Survey reveals how much influencers charge for posts

The amounts social media influencers charge for posts have been revealed in a new survey, with the most common range being between £101 and £250 and two per cent charging more than £1,000.

The Fyre Festival scandal shone the spotlight on influencers and payment

Vuelio’s UK Bloggers Survey 2019 - based on responses from 534 bloggers on Vuelio’s database – found 30 per cent put the average figure at £101-£250.

The second-most-popular range was up to £100 (27 per cent), followed by £251-£500 (11 per cent) and £501-£1,000 (six per cent), with two per cent exceeding £1,000 on average.

Eight per cent said on average they charge nothing.

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The survey, which was conducted in November, also suggests influencers charge slightly more on average for collaborations than individual posts. For example, four per cent charge more than £1,000 for these, and eight per cent charge between £501 and £1,000.

Last year saw a noticeable rise in the proportion of influencers for whom their blogs are their current main source of income – 18 per cent, up from 12 per cent in 2017 and eight per cent in 2016.

The survey points to a stark decline in fashion & beauty blogging, with the proportion of blogs in this category falling from 22 per cent in 2016 to just eight per cent in 2018.

The survey report said: "The rise of Instagram is probably a factor as these visual-friendly topics have found natural homes on the social platform without the need to have their own blogs."

There was a smaller decline over the period in lifestyle blogging (from 22 to 20 per cent), while the proportion engaged in parenting, food & drink and travel increased over the two years.

The report describes these five categories as "supersectors".

"The supersectors receive more PR pitches for stories than any other category, suggesting they’re key to the growth of influencer marketing, which is already considered to be worth anywhere from $2bn to $10bn," the report said. "This is reflected in charges for blog posts – fashion & beauty and food & drink have the biggest proportion of bloggers who charge over £1,000 per blog post."

Influencers should 'be their own creative director' to improve campaigns

Meanwhile, a huge majority of bloggers (88 per cent) believe sponsorship disclosure is important for every collaboration, but that leaves a sizeable minority for whom this is not a priority.

Almost a quarter (24 per cent) of bloggers believe blogs will become driven by advertisers’ needs and nearly half (42 per cent) believe their audiences will become more sceptical of bloggers’ motives.

The issue of influencer commercial activities has become more prevalent in recent months, not least through the high-profile failure of Fyre Festival, the influencer-endorsed festival on a tropical island that turned into a disaster.

Now in its third year, the UK Bloggers Survey is created by PR and communications software firm Vuelio and Canterbury Christ Church University.

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