Check out our calculators for Instagram, TikTok and YouTube:
Instagram Influencer Earnings Calculator
What determines how much a post is worth
There are three main factors that determine how much an Instagram post is worth. The first is the audience size, the second is the type of content being shared, and the length of the campaign.
1. Audience Size
Instagram influencers can be broken up into 5 tiers based on the size of their following. Those tiers are: Nano, Micro, Mid Tier, Macro, Mega. Nano influencers tend to have between 1000 and 5000 followers, Micro-influencers have between 5000-20000, Mid Tiers are between 20K and 100K, Macros are between 100K and 1M, and mega influencers have more than 1 million followers.
This first principle is rather simple; the more Instagram followers you have, the more your potential earnings are per post. Consider that a fashion brand approaches Megan Fox and Khloe Kardashian to partner for a new fashion product. Megan Fox has 7M followers, while Khloe Kardashian has 100M; nearly 22x more followers than the aforementioned. In this case, Khloe Kardashian can charge more for an Instagram post, as she has access to a larger audience.
One more important factor to consider is that many followers don’t always translate into engagement. Two influencers might be evenly matched in terms of their follower count, but the influencer with higher engagement has greater earning potential per post, as engagement leads to conversions.
2. Type of Content
In the ecosystem of Instagram, not all content is made equally.
Some content attracts higher levels of engagement, meaning users are more likely to interact with it. There are several types of content that can be shared, including photographs, videos, and stories.
Of these, videos have the potential for the most engagement, as users are likely to watch it for longer, and walk away with an impression of the brand or the nature of the content. Photographs are the majority of Instagram’s content, while stories allow you to share either videos or photographs. However, stories are not permanent, while posts must manually be deleted.
If a brand were seeking to have a user share their content, the post with the highest earnings potential of these would be a video, since it would attract the most attention.
3. Campaign Length
The third factor that influences the potential earnings of an Instagram post is the length of the given campaign. When influencers post, they tend to delete the post any time between a week and a month after. Influencers prefer not to have the majority of their feed made up of sponsored posts with brands, as it comes off as disingenuous.
Some posts paid for by companies stay up for a day, while others stay up for a week. If a post is up for longer, it has a higher likeliness of being seen by users. However, if it is deleted shortly thereafter, it does not have the probability of being seen by as many users, limiting its effectiveness.
The Final Price
Taking into consideration all of these factors (Audience Size, Post Type, Campaign Length), one can come up with a relatively reliable estimate for an Instagram post’s earning potential. However, some of these factors carry more weight (or less), depending on the campaign. Other factors also must be considered, including the demographic makeup of the audience, sensitivity of the post, etc.
Use our Instagram Earnings Calculator!
At NinjaOutreach, our team has developed an earnings calculator, so that you can have a clearer understanding of the influencers you’ll be working with.
The ultimate goal for a brand is to reach audiences that will engage with your promotions and marketing, so why not go into any agreement knowing what to expect?
Our earnings calculator will help you figure out how much each post is worth, in order to ensure you get a fair deal.
TikTok Influencer Earnings Calculator
What determines potential earnings
Let’s take a look at how users make money on the platform, and what determines the potential earnings of a TikTok influencer.
1. Cashing in on a Key Demographic
Last year, a study by GlobalWebIndex found that 41% of TikTok users were between the ages of 16 and 24. This generation, also known as the upper range of Generation Z is a highly profitable audience, which tends to offer high engagement on content across social media.
The thing that differentiates Generation Z consumers from other ones such as Millennials and Baby Boomers is that Generation Z grew up in an age when mobile phones and social media began to dominate all forms of communication. Millennials can recall a time when phones did not dominate our days, and connecting to another person was less immediate. Since Generation Z is the dominant user base for this application, they are more likely to develop loyalty to the brand and return to it frequently.
Additionally, Generation Z is more likely to spend money online, whereas older individuals are more hesitant to do so.
TikTok is different than a lot of applications because it offers the ability for users to gift users who make content.
As users live stream, the audience can gift you coins if they like your content.
Users buy coins and gift them as a way to say thank you, or express that they appreciate a person’s video. Coins can be bought in denominations of 100, 500, 2000, 5000, and 10000.
When a creator has amassed enough coins, they can cash out, and receive a hefty payday.
Similar to Instagram, the number of followers you have directly determines your potential earnings. Instagram and TikTok both operate with a metric of engagement, the former uses likes and follows, while the latter uses hearts and fans.
However, TikTok is different in that viewers themselves can have an impact on potential earnings as they gift you more or fewer tokens.
In 2019, it was reported that TikTok made nearly $75 Million from in-app purchases. Users with large audiences took home a lot of this money, as in-app purchases are meant to incentivize users to keep on making content.
2. High User Engagement
TikTok is unique in that it operates solely through video posted content, which can be no longer than 15 seconds. This coupled with the fact that the interface is a highly navigable vertical timeline ensures that users stay engaged.
