What should you expect to pay an influencer for an Instagram or TikTok post promoting your product?

There can be significant variance in what each individual creator may charge, but to provide some more context for your planning, influencer connection platform Intellifluence recently conducted a survey of 1,249 influencers from the US, Canada and the UK, in order to glean more insight into their individual compensation expectations, which could help in your planning.

First off, the researchers asked survey participants what type of compensation they prefer – cash payment, cash and product or just products in return.

Intellifluence influencer marketing costs report

As you can see, ‘Product and Cash’ is clearly the top choice, so if you’re planning your influencer outreach, it’s likely worth honing in on this as your main offering – though again, individual expectations will vary.

In terms of costs per influencer post, Intellifluence has provided overviews based on audience size tiers across all the major platforms, starting with Instagram:

Intellifluence influencer marketing costs report

The graph shows that smaller-scale influencers (those with less than 1,000 followers) charge an average of $193 each post, while those with more than 80k followers price an average of more than $1, 000.

It is also important to note that the size of your audience should not always be the deciding factor. While larger audiences will generally result in broader reach and general brand awareness, various studies have found that smaller, more niche audiences can often result in better direct response and, as a result, better sales outcomes.

A small influencer with a very active and engaged following can be just as beneficial to your brand as someone with a much larger audience in terms of generating results – however, an endorsement from a major celebrity will always generate greater brand awareness, and therefore more activity, so they should not be dismissed out of hand.

You’re not going to get a Kyle Jenner to post about your product – but if you can, you should certainly try to do so. However, if you are unable to do so, adopting a more methodical and well-researched strategy will most likely result in the greatest value for your money.

In this way, these insights may be able to offer some advice on how to plan your expenditure and calculate your probable return on investment (ROI) based on projected output.

On average, the price per post on Facebook is somewhat cheaper than on other social media platforms.

Intellifluence influencer marketing costs report

While Twitter is lower again – which makes sense, given the fast-moving nature of the tweet stream, which likely results in less exposure per tweet.

Intellifluence influencer marketing costs report

For YouTube and TikTok, Intellifluence has split its listings into ‘Peer/Authoritative’ influencers (regular creators who are not celebrities as such) and ‘Aspirational’ stars (higher profile/web celebrity creators).

And the pricing is significantly different between the two categories:

Intellifluence influencer marketing costs report

In spite of the category divisions, as you can see, the price is still mainly determined by the size of the audience, with the first category (Peer/Authoritative) covering authors with up to 20k followers and the second section covering those with 850k or more followers.

Even though this is a significant increase, these figures provide an indication of the range of fees that can be expected to be paid to target these kinds of audiences on the platform when compared to other platforms.

TikTok’s data is really very similar to that of YouTube, and in many ways, these two platforms exist in their own realm, apart from the other applications in many ways.

Intellifluence influencer marketing costs report

Of course, these insights are not definitive. 1,200 respondents is a good sample size, which should provide relevant scope for comparison, but there are many, many creators out there, and there’s no set structure, as such, as to what they charge and how much you’ll need to pay to get them to help share your brand messaging.

But it does provide some insight for your planning, and the numbers reflected here are similar to other influencer studies that have been conducted over the past year or so.

If you’re planning an influencer campaign, these estimates are around about what you should be budgeting for, and point to the level of response you likely need to see to offset your costs on the same.

Intellifluence has provided more specific insight in its full, 29-page report, which you can download here.