Summary List Placement
Some influencers only need a few thousand followers to start
earning money off their online platforms.
Called “nano” influencers, this category of creators
generally have fewer than 5,000 subscribers on YouTube and between
2,500 and 10,000 followers on Instagram.�
Nano influencers often specialize in a specific niche, with a
small and engaged community that feels like they know the
influencer on a personal level.
When starting out, nano influencers will often pitch their own
brand sponsorships instead of relying on an agent or manager.
Jen Lauren is a part-time social-media influencer in New York
City and has 1,500 subscribers
and 3,00 followers on
Instagram. She told Business Insider she earns money by
partnering with brands, through Amazon’s affiliate program, and
from YouTube ad revenue through its Partner Program.
When pitching brands, she uses a 3-page media kit that she
updates a few times a month. Her most recent brand partnership was
with the food delivery service Epicured. She promoted the brand in
her YouTube video, “What I Eat In A Week with IBS.”
“It’s important to build a relationship with brands and to work
with brands that you already love, especially when you’re starting
out, to build subscriber loyalty,” she said.
Business Insider spoke with four influencers who had under
10,000 followers about how they set their rates when negotiating
paid sponsorships with brands.
The “rates” influencers use are often a starting point for brand
negotiations and can vary based on the specifics of a brand
campaign, like usage rights and exclusivity. Usage rights refers to the ways the
brand can use the influencer’s content, while exclusivity is
when the influencer can’t work with a brand’s competitor for a
certain period of time.
Here are the influencers, listed from fewest followers
Jen Lauren: 1,500 YouTube subscribers (November)
Lauren, 24, started her YouTube channel as a hobby two years
She told Business Insider in November that she emails the brands
she wants to work with directly, direct messages smaller brands on
Instagram, and sometimes finds an influencer marketing contact for
a brand on LinkedIn and then message the person directly.
Lauren charges around $350 for an Instagram sponsorship (one
in-feed post) or YouTube sponsorship (brand mention), and that
price will vary depending on the scope of work, she said. Business
Insider verified her rates with documentation provided by
Her YouTube channel has dozens of workout class reviews and some
of her most popular videos include a review of SoildCore classes
(11,000 views), Rumble Boxing (9,000 views), and Barre3 (9,000
She works with studios around NYC reviewing different ones in
exchange for free classes, and she said one studio even sent her a
discount code for her viewers to use if they wanted to sign
Since Lauren is still starting out in her career, most companies
will offer her free products first (versus paid sponsorships), and
will ask her to share insights on her content to determine a
Read the full post:
Amber Broder: 2,300 Instagram followers (September)
Amber Broder is a full-time college student and a part-time
skincare influencer on Instagram with about 2,300
She posts skincare product reviews on her Instagram and has
started working with brands this year.
“It’s difficult to monetize when you’re still small,” Broder
said in September. But so far, she’s been able to turn her content
into a paying side hustle for herself.
She uses a formula to help calculate her starting rates for
content: 4% of her total of followers. This is a common strategy
for creators starting out setting pay rates. However, the formula
doesn’t factor in time, quality, exclusivity, or usage rights, so
Broder uses this as a guideline for her rates.
Her starting rates for Instagram content
- In-feed Instagram post: $100 to $120
- Instagram Reel: $50 to $75
- IGTV: $200 to $250
When negotiating her rates with brands, Broder emphasizes her
high engagement rate, which she said was around 16% as of
Read the full post:
Laur DeMartino: 3,300 YouTube Subscribers (November)
Laur DeMartino, 19, is a part-time lifestyle content creator on
YouTube, Instagram, and TikTok.
DeMartino earns most of her income as a creator through brand
sponsorships, she told Business Insider in November. She also earns
a small amount through Google-placed ads on her YouTube videos.
Her starting rates for a YouTube sponsorship are between $300
and $500, which she said depends on the brand and what the
deliverables are. DeMartino also secured a recent brand deal worth
$4,000, which included a $1,000 gift card to purchase the brand’s
product. The partnership included content deliverables across all
three platforms she uses.
DeMartino also uses a media kit when pitching herself and
communicating with brands, which she shared with Business Insider
Read the full post:
Khadijah Lacey-Taylor: 9,800 Instagram followers (October)
Khadijah Lacey-Taylor had about 9,800 Instagram followers as of
October 2020. (Since Business Insider first spoke with her, her
Instagram has grown and now has over 11,000 followers on
As a part-time fashion influencer, Lacey-Taylor found a niche in
creating short-form videos with her husband and business partner,
Tamarco Taylor, who is also a part-time professional
The two collaborate on pitching ideas to brands and negotiating
her rates for partnerships.
Lacey-Taylor landed her first paid brand deal on Instagram in
January 2020 with Tampax when she had under 3,000 followers at the
Here were her starting rates for Instagram content (as
- Instagram in-feed video or Reel: $2,500 to $7,000
- In-feed post (with photo carousel): $700 to $1,000
“Always aim high then work your way down,” Taylor,
Lacey-Taylor’s husband, told Business Insider in October.
Read the full post:
Source: FS – All – Entertainment – News
4 nano influencers explain how much money they charge for
brand sponsorships on Instagram, YouTube, and TikTok