The Rise of Influencers in Social Media Advertising

Your favorite musician, celebrity, or beauty blogger are all doing it. Smiling with some new detox tea, a subscription box, or even promoting Botox. What gives? Those with a powerful reach on platforms like Instagram and Snapchat are participating in an increasingly popular type of social media marketing: influencer marketing. So, who are influencers, and how does this all work?

What is An Influencer?

An influencer is someone who has credibility and reach on social media platforms, such as celebrities, musicians, reality TV stars, content creators, or bloggers. Authenticity is an absolute requirement for social media influencers, as this authentic look is what makes users follow the influencer and react to their posts in a positive way. Social media influencers are a murky part of digital marketing, as they blur the lines of what’s an ad and what’s not.1

Influencer Marketing vs. Paid Ads and PPC

Social media platforms, such as Instagram and Facebook, offer paid marketing opportunities, ones which use the word sponsored somewhere in the post, so users can easily identify that they’re seeing an ad. Influencer ads, though including more indications of sponsorship these days, are not always easy to spot.

Wait, What on Earth are Micro-Influencers?

For stronger authenticity and a stronger follower (aka customer) connection, many businesses are looking to micro-influencers. A micro-influencer is someone who has a much smaller reach on social media (usually around 10,000 and 500,000 followers) but incredible interaction with their community.2 Micro-influencers are usually a niche, such as a keto food blogger.

Businesses seek micro-influencers when they’re looking to advertise with an influencer who has greater authenticity, interaction, and connection with their audience. Though the reach may be smaller, micro-influencers are reaching a much more specific audience.

How Much Do Influencers Charge?

The cost of a #sponsored post or influencer #ad will depend on the number of followers the influencer has, along with the type of ad you are posting. While influencers with under 1,000 followers will charge around $83 for a sponsored post, those with more than 100,000 followers charge an average of $763.3 The exact amount an influencer charges will vary based on their own pricing methods.

Mastering Instagram and Social Media Marketing

At Tandem Interactive, we’re here to simplify the world of digital marketing, including social media. Contact our digital marketing team today to learn more about your opportunities in SEO, PPC, local digital marketing, and social media.



  1. Wired- The Pricey War to Influence Your Instagram Feed
  2. Forbes – Micro-Influencers: The Marketing Force Of The Future?
  3. co – Instagram Influencers