How much money do INFLUENCERS make off sponsored content? (REAL NUMBERS)
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How much money do INFLUENCERS make off sponsored content? (REAL NUMBERS)

– I’m gonna cut straight to the chase, (mellow electronic music)
in this week’s video, we are gonna be talking specifically how much money
brands are willing to pay for a sponsored Instagram post. Now the general consensus
that I’ve gathered through talking with friends, and other people in the
world, is they have no idea how much money
Instagrammers actually make, or how much somebody has
actually paid for a post. Here’s a specific story
that really made me realize that I should probably make this video. So I was talking to a
lady a few weeks ago, and she was like oh I follow
your life, it’s so exciting, but, but, tell me, how much
money do you make off the posts? So I began to tell her everything that you’re about to hear in this video (mellow electronic music)
about engagement rates, distribution, quality of
content, how to work with brands, and how it’s an actual business
model to make make money. And literally by the end of
it, she was just like so, so Instagram sends you a check? And I was just like, oh boy. (mellow electronic music)
We need to make this video so, let’s jump into this week’s content, woo. (funky pop music) All right, so I wanna add
a quick disclaimer here. I have a lotta friends
that work in the industry, and I can’t just go up
to them and be like, oh how much did you get paid for this, and I can’t share specifically on camera how much these people make, but through general conversations, and industry standard rates,
and through my own experience, and how much I get paid,
I can tell you roughly what people are gonna be making. Again, these numbers fluctuate,
some people charge less, some people charge more,
but here’s like the average that I’m about to share with you. All right, so now that the
disclaimer’s outta the way, let’s call this section “How Much Do People
Get Paid On Instagram”. So specifically, there
is an industry standard, this is based off of
companies like Hashtag Paid, which is an agency out of Toronto that does a lot of brand negotiations, and kinda connects influencers to brands, as well as You guys can go to these websites and type in your own information, and find out for yourself
how much you could be making. But, the industry standard, the thing that you been waiting for this whole entire time is (drum rolling) 20 cents to 50 cents per engagement. And you’re probably
sitting there, well Chris, what is, what is an engagement? So to clarify what an engagement is, to people that do not know, that specifically means
a like, comment or share, and when you total all those things, and times that by 20 cents or 50 cents, you’re gonna get a ballpark number. So let’s say you get around 500 likes, or 500 engagements on a post, you’re gonna be making anywhere
between 80 to $150, roughly. I need to double check, I think I did that calculation in my head, let’s double check that. Uh huh, times, actually
the number is 100 to 250. Apparently I can’t do math. So that’s a pretty wide
spectrum and ballpark number, you got 20 cents here and 50 cents, and everything in between. So what are brands looking for, and how do I get closer
to that 50 cents number? From my experience,
there are four categories that brands look for when
they’re looking to hire you for a sponsored Instagram post. Number one, distribution. Number two, the quality of your content. Number three, the engagement, how well do people
engage with your content, and number four, your brand,
what do you represent, what’s the content that
you guys are showing. So let’s deep dive into
all these categories. Subcategory number one, distribution. What does that mean? Ultimately, Instagram is your way to distribute your content, and if you have a certain
amount of followers, you’re gonna have a
certain amount of reach. So brands are gonna look
for how far is this content actually gonna go. So now that we know how
far your content is going, let’s break down those people that are actually looking at that content. That’s called demographics. Now demographics are age ranges, gender, where they are from,
these are all the things that your brand’s gonna start looking for. I got an almond croissant,
took a bite of it, now I’m really worried
that there are gonna be almond pieces in my mouth. I know somebody’s gonna tag me, being like almond piece at this part, or at this part, almond found
in this area (laughing). All right the next section
is quality of content. How does your content look? Is it professional, are you
curating your account well? How do the individual posts look? As well as your whole body of work. And by body of work, I
mean like Instagram grid, ’cause you know how people are always like it just doesn’t suit the grid. It’s important, brands look for that. So this is where you guys could win. Let’s say you don’t
have as many followers, but you have really good quality content. You can still be making good money. Let’s bring up a case study, this is my friend @lostcoordinate, he has 25,000 followers, which is actually a
