As a rule of thumb you can divide the market into the following rates per post or video:
- Nano influencers (1,000 - 5,000 followers): €50 to €250 per post. Sometimes they also work on a barter deal (a free product in exchange for content).
- Micro-influencers (5,000 - 100,000 followers): €250 to €2,500 per post or reel. This is the most popular group because of its strong price-quality ratio.
- Meso and macro influencers (100,000 - 1,000,000 followers): €2,500 to €15,000 per post. Here you are buying serious reach and brand awareness.
- Mega influencers (1,000,000+ followers): from €15,000 up to tens of thousands of euros per post.
Beyond follower count you pay for production time and possible exclusivity (the influencer temporarily not being allowed to post for your competitor). In short: you can get started with a few hundred euros with micro-influencers, but for large national campaigns with well-known faces the budget quickly runs into the thousands.