What Influencers Say…

Influencers prefer working with brands that share their values and offer clear budgets and payment structures. Moreover, 93% of influencers agree that the quality of a brand’s existing social content affects their decision to partner. In other words, influencer collaborations aren’t a fix for teams that underinvest in their organic content strategies.

 Payment and Partnerships

Nearly half of influencers charge between $250-$1,000 per post. However, 71% offer discounts for multi-post partnerships, with another 25% open to it in the future—highlighting the value they place on long-term relationships with brands.

Preferred Content Types

Influencers enjoy creating short-form videos, giveaways, and product collaborations for brands. They’re less inclined to take on interviews (19%), content takeovers (14%), and evergreen activations (5%), often avoiding long-form and live formats due to the greater time commitment and resource risk.

Performance Metrics

Influencers focus primarily on social media engagement metrics, audience growth, and link traffic to gauge success. This aligns closely with marketers, who prioritize engagement (68%), link traffic from posts (50%), and increased website traffic during campaigns (45%), according to a Q3 2023 Sprout Pulse Survey.

Almost half of brands (45%) consistently share performance results with influencers, and another 48% do so occasionally.

Prioritizing Creative Input

Most influencers (65%) wish to be involved in creative or product development conversations earlier, rather than being handed a rigid brief. They are immersed in internet culture and deeply understand audiences, making their input invaluable for brand strategies.

Discover the latest insights and download the full report on influencer-brand partnerships.

• Brands with shared values & clear budgets and payment structures are the ones they’d most like to work with
• When it comes to expected pay rates, almost half of influencers charge between $250-$1,000 per post
• Influencers like crafting short-form videos, giveaways & product collaborations for brands
• Influencers are most concerned with social media engagement metrics, audience growth & link traffic
• It pays to prioritize influencers’ creative input
• The bottom line
• About the data
• About Sprout Social

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