Many brands are looking for quality content and find it interesting to work with influencers who reach a specific target group online. The rate of the campaign depends on a number of factors
As LinkPizza we listed these factors for you, so that you can determine the right price for a collaboration. We also show the average prices that influencers ask for a collaboration. These prices are based on the hundreds of collaborations that we have seen in recent years.
How do I determine the right rate of a post?
The value of a social media post or a blog can be determined on the basis of 6 factors, namely:
- The type and number of posts
- Your reach
- The specific target group you reach
- The engagement on your posts
- The findability of your website
1. The sort and number of your posts
Depending on the platform, the time it takes to create a qualitative post differs. For example, it takes more time to film, edit, and upload a YouTube video than it takes to post a short tweet on Twitter. Also, creating an Instagram Reels takes more time than creating an Instagram post.
How you fill in your collaboration also has an impact on the time you have to invest in it. For example, food influencers take longer to create a tasty recipe that fits well with the client than an Instagram influencer who only has to do a shout-out in a Story. You may also have to shoot a collaboration on another location than you usually do or you have to purchase products yourself to create the best content. If you spend more time creating a post, you of course can request a higher rate.
The same applies to blogs: can the client supply the article or is it only a link in an existing one? Then the rates are lower than if you have to write a new article yourself. Take a good look at the type of content you offer and estimate how much time you will spend on this.
If you have set an hourly rate for yourself, you could include this in determining the value. Have you agreed on multiple posts during a collaboration? Then you will often see that creating a second or third post takes less time, because you produce the content in one go. Take this into account for your rate by, for example, charging fewer hours for these posts.
2. Your reach
How many people you can potentially reach has a major influence on your asking price. Influencers can be divided into 7 groups based on their reach (number of followers or unique visitors per month):
- Brand lovers: 250 to 1,000
- Nano influencers: 1,000 to 10,000
- Micro influencers: 10,000 to 50,000
- Mid tier influencers: 50,000 to 150,000
- Macro influencers: 150,000 to 500,000
- Mega influencers 500,000 to 1,000,000
- Celebrities: more than 1,000,000
Don’t just think about how many followers or unique visitors you have, but also how many views you expect to achieve on a specific post. For example, you can reach 25,000 unique visitors per month, but only get 50 views on a specific blog post. In the case of an awareness campaign, such a collaboration is worth a lot less. So estimate well what you expect your post to do and what value you can attach to it. Optionally, you can boost your views by calculating extra advertising budget that you can use to boost your posts on your socials.
To give you an idea of the average rates per reach and platform, we have created an overview with guidelines using LinkPizza’s data. With the help of this overview and the factors mentioned in this article, you can easily determine your rate.
3. The specific target audience you reach
In some cases, the type of people you reach is more important to a brand than the number of people you reach. For example, a brand may be looking for a very specific target group that is generally difficult to reach.
For example, a lactose-free food brand that would like to reach people who are lactose intolerant. When this food brand works with any food influencer with 100,000 followers, the effect will be less than when they work with a food influencer who shares a lactose-free recipe every day and has 20,000 followers. The second target group is much more interesting for this brand and therefore worth more.
4. The engagement on your posts
Brands are more and more looking at your engagement ratio to determine what a collaboration will yield them. Your engagement ratio shows the relationship between the interaction on your posts and the number of followers you have. The higher your engagement ratio, the more actively your followers respond to your posts and the more interesting you are for brands. It is therefore more likely that a follower will buy a product as a result of your post when you have a high engagement.
In general, brand lovers and nano influencers have a relatively higher engagement than influencers with a larger reach. Their followers can often identify better with them and therefore have the idea that they are closer to these influencers.
5. The link profile of your website
Websites are not only used for their reach, but also to improve the online findability of a brand. When a website is SEO-technically well put together and scores well in search engines, it also becomes more valuable. There are several metrics that show you how ‘well’ your website scores. The most important are:
Domain Authority; this is a score between 0 and 100 that determines the position of your website in search results. The higher your DA score, the more interesting you are for brands that want to become easier to find themselves.
Trust Flow; the Trust Flow says something about the quality of the sites that link to your website and therefore also how qualitative your website is. The greater the number of reliable links to your site, the higher the Trust Flow will be.
Citation Flow; the Citation Flow says something about the number of sites that link to your website. The greater the number of links to your website, the higher the Citation Flow will be.
Do you want to know how your website is doing? In your LinkPizza media kit under ‘Statistics’ you can see what the Domain Authority, Trust Flow and Citation Flow of your website is.
When the Domain Authority, Trust Flow and Citation Flow of your site are higher than those of the brand that wants to work with you, the value of your blog is high. The brand often indicates in the briefing what the minimum Domain Authority is that they are looking for.
Curious about the different target prices for blog posts based on unique reach, views or SEO ranking? For Emerce we wrote a blog about it a while back determine the value of your blog post.
So much for the 5 most important factors that play a role in determining your rate. Hopefully this article will help you determine your price. If you still need help, please feel free to contact us via our chat. We are happy to help you!