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According to Intellifluence’s 2021 Influencer Compensation Report, 41 percent of influencers say brands aren’t offering adequate compensation in their pitches.
The findings highlight brands’ misconception and lack of knowledge around the time, energy and resources influencers put into creating social media content and breaks down influencers’ compensation expectations according to Instagram, Facebook, YouTube, TikTok, Twitter and blogs.
First up, Intellifluence asked the influencers how long they’d been in the game. About a quarter (24.2 percent) have been influencers for less than a year; 39.7 percent for one to three years; 18.7 percent for four to six years; and 17.4 percent for more than seven years.
As for the form of compensation influencers desire most, 69.5 percent prefer a combination of free product and cash compensation. Another 24.8 percent prefer cash only and the remaining 5.7 percent prefer product only.
A little over 30 percent of influencers believe they’re currently being adequately compensated for their work but another quarter isn’t sure.
One influencer told Intellifluence:
“Posts and Videos take a really long time and effort to create for us. We have to think about where to shoot, how to shoot, retake as many times as possible and we spend 3-4 hours on just content for one brand. There needs to be an understanding that this is a job, and we deserve to be paid for the content we create.”
Organized by influencer following, here’s what Intellifluence influencers expect brands to compensate them on different social media platforms.
- 1 – 9,999 followers: $193.74
- 10,000 – 19,999 followers: $273.82
- 20,000- 29,999 followers: $311.31
- 30,000 – 39,999 followers: $377.56
- 40,000 – 49,999 followers: $517.91
- 50,000 – 59,999 followers: $744.56
- 60,000 – 69,999 followers: $750.00
- 70,000 – 79,999 followers: $809.00
- 80,000 – 89,999 followers: $1001.00
- 90,000+ followers: $1221.00
- 1 – 4,999 followers: $169.63
- 5,000 – 9,999 followers: $184.67
- 10,000 – 14,999 followers: $190.00
- 15,000 – 19,999 followers: $203.17
- 20,000 – 24,999 followers: $245.80
- 25,000+ followers: $266.00
- 1 – 4,999 followers: $56.30
- 5,000 – 9,999 followers: $64.80
- 10,000- 14,999 followers: $81.52
- 15,000 – 19,999 followers: $88.20
- 20,000 – 24,999 followers: $101.00
- 25,000+ followers: $125.78
YouTube
Peer/Authoritative Influencers
- 1 – 4,999 followers: $207.32
- 5,000 – 9,999 followers: $331.40
- 10,000 – 14,999 followers: $567.00
- 15,000 – 19,999 followers: $731.44
Aspirational Influencers
- 850,000 – 899,999 followers: $1000.00
- 900,000 – 899,999 followers: $1250.00
- 950,000 – 999,999 followers: $2000.00
- 1,000,000+ followers: $3666.67
TikTok
Peer/Authoritative Influencers
- 1 – 4,999 followers: $207.32
- 5,000 – 9,999 followers: $331.40
- 10,000 – 14,999 followers: $567.00
- 15,000 – 19,999 followers: $731.44
- 20,000 – 24,999 followers: $731.44
- 25,000+ followers: $731.44
Aspirational Influencers
- 1,000,000 – 1,999,999 followers: $2,658.33
- 2,000,000 – 2,999,999 followers: $2,750.00
- 3,000,000 – 3,999,999 followers: $3,093.06
- 4,000,000 – 4,999,999 followers: $3,436.11
- 5,000,000+ followers: $4,372.22
Blogs
How much cash influencers expect for a typical blog post of 500-800 words, organized by Domain Authority (DA):
- DA 1-10: $204.18
- DA 11-24: $262.84
- DA 25-49: $303.43
- DA 50+: $549.15
How much cash do influencers expect for a typical blog post of 500-800 words, organized by Trust Flow (TF):
- TF 1-9: $215.00
- TF 10-19: $276.84
- TF 20+: $330.07
As one influencer said, “Low-ball offers are a waste of my time.” For marketers to gain the most from their influencer marketing efforts, they should think beyond analytics, prioritize influencers with a unique point of view and be transparent in their pitches.
Intellifluence’s findings are based on a questionnaire answered by 1,249 influencers, grouped by follower count, based in the US, Canada and UK in May 2021.