Influencer marketing is one of the hottest trends across the travel and hospitality industry, but it is often difficult to tell what it will end up costing a company.

Heide Herbst of the agency connecting companies with content creators, Brandnew, spoke to audiences at the ITB Convention to give some standard price lists for different social media services.

For a YouTuber with 200,000-500,000 subscribers, a video will cost roughly 5,000 euro. 

An Instagram star with 200,000-500,000 followers will charge around 3,000 euro per post, while bloggers with 200,000-500,000 monthly visits will also cost 3,000 euro.

Facebook influencers with 200,000-500,000 fans and Snapchat influencers with average views between 200,000-500,000 will cost on average 2,000 euro per post or snap. 

Tweets are the least expensive with messages from an account followed by 200,000 to 500,000 users costing around 1,000 euro.

While Herbst says these rates are not written in stone, she insists that knowing a ballpark figure can help companies create good relationships with influencers by not offending them with a low-ball offer.

“A lot of people will get offended if you offer them a room or a 100-euro product for their work, which is worth a lot more,” Herbst said.

The prices per video or post depend on a couple different influencer characteristics: which country, what branch, how much reach reach, engagement rate and what social media channel the desired product will be in. 

For instance, a video is much more work than a tweet.  Other factors that can affect price are whether or not the influencer agreement is exclusive and what type of brand is looking for an influencer.

Still, for those not ready to take the plunge with a possible influencer collaboration, Oguz Yilmaz, a former influencer himself, says just sending a product is a good way to start a relationship, but only if it comes without strings.

“Sending a product to someone is a good way to test things out, but only if you have no expectations,” Yilmaz said. “If they choose to feature your product and their post gets a good reaction you could build a collaboration out of that.”

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