As of the 2016, the average price for an Instagram post for an influencer with more than one million followers started at about $6,000; influencers with 200,000 to 500,000 followers could charge, on average, just under $2,000, and anyone with less than 200,000 followers, especially in the lifestyle sector, will post for less than $1,000…Yet single Instagram posts have gone for more than $30,000 for users how have more than one million followers. Brands that paying $30,000-plus fees for single social media posts must find ways in that their partnership remains authentic.

Hiring macro influencers is very challenging for startup or smaller brands, if not impossible unless the level of funding behind is significant. Not so long ago smaller brands used social media to their advantage, they would send any type of influencers, macro or micro, their products so they try them out and then there would be a lot of organic content generated by these influencers. Now, unless they are getting paid macro influencers will not post any content. The true content generators are the genuine users of the products, fans or micro influencers. The relationship between the brand and the macro influencers is not as authentic as before, if the macro influencers are not receiving money there is no relationship.

My recommendations for any brand that wants to select macro or micro influencers to work with, is to select those who have used or tried the product before in an organic way, there has to be prior genuine affection in the product or the brand for brand/product and alignment to brand’s values for influencer relationships to work. Do not select anyone from a paid strategy standpoint, to prevent communicating mixed messages that consumers are smart to perceive. Hashtags with the word “ad”: #ad really turn of followers or fans of influencers. This can be detrimental to engagement. Any paid agreement between the influencer and the brand must be disclosed, typically with the #Ad hashtag because of FTC regulations. So how can companies abide by the newly enacted FTC rules in a way that isn’t causing engagement to drop? Apps like Brand Ambassador, where influencers get rewarded on non-monetary ways are using micro influencers, create brand awareness and generating organic content. The app guides the users on how to generate the most impactful hashtags, rewards posts, and conveys the partnership between the brand and the user in the caption in a way that does not throw of their followers.

@Pink_Geek content generator for Brand Ambassador