Working with influencers is the best way to get in front of your target audience on social media. One of the biggest concerns with influencer marketing, especially for smaller brands, is the cost. What is the average cost for an influencer post? The cost tends to be dependent on a lot of factors, including the scope of the project, social media platform(s) being posted to, usage rights, and the size of the influencer’s following.
These are the average costs for an influencer post based on the research we gathered in the 2023 State of Influencer Earnings. This research was done as a way to help marketers and creators be aware of current influencer trends and share fair pay for creators across all platforms. Influencer costs have risen dramatically since 2015, and smaller creators are even making more money now than ever before. These figures are based on years of IZEA platform data.
Average costs by platform
Social media platforms with video capability continue to be the highest paying for influencers. Platforms like Twitch are the highest paid, while Facebook is on the lowest end in terms of cost per post. Here are the average posts costs based on the platform in 2022.
- Twitch: $4,373
- Instagram Story: $2,784
- TikTok: $2,741
- YouTube: $2,012
- Twitter: $1,643
- Pinterest: $1,450
- Instagram Post: $1,311
- Facebook: $642
Video platforms tend to be the highest paid because they also have the highest visibility, and they often require more effort. Take time to understand where your audience spends time online versus picking the least expensive option or vice versa. For example, many Gen Zers spend the most time on YouTube, according to Later. If your audience isn’t using Twitch, there’s no reason to spend marketing dollars on that platform.
You can also work with influencers across multiple platforms, which will affect pricing, but get you in front of more people. For example, the average cost of an Instagram Story plus YouTube segment was $12,007, with an Instagram Story and TikTok costing $6,444.
Costs by influencer audience size
Basing influencer costs on the size of the audience is also important. Since 2020, nano- to mid-tier influencers have continued to be more popular to work with, increasing their costs, while larger audiences have declined in price per sponsored post.
The average cost based on influencer audience size in 2022 is as follows:
- Nano (1,000-9,999 followers): $1,105
- Micro (10,000-49,999 followers): $1,674
- Mid-Tier (50,000-199,999 followers): $3,396
- Macro (200,000-499,999 followers): $4,992
- Mega (500,000-999,999 followers): $5,497
- Web Celebrity (1M+ followers): $5,867
Mega-influencers and web celebrities have fallen in cost over the last year, while nano-, micro- and macro-influencers have grown based on their close connections to their audiences, making them a better investment in some cases.
Our State of Influencer Equality report, meanwhile, found that for the first time, adults aged 55-64 were the highest-earning influencers. Get more insights in the 2023 report.
Getting started with influencer marketing may seem daunting, but it really doesn’t have to be. As a brand, using a tool like IZEA’s Marketplace, Flex, or Managed Services can help your brand along the way.