We talk a lot about influencers and influencer marketing, often even inappropriately: many think that being an influencer can be a job, despite the news these days that Khaby Lame, the so-called re di TikTok, that has even Chiara Ferragni surpassed for the number of followers, in reality you earn very little.
Underlying all this, there is a basic misunderstanding: popularity is confused with flu. As we have also written recently, there are serious problems of both transparency and fraud to the detriment of companies, bodies and organizations that use influencers, in a more or less structured and adequate way.
Returning to the question that gives the title to this page, if you do it to Google you will get 576 thousand results in less than half a second: to try to put some order on the matter, arrive an analysis by DeRev, a strategy and digital communication company, which drafted the first price list dedicated to the Italian influencer marketing market; of course it is necessary to take into account that these are indicative values, which provide general indications.
internet
Living off YouTube, a 25-year-old American made $ 225,000 in one year
by Emanuele Capone
DeRev, starting from the classification of influencers on the basis of 3 analytical factors (number of followers, engagement rate and conversion rate) has weighted the final results by interpenetrating the data by platform and type of collaboration: the tariff shows an average remuneration range in which an influencer fluctuates according to the complexity of the content requested and his degree of authority with his audience.
According to the data reported in the analysis, Facebook influencers really appear as the poorest: a Mega Influencer (highest step of the ranking) can hope to earn no more than 5 thousand euros per post, far from the 25 thousand of YouTube or from 15 thousand of Instagram and TikTok; Mid-Tier and Macro Influencer levels can earn from 750 to 2500 euros per post, up to thousands of euros.
They are definitely lower i average remuneration expected for Micro and Nano influencers: it is one of the many paradoxes of the so-called influencer marketing, since in reality all the studies and analyzes say that it is precisely those who have a relatively small following have greater credibility and generate greater involvement.
Finally, it should be borne in mind that, on any platform, the cost of a post fluctuates in the reference range based on the type of collaboration, i.e. whether it is simple forms of brand ambassadors and affiliations, or more complex ones such as branded content (including unboxing), ongoing campaigns e takeover (where the influencer directly manages company channels for a predefined period of time).
Top influencers on TikTok: twins, comedians and creatives in the shadow of Khabi
by Vincenzo Cosenza
Creator vs influencer
According to research by Iab Europe and TikTok for Business, the so-called creator marketing ha reached new highs in Europe last year with a total investment exceeding 1.3 billion euros. And now all of them social platforms they chase i creator and enthusiasm for influencers begins to wane.
Be that as it may, DeRev’s data can provide maximum useful information to advertising investors to find out if they are paying the right price and to Nano and Micro influencers a basis for negotiating the remuneration.
.