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Influencer marketing has experienced real growth in recent years and could be worth around $16.4 billion by the end of 2022. Faced with this success, the prices of influencer campaigns are constantly increasing, if although brands and companies need to allocate a substantial budget in order to increase their sales. Here is a small summary of the prices of influencers according to the publications, the platforms and the number of their followers…

Factors influencing price growth
In 2022, few influencers are content with product donations to be paid. This year, the level of remuneration has increased and depends not only on the notoriety of the platforms, the influencer, but also on the types of content published.

Various factors are responsible for this increase in prices:

  • The type of financial compensation—contracts for sending free products or "free gifting"—is less attractive for influencers. From now on, they prefer to accept performance contracts or be remunerated.
  • A sharp increase in demand: given the great success of influencer marketing, many brands and companies of all sizes are contacting influencers. They allow them to increase their sales, increase their notoriety, reach a new target, etc.
  • Professional content creators know the profits they are able to bring to a brand and master the different mechanisms of influence marketing.

2022 statistics and budget to plan for 2023
Kolsquare recently unveiled key figures to know in 2022 as well as the budget to allocate in terms of influence marketing in 2023:

  • 60%: This is the rate of professionals who have found that the content published by the brand is less efficient compared to the content produced for influencer campaigns;
  • 93%: this represents the percentage of professionals who have already used influence marketing to succeed in their strategies;
  • $16.4 billion: If in 2021 the influencer marketing industry was worth $13.8 billion, by the end of 2022 that figure could reach $16.4 billion;
  • $1 spent earns $5.20: In 2021, the average return on investment generated through influencer marketing was $6.5 for every $1 spent. This year, that figure is $5.20 for every $1 disbursed.

The elements that affect the prices of influencers
Few influencers charge a fixed rate. Generally, their prices depend on the amount that the brands are able to offer them according to several criteria:

  • The business sector of the company: the influencer must be consistent with your product and your brand. This criterion is especially important if you want to reach out to people who share your interests.
  • YouTube, LinkedIn, Facebook, Instagram, TikTok, or Twitter were the social networks chosen for publication.
  • The type of content: certain themes and sectors are very competitive because of very high demand. The price may increase depending on the type of content to be posted: a YouTube video to talk about a product, stories on Instagram, publication of an article on the brand or company blog, etc. On Instagram, the price of a post is more expensive than that of a story. However, among these different platforms, YouTube is one of the most expensive, because the work time involved in making a video is more important. In addition, a "like" on a post on Instagram or Twitter has less "Earned Media Value" (EMV) than a "view" on a sponsored YouTube video;
  • The engagement rate and the number of followers of the influencer The engagement rate of followers increases when the publications offered are of quality. The number of followers of influencers also affects their prices. The higher these are, the higher the price will be.
  • The value or endowment of the product;
  • the duration of the campaign.

Average Influencer Rates by Number of Followers and Platforms
Influencers are classified into different categories according to the number of their followers:

  • Celebrity (over 3 million),
  • Top (over 500,000),
  • Macro (over 100,000),
  • Microphone (10 to 100,000)
  • Nano (at 10,000).
The prices are thus set according to the type of influencer and the platform chosen.

On YouTube, video posting costs:

  • 50,000 to more than 100,000 € for a celebrity.
  • €18,000 to €50,000 for a top.
  • €10,000 to €18,000 for a macro.
  • €2,500 to €10,000 for a microphone.
  • 0 to 2,500 euros for a nano.

In 2022, the average price of influencers will have increased further:

  • A story costs between 0 and 90 € for a nano, 1,400 and 5,200 € for a macro, and it exceeds hundreds of thousands of euros for celebrities.
  • A reel is worth between €0 and €300 for a nano, €90 to €1,400 for a micro, and €6,500 to €35,000 for a top.
  • A live varies between 0 and 400 € for a nano, 400 and 2,500 € for a microphone, and hundreds of thousands of euros for a celebrity.
  • A post oscillates between 0 and 165 € for a nano, while it costs between 5,000 and 25,000 € for a top.