How to use Estimated Influencer Cost

Brands want to know how much it costs to work with influencers, and there is seemingly scattered standardization into what influencers may cost across different networks. GRIN's estimated influencer cost provides brands with an estimation of the potential cost to work with a particular influencer.

In this article, you will learn:

 

How to Use Estimated Influencer Search

Step 1 Click Recruit in the navigation bar, and select Influencer Search.

Step 2 Start your influencer search by selecting your preferred network.

Note

The estimated influencer cost is network-specific. To view an influencer's estimated cost on a different network, change the network search source and search for the influencer.

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Step 3 Enable the estimated cost setting by accessing the search filter to the right of the table.
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Step 4  Scroll down until you locate the properties section, expand the properties section, click the Show estimated influencer cost box. Enter in any other filter criteria for your search and click the Apply Filters button.

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Step 5 Perform a search by using keywords, hashtags, or handles in the search bar. A list of influencers will populate with information on their reach, engagements, engagement rate, social links, bio, and estimated cost.

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Note

The estimated cost range represents the potential cost for the following task types: 

  • Instagram  - one Instagram post
  • YouTube - one YouTube video
  • TikTok - one TikTok post

  Quick Tip

If you want to drill down deeper on an influencer, the estimated cost range is also available on an individual influencer's card, accessed by enabling the filter and clicking on a particular influencer. 

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Frequently Asked Questions

How should brands leverage the estimated influencer cost? 

This feature should be used as a starting point or a benchmark when engaging with influencers. The cost range is an approximation as there are many unique variables that the algorithm does not yet consider. Since an influencer's metrics may deviate from the average, and each partnership has the chance to be unique, the range should be viewed as a guide. 

Some brands may derive more value from this feature than others as it relates to their influencer marketing programs. As we continue to learn more about our brands, collect more feedback, data, and understand the additional variables introduced into collaborations, GRIN will enhance the algorithm to ensure its breadth and accuracy. 

 

What networks is the feature available? 

The estimated influencer cost is available across Instagram, YouTube, and TikTok networks. 

 

What type of task does the estimated cost represent?  

The estimated cost range represents the potential cost for the following task types: 

  • Instagram  - one Instagram post
  • YouTube - one YouTube video
  • TikTok - one TikTok post

The algorithm provides an approximation for the fundamental activity of each network. GRIN will enhance the algorithm to consider more task types as we continue to collect and process more data related to other network task types and their costs. 

 

How is the estimated cost algorithm calculated?  

Instagram 

The Instagram cost range algorithm measures the relationship between an influencer's followers and engagement, benchmarks it against aggregated averages for influencers in that same category and recommends a range. Since an influencer's metrics may deviate from the average, and each partnership can consider many variables, the range should be used as a guide.

 YouTube

The YouTube cost range measures the relationship between an influencer's subscribers, average video views, engagement, and benchmarks it against aggregated averages and CPM for influencers in that same category and recommends a range. Since an influencer's metrics may deviate from the average, and each partnership can consider many variables, the range should be used as a guide.

TikTok

The TikTok cost range measures the relationship between an influencer's followers, average video views, engagement, and benchmarks against aggregated averages and CPM for influencer's in that same category and recommends a range. Since an influencer's metrics may deviate from the average, and each partnership can consider many variables, the range should be used as a guide. 

 

Why is the estimated cost displayed as a range? 

The range reflects the cost scale for influencers of that category for the respective social network's fundamental activity (i.e., one post on Instagram). The low and high-end values are one quartile deviation above and below the mean for that particular category of influencers.

 

Does the algorithm provide estimated costs for various quantities of different task types? 

The algorithm provides an approximation for a single task type specific to each network. GRIN will enhance the algorithm to provide support for various task types and quantities as we continue to collect and process more data related to other network task types and costs. 

 

How often is the estimated influencer cost updated?

The estimated cost refreshes every 30 days. 

 

Should brands compensate influencers with products or monies? 

We encourage our brands to initiate collaborations centered around the brand's product. GRIN believes the best collaborations happen when a brand and an influencer share similar values, audiences, and expectations - this leads to creative and authentic partnerships. 

We also recognize influencers should be compensated for the time and resources to create content to achieve the collaboration's desired results. The type of compensation can vary case by case. In any case, the estimated cost is an approximation and should be used as a starting point in conversations.

 

Is the estimated cost available in any other areas of the GRIN platform? 

Currently, estimated influencer cost is only available inside influencer search. GRIN may expand the estimated cost to additional platform areas as GRIN collects feedback on how our brands leverage the feature within their workflows. 

How does GRIN categorize influencers for the estimated cost range? 

Influencer Category Influencer Category
Nano 0 - 10K
Micro 10K - 50K 
Mid-tier 50K - 100k
Macro 100K - 500K 
Mega 500K+



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