relatively small number, in terms of like the industry and people who have like 100,000 or 200,000 or a million followers. But he has really incredible content, and that’s where he’s winning. If you look at his
feed, you can understand why brands wanna start working with him. He’s got amazing colors, it’s
curated really, really well. His captions are always on point, so all of his content is professional. So because of this, brands are gonna start
paying him more money, because the quality of
his content is good, and they might even license
some of that content for their own social media, which means that he can start getting
paid even more money. And I know you guys are
probably sitting there on the other end thinking well he has 25,000 followers, or that person has 100,000 followers. Even if you had like 100 or 500 followers, but the quality of your content is like (tongue clicking) next level, brands still wanna work with you, so always remember brands are looking at the quality of your content as well. I wanted to add a little side note, when you think of the whole
job of being an Instagrammer, yes, the photo does
matter, but the captions, in my opinion, are just as
important as the photos. So you’ll have to start
writing really good captions, you can’t be lazy, you can’t just be putting emojis all the time, and hoping that’s gonna get
some engagement going on, and people are gonna wanna like start commenting on your stuff, no, put some thought into it, actually start writing things
out, start microblogging. You guys can do some of
this research afterwards, but write some thoughtful
things, because ultimately, brands are gonna read your captions too. And that could be the
reason they work with you or won’t work with you. All right, the next sub category, we were kinda just talking about it, in the quality content section, that subcategory is engagement. Now specifically, this is the likes, the comments, the shares,
how legit are your likes, comments and shares, so tip number one, don’t buy your engagement. Don’t buy followers, don’t buy
likes, like just don’t do it, ’cause it’s actually
gonna work against you, your brands will see that and be like, hm, that’s a pretty high number of followers, and pretty low engagement, sounds like I’m gonna call
bull (beeping) on that one. Brands don’t wanna work with those people, they wanna work with people
who have authentic engagement. That’s a really key word, authenticity. Don’t buy followers, that’s
my rant, don’t do it. Don’t, ever, stop, now,
I see you, I see you, you’re going to the
website, don’t, don’t do it. John, don’t do, stop. That’s good, don’t do it. As this becomes a more
legitimate industry, brands are getting way smarter. They’re even hiring companies
to audit your account, before they even decide to work with you. Literally there’s companies
that will go to your account, and be like nah, he buys
followers, nah, he buys engagement. Don’t work with them, ever,
don’t do it, Jonathan. The quality of your engagement
is really important too, so if you write a really
thoughtful caption, are people writing
thoughtful messages back? Are they actually engaging with you? Are you engaging back with them? Brands look at this, ultimately
if you just have a page that just says sick tones
bro, bro those tones, fire emoji, devil emoji (laughing). All these types of emojis,
that’s not thoughtful engagement, that’s just like random comments. Now one thing I wanted to note
specifically on engagement, even if you’re getting 300
to 400 engagements on a post, that’s still really good, and it’s worth something to a brand. ‘Cause when you think about that, that’s 300 or 400 people that are sitting behind their phones, engaging with your content. Imagine all those people in a room, brands would pay a lotta
money to get the chance to speak to 300 or 400 people in a room. Have you ever been to an
event and they’re like we would like to thank
our sponsor, Hebu-Jebu, for sponsoring tonight’s night. If you wanna get your
hands on some Hebu-Jebu, you can go to the local Hebu-Jebu store, and buy some of it, and
then people are like wow, I really like Hebu-Jebu better now. So that’s the same example, ultimately at the end of the day. They’re paying to get in
front of that audience. I really hope somebody creates
a brand called Hebu-Jebu. I don’t know what the product is, but I, you guys can leave comments below, of what you think that product would be. A little pro tip when you
guys are writing captions. Don’t put generic captions
that you see other people, and being like what did you do today, what’s your favorite thing about today? Because that’s just not real engagement. Try to have thoughtful conversations. For example, I did a post a few weeks ago, where I posted a photo of a camera, and I actually noticed
that within the community, a lotta people feel like
they don’t have other people to go out and shoot with,
so I said comment below where you’re from, your
age, what you like shooting, and hopefully people get
the chance to network, and actually go out and find a community to go out and shoot with. That post got 3,000
comments, which is just like. (imitates bomb exploding) (imitates wind blowing) That, yeah, it was a lot. It’s the post that actually
