Influence of social
Influencer marketing costs are rising in the UK, and a large majority of marketers are willing to bear the rising prices and spend even more going forward. The top earners are celebrity influencers on Facebook who can pick up more than £75,000 per post on the social network, while the going rates are £67,000 on YouTube and £65,000 on Twitter, according to research from Rakuten Marketing and Morar Consulting.
And when it comes to premium fashion marketers, the fee per post rises to more £160,000.
Marketers pay an average £1,500 for a post on Facebook from micro-influencers, classified as social media personas with fewer than 10,000 followers. The best-paid are YouTubers, with tech marketers up shelling out around £3,000 for a positive review or product demo.
However, the research found that just one-fifth of marketers were able to demonstrate the impact of influencers on sales.
"Influencer marketing can be hugely effective but marketers are commissioning expensive posts without understanding the real impact on the purchase journey," says James Collins, Rakuten managing director, global attribution. "It’s essential that marketers question influencer fees and use attribution tools to measure the effect of this activity.”
But influencer marketing is a popular and effective way to reach vonsumers, reckons eMarketer, with more than half of female online users saying they purchased a product after seeing it recommended by an influencer, according to a survey conducted by influencer platform Bloglovin. Plus 45% said they have followed a brand directly from an influencer’s post.
Delilah Nuval, CEO of H2O+ Beauty, told eMarketer that Instagram is huge for the company, because they’re able to get a lot of data on influencers and really get to know them.”
She adds, “YouTube has also historically been the number channel for influencers. Millennials– and other generations – consider these to be trustworthy platforms, so if they love a particular influencer, they’ll follow them on these channels.”