At first glance: the scope
Posted: Tue Jan 21, 2025 5:12 am
From a purely mathematical point of view, it makes sense to look at the reach of the respective influencers and use reach as a metric for negotiations. Although the transitions between categories are fluid, the industry distinguishes between nano (zero to ten thousand followers), micro (ten to 100,000 followers), macro (more than 100,000 followers) and top influencers (more than 500,000 followers). If profiles have more than three million followers, they can be called celebrities without a doubt.
If you want to read more about the benefits of nanoinfluencers, the Kolsquare blog is the place to be!
However, just like in real life, influencer marketing goes beyond popularity. High follower counts can be misleading and profiles try to make more business with fake followers they have bought. Kolsquare's credibility score helps you identify fake influencers. At the same time, engagement is also a promise for the success of your campaign.
Look again: the engagement rate
The engagement rate shows the level of virality and interaction that an influencer has with their community. The table below shows the latest engagement rate figures by type of influencer and each social media platform. To do this, Kolsquare analyzed the shares, likes and comments of more than 350,000 accounts in May 2020.
Via Influencer Marketing Budgets in 2021/2022
Forms and methods of payment to influencers
Of course, the payment method is entirely up to your own preferences – both your brand’s and your influencers’. Also, country-specific preferences need to be taken into account. Typically, you can choose from secure financial services like PayPal, Venmo, Google Wallet, TransferWise, or Google Pay.
However, you should always have a written agreement before starting the cooperation. Influencers may ask for payment in advance and not start creating content until both parties have signed a contract. This is perfectly legitimate and demonstrates integrity and transparency if you insist on this on your part as well.
But how do you calculate the price to pay? There are different ways to do it and it is best to try them out for yourself and then determine which one best suits your needs and those of your brand.
Performance-based pay
This method is probably the most scalable, as it is performance-based and therefore easy to track. Influencers are entitled to a percentage of sales. This can happen, for example, through a specific link that influencers can share with their followers. If you are interested in an affiliate program, read “ Run an e-commerce affiliate campaign with influencers in five easy steps”
Fixed price and performance bonus
This method is now also self-explanatory. In the course of campaign meetings, a suitable fixed price is negotiated. A basic fee gives the creatives some breathing room and to simply be creative. The performance bonus then motivates the influencers and can be great as a vote of confidence. This model is particularly suitable if your brand is also interested in a long canadian cfo email database -term collaboration.
However, marketers should be aware that if influencers achieve high results, the bonus for the base fee and sales performance may be higher than with other methods.
Product-based collaborations
We've already talked about freebies. This is how product-based partnerships can work well. Especially smaller brands, startups or NGOs should consider this option.
Read everything you need to know about free gifts on the Kolsquare blog.
Did you know that Kolsquare offers special prices and therefore lower fees to startups and NGOs? We want to actively shape the industry and thus help amazing projects or supporting organizations communicate their message to the target audience.
We would like to mention the Pay-Per-Post option only briefly for the sake of completeness. It is treacherous, as you have to choose the best influencer for your brand to avoid paying too high a price. Ultimately, you need to be clear about whether you want to pursue a long-term collaboration and perhaps even turn the influencers into ambassadors for your brand. You can offer them a commission rate and also tempt them with VIP benefits such as access to events, trips or exclusive products.
If you want to read more about the benefits of nanoinfluencers, the Kolsquare blog is the place to be!
However, just like in real life, influencer marketing goes beyond popularity. High follower counts can be misleading and profiles try to make more business with fake followers they have bought. Kolsquare's credibility score helps you identify fake influencers. At the same time, engagement is also a promise for the success of your campaign.
Look again: the engagement rate
The engagement rate shows the level of virality and interaction that an influencer has with their community. The table below shows the latest engagement rate figures by type of influencer and each social media platform. To do this, Kolsquare analyzed the shares, likes and comments of more than 350,000 accounts in May 2020.
Via Influencer Marketing Budgets in 2021/2022
Forms and methods of payment to influencers
Of course, the payment method is entirely up to your own preferences – both your brand’s and your influencers’. Also, country-specific preferences need to be taken into account. Typically, you can choose from secure financial services like PayPal, Venmo, Google Wallet, TransferWise, or Google Pay.
However, you should always have a written agreement before starting the cooperation. Influencers may ask for payment in advance and not start creating content until both parties have signed a contract. This is perfectly legitimate and demonstrates integrity and transparency if you insist on this on your part as well.
But how do you calculate the price to pay? There are different ways to do it and it is best to try them out for yourself and then determine which one best suits your needs and those of your brand.
Performance-based pay
This method is probably the most scalable, as it is performance-based and therefore easy to track. Influencers are entitled to a percentage of sales. This can happen, for example, through a specific link that influencers can share with their followers. If you are interested in an affiliate program, read “ Run an e-commerce affiliate campaign with influencers in five easy steps”
Fixed price and performance bonus
This method is now also self-explanatory. In the course of campaign meetings, a suitable fixed price is negotiated. A basic fee gives the creatives some breathing room and to simply be creative. The performance bonus then motivates the influencers and can be great as a vote of confidence. This model is particularly suitable if your brand is also interested in a long canadian cfo email database -term collaboration.
However, marketers should be aware that if influencers achieve high results, the bonus for the base fee and sales performance may be higher than with other methods.
Product-based collaborations
We've already talked about freebies. This is how product-based partnerships can work well. Especially smaller brands, startups or NGOs should consider this option.
Read everything you need to know about free gifts on the Kolsquare blog.
Did you know that Kolsquare offers special prices and therefore lower fees to startups and NGOs? We want to actively shape the industry and thus help amazing projects or supporting organizations communicate their message to the target audience.
We would like to mention the Pay-Per-Post option only briefly for the sake of completeness. It is treacherous, as you have to choose the best influencer for your brand to avoid paying too high a price. Ultimately, you need to be clear about whether you want to pursue a long-term collaboration and perhaps even turn the influencers into ambassadors for your brand. You can offer them a commission rate and also tempt them with VIP benefits such as access to events, trips or exclusive products.