- 22% of influencers have dropped their prices for sponsored content in recent weeks, according to a new report by the influencer-marketing platform Mavrck.
- The decline in rates falls in line with marketers’ expectations that influencers would have to adjust to appease price-sensitive advertisers during an economic downturn.
- A drop in sponsored-post opportunities has forced many influencers to lean into alternative revenue streams, like merchandise, direct-to-consumer products, and membership programs.
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As advertiser demand for sponsored posts sputters, many influencers have decided to lower their rates.
22% of influencers have dropped their prices for sponsored content in recent weeks, according to a new report by the influencer-marketing platform Mavrck. An additional 13% told Mavrck that they are considering decreasing rates in the future. The company surveyed 515 US-based influencers between April 28 and May 3, 2020 for its study.
The reported drop in rates falls in line with marketers’ predictions that influencers would have to lower their prices to appease cost-sensitive advertisers in a slumping economy. In March, the influencer-marketing firm Izea said it expected a near-term 15% to 25% dip in the average price of a sponsored post, similar to declines that occurred when the US entered a recession in 2008.
In its analysis, Mavrck noted that a smaller share of respondents said they were considering decreasing their prices than had said they would when asked the same question in a survey for March.
“More influencers say they are not planning