How to pay influencers: A Step-by-Step Guide

Influencer marketing has become a powerful tool for brands to reach their target audience and increase brand awareness.

This industry has grown fast in years and it has become a competitive and effective industry. This means that you should reconsider your influencer payment methods and strategies. What worked two years ago- may not work today.

One crucial aspect of working with influencers is determining how to compensate them for their services.

Unfortunately, you cannot pay for all the influencers the same way. There are a lot of different factors that determine an influencer’s payment you should be aware of.

Here’s a detailed guide on how to pay influencers effectively 👇🏼:

1. Understand different influnecer payment models

2. Detrmine your budget

3. Negotiate terms

4. Consider influencer rates

5. Track performance

6. Ensure legal compliance

7. Build long-term relationships

8.Payment methods

How much should you pay for influencers?

1. Understand different influencer payment models:

  • Pay Per Post: This is a common method where influencers are paid a flat fee for each post they create promoting your brand.
  • Affiliate Marketing: In this model, influencers earn a commission for every sale or conversion generated through their unique affiliate link.
  • Product Exchange: Some influencers may accept free products or services in exchange for promoting them on their platforms. As mentioned above, influencer marketing has changed a lot in a short period of time. Product exchange may work if the value of your product or service is really good.

Influencers are aware of how this industry works now. When many more brands are willing to do money rewards, product rewards can sound like you are trying to get free content or use influencer’s time for free. So, be careful when considering this option as it can affect your reputation- Influencers have their voice!


  • Hybrid Models: Combining different payment methods can be beneficial, such as a base fee plus a commission on sales.
Promoty – SEO and Content marketing intern – cover photo

2. Determine your budget:

  • Before approaching influencers, establish a clear budget for your influencer marketing campaign.
  • Consider factors like the influencer’s reach, engagement rates, and the complexity of the campaign. This will make your influencer payments a bit easier.

3. Negotiate terms:

  • Clearly outline the scope of work, deliverables, timeline, and payment terms when negotiating with influencers. Make sure both parties are in agreement before proceeding.

4. Consider influencer rates:

When deciding how much to pay influencers, there are several factors to consider.

Here are the key factors that impact influencer rates👇🏼:

1. Number of followers

The size of an influencer’s audience will determine their reach. Influencers with a larger audience will charge higher fees due to their ability to reach more people.

2. Influencer engagement and performance

An influencer’s engagement rate and performance metrics demonstrate their value to potential brands. Brands should seek influencers with an audience that actively engages with their content.

Instagram influencer analytics tool – influencer insights – influencer credibility – Kylie Jenner

3. Social media platform

Different social media platforms have varying costs for influencer marketing.

🤍For example, Twitter offers the lowest influencer marketing prices per 1,000 followers, while YouTube influencers charge higher fees due to the production costs associated with video content.

4. Type of content

The type of content required for the campaign will impact the influencer’s fee.

🤍For instance, creating high-quality video content may require more time and resources, leading to a higher fee.

example of an influencer with a colorful feed

5. Influencer’s expertise and niche

Influencers with a specific niche or expertise may charge higher fees due to their unique value proposition and the value they bring to the brand.

6. Campaign goals and expectations

The scope of the campaign, including the number of posts, the level of customization, and the campaign’s objectives, will influence the influencer’s fee.

7. Exclusivity and image rights

Be aware of exclusivity and image rights terms in the contract.

🤍Offer additional compensation for exclusivity or image rights if necessary.

8. Influencer marketing trends

Industry trends and the competitive landscape can impact influencer rates. As influencer marketing continues to grow, top influencers may charge higher fees due to increased demand.

9. Compensation model

The type of compensation offered to the influencer, such as flat fees, performance-based pricing, or revenue-sharing models, will impact the overall cost of the partnership.

By considering these factors, brands can determine a fair and appropriate fee for influencer partnerships, ensuring a mutually beneficial relationship that delivers value for both parties. 

Influencers also might use professional photographers, makeup artists, travel to different locations and many other things that make their payment higher.

That’s why you need to have a clear influencer marketing strategy to stay in your budget and focus on high quality collaborations.

5. Track performance:

  • Monitor the performance of your influencer campaigns to assess the ROI.
  • Use tracking tools to measure metrics like engagement, website traffic, and conversions to evaluate the effectiveness of your investment.

6. Ensure legal compliance:

  • Adhere to FTC guidelines and ensure that influencers disclose sponsored content appropriately.
  • Clearly outline any legal requirements in your agreement with the influencer.

7. Build Long-Term Relationships:

  • Cultivate relationships with influencers for ongoing collaborations. Establishing trust and rapport can lead to more successful partnerships in the future.

8. Payment methods:

  • Choose a secure and convenient payment method for compensating influencers.
  • Options include bank transfers, PayPal, or influencer marketing platforms that facilitate payments.

In conclusion, paying influencers requires careful planning, negotiation, and monitoring to ensure a successful partnership.

By following these steps and adapting to the evolving landscape of influencer marketing, you can leverage influencers effectively to achieve your marketing goals.

Get your high quality content and pay influencers after their work.

How much should you pay for Influencers?

Unfortunately, there aren’t any clear guidelines for this.

You need to use all the metrics above to calculate your budget and then reach out to influencers and start negotiating.

Here are estimated prices of influencers on Instagram and TikTok by

However, depending on the country these prices can vary a lot.


The estimated cost of Instagram influencers per post is:

  • Nano-influencers (1K-5K): $10 – $50
  • Micro-influencers (5K-20K): $15 – $110
  • ‍Mid-tier influencers (20K-100K): $35 – $350‍
  • Macro-influencers (100K–1M): $185 – $2,500‍
  • Mega-influencers (over 1 million followers): average minimum price $1,200


The estimated cost of TikTok influencers per post is:

  • Nano-influencers (1K-5K): $4 – $25
  • Micro-influencers (5K-20K): $14 – $50
  • Mid-tier influencers (20K-100K): $30 – $145
  • Macro-influencers (100K–1M): $151 – $793
  • Mega-influencers (over 1 million followers): average minimum price $1,034

With Promoty tools, you have everything in one place and your process is clearer.

You can find right influencers, see their statistics, negotiate with them, see your campaign results and many more.

Get detailed profile analytics for every influencer.

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