Influencer marketing trends: Celebrities charge $188k for YouTube sponsorships

02/09/2016

YouTube personalities charge an average of $187,500 (£143,000) for each sponsored video, while Instagram and Snapchat endorsements are worth $75,000, according to new figures revealed by a US talent agency.

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Speaking to The New York Times, US agency Captiv8 said internet "influencers" with a following of three to seven million people could also make $75,000 on average for a promotional post on Instagram.

A native advert on Twitter cost about $30,000 on average, it added.

Celebrities and their agents have in recent years found lucrative opportunities to endorse goods and services across social media and video websites.

According to the firm, those with up to 7 million followers can make $187,00 for a YouTube post, $75,000 for Instagram and Snapchat and $30,000 for a single tweet.

If a celebrity has 50,000 to 500,000 followers on these platforms they can expect to pull in an average of $2,500, $1,000 and $400 respectively.

These figures can be significantly higher for super celebrities such as Kim Kardashian with 81 million followers.

The recent sponsored post for hair vitamins supplement SugarBear Hair (above) attracted over 12 million views.

The message began with the hashtag #ad - which denotes it as an advertisement - and read:

"Excited to be partnering with @sugarbearhair to share their amazing hair vitamins with you! These chewable gummy vitamins are delicious and a favourite part of my hair care routine."


In an era where so many web users deploy ad blockers, celebrities social media feeds are a sure fire way to ensure campaigns are going straight to the eyes of intended audiences.

The NYT report centres on how the FTC in the United States is displaying greater vigilance to ensure the endorsements are clearly labeled as such, rather than simply posing as user testimonials.


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