Working with influencers - what can you expect?

Are you looking for influencers for your next marketing campaign? If so, you certainly asked yourself this question: what to expect? This actually depends on the type of influencer, the channel they are active on, the engagement and the type of product. A lot to think about, so we share with you our insights about this topic.

The different types of influencers

The potential reach of a post is a key factor in determining the price. We differentiate 5 types of influencers: nano, micro, meso, macro and mega-influencers. The bigger the community of the influencer, the more you will likely pay, vice versa. This is why it is very important to know who your target audience is so you can find an influencer that reaches your target audience. If you can find a nano or micro influencer that reaches your target audience exactly, it is definitely an enormous opportunity to explore.

Not familiar with the different types of influencers? Don’t worry, you can read all about it in our blogpost!

The platform influencers are active on

It is very important to know on which social media platform your target audience is most active on. The channel you choose is an important factor that affects your campaign because each platform has its own characteristics and opportunities. On some platforms influencers have to put more effort to post something that stands out of the crowd and therefore comes with a higher cost.?

Instagram

The cost of the post often depends on the kind of content you post (short or long video, text, video, text, quality, etc.), the number of followers of the influencer and their engagement rate. Therefore, some influencers cost more than others.

If influencer marketing is new to you we suggest you start working with nano and micro influencers on instagram. Once you're familiar with it, you can start looking for and working with meso influencers.?

TikTok

TikTok is a platform that is used more and more in the influencer marketing sector. TikTok videos are mostly very creative and fun. Don’t underestimate the creativity of the influencer you want to work with and take their opinion into account when you are launching your campaign.

YouTube

The statistics on YouTube are incredible. 70% of YouTube users are more likely to trust a YouTuber than a celebrity. Also, more than 500 million hours of videos are viewed on YouTube every day! Therefore it is the perfect channel for influencer marketing. But how much does it cost to work with a YouTuber for your business?

The price is usually a bit more than other social media platforms. That's because this is high-quality video content, with a lot of time put into it. Don’t forget that the amount of seconds that your brand is mentioned in a video varies and has an impact on the compensation for the content creator.?

Blogs

Blogs are still trendy and perfectly suited as a marketing tool. Generally, bloggers charge from 50 to over 5,000 euros for a post. The cost is calculated based on the monthly views of the website. For example, a great blog for food is The Messy Chef, you can find bloggers for any sector!?

The engagement of followers

Of course, the size of the community must be combined with a certain engagement rate of the followers. The more engaged a community is, the greater the number of click-throughs, likes, shares, etc., the more you will pay. After all, influencers with high engagement rates are also likely to have a larger reach.

The type of the product

The type of product you want to promote? will also have an impact on the influencer's compensation. An influencer who needs to promote luxury clothing will be more expensive than an influencer who needs to publish beauty products or yoghurt. Also, if you want to promote your product to a niche audience, the influencer that reaches that audience will also likely ask for a higher compensation.?

Sometimes you can also compensate your influencer with products or other benefits they can enjoy such as an invitation to an event, a trip and so on.

Short overview

Launching? an influencer marketing campaign comes with a certain cost. This cost depends on what you want to achieve with this campaign: brand awareness or bonding with your target audience. Smaller influencers charge less than large influencers. Don’t forget that not only the size of the account has an impact, but also the platform they are active on and their engagement rate. After all, you will pay more on YouTube than on Twitter, as the content on Youtube takes more time to create. The type of product you want to promote also has an impact on the price. These prices may vary depending on whether it is a short-term or long-term collaboration.?

With this information, we hope you are one step closer to launching your next influencer marketing campaign. Be sure to take a look at our application, Connus, where you can swipe between relevant influencers that match with your business.?