|Performance Pricing Fails to Catch on in Influencer Marketing
Cost-per-engagement is seen by many agencies and influencer networks as a more transparent pricing model. Agency RPA recently tested CPE for a big consumer product client for the first time, where it collaborated with more than 40 Instagram creators — whose followers range from 2,500 to over 165,000 — on two campaigns.
This experiment over-delivered on the campaign goals with tens of thousands of engagements each campaign (including likes, shares, comments and reposts), according to Mike Dossett, manager of digital strategy for agency RPA. But for the industry as a whole, this is a rare case.
“It’s a muddy picture. CPE is a good start to measure influencer marketing just like we do on other more established channels, but many brands still write influencers a check based on their followers,” said Dossett.
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This article was published on Digiday.com. A full link to the original piece is after the story.
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