Influencer budget guide for 2022

Trying to figure out the right budget for a social media influencer campaign, but have no idea where to start? Well, you may have just stumbled upon a golden nugget!

Read on below to:

• Understand the key differences between a macro-influencer VS a micro-influencer
  
  
• Check out our pricing table as a starting point on what you can expect to invest - this is great at keeping your expectations realistic and not offending the likes of David or Posh Beckham or their team.
  
  

Is there a set price-guide for talent?

Prices and well-known sports and entertainment stars isn't like walking into a high end restaurant where you're given a menu and price list as there's a lot more that goes into it and typically don't need the money.

Difference between a Macro and Micro Influencer?

Before we get into it the pricing estimation, let's quickly explain the key differences between the 2 key categories of 'influencers', typically used in relation to social media campaigns and as part of larger brand promotions and ambassadorships.

What is a Macro-influencer? This is typically a well known identity in the music, arts, sports, broadcast media or entertainment industry who has influence beyond their social media channel. In fact, their social media following has typically grown off the back of something of significance they do or have done.

They can be seen or heard in the media, on major broadcast channels and collaborating with very well known brands. Even though they may have lower followers in some instances, you mention their name on the street or relating to their sport etc and they're well known.

Macro's are much choosier with the brands and products they get involved in. Pickstar are experts in helping you with attracting high profile talent to work with your brand or business.

What is a Micro-influencer? This is a type of influencer that grew in popularity, purely off the back of creating social media content on their channels and in a specific type of niche market e.g gluten free foods. They usually have lower follower counts but highly loyal followings.

Micro-influencers get a large portion of their income through building branded content. As this is their primary income source, you'll typically find lots and lots of posts promoting many products. You'll also find 9/10 people have never heard of them.

Whilst there is no set amount required in order to entice a star to be a part of your social media campaign, there are rough price brackets that can be used to determine how much you'd need to set aside relative to the clout and might of your desired star.

Influencer budget guidance

The amount of social media followers a star has does have a significant impact on the reach of your campaign, and does influence the starting price of where they can be engaged. However, never judge a talent on the amount of followers they have....As they usually have much more influence beyond their social channels e.g in the community, on the TV, on the radio, in the newspaper and on the products.

At Pickstar we've delivered thousands of social media collaborations and have a calculation you can use as a rough guide to help you in your planning stages on what you can expect to invest as a starting point on a per post basis for a social media campaign with a macro-influencer.

Followers + budget

0-10K = Up to £1,500 per post

10K-50k = From £1,500 to £3,000 per post

50K-100K = From £3,000 to £4,000 per post

100k-200k = From £4,000 to £7,000 per post

200k-500k = From £7,000 to £10,000 per post

500k-1M = From £10,000 to £25,000 per post

1M-2.5M = From £25,000 to £40,000 per post

2.5M-5M = From £40,000 to £60,000 + per post

Thereafter £0.007 per thousand followers for celebrities with 5M+ followers is a good bench mark.

However… it’s not all about money

Budget guidance is just that. Guidance.

There is a lot more than cash sums to consider before budgeting for an online campaign.

There are several other questions to answer that will influence the budget of your campaign, and how much money your desired star is willing to accept to become a part of it.

Do your company values align with those of the star? Is the star passionate about your product/industry? Are you based in the same city as your target star? Are there additional benefits e.g. valuable experiences, networking opportunities or high-value products? Are they available to collaborate considering both their timetable and pre-existing business arrangements?

Each of these questions will play a massive role in attracting potential stars, as well as how much you will need to budget to get them on board.

Other questions such as how many posts are required and who provides the content to be posted raise another very important consideration...

Deliverables. Deliverables. Deliverables.

Being clear on what you wish your desired star to deliver for your campaign is of the utmost importance.

Do you want your desired star to deliver a video message about a product? Do you want an in-feed Instagram post with a specific hashtag? Or three frames of an Instagram story post with three frames and a swipe-up link? Do they have to create the content? Are they expected to have the sponsored posts public in perpetuity or are they allowed to archive posts?

All of these questions will have a major impact on your asking price.

Having a clear vision for what you want the star to do will help provide them clarity around their role in the campaign, as well as present a more quantifiable framework on how much you will need to budget for depending on the calibre of the star you are looking for.

Choose Pickstar to find the face of your next campaign. You set the budget and stars apply based on the details you enter. It's simple, quick and there's no cost to post a request.

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Search 2000+ sports stars and celebrities based on your preferences, or let our platform’s recommendation engine find best fit options for your needs.

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Pitch your plan to preferred stars or let them apply to work with you! Get responses within minutes of your request being approved.

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The power is in your hands. Weigh up your star applicants, and book your favourite option with the click of a button. Pickstar does the rest!

It's FAST, EASY and works with ANY budget, ANYWHERE in the UK. Get started now.