If a user posts the type of content that viewers are more likely to heart and send to others, their potential earnings increase.
However, there are other factors regarding engagement that determine the potential earnings of a TikTok user. If a video has amassed a lot of hearts, and the user has a lot of fans, then the video is more likely to be suggested to other users, who in turn will watch it, and potentially gift the original poster. If a user has more engagement, then brands looking to partner with someone will be more likely to look to them.
The brand must still keep in mind that the more engagement a user has, the more likely fans are to remember and interact with that brand. For this reason, high user engagement across fans, hearts, and views influences engagement and potential earnings.
3. The Opportunity to go Viral
TikTok is different from most forms of social media in that the content on the platform is made with the intent of going viral. A small portion of users are casual posters, who will make a video to share it with friends, while the majority of users have the goal of getting their video to go viral, claiming their 15 seconds of fame.
A unique feature of TikTok is that there are often challenges that pop up, inspiring users across the world to offer their rendition. Examples include the Haribo Challenge, The Raindrop Challenge, and the Fake Travel Challenge. These were all ideas that originated from one user and managed to spread across the platform, attracting hundreds of thousands of likes and comments. Though these are humorous, they are a great opportunity for brands to advertise through sponsored hashtags.
Sponsored Hashtags allow brands to offer users the opportunity to interact within the app, and even shop.
Examples of this included a Uniqlo sponsored hashtag where influencers would show of an outfit, prompting viewers to shop for a similar product. The retail company Kroger was one of the first brands to do so, using the hashtag #TransformUrDorm, seeking to get users to show how they used Kroger to purchase the essentials while preparing to get back to school. This hashtag garnered hundreds of millions of views. For an influencer on TikTok, their potential earnings from a sponsorship like this depend directly on how much engagement they receive on their page, how many fans they have, how many viewers they tend to attract per video, and several other factors.
The more likely a user is to make content that will go viral, the more likely a brand is to work with them, increasing their potential earnings.
Use our TikTok Earnings Calculator!
At NinjaOutreach, our team has developed an earnings calculator, so that you can have a clearer understanding of the influencers you’ll be working with.
The ultimate goal for a brand is to reach audiences that will engage with your promotions and marketing, so why not go into any agreement knowing what to expect?
Our earnings calculator will help you figure out how much each post is worth, in order to ensure you get a fair deal.
YouTube Influencer Earnings Calculator
What determines potential earnings
Let’s take a look at how users make money on the platform, and what determines the potential earnings of a YouTube influencer.
1. Subscribers
One of the most important metrics on YouTube is the number of subscribers a user has. Subscriber counts mark the difference between casual video posters, and serious entrepreneurs, seeking to spread their message.
Subscribers are important because they are users who automatically receive videos when a user posts them. The more subscribers a user has, the larger their audience is. This is important for brands to consider because more subscribers translate to greater engagement. Greater engagement translates to greater visibility for the brand or impressions.
Consider two YouTube influencers, LoganPaul and PewDiePie. If a brand were to consider working with either of them, PewDiePie would cost much more, since he has 103M subscribers, while Logan Paul has 20.3M subscribers.
2. Engagement
Another key factor to consider is engagement across the channel. Many statistics give a full picture of engagement, but the main ones are ratings, average views, and comments.
A user with high ratings on a video is likely to have their content suggested to other users by the YouTube algorithm, increasing the number of views per video. Users who tend to make content that gets downvoted are less likely to be suggested to subsequent users.
Average views per video change based on the user, but some YouTube influencers can post a video and immediately receive 1M views, while others won’t reach 1M views for several weeks. Taking a full accounting view counts is an opportunity to fully understand the exposure and impressions you might expect by working with a certain YouTube influencer.
Comments are also important. More comments indicate that users are interacting with posted content, augmenting the overall level of engagement.
If across these three factors, a user seems to have relatively high engagement, they are likely to have higher potential earnings per video and offer higher earned impressions.
3. Click-through rate (CTR)
Click-through rate is a key performance indicator for brands working with online channels to increase exposure. A Click-Through Rate is the ratio of users who click on a specific link to the total number of users who viewed it. Most of the time, when a brand works with a YouTube influencer, the user will announce at the beginning of the video that the content is sponsored and that there is a link in the description where the user might learn more about the brand.
Users who are skilled at conveying this message will have a high CTR, while if the sponsor is not properly integrated into the video, the CTR will be lower. Users with higher CTR have greater potential earnings. Being a sponsor of a video is not enough; users must also engage with the link, promo code, etc. to demonstrate that the brand has earned exposure.
Here at NinjaOutreach, our team has developed a YouTube earnings calculator, which takes into consideration all of these factors to determine how much a YouTube influencer should charge per campaign. Let our team guide you through the confusing process of influencer marketing! If you are wondering how much you can earn through ads alone, check out our ads earnings calculator.