has the most comments on it. Try to find things where people will actually join in
thoughtful conversation, and maybe share a bit more, because that’s gonna actually land you potentially more brand
deals, and get you paid. The last category is
brand, what is your brand, what are you posting about? How often are you posting? These are all important factors. Now consistency is probably
the number one key to success in terms of your branding. How often are you posting? I would recommend around
two to three times a week, so that you’re staying relevant, people are seeing your content,
what are you posting about? Now a little hot tip here,
is don’t post about things that you’re not genuinely
passionate about. I have a lotta people who are always like I love traveling, I’m
gonna post travel content. But can you keep it up? That means you have to be
traveling all the time, so unless it’s actually
built into your lifestyle, talk about things that are
relevant to your interests. If you’re into fishing,
post things about fishing, it’s a really great niche, and you’ll attract fishing
brands to come and work with you. So let’s talk about a dope
squad member as a case study. This is @alenpalander. Alen’s page is highly curated, his photos are absolutely amazing, and he attracts a certain type of brand. Now what he’s posting about
generally are luxury brands, so he’s got watches, he’s wearing suits, he’s got Mercedes Benz in there, these are all like high
level luxury brands. So the more he posts about that, he’s gonna attract other luxury brands. So really think about what
you wanna be posting about, is it genuine to you? It’s genuine to Alen, Alen’s kinda boojie so it makes sense that he’d be posting these things. Alen, I see you, great page, keep it up. But ultimately, brands wanna
align with other partners, you’re the partner in this
situation, hey partner. They wanna partner with
those types of people, that match their brand and lifestyle. So we work with brands like Corona, because they’re like oh,
they’re always outside, and he has long hair that looks like it should be on a beach,
and that kinda makes sense. Use the information from this video to hopefully start landing brand deals, and you can start making some money, and ultimately, chase down some dreams, ’cause I know for a lotta people, they wanna be Instagrammers
and YouTubers in the future. I think there was an article that I saw that the number one job that kids wanna be when they grow up is a
YouTuber or Instagrammer, verses an astronaut. Or we should be YouTuber astronauts. There’s an idea. Ultimately this is a real career choice, you can make money in these fields, and brands are willing to work with you, more now than ever before,
because advertising dollars are switching from TV
over to social media, so yes, it’s a legitimate career choice. I highly encourage you
guys to go check it out, if it’s something that you
really wanna put time into. But remember, this is still a job, it has its ups and downs, but it’s one of the (fingers snapping) coolest jobs that you guys
can have in the world. I feel grateful every day
to be able to do this stuff, and to get the chance to teach you guys, and post cool content and
work with cool brands, so yes, there’s opportunity
for you guys as well. I do wanna leave on a few notes. If you guys are interested in growing your Instagram account, I did a whole video about last year, about how to beat the algorithm, and ultimately just like
good posting techniques, so you can grow your account, and ultimately get more engagement, so you guys can check
out that video, here. We do a lot of cold calling,
to work with certain brands, so I actually have an email template, if you guys wanna go pick it up. Ultimately it’s $10, and I want you to think about something for a second, let’s say even if you
make $80 off a brand, or a $1,000 or maybe
even $10,000 off a brand, what’s 10 bucks? It’s a small investment, helps
fund this YouTube channel, and all the people that are involved with editing videos and making content. All that stuff helps, so
I sincerely appreciate it, if you guys wanna go pick that up, you guys can go check it out
in my Sellfy Store down below. And there’s also a bit of a sale going on, so if you wanna pick out
Lightroom presets too, that sale is still on. I appreciate your support from the bottom of my heart,
really it means the world. All right, we’re at the end of this video. If you guys saw some value
in it, please press like. It actually makes a difference. Subscribe and hit the bell to
be notified for future videos, and I wanted to ask you guys
specifically a question, would you guys like me to dissect my fee, how much money I’m making on posts? Would that information be valuable to you? Would you like to see a
YouTube video on that? Would you guys like to see
an Instagram post on that? I can share more of that information, if you guys are interested,
so comment below if that’s something that
you see some value in. In the meantime, share your accounts, and I’ll be checking out some stuff below. You guys are the best,
love you, have a great day.

