How Much Money Micro Influencers on Instagram Make From Brand Deals
source link: https://www.businessinsider.com/how-much-money-micro-influencers-charge-instagram-brand-sponsorships-2020-8
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Mary Margaret Boudreaux: about 20,000 followers (February)
Mary Margaret Boudreaux is a lifestyle content creator on Instagram and TikTok. When she spoke with Insider earlier this year, she had about 20,000 Instagram followers. Today she has more than 35,000.
Boudreaux's business as a creator took off last year after she reached 10,000 followers, she told Insider in February.
Like many other influencers, Boudreaux has several streams of income. Partnering with brands brought in the most money for her in 2021. In three months, she made about $10,210 from brand deals, according to documentation viewed by Insider.
She charged up to $900 for sponsored content on her Instagram and TikTok as of early 2022. A majority of her brand deals are on Instagram, she added.
Read more: How much an Instagram influencer with about 20,000 followers earns in a month
Tyler Chanel: about 12,000 Instagram followers (March 2021)
Tyler Chanel is a part-time micro influencer based in Los Angeles. She creates content across Instagram and YouTube about living a sustainable lifestyle, thrifting, and natural hair care.
Chanel started blogging in 2012. But it wasn't until 2020 that Chanel's career as a creator started picking up.
"Last year is when I started getting a lot of brands asking me for my rates and they finally were willing to pay me," Chanel said.
When Insider spoke with Chanel she had just over 12,000 followers on Instagram. Today she has almost 14,000.
Her starting rates for sponsored Instagram content (as of March 2021):
- In-feed photo(s): $500 to $650
- Instagram Story: $100 to $250
- Instagram Reel: $750 to $850
Chanel calculates her rates using a combination of formulas and percentages. In addition to following size and engagement rate, Chanel considers what type of content a brand wants, production costs, and other contract terms and deliverables like usage rights, exclusivity, revisions, turnaround, and if a brand wants to run the content as a paid promotion.
Using this formula has been helpful for Chanel, who told Insider that it's allowed her to negotiate with brands and not "undervalue" herself.
"I think it's so important because — especially women of color — throughout the industry, it's known that we undercharge," Chanel said. "And I think if you have the understanding of why you're charging what you're charging, it makes you feel more confident as a creator and you feel more justified in asking for those numbers."
Gigi Kovach: about 13,500 Instagram followers (December 2020)
Gigi Kovach, 29, is a part-time influencer and mother of two based in Sarasota, Florida. When Insider interviewed Kovach in December 2020, she had about 13,500 Instagram followers. Today her Instagram following is around the same size.
At first, when Kovach was blogging, most of her brand deals were paid in free products. But eventually she started turning down some gifting opportunities and opted for paid campaigns instead. She then developed her own set of starting rates, pitch templates, and a media kit.
Her starting rates for sponsored Instagram content (as of December 2020):
- In-feed post (with an additional 5-10 that the brand can use for their own content): $500
- Stories slides (usually three): $75 to $100
"You get a lot of nos when you first start to pitch brands, but then you sort of fine-tune your approach," Kovach said.
She shared her pitching strategy, including a real email template she uses, with Insider.
Read the full post: A part-time Instagram influencer and mom of 2 shares the exact email template she uses to pitch brands and how much money she charges for sponsored content
Emma Cortes: about 38,000 Instagram followers (October 2020)
Emma Cortes is a Seattle-based fashion and lifestyle influencer who had about 38,000 followers on Instagram when Insider first interviewed her in October 2020. Today she has almost 50,000 followers.
She started blogging in 2014 and landed her first brand partnership in 2016, as an unpaid brand ambassador for American Eagle Outfitters.
She charges brands for several things, such as timeline, exclusivity, usage, and the actual scope of work and deliverables.
"If there's no exclusivity, then I won't charge [a brand] my full rate," she told Insider in 2020. "But if I can't work with a brand for an additional three months, I'm charging for that."
For an in-feed post and a few story slides, Cortes said she would charge between $1,500 and $2,500. When negotiating her rates, she uses ranges instead of flat fees, she added.
