The world of so-called “influencers” is widely covered, yet in reality, few bloggers are prepared to discuss how they actually get paid – or share exactly how much they’re earning per post.
Lisa Targett, the UK general manager of tech company Tribe – which provides an online marketplace where brands can match their briefs with influencers – told Business Insider that each person is different.
“We have people on our platform that have 400,000 followers, and up to one million,” she said. “It’s different strokes for different folks. Some topics, like fitness, naturally appear to a bigger scale of audience, whereas vegan dog food isn’t for everyone.”
However, the company’s “rate card” is a good indication of what most influencers are earning.
So how much do they actually earn?
These are Tribe’s ballpark figures of what influencers can expect to charge per post in relation to their number of followers.
- 3-10K – £50-£100 10-25K – £100-£180 25K-50K – £180-£250 50K-100K – £250-£350 100K+ – £350+
Tribe works mostly with “micro influencers,” people with an average follower base of between 3,000 and 100,000 on either Instagram, Facebook, or Twitter. By far the majority of these followers are on Instagram, where content is considered “more inspirational.”
Tribe’s top influencers in the UK area are earning £110 per post and up to £600 per week through the platform.
In other words, Tribe is not working with the Zoellas or Kayla Itsines’ of this world, with their 11 and 7 million-strong follower bases, but Targett said that because these micro influencer audiences are smaller, their engagement is actually more potent.
“Now the metric brands should be looking at is the cost per engagement – the cost of the post divided by the number of comments, likes, and shares – because these days anyone can buy reach,” Targett said.
From a cost per engagement perspective, anything under 30p – the lower the better value- is considered good, according to Targett.
The key is to be authentic.
The creators using Tribe are usually people writing about their passions, and have developed a following post by post, so they’re careful not to upset and lose followers.
“Being authentic is their main asset,” she said. “So if they’re writing about something they love, other people will love it. And this is really ‘word of mouth’ gone global enabled by tech”.
More and more categorise themselves as “lifestyle” or “luxury,” explained Targett, which allows them to encompass more than one area of interest, while some are particularly niche.
- Instagram / @gypseetravel
“You don’t need to have four to five million followers. This is another route for brands to try out ideas, talk to a niche, or to a different audience. It’s quick and easy with a person with 10,000 followers.”
Brands upload their brief to the Tribe app and influencers answer to it. The brand can then pick the creator they want, pay, and instruct them to go live. It’s a simple as that.
Typically, when working with celebrity and social influencers with major followings, brands have to brief out to several influencers, wait for their ideas, develop content, and then get the influencers to agree to run it. So this provides an alternative route.
Since launching in the UK, Tribe has worked with 400 brands and 3,500 influencers in addition to the 3,600 global brand campaigns with 20,000 influencers done out of its Australian office.
So far, it has worked on campaigns with Selfridges, Moët Hennessy, Burt’s Bees, Unilever, Canon, VitaCoco, HSBC, Bumble, Berocca, Carling, Starburst, Adobe, Kettle Chips, Sanctuary Spa, Lufthansa, SwissAir, and Bulmers, among others.
- Sanctuary Spa
Targett’s main nugget of advice for aspiring influencers – though she added that no one ever refers to themselves as this – is to be authentic.
“On Instagram, which is where 90% of our creators are, it’s all about being visually inspired. It’s a core platform for self expression. Although people carve out their niche in a driving passion, whether it’s beauty, food, or photography, there’s a complex person behind that and originality and authenticity have to be at the core of defining that in a unique way.”
- The Travel Project