Brands are being asked to pay significantly more for a permanent feed post than for short-lived stories, according to Brittany Xavier, a digital creator and entrepreneur with 4.3 million followers on Tiktok and 1.7 million on Instagram. She charges brands up to 50 per cent more. Idalia Salsamendi, a brand and influencer strategist, who has consulted for Dior, Chopard, Valentino and Cle de Peau Beaute, says the fee can rise by up to 100 per cent. “As a brand you’re probably going to be doubling costs if you’re asking for a more permanent post, even if it’s an influencer’s Instagram highlights, because that content is living for exponentially longer,” she says.
It’s in an influencer’s best interest to avoid overcrowding their feed with sponsored content, Eastmond says. “When we look at casting influencers, we often look at which other brands they align themselves with. If we look at someone and see lots of different brand posts, it can sometimes feel a bit too pay-for-play.”
The more partnerships appear in a creator’s feed, the more it decreases their bankability, agrees Thomas Repelski, co-founder and CEO of Lefty, a Paris-based influencer and analytics firm acquired by The Independents, which also owns Karla Otto and Bureau Betak. “Brands, especially luxury ones, like to enter into exclusive relationships with influencers who have few or no visible partnerships.”
Repelski argues that brands don’t miss out if an influencer deletes sponsored content within days. “In-feed posts have a limited lifetime: after eight hours they would have generated about half of their total number of impressions. After 24 hours, it would be 80 per cent. After 48 hours, more than 90 per cent,” he says .
JW Anderson only has 35 Instagram posts on its feed, featuring seasonal products.
JW Anderson on Instagram
Is ephemeral content right for luxury?
Others are more cautious about the short-lived content trend in social media. “If you’re an influencer and you’re saying yes to a job, I would hope that you’re not only doing it for a paycheck. If you truly love the brand, why would you delete the content?” questions Salsamendi.
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