What tips are there for setting the price for a collaboration?
Discover what you should consider when pricing content and which benchmarks could be a starting point.
To determine the price for an influencer collaboration, the cost per mille (CPM) is a common benchmark. It measures the cost per thousand impressions of a post using the formula: (total campaign cost / number of impressions) x 1,000. A low CPM indicates cost-effective reach. In Germany, you can expect an organic CPM of €25 for Instagram posts, a Story sequence, or Reels. €22 is a good value for TikToks and YouTube Shorts, while YouTube videos often cost over €100 CPM due to the effort and longevity involved. Note that these figures do not apply to major creators or celebrities—here, you're also paying for their image, not just their reach.
What factors influence the costs?
Costs vary depending on niche, expertise, and target audience. Use IROIN® Discovery to find suitable influencers, content, and networks: Find Creator . For detailed analyses, you can use Discovery Reports: Analysis to avoid paying for inactive followers or incurring excessive wastage. It's important, however, to also gather insights from a profile so that your negotiations are based on actual reach rather than the number of followers.
By the way: Many influencers have management whose fees are included in the price. Make sure you always know the total price and that the fee is included. It is often simply mentioned but not yet calculated into the price.
You will almost certainly pay extra for buy-outs, i.e. usage rights, as well as exclusivity – you can't just use the content everywhere. We recommend recording the exact usage rights in a contract. Find out about legal frameworks such as the Artists' Social Insurance Fund (KSK) and advertising labeling, and ensure that these details are clearly regulated in the briefing or contract.
Tips for fair pricing
Negotiate specifically: Explain your goals and how the collaboration can also benefit the creator – this can reduce costs. Material perks can also be part of the compensation, and a long-term commitment often leads to lower prices. With IROIN®, you can find the balance between budget and effectiveness for your influencer marketing.