As influencers have become more valuable to brands, the average cost of sponsored content on social-media platforms like Instagram has soared.
A recent report by the influencer-marketing company Izea (which connects marketers with content creators) studied negotiated rates from 2014 to 2019 between marketers and creators, from microinfluencers (generally considered to be someone with fewer than 100,000 followers) to celebrities.
Izea found that the average cost of sponsored content on the top social-media platforms (Facebook, blogs, YouTube, and Instagram) has increased dramatically in the past few years. On Instagram, the average price of a sponsored photo has gone from $134.04 in 2014 to $1,642.77 in 2019, according to Izea.
Here’s the yearly breakdown of average cost paid per sponsored Instagram post, according to Izea:
And it’s not just the price that has changed. Throughout the years, the way a typical influencer campaign appears on Instagram has also shifted. As stories have become a popular feature on Instagram, “sponsored bundles” have emerged as a preferred influencer-marketing campaign format for many brands.
Instagram Stories and sponsored bundles
On Instagram, stories have become a popular feature among users and can include anything from a photo to a timed video. Brands can sponsor a story, and it has become an important part campaigns, industry insiders told Business Insider.
The social-media influencer Katy Bellotte, who has 166,000 followers on Instagram, previously spoke with Business Insider and broke down how much she earned per sponsored Instagram post. Bellotte said in her experience, brands paid more for a package than a single post. She said she asked for about $500 per frame for an Instagram Story slide and earned between $2,400 and $5,000 for a sponsored Instagram post.
Bellotte, who is both a popular YouTube creator and Instagram influencer, said she set her rates depending on the “sponsorship package,” which, for her, typically included one Instagram post, a story, and sometimes a 30- to 60-second mention in a YouTube video.
The microinfluencer Caitlin Patton, who has 24,900 followers on Instagram,previously told Business Insider she earned about $2,000 for a “sponsored bundle” on Instagram and that her rate started at about $1,000. In her experience, a bundle typically included a blog post, Instagram post, and a few Instagram Stories.
For the Instagram influencer and blogger Jehava Brown, who has 76,000 followers, figuring out what to set as her “ask rates,” or rate of pay for a brand sponsorship on Instagram, wasn’t easy, she previously told Business Insider. Starting out, she used the rule of thumb of $100 for every 10,000 Instagram followers. But Brown said after being in the space for a while, she now charges somewhere about $1,500 to $2,000 for an Instagram post and Story combination.
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