Influencers make a lot of money
Under 10,000 followers: 5 influencers say how much money they make
- Influencers don't need millions of followers to make money online.
- Some influencers with a few thousand followers earn thousands of euros with brand sponsorship.
- Insider spoke to five “nano” influencers about how they set their prices for paid partnerships.
Some influencers only need a few thousand followers to make money with their online platforms. These creative people, known as “nano” influencers, generally have fewer than 5,000 people who follow them on YouTube. They usually have between 2,500 and 10,000 subscribers on Instagram.
Nano influencers often specialize in a certain niche and have a small and committed community, which gives them the feeling of knowing each other on a personal level. In the initial phase, nano-influencers often apply for brand sponsorship themselves instead of relying on agents or managers.
Jen Lauren is a part-time social media influencer based in New York City and has 1,500 Youtube subscribers. She even has 3,000 on Instagram. In an interview with Business Insider, she said that she makes money through partnerships with brands, through Amazon's affiliate program and through advertising revenue on YouTube. When appealing to brands, she uses a three-page media kit that she updates a few times a month. Their most recent brand partnership was with grocery delivery company Epicured. She promoted the brand in one of her YouTube videos, which she posted under the title “What I Eat In a Week With IBS”. “It's important to develop relationships with brands and work with those you already appreciate and love. This is especially important if you are just beginning to build a subscriber community, ”she said in the conversation.
In total, Insider spoke to five nano-influencers about how they set their prices when they negotiate sponsorship with brands. They all have fewer than 10,000 subscribers.
The “prices” that influencers use are often a starting point for negotiations with brands. Depending on the particularities of a brand campaign, they can still vary, such as special rights of use or exclusivity. Usage rights relate to the way in which the brand can use the influencer's content. Exclusivity means that the influencer cannot work with a competing brand for a certain period of time. Here are five nano-influencers, listed from the fewest to the most followers:
Jen Lauren: 1,500 subscribers on Youtube (November 2020)
Jen Lauren is 24 and lives in New York City. Two years ago she started her YouTube channel as a hobby. In a conversation with Insider in November last year, she said that she independently contacted the brands she would like to work with. She emails them or sends a direct message to small brands on Instagram on the platform. Sometimes she finds an influencer marketing contact for a brand on LinkedIn and contacts the person in person.
Lauren charges about 300 euros for an Instagram sponsorship where she posts a picture. She charges about the same if a brand is mentioned in one of her YouTube videos. That price varies depending on the scope of the work, she said in November. The records Lauren provided were used to determine their prices.
There are dozens of reviews of their workout videos on their Youtube channel. Her most popular videos include the SolidCore videos with 11,000 views, Rumble Boxing with 9,000 views, and Barre3 also with 9,000 views. For her videos, Jen Lauren works with studios across New York City and rates the various free workouts. Since Lauren is still at the beginning of her career, most companies initially offer free products (as opposed to paid sponsorship). You ask them to provide insights into their content to help determine a possible partnership.
Amber Broder: 2,300 Instagram followers (September 2020)
Amber Broder is a full-time student and also works as an influencer in the skin care field. She has around 2,300 followers on Instagram. She posts reviews of skin care products on the platform and started working with brands this year. "It is difficult to monetize if you do not yet have a large reach," said Broder in an interview last September. So far, however, she has managed to turn her content into a paid part-time job.
To calculate their starting prices for the content, Broder uses a formula: four percent of their total number of followers. This is a common strategy for creatives making money from brand partnerships to start setting pay rates. However, the formula does not take into account time, quality, exclusivity or usage rights. For this reason, Broder only uses this formula as a guideline.
Their starting tariffs for their Instagram content in September ranged from 85 to 100 euros for a picture on Instagram, 45 to 65 euros for an Instagram story and 170 to 215 euros for a posted video (IGTV). When she negotiates prices with brands, Broder emphasizes her high engagement rate, which she said was 16 percent in September.
Laur DeMartino: 3,300 subscribers on Youtube (November 2020)
Laur DeMartino is 19 years old and an influencer in the lifestyle sector on YouTube, Instagram and TikTok. Her main platform is Youtube, where she posts videos every week. In November 2020 it had over 3,300 subscribers. She already has 5,300 followers on Instagram and 4,200 on TikTok.
The young influencer earns most of her income through partnerships with brands, as she reported in a conversation with the insider last November. She earns a small part of her income by placing ads from Google in her YouTube videos. The starting prices for a YouTube sponsorship are between 260 and 430 euros. She explains that the prices depend on the brand and the services to be provided. DeMartino recently also secured a branded deal worth € 3,400, which included a gift voucher worth € 850 for the purchase of a product from this brand. The partnership consisted of publishing posts (content) on all three platforms it used. DeMartino also uses a material package when introducing herself and communicating with brands, as she announced in an interview in November.
Kayla Compton: 3,400 subscribers on Youtube (March 2021)
Kayla Compton is a 23-year-old part-time influencer. She works full-time as a social media manager in San Diego. After starting her Youtube channel in high school, Compton began to take her social media presence more seriously in college. Youtube is her most important platform, on which she has more than 3,400 subscribers. In addition, she has around 1,900 followers on Instagram.
She earns money as a so-called "content creator" through YouTube's AdSense program, through commissions from advertising links and through occasional brand sponsorship. “A lot of people might think, 'Oh, when you have a thousand followers, nobody's going to pay you for it,'” said Compton. "However, if you have a very engaged audience and you can address people really well and thus build a good connection with them, brands will pay for it even with lower reach."
Compton told the insider in a conversation in March that their starting price for a brand sponsorship package, which usually includes a YouTube video, a post and a story on Instagram, is 215 euros. On average, Compton sponsors one or two times a month, she says. Since she still has a full-time job, she limits the amount of promotional and branding work.
Khadijah Lacey-Taylor: 9,800 Instagram followers (October 2020)
Last October, Khadijah Lacey-Taylor had around 9,800 followers on Instagram. Since the conversation with Insider in October, their reach has grown further. She is now followed by more than 11,000 people on the platform. As a part-time fashion influencer, Lacey-Taylor has found a niche in creating short videos with her husband and business partner Tamarco Taylor. He is a professional part-time videographer helping his wife with the video shoots. The two work together to propose brands (promotional) ideas and negotiate their prices for partnerships.
Lacey-Taylor landed her first paid brand deal on Instagram in January 2020 with Tampax. At that time, she had just under 3,000 followers. In October 2020, their starting prices for posts on the platform ranged from 2,130 to almost 6,000 euros for a video or reel and 600 to 850 euros for a posted picture or series of pictures. “Always set high goals and work your way forward piece by piece,” said Khadijah Lacey-Taylor's husband in an interview in October.
This article was translated from English and edited by Julia Knopf. You can read the original here.
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