1/ Influencer Best Practices 101 [PART 2] (THREAD)

Influencer Pricing - What the hell do I pay them?

*[PART 3 - 9/23] Influencer Contracts

2/ Google "Influencer Pricing", you get a variety of answers. In 2014, I would say IM is the wild wild west. Guess what? It still is. Look at these two influencers: one with 20k following, the other with 108k and verified - charging the same price!

3/ This is why it's really difficult to navigate what fair pricing is. There is no set standard across the industry. Influencers set their own prices, throwing stuff on the wall and seeing what brands will pay OR agents are involved and then mark up the price bc they take a cut.

4/ Now, let's start by referencing my last thread

4 Contributors to Pricing - TIER, DELIVERABLES, USAGE RIGHTS, & LENGTH OF TERM.

What I'm providing will be what your starting offer should be. You can always go up from there based on budget and desire to work with that infl.

5/ *Keep in mind, all of this is platform-dependent. I'll use Instagram here.

TIER & DELIVERABLE - Based on 1 IG Story w/ Swipe Up

Starting Offer:
Micro - 10-100k followers - Free Product(s)
Mid-Tier - 100 - 300k - $350
Macro - 500k - 1m - $750
Celebrity - 1m + - $1,750

6/ DELIVERABLES - What are you asking of them?

In-Feed / In-Feed + Story / In-Feed + Story Set (3 Frames)

Micro - $250 / $400 / $500
Mid-Tier - $500 / $750 / $1,000
Macro - $750 / $1,500 / $2,000
Celebrity - $2,000 / $2,500 / $3,500

7/ USAGE RIGHTS - Ability to use the influencer's content on your marketing channels (FB ads, website, email, etc)

30 - 90 Day Terms

Extra Bump of:
Micro - +$50 - $150
Mid-Tier - +$100 - $500
Macro - +$500 - $1,000
Celebrity - +$2,500 - $5,000

8/ LENGTH OF TERM - One-off post or 3,6,12 month contract?

This is where all previous points contribute. Take, Tier + Deliverables + Usage Rights (+Length of Term) = $

Rule: the longer you work with them, the more of a discount you can negotiate.

i.e See below scenario

9/ Mid-Tier Infl.
(2) In-Feed Posts + 90 Day UR + 3 Month Term =
$1,000 + $500

Totals
(6) Instagram In-Feed Posts
90 Day Usage Rights over the course of Term (3 mo).

Budget: $4,500. But because you're giving them 3 months of work - you have the leverage to ask for a discount

10/ Use this thread as a starting point to offer. Again, this isn't conclusive and does not fit every possible scenario exactly. There are many contributing factors and no formula. At the end of the day, these are human to human negotiations.

11/ I will do a breakdown of pricing/contracts with celebrities/macro-influencers from prior experience ALD. Things like appearances, studio shoots, etc.

For now, next will be - [PART 3] Next week, 9/23 - Influencer Contracts & Template Contract Included.