Monday 18 December 2017

Meet the fashion bloggers charging upwards of $15k per Instagram post

Danielle Bernstein/Instagram
Danielle Bernstein/Instagram

Bibby Sowray

Read it and weep: there are fashion bloggers who can charge upwards of $15,000 for one Instagram post.

Yes, one picture featuring a product they are paid by a brand to promote.

The astonishing sum has been revealed by Danielle Bernstein, the US fashion blogger behind the We Wore What personal style-diary website. The 22-year-old explained to US Harper's Bazaar how she makes money - big money - from Instagram.

When the interview was conducted she had 992,000 Instagram followers, meaning her 'rate card' for a single piece of sponsored content (one Instagram post) ranged from $5,000 to $15,000, depending on the terms of the deal. Since the interview she has hit 1 million followers, meaning she can now charge "a good amount more". She's coy about exactly what means number-wise but we can assume it's north of the latter figure.

buns out⚡️#mlusa

A photo posted by by Danielle (@weworewhat) on

Read more: Top 10 Irish hairstylists to follow on Instagram

Recent sponsored posts include numerous shots for a Lancôme foundation (all of which are tagged #ad) and something for Virgin Hotels, for which she posted a picture of herself with entrepreneur Richard Branson at the opening of his new hotel in Chicago.

"Last year was definitely my most profitable," she says. "I hate talking about money, but let's just say it's more than I could have ever imagined as a 22 year old. I fully support myself, and it's in the mid-six figures. I save, I invest, I'm trying to be smart about it all and learn as I go."

Even if you're not in the 900,000 to 1 million Instagram followers league the money is still good; bloggers with 'just' hundreds of thousands of followers can make anywhere from $500 to $5,000 a post.

But Bernstein is small fry compared to some celebrities; those with 6 million or more followers (think Cara Delevingne and Kendall Jenner, who have 12.8 million and 26.5 million followers respectively) can charge anything "from $20,000 to $100,000 a shot" for, say, a plug for Calvin Klein underwear, something which Jenner has done in the past.

Read more: Battle of the Blogs: Our verdict on Irish models' lifestyle ventures

dinner time | @jennikayne flats @balenciaga bag co @edonmanor

A photo posted by by Danielle (@weworewhat) on

But sponsored posts aren't the only way fashion bloggers are raking it in via Instagram; many make huge sums by monetizing their posts via rewardStyle, a fashion technology company that, as texasmonthly.com explains, "collects commissions from retailers on behalf of bloggers whose pictures induce readers to buy baubles online."

Man Repeller's Leandra Medine and Song of Style's Aimee Song are just two of the many high-profile bloggers that use it. The same Texas Monthly report revealed some make up to $80,000 a month by directing their followers to where to buy their outfits.

oldie but goodie

A photo posted by by Danielle (@weworewhat) on

Telegraph.co.uk

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