Visual influencers flock to Pinterest. The “virtual corkboard” is a great place to find inspiration for food and drink recipes, DIY crafts, home decor inspiration, fashion trends, and destination suggestions.
No two Pinterest boards are alike. The same can be said for Pinterest influencers. Influencers like Maryann Rizzo have amassed 9 million followers who await interior design inspiration. Scottish book lover Rachel Turnbull shares cozy reads with her 4.7 million fans. These are just two of the many, many Pinterest influencers who share their passions with sizable audiences.
If you want to work with an influencer to promote a product, you might wonder about the cost. Influencer marketing is gaining popularity, but many brands aren’t quite sure how much an influencer gets paid to create a sponsored post. To help, we’ll explore payments for Pinterest influencers.
Can you trade products for posts?
Most influencers aren’t willing to swap posts for products. While you might get lucky and find an influencer or two who’s willing to do this, it’s not common practice. Influencers expect to get paid, not just for the time it takes to create content for authentically introducing it to a curated audience.
Factors that influence compensation
Influencer pay varies. What’s behind the varying payments? There are a handful of factors that can drive costs up, such as:
As you might suspect, influencers with mega audiences often charge more. Kim Kardashian, for example, who has 306 million followers on Instagram, charges $300,000-$500,000 for one endorsement. While her payscale is certainly on the high end, it does show a direct correlation between compensation and audience size.
Type of content
Different types of content require different time commitments. A Pinterest image may cost less than a video. A product review is cheaper than an ebook. The more work it takes to create the content, the higher the cost.
A seasoned influencer will provide engagement rates for everyday traffic and for sponsored posts. Influencers with great engagement can charge more. Engagement rates between 2-3% are average, 4-6% are excellent, and anything in the teens is considered viral.
If you find an influencer that really connects with your audience, you may want the influencer to work with your brand exclusively. If that’s the case, an influencer must sign a non-compete agreement and receive compensation that makes up for potentially lost income.
How much do Pinterest influencers charge?
To provide a benchmark for the average Pinterest post created by an influencer, IZEA analyzed years’ worth of data.
Average cost for a sponsored post on Pinterest
The average Pinterest post costs $2,114. The chart below explores the average cost of a sponsored post by platform. As you can see, Pinterest is on the higher end of choices, behind TikTok and YouTube.
Twitter is the least expensive option. Twitter influencers typically charge around $284. Meanwhile, YouTube is the most expensive, costing $4,491 per post.
For brands on a tighter budget, platforms like Twitter, Facebook, and Instagram are more cost-friendly options. However, cost isn’t the only thing brands should consider. The platform you select matters. If your prospective audience is on Pinterest, then using that platform will likely be more effective — even if it costs a bit more.
Average cost of a sponsored Pinterest post by audience size
Audience size plays a role in campaign costs. To access audience sizes, influencers are broken into groups. The tiers are as follows:
Nano-influencer: 1,000-9,999 followers
Micro-influencer: 10,000-49,999 followers
Mid-tier influencer: 50,000-199,999 followers
Macro-influencer: 200,000-499,999 followers
Mega-influencers: 500,000-999,999 followers or more
The State of the Influencer Earnings™ 2022 shows payment across all platforms based on an influencer’s audience tier. You’ll notice compensation increased from 2020 to 2021 for all tiers.
In 2021, a nano-influencer charged right around $800. The next tier up, a micro-influencer, charged around $1,500, while mid-tier influencers charged about double, around $3,000. Macro-influencers charged about $5,000 and mega-influencers topped the chart at almost $7,000 per post.
All of these rates represent record highs since IZEA started tracking payments in 2015. In IZEA’s creator marketplace, brands can find creators with rates starting at $50 for Pinterest posts. That’s because this platform allows creators to set their own prices.
Ready to work with a Pinterest influencer? Before you start the campaign, take a look at IZEA’s State of Influencer Earnings™ 2022. This report offers detailed information regarding influencer compensation that will help you shape your campaign.