Are you aware of how influencers charge their fees?

Setting clear campaign goals before engaging influencers leads to a better return on investment and better relationships with influencers. According to the IAB’s survey, marketers measure brand reach, achieved brand awareness, site generated traffic, direct and indirect sales.

Izvor: IAB

Setting clear campaign goals before engaging influencers leads to a better return on investment and better relationships with influencers. According to the IAB’s survey, marketers measure brand reach, achieved brand awareness, site generated traffic, direct and indirect sales.

The growing popularity of influencer marketing has also resulted in global budget growth. According to the survey, 59% of marketers increased their budget for influencers last year, 36% of them said they would spend about the same, and only 4% of them said they would spend less. These increases confirm that influencers can give strong results and that marketers are willing to invest their money in this form of promotion.

What are main problems in cooperation with influencers?

According to the survey, 60% of marketers said that the influencers they work with are open to suggestions about the content and how to conceptualize the product or service in it. This is an important indicator given that marketers, who work with influencers, tend to believe that the influencer will be authentic, without the possibility of creating risks that would harm the brand itself. But in order to add value to a particular brand, influencers first need to create and establish a connection with the community they are addressing.

There is certainly space for progress for confidence growth in the relationship between marketers and influencers, given that only 22% of them believe that influencers genuinely care about the results achieved and the achievement of the marketers set goals, while 46% of them believe that influencers care partly about the results achieved. The worrying fact is that 27% of marketers believe that influencers mostly do not care about achieved results.

Are influencer fees transparent?

Influencer's compensation is still a vague term for most marketers, as only 31% of them "fully" understand how influencer's fees are calculated, while 54% of them only "partially". As marketers invest more and more in influencers, they should have a clear understanding about the calculation of influencer fees and payment terms.

Micro influencers, up to 50,000 followers, make up the largest share of influencers with whom traders collaborate globally. In parallel, macro influencers, from 500,000 to 1,000,000 followers, make up 30% of partnerships with brands.

The fee difference between micro and macro influencers is negligible globally, less than $ 10,000 per campaign. For example, in the US, marketers are willing to spend $ 32,000 on a campaign with micro influencers, while they are willing to spend $ 39,000 on celebrity / macro influencers. Also, the greatest willingness to invest in influencer marketing is through YouTube and Instagram platforms.