Every brand asks the same first question, and rightly so: how much does an influencer marketing campaign cost? The honest answer is that there is no single price. There is, however, a clear way to read the budget, with precise items. Let's see what really drives the cost and how to build a figure that delivers results.
The items that make up the budget
A campaign is not "the influencer's post". It's a set of activities, and each one weighs on the total:
- Creator fees: what the involved profiles charge to publish the agreed content.
- Management fee, the agency's part: strategy, profile selection, coordination, contracts, approvals and reporting.
- Production: when you need proper filming, photos or editing beyond what the creator shoots with their phone.
- Paid budget: the money that goes to Meta or TikTok to sponsor the best content with whitelisting and Spark Ads. It's a separate item, not an agency cost.
How much a creator costs, by tier
A creator's fee depends mostly on the profile's following and real engagement. In Italy the most common ranges, per piece of content, look like this:
- Nano (5-10k followers): roughly 100 to 350 euro.
- Micro (10-50k): roughly 350 to 1,000 euro.
- Mid (50-300k): roughly 1,000 to 5,000 euro.
- Macro (300k-1M): roughly 5,000 to 9,000 euro.
- Celebrity and mega (over one million): from 8,500 euro up, often well beyond.
These are guidelines, not price lists. A profile with a very active, on-target audience is worth more than one with many followers but little reaction: that's why the number alone says little.
Where a campaign starts
Putting the items together, real budgets fall into three ranges:
- A lean campaign with nano and micro creators can start from 1,500-3,000 euro.
- A structured campaign, with several mid-tier profiles and some well-produced content, usually sits between 5,000 and 20,000 euro.
- For activations with macro creators or well-known faces you go from 20,000 euro up.
The right figure is not the highest and not the lowest. It's the one consistent with the goal and the audience you want to reach.
What moves the price
For the same creator, the cost changes based on several factors:
- Number of pieces of content and platforms covered.
- Campaign duration and any exclusivity required from the creator.
- Content usage rights: if you also use them in advertising or on your own channels, the fee goes up.
- How much paid budget you decide to invest to amplify the content that works.
The cost of a post is not the cost of the campaign
It's the most common mistake. The price per piece of content is only one item. A well-run campaign brings together the right creators, a concept that holds, production where it's needed and paid boosting on the content that delivers. It's the sum of these pieces that determines the result, not the single cheapest post. Content paid little but wrong for audience and concept still costs, because it brings nothing.
How we build a budget that delivers
We start from the goal and the audience, then build the budget around them. We choose creators for aesthetic, real audience and credibility, not just follower count, we keep production where it adds value and use paid to make the best content last. The brand always knows where its money goes and gets a clear report at the end, with the real numbers of the campaign.
If you want a ballpark for your case, the fastest way is to tell us product, goal and timing: we'll reply with a first campaign idea and a budget estimate, no strings attached.