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 9M followers who await interior design inspiration. Scottish book lover Rachel Turnbull shares cozy reads with her 4.6M fans. These are just two of the many Pinterest influencers who share their passions with sizable audiences. You might wonder about the cost if you want to work with an influencer to promote a product. 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 how much Pinterest influencers charge.
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 willing to do this, it’s not common practice. Influencers expect to get paid, not just for the time it takes to create content but to introduce it to a curated audience authentically.
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:
Audience size
As you might suspect, influencers with mega audiences often charge more. Kim Kardashian, for example, who has 306M followers on Instagram, charges $300,000-$500,000 for one endorsement. While her pay scale 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 is cheaper than a video. A product review is cheaper than an e-book. The more work it takes to create the content, the higher the cost.
Engagement rates
A seasoned influencer will provide engagement rates for everyday traffic and 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.
Exclusivity
If you find an influencer that 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 potential 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 platform data.
The average cost for a sponsored post on Pinterest
The average Pinterest post costs $1,450.
The chart below explores the average cost of a sponsored post by platform. As you can see, Pinterest is on the cheaper end of choices, with Instagram Photos and Facebook posts being cheaper.
For brands on a tighter budget, platforms like Pinterest are more cost-friendly options. However, the 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 than other channels.
The 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
Web celebrities: 1 million-plus followers
The State of the Influencer Earnings shows payment across all platforms based on an influencer’s audience tier.
Compensation increased for nano-influencers, micro-influencers, and mid-tier influencers but decreased for macro-influencers, mega-influencers, and web celebrities.
Our data support a shift we’ve seen in influencer marketing. More brands want to work with smaller, more engaged influencers over celebrities.
In 2022, a nano-influencer charged right around $1,105. The next tier up, a micro-influencer, charged around $1,600, while mid-tier influencers charged about $,3500. All of them charged more per post in 2022 than they did the previous year.
Macro-influencers lost a little ground in 2022, charging about $5,000.
Mega-influencers saw the biggest drop, from about $7,000 in 2021 to about $5,500 in 2022.
Web celebrities dropped from $6,500 in 2021 to $5,800 in 2022.
Ready to work with a Pinterest influencer? Before you start the campaign, take a look at The State of Influencer Earnings. This report offers detailed information regarding influencer compensation that will help you shape your campaign.
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