How to calculate the price of an influencer
Today, influencer marketing campaigns have become a key tool for brands looking to connect with specific audiences. However, one of the most challenging aspects of these campaigns is determining how much a brand should pay for an influencer’s services. Several factors influence pricing, making the process more complex than simply choosing an influencer based on follower count alone. Below, we explore how to calculate an influencer’s price by taking into account the elements that affect the value of their work.
1. Types of payment in influencer marketing
Before determining an influencer’s price, it’s important to understand the different payment models that may apply. The most common are:
Pay per post:
The most widely used model is based on paying the influencer for each post published on their social channels. This approach is particularly useful when immediate visibility is required or when specific content is needed on a particular platform.
Pay per campaign:
A broader model that covers multiple posts or actions within a longer-term campaign.
Pay per click or per lead:
Used when the goal is to measure campaign performance based on the number of clicks or leads generated by a post. In this case, payment is directly linked to campaign effectiveness. Mixed models are often used here, with a lower fixed fee than usual, combined with a performance-based incentive.
Pay per product:
An exchange of products or services, although this type of agreement is less common and usually depends on the existing relationship with the influencer.
UGC (User-Generated Content):
In this model, payment is made for the content created by the user, along with the rights to use it. Brands often reuse this content to increase reach and engagement.
2. Factors that affect an influencer’s price
When calculating an influencer’s fee, several factors come into play, ranging from the influencer’s profile to the type and scope of the campaign. Key considerations include:
Content format:
The type of content being created can significantly influence pricing. High-quality posts, videos, stories and content on platforms such as YouTube usually command higher fees due to the greater production effort and visual impact involved.
Industry:
Certain industries tend to have higher rates due to demand and competition. For example, alcohol or technology brands often pay more than those operating in smaller or more specialised sectors.
Influencer cachet:
Influencers with large followings or a strong presence within a specific niche typically charge higher fees.
Exclusivity:
If a brand requires the influencer to act as an ambassador or refrain from promoting competing products for a defined period, an additional exclusivity fee is usually applied.
Social media reach:
Influencers with global audiences or strong viral potential have greater negotiating power. Broader reach generally translates into higher rates.
3. The value of CPM and its impact on pricing
CPM (Cost Per Thousand Impressions) is a key metric when calculating influencer pricing. It represents the cost a brand pays for every thousand impressions generated by a campaign.
According to a 2024 study by Primetag, average CPMs in influencer campaigns range from €15 to €30, depending on reach and content type. Influencers with smaller audiences, typically between 10,000 and 50,000 followers, often have higher CPMs of around €33, while those with larger audiences of over one million followers may have CPMs of €15 or lower.
By analysing CPM, brands can compare the profitability of their previous investments and determine whether the reach and engagement their posts are likely to generate justifies the cost of an influencer.
Conclusion:
Calculating an influencer’s price depends on multiple factors, from content format and audience size to industry context. While standard metrics such as CPM provide useful benchmarks, it’s always advisable to allow room for negotiation based on the specific characteristics of each campaign. Taking these factors into account helps ensure fair pricing while maximising return on investment in influencer marketing campaigns.
