How Much Should Bloggers Charge for Sponsored Content?



With the growing concerns about ad-blocking, the popularity of influencer marketing is on the rise and bloggers are becoming a hot commodity and an essential part of the marketing mix for many brands. Companies within various industries, from fashion to tech, are turning to bloggers and social influencers to impact their audience and shape their purchasing decisions. Even Netflix is taking advantage of Instagram influencers to tap into the millennial market. The high demand for bloggers is the number one reason influencer marketing costs are on the rise. Many bloggers are going from hobby bloggers to pro full-time bloggers and leaving their jobs as they can make a very comfortable life by solely relying on collaborations with brands.
When influencer marketing started, many bloggers were paid in the form of products or services. However, more and more bloggers are demanding to be paid in cash these days for the time and effort they put into crafting sponsored content. Due to the lack of regulations and performance metrics in place, the cost of working with bloggers are widely scattered and inconsistent. The amount charged by bloggers are based on their experiences with brands and in many cases purely subjective. However, although there is no standard pricing structure, it is essential for bloggers to take into account certain factors when it comes to monetizing their blog to be able to compete and make money.

The Industry

One of the most important factors that bloggers need to take into account when determining their rates is the industry, or in blogging terms, the category or vertical they write about. Certain industries, such as fashion, are more attractive when it comes to influencer marketing and due to this high demand, bloggers usually charge relatively higher prices in comparison to other industries, such as home decor or food.

Website Metrics

Another factor to consider is the website metrics. Although using bloggers as a means of advertising would not guarantee high reach compared to mass media like newspapers or magazines, the engagement and the reader’s interaction with the post is usually higher due to the great targetability of influencer marketing campaigns. Metrics such as website traffic, monthly unique visitors, posts impressions, click through rate, page rank and domain authority are crucial in determining blogging rates. There are free online tools to measure these metrics, including Google Analytics and SEO review tools.

Social Metrics

The number of followers a blogger has on their social channels and their engagement rate is also important in the pricing formula. The higher the number of followers the higher the amplification rate that the blog post will receive. Some bloggers have an extensive reach, but they do not necessarily receive a lot of engagement on their posts. This can be determined by measuring the number of likes, comments, shares, reposts, repins, etc in comparison to the total number of followers.

Campaign and Brand Specific Factors

Although you can’t have a one-fits-all set of pricing, it can be helpful to have a range in mind. There are campaign-specific factors that also play an important part. For instance, the number of hours and special skills that are required to write a blog post or create a video is something that can have a great impact on the price. Also, many brands want to work with bloggers on a continuous basis and have them act as their brand ambassadors. If a blogger is contracted to collaborate with a brand for a longer period of time, it is common to charge less for each month. Also, some brands choose to give free products as well as the blogger’s fee which depending on the price of the product or service it can have an impact on how much bloggers charge. Also, many bloggers are willing to accommodate to the brand’s budget if their image is in line or if they are a big fan of the brand.
Due to the novelty of influencer marketing and lack of formal guidelines, it is challenging for many bloggers to determine how much they should charge. However, it is important to do an analysis of the elements discussed above as a blogger to start as a benchmark to justify your rates to brands and stay competitive.

Comments

  1. It most definitely can be confusing. For me, I think about my time involved and compare those hours to my hourly rate as an animal behaviorist. That allows me to decide if it's worth my time.

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  2. This is really helpful. Thanks for posting :)

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  3. This is a great question that every blogger who is in the process of monetizing their site has asked themselves. You've shared some great tips we all can use.

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  4. all things to consider when coming up with a rate! it can be so hard to know if you're charging too much or not enough! Tricky tricky.

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  5. Very cool blog you have here. It's definitely something I need to take a closer look at as I just started blogging literally last week! Thanks for the information you've provided here and I look forward to checking out more of your work!

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  6. This was really helpful thank you! I'm bookmarking for future reference. X

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  7. This post has been really helpful. It's a question I continually ask myself.

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  8. This is very informative and quite helpful! Thanks!

    <a href="http://labellesirene.ca”>La Belle Sirene</a> 

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  9. This comment has been removed by a blog administrator.

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  10. Determining rates can be a challenge! It's hard when you don't really know what the going/average rate is for like-influencers in your niche so you don't know if you're under or over-valuing yourself. These are definitely all great points!

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  11. This was such a helpful guide! There is always a tendency (esp for new bloggers) to short-sell ourselves because we're scared that we might be over-pricing and it could cause the brand to back out. But I learned over the years that a reputable brand would respect your rate and abide by that! So don't be afraid to charge what you're worth!

    Abby of Life in the Fash Lane

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  12. This is such a helpful post! I just started working with brands and determining pay is always a little uncomfortable. Thank you for this!

    Carly | http://thecarlycollective.com/

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  13. Thanks for writing this piece! This is definitely a commonly asked question and talking about money in terms of how much you should be getting paid, can be tough for some people.
    - Berrz | http://beautybyberrz.blogspot.com

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  14. Super helpful! I'm not there yet, but maybe one day! Definitely saving this for that day! :)

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  15. Such an informative post. This was very helpful as a new blogger I am no where near even thinking about making money. Maybe one day I will reach that level.

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  16. Thanks for this advice, very helpful. For me it depends on the value to both parties and needs to be negotiated accordingly.

    https://lisanewmanmorris.com.au

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  17. Thanks for all the info. Ive been hunting down articles for all the information. Glad I finally found one with everythign I was looking for in one place :-)

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  18. I was charging based on social media stats and the time it takes for me to write a blog post. When my stats increase, so will my prices. Never considered these other factors though. Thanks!

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  19. Do you have a range in cost per social or website metric system? I think that could be beneficial to new bloggers like myself.

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