Comment by flanbiscuit | Hacker News Reader

Comment by flanbiscuit | Hacker News Reader

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This article goes into just how much you can make as an influencer:

https://www.vox.com/the-goods/2018/11/28/18116875/influencer...

From the article:

> What do influencers charge per post?

> It depends on the influencer, and their follower numbers. A micro-influencer, which is someone that has 10,000 to 50,000 followers, is actually pretty valuable. They used to only pick up a couple hundred bucks, but today, they get a minimum of a few thousands dollars a post.

> Influencers with up to 1 million followers can get $10,000 [per post], depending on the platform, and 1 million followers and up, you’re getting into territory where they can charge $100,000. Some can even get $250,000 for a post! Especially if the content is on Youtube and the influencer is in the gaming industry.

> How much do typical influencers make annually?

> People with smaller followings [who are known as nanoinfluencers] can make between $30,000 and $60,000 a year. The micro-influencers can make anywhere from $40,000 to $100,000. Celeb influencers make way, way more.

2c from someone that knows:

assuming 30%+ US & 10%+ likes to followers ratio & 50%+ female

$250K per post is Kylie Jenner's territory.

A girl with 1.5MM and some connections can make up to $500K/y. About $5K per post. About 10MM impressions.

Someone with 500k can make up to $200k a year. Around $2k per post.

If your audience isn't as the one I described, the prices drop considerably. Rare exceptions apply.

Note that unless your "influencer" is a singer or an athlete or a politician or royalty, they're not "influencing" anyone. just treat them as pure ad impressions.

If you're paying more than $2K per 1MM impressions of the audience I described above, you're doing something wrong. Unless it's a singer or an athlete or a politician or royalty. In that case up to $2.7K makes sense

> 10%+ likes to followers ratio

is there a standard metric to check how many of your followers are active?

if you have 1.5mm followers, but the same 10% on average are the ones to engage/like your posts, is it the same as having 15,000 really engaged followers?

10% of 1.5MM it's 150,000. Not 15,000.

Also, Instagram simply doesn't show your stuff to 100% of your followers 100% of the time, so it's just impossible.

If you were to ask, could an 800K account with 150.000 likes per post charge as much as an 1.5MM account with 150.000 likes per post? Yes, and it would make sense. It's just rare that someone has an higher than 10% ratio. I've seen them upwards of 20% with the current algo.

As I said, as an advertiser you should look to pay about $2K per 1MM impressions (which are about 50k likes). In other words, if you paid $2K to get your product posted on an account with the audience I described previously and it gets 50K likes, you're doing it right and you're supposed to make a profit.

$2K per 1MM impressions it's my opinion tho (and it's pretty market average in my experience). It's derived from the fact that you can pay $3.5K to FB directly to get 1MM female US impressions on IG - with zero hassles and better traceability.

> It's just rare that someone has an higher than 10% ratio. I've seen them upwards of 20% with the current algo.

Is it 10% for any one post?

My question is, in a rolling 30 day period, are 10% of all followers overall liking posts, or any given random 10%?

From 12 years of adtech experience, this is absolutely false.

what do you think the correct numbers are?

Like written down below, fractions of those are probably correct. Have been involved in making a deal with an influencer with around 50k followers. Was around $400 for a single post.

$5 per 1k followers average, so $500 per post for 100k followers, sometimes split with a talent agency/network that takes a cut. Smaller accounts are worthless but might get bought as a bundle. $1k+ per post needs 1M+ followers.

$25k+ per post is just normal celebs. $250k on a social media post is extreme and only happens if the person is incredibly famous. It's no different than tv commercials and sports deals. Nothing has really changed other than adding a new medium to monetize. The fame is still the hard part, although there's more of it to go around and more opportunity for those that try.

I'm really interested to know how companies can measure ROI on influencers, the spend > conversion flow just doesn't make sense to me.

it's not that hard.

- custom/tracked coupon codes

- custom/tracked swipe-up or bio links

- general increase in sales for the day

Instagram ROI for consumer products is good enough that the tracking doesn't need to catch 100%.

did you see that documentary on netflix, burning man? can't remember, they lost everyones money and were paying influencers, like, $200,000 bucks a post..if i'm wrong about the festival name i mean no disrespect.

I think you mean Fyre festival, if so the documentary you're referring to is probably "Fyre: The Greatest Party That Never Happened"

Holy shit!

Save your enthusiasm, those are the fakest numbers I've ever seen. Divide them all by 50. Source: I've paid for a bit of influencer marketing.

1-10 million impressions isn't $250 000.

By 50 is equally out of reality, as they are much higher.

>I've paid for a bit of influencer marketing.

Rates depend on the influencer, demographic, industry, and many other factors.

To elaborate to the sibling commenters. Kendall Kardashian got 250k to post to 110MM followers on IG, and it was a scam, so was probably overpaid. But that's 110X what the other comment claims for the going rate.

Just contact some IG pages and see what they are willing to accept. The proliferation of meme pages, fake likes, news feed algos that decide what to show you, everyone wanting to become an influencer, and general inflation (1MM followers is nothing these days) have driven down costs. It's a bit of a lemon market too. I paid around 1/50th or 1/100th of the figures quoted in the other comment. Ofcourse it varies though.

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