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Study Shows Results On Best Ways To Compensate Digital Influencers For Brand Marketing

Intellifluence has published a report, highlighting details about brands hiring influencers for marketing purposes. The insights essentially acts as a brand's guide to working with social media influencers, and we're going to take a closer look at it.

Intellifluence is an online marketing hub for all sorts of influencers, acting as a go-between for them and brands looking to promote their products. Naturally, a platform such as this would want to further promote influencers and their importance within the current world of digital marketing. But, to their credit, the published report's a very thorough, useful material for marketing executives. The publication, entitled a "2021 Influencer Compensation Report", actively wishes to dispel all of the guesswork that brands have to do when deciding on a paycheck for influencers and the work they do.

The methodology of the article hinges around a questionnaire based data collection model. Influencers under the Intellifluence platform were sent an online form in May, 2021. A sample population of 1,249 influencers was acquired, with these individuals based across the United States, the United Kingdom, and Canada. Questions asked by the questionnaire were all related to compensation, and practices that the influencers personally found to be favorable. Results from these were then grouped according to the social media platform they inhabited. Finally, influencers were also grouped by their audience size, giving more specific figures across the board.

Before we get to discussing payment, let's take a look at the accepted, or preferred, modes of payment. 69.5% of the respondents said that they were happy with a mix of both cash and products from the brand. 24.8% claimed that they preferred cash and nothing less. To cap it off, only 5.7$ of the population said they would be satisfied with just products. Naturally, people would want the best of both worlds, explaining why over 69% voted for the mix as a preference. This does, however, offer brands some leeway in the amount of cash itself that they pay. Generally, it's acceptable to either give adequate cash, or if not, slide in a product for good measure.


Let's now move our attention towards specific social media platforms, and the best way to determine compensation for influencers there. The compensation graph made by Intellifluence establishes pricing points for influencers within a certain range of followers. For example, influencers between 1-9,999 followers take an average of USD $193.74 for brand deals. This number increases at a slow yet steady rate until 40,000 followers are crossed, where the number jumps up from USD $377.56 to USD $517.91. This is simple because an audience and their interaction with posts increases at an increasing rate when it comes to followers. Instagram's also a very popular social hub right now, which is why its influencers feel entitled to such sums of money.

Facebook is still one of the biggest social media platforms across the world, and therefore deserves some amount of attention from brands. However, one will find that it is much more affordable, as compared to Instagram. The highest Intellifluence's graph goes is USD $266, at over 25,000 followers. With an average of USD $209.88, influencers here expect a more standardized, stagnant amount of money for brand deals.

Twitter's the next stop on our list of brands. The study makes sure to mention that, with retweets being a rather easy and efficient manner of marketing, influencers can accordingly be paid less than for, say, making entire videos or posts on the matter. However, it should be noted that tweets with images get 150% more retweets. Therefore, spending a few extra bucks on an influencer might actually end up paying off. The maximum cut-off that Twitter's graph displays is at over 25,000 followers, for which the average payment in USD $125.78.

YouTube is arguably the birthplace of online influencers, and if not that, is most certainly an important center point for them. Launching an ad campaign by relying on YouTubers will be the costliest of all options on this list. However, considering the massive audiences these individuals usually have, raking in millions of views, they're an important demographic to consider. The rates for this category are divided according to audience sizes (smaller, "peer" influencers, versus celebrity "aspirational" influencers). Peer influencers with over 19,999 subscribers get paid USD $731.44. Aspirational influencers with over a million followers get paid an average of USD $3,666.

Finally, let's talk about TikTok. With perhaps the youngest community of all these options, this is a platform full of potential consumers. TikTok's short form, simplistic videos also means that payment's less than that of the average YouTuber. However, these are still videos that require filming and editing, so don't expect too much leniency. An aspirational influencer with a million subscribers rakes in an average of USD $2,000 per brand deal.
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