Brands will pay £75,000 for celebrity influencer endorsements despite confusion over fees

The study defined a celebrity influencer as someone well known who had over 1 million followers on a platform, like Zoella

Fresh research has indicated that some UK brands are willing to stump up as much as £75,000 for a single post on Facebook from a celebrity influencer, with this figure coming in at around £67,000 for the same endorsement on YouTube.

Affiliate marketing firm Rakuten Marketing spoke to 200 UK marketers working on influencer programmes and found that post-for-post they were prepared to pay 12% more for Facebook endorsements than they were for YouTube.

The research also found that despite the value brands clearly place on high-profile influencer slots, the majority of those asked (86%) admit they aren’t entirely sure how influencer fees are calculated.

The challenges marketers faced around keeping track of influencer marketing have been well-documented, with fees, measurement and policing the medium having been topics of conversation in the industry of late. Agencies have been wading into the space too, with Havas being the most recent player to invest in an internal influencer division saying brands shouldn't have to pay "over the odds" for influencer endorsements.

The Rakuten study defined a celebrity influencer as someone well known who had over 1 million followers on a platform.

Decision makers questioned from across a variety of sectors including fashion, FMCG, beauty and travel admitted that they would shell out as much as £53,000 per Snapchat post, which despite coming in at significantly less than the value they placed on other platforms, is notable given that Snapchat’s ephemeral nature means videos and pictures disappear within 24 hours of being posted.

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Rebecca Stewart

Rebecca Stewart is a reporter at The Drum. Based in London, she writes news, analysis and features around brand marketing and digital innovation. She has interviewed key figures from the likes of Airbnb, Amnesty International, Unilever, Facebook and Spotify, as well as covering international events like Ad Week Europe, Dmexco and Ciclope.

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