Celebrities charge '£143,000 on average' for sponsored videos

Social media stars and celebrities are charging an average of $187,500 (£143,000) for each video sponsored by brands, according to a US talent agency.

Kim Kardashian: published Instagram post sponsored by SugarBear Hair last week
Kim Kardashian: published Instagram post sponsored by SugarBear Hair last week

Captiv8, a San Francisco agency that acts as a middleman between brands and so-called influencers, also said stars with up to 7 million followers can make $75,000 for a post on Instagram or Snapchat and $30,000 for a single tweet.

The data, first seen by The New York Times, comes after last week’s Instagram post by Kim Kardashian in which she published a video sponsored by hair vitamins provider SugarBear Hair.

The post, which began with the hashtag #ad, said: "Excited to be partnering with @sugarbearhair to share their amazing hair vitamins with you! These chewable gummy vitamins are delicious and a favourite part of my hair care routine." 

In June, research showed that PR and marketing professionals are now more likely to use social media influencers than other types of traditional celebrity for campaigns, while favouring YouTube as their preferred channel.

Since then the International Consumer Protection and Enforcement Network issued new guidelines which said YouTube vloggers and other digital influencers must disclose all paid-for relationships clearly in any content they post.

Last year the Advertising Standards Authority said it wanted to create clearer guidelines for vloggers and brands after it banned a YouTube ad in 2014 for Oreo by vloggers Dan and Phil, who did not make clear that they were being paid by Mondelez to make a video about a "lick race".

Subscribe to Campaign from just £57 per quarter

Includes the weekly magazine and quarterly Campaign IQ, plus unrestricted online access.

SUBSCRIBE

Looking for a new job?

Get the latest creative jobs in advertising, media, marketing and digital delivered directly to your inbox each day.

Create an Alert Now
How easyJet transformed customer data into emotional anniversary stories
Shares0
Share

1 How easyJet transformed customer data into emotional anniversary stories

To showcase innovation and good practice, Campaign is publishing the best case studies from the 2016 Marketing New Thinking Awards, held in association with Sky Media. EasyJet and Havas Helia triumphed in the Data Creativity category for their data-driven work on the airline's 20th anniversary.

Just published

More