- The average price of sponsored content on YouTube has bounced back after a dip in 2018.
- In a recent report, Izea, a company that connects marketers with influencers, found that the average price of a sponsored video on YouTube decreased from $7,954 in 2017 to $4,085 in 2018.
- But, according to the report, the average price of sponsored content on YouTube jumped back in 2019 to $6,700.
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The average price of sponsored content on YouTube has bounced back after a dip in 2018.
A recent report by the influencer-marketing company Izea (which connects marketers with content creators) studied negotiated rates from 2014 to 2019 between marketers and creators.
Transform talent with learning that worksCapability development is critical for businesses who want to push the envelope of innovation.Discover how business leaders are strategizing around building talent capabilities and empowering employee transformation.Know More Izea found that the average price of an influencer sponsorship on YouTube (typically in the form of a 30- to 60-second mention) decreased from $7,954 in 2017 to $4,085 in 2018.
But, according to Izea, the average price of sponsored content on YouTube jumped back in 2019 at $6,700.
Here's the yearly breakdown of average cost paid per sponsored YouTube post, according to Izea:
- 2014: $420
- 2015: $833
- 2016: $6,150
- 2017: $7,954
- 2018: $4,085
- 2019: $6,700
Recently, many in the influencer industry have told Business Insider that top marketers are looking for longer-term business relationships with YouTubers, versus one-off opportunities.
One of the most high-profile success stories has been between YouTube star David Dobrik (14.4 million subscribers) and the ticket-selling service SeatGeek.
Dobrik's partnership with SeatGeek has generated over 25,000 Twitter mentions, fan videos with 1 million views, and shout-outs from other influencers. The 30-plus videos SeatGeek has sponsored have generated a total of 200 million views, according to Ian Borthwick, SeatGeek's director of influencer marketing.
What makes the partnership resonate?
"The reason that people support the partnership is because they are supporting us, supporting David," Borthwick told Business Insider in a previous interview. Many of Dobrik's SeatGeek videos show him using the brand's money to surprise friends, with gifts like a new Tesla, or by paying off their college tuition.
Can YouTube keep up with Instagram?
As YouTube continues to grow, so have platforms like Instagram. Instagram has become a huge source of revenue for many social-media influencers and a major part of their online businesses.
Some branded content dollars have shifted over the last three to four years from YouTube to Instagram, according to industry insiders. But its not a zero-sum game for YouTube and Instagram. Many brands now prefer "sponsored bundles," which can be multi-platform in nature, and include Instagram posts, Story frames, and YouTube videos.
Read the full breakdown of how the cost of sponsored posts on YouTube, Instagram, and Twitter has changed over time:
The amount influencers earn from sponsored posts is soaring. Here's the average cost brands pay on YouTube, Instagram, and Twitter
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