What influencer marketing really costs

A lot of people talk about influencer marketing, but few understand how it is priced.

Influencer costs can range from a couple of hundred to millions of dollars on one platform or across social networks, because of all the factors that go into it, including exclusivity, engagement rate, following size and usage rights.

“Pricing influencer posts is part art, part science,” said Henry Langer, lead account manager for influencer search platform Hypr. “[In some cases,] terms such as CPM and CPC don’t tend to apply.”

While there isn’t a well-developed pricing structure behind influencer marketing, we asked agencies, talent agents and social stars themselves about some general guidelines that brands can refer to when they write influencers a check for their endorsement deals on Instagram, Snapchat and YouTube.

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