How much are you willing to pay for influencer promotion of your product?
At a time when everyone allows themselves to build any solution using AI, it is difficult to differentiate themselves, and makers are betting on more aggressive distribution.
Some differentiate themselves with good tech support, some build their personal brand as a founder, and some pay influencers.
I recently came across a graphic showing how much influencers should earn based on their followers (see pic).
How much are you willing to pay for paid collaboration as a product owner?
What does such a form of collaboration look like?
(one-time/long-term; only sponsored post/post + commission rate from an affiliate/just commission rate; social networks where you used influencers + post format)The last – MOST IMPORTANT QUESTION: What results did it bring you, and what were the influencers like? (Theri follower count)
Replies
Vomyra AI – Voice AI Agent
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@sumitgoel For brand awareness, yes.
For purchasing products: naaaah :D
FastMoss
@sumitgoel @busmark_w_nika TBH UGC creators on TikTok, especially for beauty and skincare products, are great for driving sales. However, most YouTube influencers tend to be overpriced.
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@sumitgoel @qiwap I know you are talking about. One YouTube influencer asked for $10k :D Didn't know that TT UGC is so sales-driving. Do you have any examples of videos that worked well for you? (link is welcome) :)
FastMoss
@sumitgoel @busmark_w_nika I actually have a list to show how many sale each TikTok shoppable video made. Check out this link and u will know what I'm saying https://www.fastmoss.com/e-commerce/hotvideo?region=US
Vomyra AI – Voice AI Agent
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@sumitgoel How much would you pay then? If anything.
@sumitgoel my experience taught me, this is a "depends" question, depends on if your product value and proposition aligned with influencers viewers base. Don't expect too much real "growth", about 20% ish would be a fair share.
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@sumitgoel @mellodiii_59 Mellodii, what results have you had with influencers?
@sumitgoel @busmark_w_nika long-tail tracking then we had some returns, signups came in a few at the very end time. But, impressions and CTR would tell you immediately if you chose the right ones.
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@sumitgoel @mellodiii_59 Wait! Did you promote those influencers' posts? (I mean supported with paid ads).
Vomyra AI – Voice AI Agent
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@sumitgoel what / who should that influencer be?
Cal ID
@sumitgoel
If you need users - Yes
If you need customers - Maybe
If you need paying clients on a high ticket MRR - No.
I've worked in one of the top influencer marketing agencies for a year and have seen people draining their money. You need to find good influencers with a genuine following that respects their endorsements - It works like a charm, just onboarded 700 users from a single reel last week (that didn't even go viral yet)
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@sumitgoel @sanskarix My opinion is that agencies/brands should not rely on influencers when they want to sell (priority). Tho, for brand awareness it is good.
We don't have the budget for this, haha, it's a joke
For startup teams, we often choose medium to small influencers (5k-20k) ourselves, based on their video views and engagement data, generally we offer $100-500
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@andrew_jameson111 That's pretty cool. I have seen a quite big AI company offering $25/post. :D
@andrew_jameson111 Interesting approached, feels like you're much more likely to get aligned, high value customers/users. But what is the investment cost on your end? Especially in terms of time.
Thanks! i will use these numbers as a ballpark. May i know how did you come up with. these numbers?
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@ai_bhai I have seen them in one LinkedIn profile.
@ai_bhai @busmark_w_nika Thanks for sharing! The number is very helpful!
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@ai_bhai @christyfea You are welcome, Christy! :)
PingPolls
We are trying to grow PingPolls through affiliate marketing, not one-off influencer shoutouts. Still figuring out the right partners, but the idea is to let creators earn long term by sharing polls that their audience actually wants to fill in. Engagement feels better than paying for static posts, but finding the right affiliates is the hard part.
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@azvyae If you wanna go with affiliate, you need to first create a brand that people naturally want. Because from my own experience, when you are less known and wanna promote something via influencers, they are more likely to ask for money beforehand. But when you are a prominent product, people will be sharing it with prodness.
PingPolls
@busmark_w_nika That's a good point. I guess using affiliate marketing will be difficult for a new small product. It does feel like you need to already be popular to get the promotion to become popular, though.
In your experience, what are the most effective ways for a lesser-known product to build that initial momentum?
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@azvyae I would say ask relevant people to use it (who have an impact on the community) and give them products for free, also actively communicate on social media and ads. It is not only one thing.
Still trying to figure out how to measure the effectiveness of influencer marketing. Wonder why we are not using CPM/CPC for all channels?
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@sanoojs This is very abstract. I think that Influencer marketing is about creating some brand awareness/to impressing someone. It is like having a product on TV. You cannot measure directly whether people purchased it because of that commercial on TV, but you can make sure they are aware of your brand.
Mnemosphere AI
Great thread!
The founder of Emergent (they got $10MARR within 2 months of launch) recently shared how they got there. They basically went big with influencer marketing on X and TikTok
https://youtu.be/dbINkJFfKsk?si=-3beUXcOaHdt-Um5
He describes their playbook from 22:30
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@rajesh_cherukuri TY for sharing with us :)
Vagus+
Didn't know about this influencer pricing but it seems fine to me! 💯
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@alexnnd It is just one POV. I bet there are more pricing lists and methods.
It would be nice to compare this to other kinds of product promotion. Best choice totally depends on the goal and who you're talking to, but it's useful to have some other ideas handy
Especially now that the 'Coming Soon' page is no longer available 🫤
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@nelsonnn000 What kind of product promotion do you refer to?
Finden
This is useful to use as a ballpark, we have started reaching out to influencers and UGC creators. I will be sure to share the results for anyone wondering!
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@randeep_wilkhu Will you be sharing the results anywhere? 👀
It's very difficult to find the right influencer now a days. Most of them do engagement farming and what we see may not be organic.
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@robin_hablani1 How do you fact-check whether the engagement is real and not bots? 💀