The right contracts and payouts for influencers
Today and tomorrow, influencers need appropriate contracts and payments depending on a variety of factors, from follower size, brand relationship, channel affinity, content quality, engagement, performance, and overall ROI — and marketers need to take a more individualized approach across their network of influencer partners. Partners today and tomorrow can’t just be stuck with the same “influencer” banner. Contracts and payments have categories and each one needs to be treated right for their partnership. ● Celebrities and Cewebrities (>1M followers): Famous beyond social media, i.e. movie, TV, music or sports stars. Cewebrities made their fame online, but now are recognized universally. They charge per post. ● Macro-influencers (10K - 1M followers): Became popular on social media. Some will charge per post, but others may be open to other payment types. ● Micro-influencers (<10K followers): Everyday people with a decent following and influence. Micro-influencers are often undervalued and underused, these smaller influencers need a customized approach. Most don’t expect “pay-per-post,” particularly with large brands. They are more likely to work on a performance basis. ● Organic influencers (any size): These influencers represent your true earned media. They may not have many followers, but if they have a strong affinity for your brand then they continually say good things about your brand. 10
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