blogger and social media ambassador/ celebrity fees
Well, we all know time is money, money is important. In my current job as a PR, to contact with media and also bloggers, we always send out press release and also to invite the media for event and product launching.
And then, I start to receive such inquiries:
Client: “Pay the media to come, I do the same thing in another country.” For me, paying media to attend company event is a no-no thing for me. come on, pay some respect to the media, will ya? If you want to 100% make sure the media publish your event, perhaps you contact the advertising department to create ads or advertorial directly. What’s the point to ‘bribe’ media, just to show that you did the job? Those who come might not publish your launching, so it all comes back to the same conclusion – Make sure your news ‘sell’.
Social Media Celebrity/ Bloggers: “Hi, if you want me to come to the event, is there any payment/ token/ money?”
Then, we come back to their blogger stats and profile. I have bloggers who write to me: “Sponsored post is RM 800, which includes a post, and social media sharing about the posting (about 14,000 fans in total ). If so, we use this as case study for calculation, on how to justify the blogger payment.
Blogger Calculation: RM/USD 0.057 x total social media views. For example, if there is 10000 in total from all social media followers, 10,000 x money value 0.057 = currency value 570
Blogger/ Talent agency: Now, this is a grey area. Is the agency is like a PA manager for the blogger? Is the self-famous social media representative is as famous as celebrity? What is the T&C and restriction for us to contact the blogger directly, or their blogger agency like NuffNang and GushCloud? Let’s see how the blogger explained in their blogs:
“For commercial engagement (digital advertising & blog posting), please email xxx @ nuffnang.com. For product review, event invitations & press release, please email me directly.”
From the statement, you know that if you want the bloggers to 100% publish your business, brand and products, or digital advertising, contact the agency. If it’s a product review, normal PR, event invitation, you can contact the blogger themselves. However, whether it’s a total restriction on whether blogger did signed some agreement or contract with the agency, it is still being questioned. Perhaps, you can try to contact the blogger, and if you are being redirected to the agency, you should know what is happening, agency is having full control on the bloggers.
However, most of the bloggers can pretty much control their own contents, as bloggers are tend to more lifestyle and freedom, meaning they can live without the agencies, unless the agency really did a good work, being famous, or the bloggers are too busy to reach out to the clients directly.
Calculation if social media influencer under agency: RM/ USD 0.027 x total social media followers (Facebook, Instagram, Youtube, Blog). + 30% agency fees. Example: (10,000 total social media x money value 0.027) + 30% agency = money value 351
The currency value USD/RM 0.045 per followers will be ideal, meaning if the blogger has 10,000 total social media followers X money value 0.045 = currency value 450. I believe this is a more reasonable amount.
However, the calculation is based on the rates card provided by some of the agency and bloggers. It’s served as a guide if you are a self-representative social media influencer, an agency, or as a client yourself, where you don’t know what are the rates are.
- What is the paying mode between bloggers and clients?
Choose to pay the bloggers/ social media self-representative after event/ assignment if it is a paid event to them. I have seen bloggers just copy and paste the press release without much text impressions being mentioned in their blog. Justify their work, only decide the price. Pay and reward for the quality, not quantity and copycats. Bloggers, what if the client did not pay you? Ask for 50% deposit in case of anything.
- If you are a blogger/ self-represented social media influencer: When is the right time start to ask for money/ token?
Perhaps, you need to showcase a good portfolio, and show some links of your work. Try not to ask money upfront, without showing the work. You can hard-sell and ask for money before you post, but what if your posting is not worth as per the client was thinking? Get the 2-way win-win situation, think long-term work relationship, and not a one-time-off thing.
- Should you engage a blogger agency?
If you don’t have the time, YES. Being an agency isn’t easy, we need to spend time searching for the right bloggers for you, getting their contacts, talk to them, and make sure they are disciplined and be responsible.
- For your business: Do I really need to pay the bloggers?
YES and NO. Vary depending on their social media presence and their time. sometimes, if your event is catchy, they will come without asking being paid. Same thing, if your event has nothing to shout about, they won’t even bother to take your money. If you want to know why should you pay bloggers, here’s why.
Any other opinions on the topic? Perhaps, you can share with me. And yes, MWF does offer blogger collaboration too.