Let’s say you’re a brand that wants to tap into social media influencers. Option A: Vine star Logan Paul, with 8.8 million followers. Option B: Snapchat wunderkind Michael Platco has 100,000 followers. Paul is paid as much as $80,000 per sponsored post on Vine. Platco has charged up to $60,000 for a campaign.
“Many people still look at this as a form of celebrity endorsements,” said Justin Rezvani, CEO of influencer marketing platform TheAmplify, which has 1,200 creators in its network across all of the major social platforms. “You go to CAA, and they’ll say Robert De Niro costs this much because he’s Robert De Niro. Digital is trying to play in that world, and they can’t.”
