF London & Whalar for advising me these past few years, and with their help curating the above rates.
If you have any advice on how to calculate your rates please feel free to share below, I’d love to know your thoughts?
Recently I had the pleasure of talking at an Influencer Marketing Breakfast Briefing with the Advertising Standards Authority thanks to Promo Veritas. The hot topic was how to use Ad if a brand has any form of control over a blogger or influencers content. It was surprising how the majority of both brands and influencers are actually doing it wrong. But saying that, influencer marketing is a technique that has only just evolved alongside the rise of social media such as YouTube, Facebook, Twitter and Instagram, so it is all new. I never would have thought that I could make a living from blogging and social media when I started over five years ago. But it’s clear that we all must be legal, decent, honest and truthful. For me as with all posts, I only feature brands which I’m truly passionate about, and will give my 100% honest opinion regardless of whether I’ve received a product for free or not. Any commercial activity has always been disclosed but now I can confirm how to use Ad when creating content.
So firstly how to use Ad when a brand has control over your content is key, this includes a payment, free gift, or other perks, the post then becomes an Ad. If the commercial intent isn’t clear from the overall context of communication, it should be labelled as an Ad so not to break the ASA’s rules. Also if a brand asks to use even a hashtag on an Instagram post this should be labeled, Ad, as the brand has had a form of control over the content. I’d previously thought Ad was only used for paid content, but that’s not so, it does include gifts, perks and any form of control over the content.
You must use labels as Ad, advert or advertisement and this must be clearly placed and easily seen by all. If it is an Ad, don’t use the label sponsored or #sp – I see so much of this on Instagram! Oh and whilst we are on the subject of Instagram, the Ad doesn’t have to be hashtagged but must be added to the text. Also, the new ‘paid partnership’ feature has been set up by Instagram and isn’t a request from ASA. In regard to blogging the same applies. You would have noticed that this is one change that I’ve recently made on New Life Social, my disclaimer will always be clear, noticeable, and never hidden.
Who takes responsibility?
Under the UK Code of Non-broadcast Advertising and Direct & Promotional Marketing, the brands (the advertiser) has primary responsibility for complying with the rules as do you the publisher. If in doubt, you can contact CAP for help in staying the right side of the line.
I hope by sharing what I’ve learnt this week helps with any blurred lines on exactly how to be using Ad the correct way, please feel free to comment should you have any questions to these guidelines?