The Golden Rule: How to Find an Influencer Rate
We work with brands + influencers to find the right promotion.
Brands worry that the influencer is charging too much for their following.
Influencers worry that the brand is paying less than the following is worth.
Here’s how to tell what a promotion is worth…
1. The Golden Rule
The Golden Rule is that each follower is worth one penny.
If an influencer has 10,000 followers, they’d charge $100 per post.
If an influencer has 100,000 followers, they’d charge $1,000 per post.
2. Engagement Rates
Influencers also need to include engagement rates.
Engagement rates are how many people like and comment on a post.
These are the average rates:
1k followers = 8% engagement
5k followers = 5.7% engagement
10k followers = 4% engagement
100k followers = 2.4% engagement
100k+ followers = 1.7% engagement
If an influencer is above the engagement rate, they can charge 10-20% more.
If an influencer is below average, they’ll need to charge about 10-20% less.
3. The Details
The rate will depend on the type of post.
Here’s what is standard…
Instagram Post: Follow the Golden Rule
Instagram Video: 2x the Golden Rule
Instagram Giveaway: 1.5x the Golden Rule
Instagram Story: ⅓ the Golden Rule
Instagram Story Takeover: 1.5x the Golden Rule
Blog Post: 2x the Golden Rule
Influencers may also create monthly partnership plans that include a variety of these post options. For example, a 3-6 month promotion at a discounted rate.
Read More: How to Pitch Influencer Partnerships