How much does an influencer collaboration cost?

Influencer marketing is still an unknown territory for many businesses. Why? Because it is often not entirely clear what investments it entails and, more importantly, what results are associated with it.

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“Collaborating with an influencer, what does it cost?”

A question we hear regularly. The answer is simple: “it depends.” There are many variables at play that impact the final investment in a collaboration. But what are those variables? Let’s discuss.

5 factors that impact influencer marketing prices:

  1. Reach
    The influencer’s reach refers to the number of followers they have on their social media accounts or blog. The higher the reach, the more you can expect to pay. An influencer with over 100,000 followers can typically charge more than an influencer with 10,000 followers.
  2. Engagement rate
    Look at the engagement rate: the engagement rate measures how much the audience interacts with an influencer’s content. It includes likes, comments, shares, and saves. Influencers with high engagement rates typically have a more engaged and active audience, which can lead to better results for your campaign.
  3. Niche and type content
    Influencers who specialize in a particular niche or industry typically have a more targeted and engaged audience. Additionally, influencers who create high-quality and original content that resonates with their audience can charge higher rates.
  4. Platform
    Look at the platform: different social media platforms have different price structures. For example, Instagram influencers typically charge more than TikTok influencers, and YouTubers have different price settings than Instagram or TikTok influencers.
  5. Type of collaboration
    Are you working directly with an influencer? Or are you working through an influencer marketing agency? Both have their own advantages and disadvantages. But both often come with a different price tag. When you work with an influencer agency, you often pay a management fee. But keep in mind that they do all the heavy lifting for you.

Where can you find these influencer marketing figures?

When you have found an influencer that fits your brand or company, and the influencer is large enough, it is often sufficient to send an email explaining that you are interested in a collaboration and whether they have a media kit they want to send through.

This media kit often contains all the statistics you need to compare or decide whether the investment is worth it.

On the other hand, you can also work with various tools to find out these numbers. You can read all about it here.

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Conclusion: influencer prices are _____

Based on the above factors, influencer rates are highly variable. Often, rates range from a few hundred euros for micro-influencers to several thousand euros for macro-influencers. Some influencers also offer packages or long-term partnerships that can be more cost-effective than one-time collaborations. Nano and micro-influencers also sometimes work on a barter deal basis, where they create content in exchange for products/services. To give you a general idea, you can take the following numbers as a starting point*:

  • Nano-influencers (1.500 – 10.000 followers): from €50 or a barter-deal 
  • Micro-influencers (10.000-30.000 followers): from €150 or a barter-deal 
  • Meso-influencers (30.000-… followers): from €350 

*keep in mind that there is often room for negotiation. Especially when you want to build a long-term partnership and work with someone regularly.

Ensure optimal returns on your investment in influencers.

There is no one-size-fits-all approach when it comes to influencer marketing. Just as it is important to analyze stocks thoroughly before investing, it is important to know the right numbers in influencer marketing. This way, you can estimate whether you are paying the correct price for the expected results. How do you know what the correct price is?

  • You work with an influencer marketing agency that takes care of everything for you, from matchmaking to negotiating fees.
  • Request the influencer’s media kit and compare it to others.
  • Conduct your own research into benchmark prices within the specific niche/target audience.

Ready for your first influencer marketing campaign? Let’s chat!


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