Today I want to talk about sponsored posts. In case you weren’t sure, this is where a blogger is paid to post about a product or brand. Some bloggers are lucky enough to be offered sponsored posts – but how do we know if we’re getting ripped off?
I hate to see bloggers selling themselves short when it comes to sponsored posts, but how does anyone know what to charge? Blogging doesn’t fall into a standard job category; everyone has different follower numbers and varying amounts of views, and don’t forget social media interaction and PA and DA scores! So how do we know we’re not under charging, or even over charging for that matter when it comes to sponsored posts?
Well there is no way to know. We don’t talk about money, so there’s no way to compare ourselves against each other if this is something that’s not openly discussed. So I decided to start a survey where self hosted bloggers could leave their viewing figures, follower numbers and how much their charging – completely anonymously, so I could find out what bloggers are ACTUALLY charging, and take a look at how rates vs stats compare.
I was overwhelmed to receive 89 responses in all – I had to disqualify some for not completing all the questions but I still ended up with 79 bloggers figures, covering the most popular blogging genres such as fashion, beauty, lifestyle, food and parenting.
I asked the following questions –
- What category / categories does your blog fall under?
- How old is your blog?
- What is your PA score?
- What is your DA score?
- How many Bloglovin followers do you have?
- How many Twitter followers do you have?
- How many Facebook followers do you have?
- How many Instagram followers do you have?
- How many monthly unique views do you have?
- How much do you charge for a sponsored post? Please leave as much info as you can.
I then separated the responses into three groups – Fashion, Beauty & Lifestyle bloggers (FBL), Family & Parenting blogers, and Food bloggers. Some blogs crossed different categories so FBL ended up with 48 responses, Family – 31 and Food – 6.
In reply to the last question, I understand some people would have a set sponsored post rate, and some would have varying rates depending on the situation. So for those that didn’t give a specific rate, I took an average of what they said. For example if they said £50 – £100, for the purpose of analysing the results I noted this down as £75.
So what did the results look like?
Well hardly surprisingly, the figures were all over the place. In an ideal world you’d expect the sponsored post rate would increase with higher followers and views, but that wasn’t necessarily the case…
Out of all the FBL bloggers the sponsored post rates ranged from £0 (free) up to £150, with the average rate coming out at £73.60. In at the top end, the blogger with the most unique views (280k) is charging £100 on average per sponsored post, but there’s also a blogger up there with only 3k views charging £110. Personally I think these are both quite extreme. Maybe the blogger with the lower views is charging a bit high? Or maybe the blogger with the higher views is charging way too little??
For FBL bloggers at the lower end of the views spectrum (up to 5k unique views) people will charge anything from £10 up to £110 for a sponsored post. Interestingly, the person that charges £10 has more unique views and higher social media stats that the one charging £110! I should also point out that the one charging £110 says this is what they charge but they often accept less.
Bloggers with 10k – 20k views are charging anywhere from £50 – £130 for s sponsored post, and from 25k – 50k views they’re charging £75 – £125. The blogger with the highest views (280k) and highest DA & PA for that matter, is only charging on average £100 for a sponsored post. Considering there’s someone with 12k views that’s charging £150, I think the ‘bigger’ blogger is missing a trick there.
The highest anyone is charging at a minimum is £260, this falls under the family / lifestyle category, this person has one of the highest PA and DA scores and has 95k views. There’s also someone with over 4x this many views (400k), a slightly lower PA and DA score, and similar social media stats, but they’re only charging £80…
Overall it would appear that Food bloggers are charging the highest, with an average of £81.66 for a sponsored post. Family bloggers are second and FBL bloggers are charging the lowest rates.
Under the parenting section, the blogger with the highest views (400k) is only charging £80 for a sponsored post, and yet someone else under the same category is charging £100 and they only have 1.5k views. It would definitely appear that the bloggers with the highest stats should be charging more than they currently are.
At the other end of the spectrum, there are nine FBL bloggers charging £30 or less for a sponsored post, with one of them having pretty decent stats including a DA of 27 and 19k views. There’s no question that this blogger is definitely selling themselves short, just to prove this, there’s another FBL blogger with only 16k views charging £75 per post.
You can see that these figures really are all over the place, and of course what we charge may be one thing, but what we are actually offered or receive my be completely different. I really want to see an end to smaller / newer bloggers being used and taken for a ride for $10 a post. I’m hoping that by discussing these figures and putting together a rough guide at the end of this post, it will help everyone as a point of reference, so you can see what would roughly be a reasonable amount to charge considering your views and social media followings.
It looks like the bloggers with the highest views and stats should really be charging more. Some of them are charging very similar if not the same amounts as bloggers with a fraction of their views. For example someone with 10k views is charging £130, and someone with 258k views is charging €150. To me this seems crazy! I think across the board, bloggers are undervaluing themselves and how much they should be charging. I personally don’t think that anyone should accept less than £30 for a sponsored post.
Of course there are SO many variables, such as how active are you on social media? How often do you publish and promote your posts? Do said sponsored posts contain links? And are they follow or no follow? Maybe your stats aren’t that high but you might have 500k followers on Pinterest? There are loads of things to take into consideration when deciding how much to charge, and how much to accept for a sponsored post.
Taking everyones responses into consideration, I’ve made my own rough guide to sponsored posts rates tables. This was actually more of a challenge than I first anticipated as I wanted to consider the main variables –
- DA Score
- Follower Numbers
- Monthly Unique Views
So I ended up creating two tables, the first one compares your combined follow number to your DA score, to give you a Low, Medium or High score. I was going to refer to this as an influence score but it’s not exactly, nor is it popularity as such but more of a combination of the two.
You then jump to the second table where you start with your unique view number, and whether you scored a Low, Medium or High score earlier, it’ll tell you a rough price for how much you should be charging. I hope that makes sense!
Here’s a quick example. Say I have 20k unique views, 8k followers and a DA score of 27. I should roughly be charging £120 for a sponsored post.
Please remember this is completely subjective, and this is just my opinion based on the results of the survey. I really hope it will be useful for everyone though.
So what do you think? Were you surprised by the results of my survey? I’d also be really interested to hear your thoughts on my rates tables?
I hope you found this post useful xxx
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