Influencers are charging premiums for brands they have not worked with before

New Ideas in MarketingEssential news for marketers, summarised by YouGov
November 22, 2019, 2:50 AM GMT+0

Surge pricing will make influence marketing more expensive in 2020.

Speaking at the ANA 2019 Influencer Marketing Conference, Jasmine Enberg, senior analyst at eMarketer said that, increasingly, marketers are anticipating social media influencers to adopt a “surge pricing model” before the holiday shopping season and other high volume periods.

She highlighted a trend wherein influencers are beginning to charge premiums for brands they haven’t worked with yet but before working with them during high traffic periods. For instance, Enberg states that LGBTQ+ influencers have included an inclusion tax before working with brands unfamiliar to them during LGBTQ+ history month.

Aside from the surge model, working with influencers is getting costlier and this is becoming a common concern for markets across the globe. 40% of US marketers believe this particular challenge is greater than fraud.

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