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Paying Influencers: What Works and What Doesn’t

Hoca

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Since our inception, The Motherhood has been an advocate for paying influencers for their time. However, there has recently been increased discussion around the structure of those payments – namely, some discourse around the concept of commission-based campaigns. So, we went right to the source.

Paying Influencers a Flat Fee​


A November 2023 survey conducted by The Motherhood explored the sentiments of more 200 influencers, ranging from micro-creators to macro-level talent. The survey showed that 94% of influencers prefer a flat fee for their work, while only 6% are interested in payment based on sales or clicks. One influencer, a mom of three on Instagram, explained, “My content is better when I’m paid a flat-rate fee in addition to commission. The relationship developed with the brand has more longevity, meaning I’m more likely to continue posting and sharing in an organic way about brands that pay me regardless of commission.”

As brands increasingly seek guidance on influencer engagement through commission-based or affiliate revenue models, the survey results provide valuable insights into the evolving dynamics of creator collaborations. Notably, the data revealed a growing trend where brands approach influencers for commission-based programming without establishing a negotiated base rate. This trend has become a source of dissatisfaction among content creators, creating a potential point of contention in the influencer-brand relationship.

The reluctance towards commission-based campaigns among influencers stems from the perception that such models undervalue the time spent in the creation and distribution of their unique content. Many creators assert that a base fee is crucial to adequately compensate for the effort and resources invested, while the prospect of affiliate commissions serves as an additional incentive for sustained brand promotion beyond the initial campaign period.

Paying Influencers via Commission​


Despite the prevailing sentiment in favor of flat-fee stipends, a minority of influencers are open to commission-only arrangements, albeit with stipulated expectations. The survey unveiled that the majority of those willing to explore this compensation structure require commissions within the range of 11-15% (20%) or 16-20% (16%). In contrast, a mere 3% are amenable to working for a commission of 1-5%, highlighting the selectivity of influencers in accepting such terms.

A particularly insightful perspective emerged, as one influencer emphasized their role in driving consumers to a brand’s website. “Our main job as content creators is to take consumers to the brand’s website … If it then converts to a sale, it’s very much up to the brand, how enticing their website and product are and how well THEY can convert the consumer once they are on their website,” one influencer respondent shared with The Motherhood.

The influencer marketing landscape is undergoing a transformation where influencers seek not only financial compensation but also transparent communication, creative autonomy, and enduring brand relationships. As the industry evolves, brands that understand and respect these nuanced perspectives around paying influencers and more will be better positioned for successful and enduring collaborations with content creators.

More Influencer Marketing Resources​


Go back to the basics of influencer marketing, learn what the FTC guidelines mean for brands and find out more about copyright around AI-generated content.

Influencer Marketing Hub goes deeper into the factors that impact influencer rates.

The post Paying Influencers: What Works and What Doesn’t appeared first on The Motherhood | A Social Media Marketing Agency.
 
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