Sponsored Post Rate (s): How Much Do Bloggers & Social Media Influencers Charge?
What is the average sponsored post rate for a blogger or influencer?
This is a question that many online content creators would find difficult to answer.
For a variety of different reasons; partly due to a lack of transparency found within the blogosphere and influencer community towards the subject of charge rates.
For many creators, discussing money isn’t on the table. It’s a private affair, and that’s ok. However, it sometimes feels as though this lack of clarification is predominantly there because no one wants to ‘give away the secret.’ While I understand this, we should also acknowledge that this pattern of thought doesn’t help anyone. It especially doesn’t aid creators who wish to step out into the world of monetization and brand collaboration, only to get taken advantage of because they didn’t know any better.
So, how much should a blogger or influencer charge? What’s the formula for working this out? I’ll be revealing what I’ve found below. However, it’s important to note that there is no cut and dry formula for working out a sponsored post rate. Be sure to read the next two sections for full clarification, and also the last section for information on ‘ethical promotion.’
Average sponsored post rate (s) – my findings:
Many brands and creators work on a CPM basis (cost per 1,000 impressions). This is the go-to for brands when advertising elsewhere, and can be applied to collaborations with bloggers and influencers. For this reason, the formula below is a good place to start on working out your sponsored post rate (s).
A good average is anywhere between £5-£10 per 1,000 impressions – this goes for blogs and also for social media platforms (more commonly, Instagram). Typically, as £7 is midway, it’s the best starting point. You can justify £10 per 1,000 impressions if you have particularly high engagement rates* on any platform – such as Instagram, for example.
If you have 10,000 followers/monthly page views, you would divide your follower count or monthly page view number by 1000, and multiply the result by the CPM (e.g. £7).
It would look something like this:
10,000/1,000 = 10
10 x CPM (e.g. £7) = £70
Sponsored post rates = £70 per post.
Here are some further examples where the follower count is 10,000 but the CPM is £5 or £10:
(CPM = £5)
10,000 followers/monthly page views
10,000/1,000 = 10
10 x CPM (e.g. £5) = £50
Sponsored post rates = £50 per post.
(CPM = £10)
10,000 followers/monthly page views
10,000/1,000 = 10
10 x CPM (e.g. £10) = £100
Sponsored post rates = £100 per post.
Word of advice
This is just one formula that can be used. However, if a brand reaches out to you I would charge a minimum of £50 – regardless of how small you are – for your time and effort (especially if you’re a blogger and they’ve asked for a sponsored blog post). This is because the brand has already acknowledged that you’re an asset worth investing in, and so you should be treated as such. To learn what I think of being offered free products or brand shout-outs in exchange for promotion, please continue to read to the bottom of the page.
Sponsored post rate (s): no cut-and-dried formula
As mentioned, there is no single answer that can be given in response to how much you should charge – despite the formula given above. This is because there are several factors that can either increase or decrease the price – such as whether you use a professional photographer, or whether your blog is ranked on the first page of Google.
How these factors can influence price is talked about in more depth on Morgan Timm’s blog. To read about it, click here. I highly recommend it!
As there is no clear-cut answer, I would suggest to only use the formula as a basis to go on while you further your own research.
Should I accept free products or a shout-out instead?
Many bloggers will say no, some will say yes – depending on the circumstances. I say maybe.
If you’re just starting to venture into the world of brand collaboration and you need some company references for your media kit (click for further info), then you may want to accept one or two offers, in exchange for a company review of your service.
However, I would be cautious of accepting multiple offers to receive free products in exchange for sponsored content. I would definitely be cautious of accepting ‘discount codes’ in exchange for sponsored content – particularly if you’re a smaller blogger/influencer – as there is no guarantee that you would receive anything at all!
The reason I say this is because what you choose to accept will shape that brand’s view on how to treat all bloggers/influencers, regardless of their size or reach.
It’s important that both brands and bloggers/influencers are treated fairly. Remember, if a brand reaches out to you, then they have already acknowledged that you are of some value to them. You should be treated as such.
The same could be said of receiving brand promotion in exchange for sponsored content.
In her blog post, Morgan states that she was given promotion on various social media channels with large followings (I’m talking around 500,000 followers), and she received very little in return. You need to read about it here!
Moral of the story: promotion is NOT guaranteed to work.
If you’re trying to earn a living through blogging or creating other content (or your aim is to reach this point), then it’s worth thinking about how you would like other brands to perceive you, and your worth. The impressions that you give are everything.
I would say that it’s better to stick with a sponsored post rate.
Word of warning
Up until this point, I’ve given a very one-sided view about how bloggers and influencers should prevent unfair treatment towards themselves. However, I wouldn’t be doing my duty if I didn’t speak about how content creators should always, always promote sponsored content wisely.
Having a wider audience means that you have the responsibility to promote ethically. All content – including sponsored content– should be of a high-quality; with your brand and target audience held in the highest regard during its creation.
To be considered a responsible promoter the following should be considered:
- Are you promoting something that you would actually use? Does the company fit in with your own beliefs and ideals?
- Does the product fit your niche and target audience?
- Is the product of a high quality?
- Is the majority of your content not sponsored? (A good ratio to go by is 70:30 – 70% of your content being not sponsored. This is said to not cheapen your brand).
Also, I would advise against promoting something that you would never use, or don’t believe in. It’s not fair to deceive an audience; especially if they’ve put their trust in you and have decided to help you get to where you are.
There you have it!
Apologies if I have come across as very presumptuous in this post, or anything else of the sort. That was not my intention. This is just a guide to point you in the right direction. J
I hope this has helped you to work out your own sponsored post rate! What are your thoughts on the formula above? Is it off the mark or about right? I would love to hear what you have to say! Finally, if this has helped you, please share and feel free to pass this on to anyone who is looking to create sponsored content in the near future. It would mean a lot!
Thank you so much for reading this far,
*engagement rates = organic likes and comments on your posts (most brands can quite easily spot fake engagement).
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