Many marketers are quite bewildered these days by the rapid growth that has occurred among social media influencers. On one hand, they seem to offer a very tempting way to gain access to massive untapped audiences. However, how do you know how much to pay for that access? Fortunately, the software specialist Veulio has conducted a UK Blogger Survey to help shed some light on the murky and confusing world of influencer pricing.
An online survey was sent by Veulio to 7,5000 bloggers from the company’s database. It generated 787 usable response.
An average of 78% of bloggers said they are paid for up to half of all of their work. Those that specialise in lifestyle, nature/garden, fashion and beauty, and parenting, were those that were the most like to be compensated for more than half of their overall work.
How Much are Bloggers Paid?
So here is the important question that everyone wants to know – how much are they paid? The standout trend is for bloggers to currently receive up to £250 for paid-for collaborations and blogs.
Just over one quarter (27%) of the bloggers stated in the survey that they charge £1-£100 for blog posts, while 30% said they charge £101-£250. For paid-for collaborations, 29% charge £101-£250 and 23% charge £1-£100.
Only 8% surveyed stated they don’t charge anything for their blog posts. It was noted by the survey that the biggest payouts for collaborations came from a mix of super-sector and niche blogs. Out of all of the respondents, 2% stated they charge £1,001+ for blog posts and 4% stated they charged the same for paid-for collaborations.
The highest paid bloggers most likely specialise in fashion & beauty, travel, political, media & marketing, business, combination blogs (i.e. travel and food), and weddings.
That is all clear so far. However, what is difficult to determine is which influencers provide your brand with the most value for your hard-earned money.
For starters, it is fast becoming a very saturated market, which makes it very difficult for your message to be heard over all of the noise.
Also, when someone has thousands of followers, that doesn’t always equate to having a lot of influencers – as followers are becoming increasingly savvy when it comes to selling. If your partnership with an influencer is not credible, then it isn’t worth the cost. Of course, it is also true that anybody can purchase ‘likes’ and followers and call themselves an influencer while having minimal genuine reach. Unfortunately, this is all too common these days.
How To Spot the Fakes
Of course, the key is to make sure to do your research before taking the plunge. Ask the influencer for a detailed breakdown of their audience’s demographics – whether that is by geographic location, age, or anything else that is important to you.
Ask about the metrics that are used by a prospective influencer partner for measuring their success. If they are unable to provide them to you, take your money and brand elsewhere.
Better yet, search for tools such as The Social Chain Group’s Likewise, which claims that it can spot influencer fraud via its AI-powered technology. One trial was able to uncover an influence with a 96% fake engagement rate who was charging $1,00 (nearly £800) per post.
The real key to succeeding with influencer marketing is not to pay for a post here and there but instead to immerse excellent content on your product into the brand of your influencer.
That will require you to find the right partner that suits your brand the best – whether that is a niche influencer within your specialist field or a celebrity who has a global reach – to build a long-term, strong relationship with. You should also thing about how to develop that relationship using a web design agency – Hampshire, London, Manchester, they’re everywhere.