Wondering how much do sponsors pay YouTubers in the current influencer market? The short, simplified answer is:
YouTube channels with 1 to 10k subscribers can earn between $50 and $850, while larger channels with over 100k subscribers can earn between $2000 and $50,000 (based on data from Statista).
However, subscriber count is just one part of the equation. The countless variables and lack of transparency make deciding accurate sponsorship rates difficult for most entrepreneurs.
This post breaks down the factors influencing sponsorship rates. It contains everything you need to navigate negotiations and maximize your influencer marketing budget.
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How Much Do YouTubers Get Paid for Sponsored Videos?
Here’s how much sponsors pay YouTubers based on key profile factors:
1. Number of YouTube Subscribers
Channels with more subscribers usually have a broader reach. Partnering with these kinds of influencers may translate to larger exposure, affecting the cost of their sponsorship.
The YouTube ecosystem categorizes influencers into nano, micro, mid-tier, macro, and mega influencers.
- Nano-influencers (10,000 to 50,000 subscribers) like Evelyn Diaz can charge $20 to $200
- Micro-influencers (50,000–100,000 subscribers), such as Mike and Ashley, can charge $200 to $5,000
- Mid-tier influencers (100,000-500,000 subscribers) can charge between $5,000 and $10,000
- Macro influencers (500,000 to 1 million) like Maya Graves can charge between $10,000 and $20,000
- Mega influencers (1,000,000 and above) like MrBeast can charge an average of $20,000+
Mega influencers and prominent creators charge more than micro or nano influencers. For instance, PewDiePie, one of YouTube’s biggest creators, partnered with Legendary Pictures for a unique promotional campaign for the film As Above, So Below.
Instead of a standard ad, he created an immersive “Catacombs Challenge” miniseries that aligned with the movie’s theme, engaging his audience while promoting the film. This demonstrates how larger influencers can bring not just exposure but also creative, high-impact sponsorships that go beyond traditional advertising.
Still, you should note that a high amount of subscribers doesn’t always equate to a loyal audience.
2. Video Views
The problem with paying based on subscriber count is that sometimes a YouTube channel may have a large following but poor or fluctuating video views. This is often because the creator posts inconsistently, the videos aren’t optimized for YouTube’s algorithm, or the videos are not engaging enough.
Calculating the average views a YouTube channel receives can help you project the number of views your sponsored content will receive.
I usually calculate video views by averaging the last 10 to 15 videos. I only include videos that are over two weeks old. It takes about two weeks for YouTube videos to gain sufficient traction.
A YouTube influencer with more average views will have more reach and, as a result, charge you more.
3. Video Watch Time
A higher watch time indicates impressive audience engagement. An engaged audience finds the videos relatable, pays close attention to them, and is likely to watch them to the end. On the other hand, a poor average watch time indicates that most viewers don’t watch the influencer’s videos for long.
Aside from engagement, watch time also plays a vital role in YouTube’s search and discovery algorithm. The YouTube algorithm favors channels with higher watch time and recommends them to new users. In most cases, potential YouTube sponsors are willing to pay more for influencers with impressive watch time statistics.
Potential YouTube sponsors can also project engagement metrics by observing the average number of likes, dislikes, comments, and shares the channel’s videos have. The more average watch time a creator has, the higher they will likely charge.
4. Niche
Niche channels covering gaming, technology, travel, or health may charge more than lifestyle or entertainment channels. This is because these industries have large marketing budgets and can afford to pay more for influencer campaigns.
Sometimes, the more niched down a creator is, the fewer sponsorship opportunities they have and the more they are likely to charge.
For instance, tech YouTuber Marques Brownlee (MKBHD) produced a full video centered around showcasing DJI’s latest equipment, providing an in-depth look at their products and highlighting their benefits throughout the video. This kind of dedicated sponsorship not only demands higher production values but also commands a premium price, which can range anywhere between $50,000 to $100,000 or more.
These types of creators may cost more, but the benefit is that their niche audience is usually more likely to follow up from the influencer’s content. MKBHD audiences follow him specifically for his product reviews, so chances are DJI got a pretty good ROI from this video.
