The insurgence of social media influencers in recent years has left many online brand promoters a little perplexed. “While market influencers can observantly provide brands with a gateway new audiences,” explains outsourced marketing director Nicky Wright, “it can be difficult for marketers to know the value of such influential power.” There is no need to despair just yet, as Vuelio (software specialists) recently conducted an in-depth survey on bloggers from the UK and the findings of said survey provide valuable insights into influencer going rates.
The Vuelio digital survey was sent to around seven and a half thousand bloggers. Unfortunately, only 787 useful responses were received from the outreach, but the insights those 787 bloggers provided are invaluable to those looking to unleash the power of the influencer marketing world.
Results from the survey showed that almost 80% of respondents get paid for 0% to 50% of their work. Top average revenue-generating blogs for influencers were those based in the following fields: travel, fashion, beauty, parenting, gardening, nature and lifestyle. Bloggers writing about those sectors were the most likely to get payments for over 50% of their online contributions to the blogosphere.
Of course, the key question to answer is:
What is the going rate for sponsored blog posts from market influencers? In the aforementioned survey, the answer to that question trends towards the <£250 per post figure. While 27% of respondents reported charging less than £100 per post, 30% reported charging more than £100 but less than £250 per post. In terms of paid-for collabs, 23% reported charging brands less than £100, while 29% reported charging between £101 and £250. Less than 10% of respondents said they were not charging anything for blog posts.
When entering the influencer market where money really talks, it should be noted that both specialised niche blogs and super-sector blogs can attract high sums. Two percent of survey respondents said they charge more than £1000 for sponsored blog posts and four percent said they charge more than £1000 for collabs.
UK bloggers who were able to demand the most were most likely to be specialising in the wedding, travel, combination, media, political, fashion, beauty, marketing and business fields.
Everything makes sense so far, right? The thing is, you need great discernment to ascertain which influencers are able to offer you the most bang for the buck so to speak. In reality, the market influencer marketplace is flooded and it can be difficult for brands to locate worthwhile partnerships.
A person who has thousands of followers is not necessarily a market influencer, as it now too easy to buy fake audience engagement metrics in the form of ‘likes’, ‘comments’ and ‘followers’. What’s more, real followers are getting wise to brand promotion strategies and online personalities sellouts.
How To Spot Fraudulent Influencers
Identifying fake market influencers can be an art form, but with diligent research, anyone can master it. So, be sure to demand access to the breakdown of any prospective influencer’s audience demographics. Note that the demographics important to your brand will vary from those that are important to other sponsors. For example, if you are selling hair extensions, then you are properly going to want to work with an influencer whose audience demographic stats are heavily weighted towards a particular gender.
If a prospective influencer cannot provide you with clear information about the metrics they use to determine and monitor their success, be prepared to spend your marketing budget with another online personality.
Note that there are lots of tools out there that are specifically designed to uncover fraudulent influencers. An example of such a tool is The Social Chain Group’s LikeWise tool. The tool employs the latest AI technology to identify potential fake influencers.
The secret to worthwhile influencer marketing is to find the right partners and start cultivating strong, long-term, mutually beneficial relationships.
If you’re looking for a new job role where you can work in a marketing or content role alongside market influencers, Stopgap may have the perfect job for you.