Compensating Creators – Popular Pays Help

When building a campaign brief, we'll ask you how much you're willing to compensate each creator. You'll have the option to set a fixed amount, or suggest a range of compensation and allow creators to bid.

Suggesting an amount

When you suggest a range of compensation, creators will be able to apply to your campaign and request their own fee.
The range you specified will serve as a guideline, but creators may request more or less depending on their experience and following. Note: you can always negotiate with a Creator.

Setting a fixed amount

Fixed fees are non-negotiable, and creators who successfully apply to your campaign will all be compensated equally.
This can be a more time-efficient way of vetting applications but it may also dissuade larger creators from applying. If you're not receiving the number or quality of applicants you'd like, you may need to increase your compensation ceiling. To do this, contact our support team and let them know what campaign you're running, as well as your new compensation range

Factors that impact Influencer fees

There's a ton of factors that can impact how much an influencer will ask to be paid for their work. Influencer marketing is a full time career option for many people, and influencers set their rates based on what the market will pay. Here's a few things you can count on to have an impact:

The influencer's preferred platform
Their reach
Their rate of follower engagement
The industries they prefer to work with
The type and volume of content required
Exclusivity

Let’s take a closer look at these parameters and more so you can get a better idea of what it is you’re paying for.

1. Preferred Platforms

An influencer's preferred platform can be a big indicator of what they'll charge for their work. YouTube, for example, can be quite expensive, whereas Twitter is relatively affordable.

2. Reach

Reach is a measure of how many people an influencer has access to via their platform. It's largely based on how many followers they have, but can also include non-followers their posts have the potential to reach. More often than not, the bigger an influencer's reach, the more you can expect them to charge.Influencers can be categorized by their reach as follows:

Nano-influencers: 1,000–10,000 followers
Micro-influencers: 10,000–50,000 followers
Mid-tier influencers: 50,000–500,000 followers
Macro-influencers: 500,000–1,000,000 followers
Mega-influencers: 1,000,000+ followers
You might see variations of this breakdown.

3. Follower Engagement

You’ll find that influencer rates fluctuate based on how much engagement an influencer generates on their organic vs. sponsored content.
Remember that a high reach or follower count doesn't always equate to higher rates of engagement. Make a note of how much each influencer's audience actually engages with their content.

The more engaged an influencer's followers are, the more likely they are to engage with your message.

4. Industry

Obviously, you'll want to work with influencers who specialize in your industry. Popular industries (like beauty and fitness) are going to have more influencers available, and they'll likely charge less on average than influencers who specialize in more niche industries.
You can also take a look at the industries favored by an influencer’s audience to make sure that they're a good fit for your brand.

5. Type and volume of content required

The type of content you ask an influencer to create will also have a direct impact on how much they ask to be paid. Complex content requires more time, energy and resources to create. The more effort it takes to create the content you’re asking for, the more you can expect it to cost.

6. Exclusivity

Influencers make their money by promoting different businesses. It’s possible that you might choose an influencer that your competitor wants to use, too. In this situation, you might want to ask the influencer to sign a non-compete agreement or exclusivity clause with their influencer contract that will prohibit them from promoting a competitor for a certain period of time. But, you’d better be prepared to pay.

Understanding service fees

When you sign a creator or influencer through Popular Pays, we'll add a service fee to any compensation you pay them. The exact percentage will be agreed in your contract. For example, if you're contracted to pay a 10% service fee and you pay a creator $100 for a piece of content, it will cost you $110 in total. Just remember to factor service fees into all of your campaign budget planning.