5. Quality and Type of Sponsored Videos
High-quality videos effectively retain audience attention; however, they often require advanced equipment and are more complex to shoot and edit. YouTubers who use such equipment usually have more expensive sponsorship packages.
Additionally, sponsored video content comes in different forms and can significantly affect a creator’s YouTube sponsorship rate. Mid-roll ads, for example, will cost far more than dedicated videos to unboxing or reviewing your product or services. The kind of video your brand sponsors will depend on your buying power.
Types of YouTube Sponsorship Deals
YouTube sponsorships can come in different forms. They include:
- Product Review Sponsorship Packages: In this kind of sponsorship deal, a brand sends free products to a YouTube creator in exchange for a mention or video review. Depending on your agreement with the influencer, they may discuss the product extensively or mention it in passing in their video.
- Affiliate Sponsorship Packages: With affiliate sponsorship (aka affiliate campaigns or influencer affiliate programs), the brand gives the influencer a percentage of every sale that proceeds from their affiliate link. The influencer receives a percentage commission, ranging from 5% to 30% based on their agreement, each time a viewer buys using the affiliate link in their video description.
- Paid Sponsorship Packages: Paid sponsorship is the most traditional type of YouTube sponsorship agreement. In this arrangement, the brand pays the influencer a flat fee to post quality content about its product on their YouTube channel.
YouTube Sponsorship Payment Models
There are several ways brands can pay for YouTube sponsorships:
Flat Rate Payment Model
With the flat fee payment method, the brand and the influencer agree on a fixed amount for a specific number of videos or mentions. This payment type is very predictable and can help brands plan their marketing budgets more effectively.
Commission-Based Payment Model
In the commission-based payment model, the influencer earns a percentage of the sales via their discount or affiliate code. The percentage influencers receive usually ranges from 5 to 20%, and it may even hit 25 to 30% for high-ticket products or partnerships.
Cost Per Mille (CPM)
Cost per mille is a set fee for every 1,000 views the sponsored video gets. In this payment model, you pay the influencer for every 1,000 views your sponsored video gets. CPM rates vary widely depending on audience demographics and other factors I explained earlier. They typically range from $5 – $75 CPM.
You can also choose to opt for a cost-per-view (CPV). CPV is a simplified version of CPM. Instead of calculating for every 1,000 views, you break it down to every view the video gets. You can multiply it with an agreed number of projected views and arrive at a flat rate. CPV can range from $0.018 to $0.023 per view.
Finding the Right YouTuber for Your Sponsorship Deals
Finding the right YouTube creator for your influencer marketing strategy can be daunting. However, proper guidance can ease the burden.
One of the first ways to find influencers is through YouTube. Enter keywords associated with your niche and see the channels that come up. Analyze their pages for views, engagements, subscriber base, and type of content, and highlight the channels that meet your specifications.
If you’re a prominent brand, you might be lucky to receive pitches from content creators seeking sponsorship opportunities. You can analyze their channels and reach out to the ones who meet your specifications.
You can also use an influencer discovery platform or agency like Vivian Agency to find creators that align with your goals. Influencer discovery platforms often have search functions that help you find influencers that align with your goals in seconds.
On the other hand, influencer agencies have a wide network of influencers with which to connect brands. Some best practices when choosing the right YouTube creators for your brand include:
- Ensure they align with your brand image and values.
- Ensure their channel meet the requirements of the YouTube partner program and follows YouTube policies.
- Thoroughly peruse their media kit. Usually, their media kit includes information about their niche, demographics, subscriber count, watch time, and previous brand deals.
- Ensure you negotiate usage rights when negotiating prices for creating content.
Let Vivian Agency Handle Your YouTube Creator Network
Finding and managing your creator relationships can be a hefty task for small and medium businesses. It becomes even harder when you don’t have a dedicated team handling it.
However, a much easier alternative is outsourcing it to an influencer agency. They will help you find influencers that align with your niche and manage your influencer relationships (including the negotiation process).
Thankfully, Vivian Agency can help. We have the skills, network, and manpower to handle all your influencer and digital marketing needs across all platforms, including YouTube.
We are a boutique digital marketing agency specializing in affiliate and influencer marketing. Contact us today or schedule a call with us to discuss the many ways we can help you.