About Ralph Robinson

Read All Posts By Ralph Robinson

100 thoughts on “How much money do INFLUENCERS make off sponsored content? (REAL NUMBERS)

  1. Put your Instagram accounts below and I’ll pick a few to check out. I’ll DM you and let you know how much you could be making on posts! 🙂

  2. Great video! I already have a career and just do Photography for my own benefit, but its fascinating seeing people like you absolutely killing it. It gets me and my family out and about, and it's my way of slowing down time – if that makes any sense. Anywho, love your work, keep it up! IG @bentwookie2

  3. I'd be interested in not just the "glamorous" side of making a living via social media, but also the in the ditches details. Cost of running a business, accounting, insurance, learning how to network and cold call prospective clients, dealing with the negative sides of the industry, burnout, etc. Too often I see videos talking about the positives about certain types of careers or ways of making money, but people don't recognize or are fully forewarned about the amount of time and effort that's build in to a successful career. Ex. Beyonce. On one hand, she's beautiful, multi-millionaire, traveling, etc. On the other side, she's always traveling to shows and engagements. Even sick, she puts on her best A game face to just do a good practice run in preparation of the actual performance.

  4. Sorry for posting this here but I have no idea how to like or tell you guys how much I like your podcasts, I use googles podcast app

  5. Maybe that was the case a few months ago. But now Instagram is taking away likes and only showing your content to 10% of your followers here in the US.

  6. Hello – thanks for creating this video and being so open with your info – heres’ my IG account: @americanomondays – it’s a coffee culture based account – and I have a coffee table book coming out from it soon. Thanks.

  7. Krystal's cool thanks for letting us know I had no idea I'm sure you could actually make off of Instagram or at least a roundabout idea would definitely love to see the breakdown of numbers to get an even better idea it will definitely be checking into this pretty quickly once I get everything going what I'm trying to get started. Thanks again excellent video

  8. Was literally looking down at my ramen, eating, when you said Jon lol. I looked up and was like, "How does he know my name?" haha.

  9. Hey Chris great video with valuable advice. If you don't mind checking out my Instagram I'd really appreciate your time and thoughts on what my page is lacking and what I can roughly make. @ML5Photo



  10. Fashion, beauty & Advertising photographer, Fujifilm Ambassador and Arri lighting Ambassador. Instagram is @waynejohns_photographer

  11. Yes,

    please explain how much you make and how you do it. This is really interesting to me, and I feel that other would benefit from it as well.

    I also think it would be really cool to see an ordinary person start a Youtube channel based on taking this information to heart and putting it to the test. To watch someone document themselves growing their channel and brand is also really inspiring. I.E MKBHD.

    Anyways, it's late and I just like typing lol

  12. My Instagram is @peaks_photographer
    Same on YouTube

    I’d love to make some money from my content, just to cover the cost of photography/ videography

  13. Hey Chris, one thing i dont know is how do people upload pictures to instagram? take a pic with a camera, edit the pic, then how do you get it into instagram without emailing or sending it to your phone?

  14. Thx Chris for your insights and humerous take on presenting those advices! Would be great if you check out my content on @michaelfinzenhagen all around nature and running.

  15. I have a question on how to talk money 😁 I have an Instagram account in the supercar niche (, feel free to check it out 😉) and I am already in contact with some companies and car dealerships. Currently I just do it for fun, but since I got a few thousand followers and my equipment is not cheap, I would love to make some bucks with it. I always have the feeling that e.g. a Porsche Dealership wants me to take photos, but I always struggle with the pricing, cause I am worried that they would just ask another guy then (there are tons of car photographers, a lot of them do it for free).. and I really wanna shoot those Porsches 😂 So how do I approach that pricing topic best? Any tips?