Cortes spoke with Insider again in 2022 about how much money she earned in 2021.
Read the full post: An Instagram influencer with about 40,000 followers explains how much money she makes and the email template she uses to turn gifting offers into paying deals
Nick Cutsumpas: about 63,000 Instagram followers (September 2020)
Nick Cutsumpas is a micro "plantfluencer" and is known as Farmer Nick across his social-media accounts, where he posts about houseplant care and sustainability.
In September 2020, when he spoke with Insider, he had about 63,000 followers on Instagram. He now has over 135,000 followers.
In 2020, Cutsumpas was working as a part-time micro influencer while also running a project-based business where he coached plant owners and worked with clients on landscape design.
"The last three months have been my most successful three months to date," Cutsumpas told Insider in September 2020.
He attributed his growth and success to the surge in houseplant interest and sales through the pandemic, as well as starring in the Netflix series "The Big Flower Fight," which premiered in May 2020.
His standard rates for sponsored content (as of September 2020):
- Instagram in-feed post and Story (usually three slides) package: $750 to $1,000
- In-feed video (two to three minutes long): $1,500
Cutsumpas approaches every brand deal with the question: "How much value do I genuinely believe I can add to the company?"
He makes sure to send the brand a media kit and enter into a dialogue to ensure they're on the same page when it comes to the content and the brand's values.
Read the full post: An Instagram micro influencer explains how much money he charges for sponsored posts and how his plant-focused business has changed during the pandemic
Lindy Goodson: about 20,000 Instagram followers (August 2020)
Like many other recent college graduates, Lindy Goodson found herself in her childhood bedroom not quite sure when or where she would land her first post-college job.
In 2020, she began working full time as a content creator in Illinois. Goodson's social-media career took off during the summer of 2020 when she started focusing on her TikTok account.
Her TikTok has driven followers to her Instagram too, she said. When Insider spoke with Goodson in August 2020, she had about 20,000 Instagram followers. She now has over 40,000.
Her starting rates for sponsored content (as of August 2020):
- Instagram in-feed post: $400
- TikTok post: $150-250
Ashley Jones: about 45,000 Instagram followers (August 2020)
College student Ashley Jones had about 45,000 followers on her Instagram account in August 2020, when she spoke with Insider, and just over 25,000 subscribers on her YouTube channel. She now has over 52,000 on Instagram and 28,000 on YouTube.e
Like many influencers, Jones earns the majority of her money online through brand sponsorships, she told Insider in 2020. But unlike some influencers who have talent managers or agents, she pitches brands and negotiates all of the deals herself, she said.
She said she watched a lot of videos on how to price your content when working with brands and decided to create rates.
Her standard rates for sponsored content (as of August 2020):
- Instagram Story post: $100
- Instagram in-feed post: $300
- Two-minute YouTube video mention: $300 to $400
- Full YouTube video: $850
"I feel like a lot of people go wrong by emailing a brand's customer service email or just a random email on their Instagram page," she added. "I really try to ask for their PR representative or I'll try to reach out on my own."
Read the full post: An Instagram 'micro' influencer with 45,000 followers explains how much money she charges for a sponsored post and story slide
Britney Turner: about 27,000 Instagram followers (August 2020)
Britney Turner is a fashion and lifestyle micro influencer on Instagram.
Turner says that all creators, especially micro influencers and nano influencers, should set rates for themselves when working with brands, warning that some brands take advantage of creators with smaller followings, since gifting as compensation or low-balling are common.
"Most of the time, I don't even have to say anything, I kind of just wait to see if they are going to approach me with the rate and if it's better than what I would be asking for, then I would go with that," Turner said in August 2020, when she had about 27,000 Instagram followers. Today she has nearly 40,000 followers.
Turner said her rates are a starting point, and she negotiates with the brand based on deliverables, timeframe, and the existing relationship.
Her standard rates for Instagram sponsored posts (as of August 2020):
- Instagram in-feed post: $500 to $800
- Instagram Story posts (with an in-feed post included): $1,500 to $2,000
- Instagram Reels (and video content across Instagram or TikTok): $2,000
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