2020 Influencer Pricing Report

Based on the recent survey of Klear Research, we have some up-to-date data for you concerning prices and costs while working with influencers. Take a look at Brybe and find out that influencer marketing is not as expensive as you might think. Please note that these are only analytical data based on the Klear report and the actual pricing may differ based on the individual engagement and the character of the campaign.

At Brybe we know very well how statistics and market knowledge are important for success in the industry because without them it is much easier to be deceived and your business decisions may not be optimal. With this in mind, we decided to review the latest statistics provided to us by Klear Research and share them with you in the form of a short article – which, however, despite its limited content, is one of the most factual materials ever published on our blog.

The information presented below has been gathered from a group of more than 4,800 Instagram influencers and has been organized and divided in such a way as to provide both the brands and the influencers with the most transparent information about the market situation this year. This year's questions and research were further modified by the fact that COVID-19 has impacted global production and marketing budgets, and – according to Klear's representatives – the owners of the data wanted to understand how the pandemic has impacted influencer rates to empower brands and influencers with the knowledge that they are setting and receiving fair rates.

2020 Instagram Influencer Rate Card

2020 Instagram Influencer Rate Card | Image courtesy of Klear Research

Conclusion 1: Instagram Influencer Rates Did Not Experience a Significant Change in 2020

How Did Rates Change in 2020 | Image courtesy of Klear Research

Feed post rates remained the same from 2019 to 2020, while Story and Video rates experienced a slight change. In 2020, Post rates were unchanged, and Video rates increased by 3%. Instagram Stories have become a dominant aspect of influencer campaigns in 2020, however, Story rates decreased by 5%.

Conclusion 2: the Only Influencer Group to See Rates Increase in 2020 Were Celebrities

Celebrity Influencer Rate Growth | Image courtesy of Klear Research

Celebrity influencers saw rates increase in 2020 for Stories, Posts, and Videos. In 2020, Story rates increased 23%, Post rates increased 13%, and Video rates increased by 16%.

Conclusion 3: Influencers Aged 18-24 Have the Highest Average Rates

Influencer Rates by Age Demographics | Image courtesy of Klear Research

Conclusion 4: Influencers in the United Kingdom Are the Highest Earners

Countries With the Highest Influencer Rates | Image courtesy of Klear Research

As more brands collaborate with global influencers, it is important to understand how rates differ by geolocalization. In the UK, influencers rates average around $500 for an Instagram collaboration. This could be due to numerous factors; influencer type, audience, content format. Or perhaps the conversion of rates from GBP to USD causes a significant rise in rates.

Conclusion 5: Female Influencers Continue to Make Up a Majority of the Industry

Gender Distribution in Influencer Marketing | Image courtesy of Klear Research

The influencer industry is predominantly female, and this trend has continued into 2020. In 2019, female influencers made up 77% of the industry – and by 2020 female influencers are currently 84% of the industry.

Gender Distribution in Influencer Marketing 2 | Image courtesy of Klear Research

Not only is the influencer industry made up predominantly of female influencers, but there are also strong gender splits per industry. Female influencers dominate DIY, Parenting, Beauty, and Fashion. Male influencers have a stronger presence in Photography, Travel, and Fitness.

Conclusion 6: on Average Female Influencers Earn $128 Less Than Male Influencers

Influencer Gender Price Gap | Image courtesy of Klear Research

While the influencer industry is predominantly female, a significant pay gap exists. The pay gap between male and female influencers continues to grow. In 2019, female influencers earned $108 less than male influencers. In 2020 female influencers are earning $128 less than male influencers, which is an 18% increase.

Conclusion 7: Beauty and Fashion Influencers Experienced Saw Rates Drop in 2020

2020 Fashion and Beauty Influencer Rates | Image courtesy of Klear Research

Fashion and Beauty rates saw a minor drop from the previous year. In 2020, Fashion influencer rates decreased by 18% while beauty influencer rates decreased by 15%.

Conclusion 8: Influencer Marketing is 6x More Cost-effective (ROI Effective) Than Paid Media With Celebrity Influencers Having the Highest ROI of All Groups

Influencer Marketing is 6X more ROI effective than paid media. Brands will earn $6.2 for every $1 spent. We measured paid media industry benchmarks against Klear’s True Reach technology to assess the impact of influencers.

ROI By Influencer Type | Image courtesy of Klear Research

All influencer collaborations are more cost-effective than traditional paid media, thought celebrity collaborations have the highest ROI. Brands will likely earn $9.3 for every $1 spent on a Celebrity influencer collaboration.

All data, charts, and statistics used are the property of Klear Research and are used for informational purposes only. This analytical piece is based on the quoted data from Klear as industry averages and very general guidelines – the actual pricing may differ based on the individual engagement and the character of the campaign.

Coming soon