  16. Hello Chris! You always, I stress ALWAYS provide with quality content. Thank you 🙂 If you still haven't picked IG accounts, take a look at mine: domantas.stukas
    Three hints: I do genuine captions, i haven't updated my acc for a while (young fatherhood), im in Bergen we are like neighbours, just an ocean apart 🙂 cheers!

  17. Thanks for the video Chris. I have a niche account in the boot and denim community. It is always nice to support small independent brands and makers, that I do/would buy from regardless. Let me know how you think I could be doing in order to better assists these makers?? @tl.sorenson

  18. Amazing video Chris, thanks for the insights 🙂 Would be cool to see a YT video of you dissect your feed. My IG if you or someone else would like to check it out @ivan_ostojic_

  19. Yes that info will be very valuable. I will like to see a Youtube video about it. My Instagram account is @thegeorgediaz

  20. So if brands would want to sponsor you they would basically put themselves in that community of people that engage in your posts then depending on that they will give you money?

  21. Hey Chris!! I love your videos, you really produce quality content. I also have a YouTube Channel about Filmaking. Please check it out!! It's called (Noah Bickerton) Please show me some support! 🙂

  22. so much Value; thank you Chris. I legit had no freakin clue how much you could make on instagram or what standard rates were. I‘d love to hear about your numbers, that would be fantastic if you would really be willing to share them. Have a great Day! and heres my Instagram if you wonna take a look haha @adam.ozphotography

  23. Awesome! I love what you said about posting things that you are actually interested in. Lately I've been challenging myself to photograph more landscapes because I love hiking and exploring new places. Normally I photograph people so it has been a really nice change of pace for me. For anyone who is interested my instagram is @cody.huntingtonphoto

  24. olivergalbraith_photographer my feed isn't great but I think some of the individual photos are alright, I need to try and make my feed flow better

  25. Oh no. Engagement based pay…is not industry standard and it shouldn’t be. It causes massive engagement fraud in the influencer community. Plus once likes are not visible everyone’s engagement is going to go down. Most of the people I know start at $100 per 10,000 followers and adjust based on deliverables. Personally, I think pay should be based on a combination of account size, engagement, reach, and content quality.

  26. Basically: If you're a pretty enough person living in a well populated area and you show that you look "cool" with the product. Oh, and you're constantly on instagram posting on the optimal time and you really don't have a life for anything else.

    Caught you all up? Good. I'm gonna be over here being fat and not attractive enough for social media in my small town. Bye.

  27. Great video as always Chris! One of the main reasons I subscribe is because your content is always helpful and informative. Keep up the great work!

  28. hey Chris i waana be a instagramer ad a youtuber and video editor. i left my job in the hotel management industry to follow my passion. right now i dnt hv resourses and connections but i am driven by my passion & determination. i learn solely thru wtching youtube videos. ur videos r very helpful and inspiring. i am a subsriber. i am really inspired by this videos and wanna follow the steps u mentioned. help me out. my instagram acount is rivu_ sourav. i am new on instagram. i am from india. i wanna post photos and vidos about filmmaking. thanks fr ur guidance. help me out. thanks

  29. It would be grat if you disect haw you charge, can be an old example but I'm sure it would be useful. I'm from México and of course prices may vary. But if I can get an idea of how much to charge would be awesome, also if you had to come to Méxcio to work for a brand, how much would you charge them including travel expenses?. Thanks in advance and keep up with all the great videos. Thumbs up

  30. If you're on the shitter right now, I'd really enjoy you checking out my page and letting me know how I'm doing 🙂 @tom.braley

  31. Super Dope Video Chris! Would be amazing if you have time to check out my Account @kevin.mettler 😉 By the way, here in Switzerland we are get paid 0,4 per Like, 1 per Comment and Share.

  32. This is so wiered, all this accounts look the same, it is always a man outside in the mountains and shot form the back. Thу captions are very cheesy and I am always so confused like what value it brings to followers, why are they engaging with this perfectly unrealistic accounts. and now I understand that brands are also sponsoring it? I live in the world I don't understand.

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