Payment from 50 to 2000 euros / Why everyone wants to become an influencer

2024-08-19 07:27:01, Ekonomi CNA

In one of the loudest cafes in the area of ??the former Block, a girl in her 20s met a group of friends, sat down, without rushing through the menu, ordered and as soon as the waiter returned with the order, tried 5 times to the video you wanted.

On the faces of the friends, we could read the boredom of a ritual that, it seems, happened often and did not allow them to consume their drink in peace.

Dozens of photos followed the meeting, and more than the normal conversation, all the girl talked about was how many likes she got on her last post, how many viral videos she had, and which companies had approached her to advertise.

I opened Instagram, it had 135 thousand followers, it was not a public figure, nor did it work in the media.

The "fashion" of influencers has officially taken over the world. They get paid as they post pictures of themselves and their lives, something that most ordinary people do for "free".

Over the past decade, the social media influencer industry has grown from nothing to a global army that has reorganized the way information and culture are conceived, produced, and marketed.

Sectors such as fashion, cosmetics, travel led the fields where this "profession" started, but the content also took other directions: parenting, psychology, business, education, etc.

For the most part, it has worked out for the best: globally, at the end of last year, the industry was estimated to be worth $21 billion and is projected to reach $24 billion by the end of 2024.

People trust influencers, social media users get more news from them than traditional media, and sales through influencers have seen progressive growth in every category of goods or services.

How is the work of the influencer in Albania?

A company addresses an influencer and while presenting the product or service, simultaneously requests quantitative data of the person in question, how many followers he has, how much traffic he generates, what campaigns he has done before and what impact he has had, etc.

On the other hand, the influencer is informed about the company and the products/services it has. In recent years, this relationship also goes through a specialized agency in the field of digital marketing, as a bridge between the influencer and the company.

The price is set. At first, they were based on print advertising prices, a kind of conversion of the number of copies to the number of reads.

Over the years, the market began to mature and prices to unify.

However, there are differences in the forms of campaigns that are made and the requirements of the companies themselves.

Tomi Kallanxhi, head of "Big Media Expert", a company that is also focused on digital marketing, claims for "Monitor" that the market of influencers in Albania has developed over time.

Agencies that manage communication between influencers and different companies have entered the game.

According to him, with the development of the digital world, this market has developed further. Mr. Kallanxhi claims that digital marketing has taken the biggest part of the cake of the traditional one and companies are increasingly oriented towards this form of marketing.

The forms of cooperation with media personalities or influencers are mainly structured in package form, which means that several services are offered, starting from the distribution of stories, posts, reels (video formats on Instagram) and payments have reached from 50 euros for a photos up to over 2000 euros per package.

Payments, according to him, depend not on the number of followers, but on reactions calculated in monthly periods, which means the number of times an influencer's posts appear on the screen in front of followers.

Of course, the categorization of the nature of the product with the influencers is also an important criterion: a model is not the right person to advertise a baby product and it is necessary to study what the audience behind each influencer is.

Oliver Petrovski from the "New Moment" agency claims that the market of influencers has become so important that the destinations of the budgets of large companies are also changing, a phenomenon that even television stations, which have historically taken the lion's share, are feeling.

Payment from 50 to 2000 euros / Why everyone wants to become an influencer

"In Albania, this market is much more developed than in North Macedonia, for example".

“People think we reach out to influencers because of the large number of followers they have. Of course it should, but we use them because of the attention people watch their videos with, not because of the number of followers.

The materials they publish are viewed carefully, because followers know the characters and want to see what the influencer does or says."

He adds that there is an interest in real people, especially when they are popular, which makes the engagement in the video high, from viewership, shares, comments.

Payments up to 2000 euros/package

Anaid Kaloti, from "SHET Influencer Industry", says that the prices start from 50 euros to 500 euros per post.

"There are several indicators for the amount you are paid: how correct you are to the public, what language you use to communicate with them, are you just a public figure or do you have interaction that includes sharing with the audience the elements of your day: clothing, cooking, vacations or events, etc. .

Then he also studies the numbers. Of course, public figures, especially those well-known on media screens, are paid even more because of the image they have", says Mr. Kalou

Jori Vila, from "OZ Marketing" says that, since cooperation tends to be created through professional reasons and not likes or personal opinions, it is seen that influencer marketing takes weight and is based on indicators and numbers.

"Influencers themselves are more selective and tend to be more professional, and brands, on the other hand, are more demanding and tend to lean towards concrete measurements and not simply towards trendy or beautiful content", says Ms. Villa.

She adds that the time is gone when companies or agencies only looked at the number of followers of a certain influencer. "A professional will immediately recognize if a profile has the 'k's" bought.

Brands and influencers should understand that more than 'k' in followers, numbers and insights are valuable and start communicating through them," she says.

iNdUSTRy

The influencer industry is a space for entrepreneurship and exploration, connection and engagement, truth and pretense, self-expression and exhaustion.

Payment from 50 to 2000 euros / Why everyone wants to become an influencer

The market, amid informality

Influencers are thought to be leaders who generate topics and set trends among an audience of followers, positioning them in a certain direction to partner with brands on sponsored content.

Influencers are "challenging" the traditional advertising market and spreading a brand's message to target audiences in an authentic way.

Influencers generally earn money by endorsing products on their site – which must be clearly labeled as advertising due to Advertising Standards Authority rules.

In Albania, the market is not yet structured and not every influencer works formally.

Although it's getting big, Petrovski says no one measures the influencer market.

Global market

At the end of last year, the industry in the world was estimated to be worth 21 billion dollars and is predicted to reach 24 billion dollars by the end of 2024.

Payments for influencers in Albania:

Payments for influencers vary by follower:

- Microinfluencers (under 10,000 followers): around 100 euros
- Between 10,000 and 50,000 followers: 200 – 400 euros
- Over 50,000 followers: around 600 euros
- Over 100,000 followers: 700 – 1700 euros

The figures are higher for mixed posts on Instagram and TikTok, exceeding 2000 euros./ Monitor.al