The Shift Toward CPE In Influencer Marketing

December 5, 2016

Kirsten Thompson

Sr. Content Creator
performancepricing_blog-graphic
Share on LinkedInTweet about this on TwitterShare on FacebookPin on PinterestShare on Google+Email this to someonePrint this page

CPE, or cost-per-engagement, is seen by many influencer marketing networks as a better pricing model than simply paying an influencer based on the number of followers they have on any particular social media channel. However, this pricing structure is not the norm across the board.

An article by DigiDay set out to explore the various pricing models in influencer marketing. They found that many influencers are paid either by impression or by flat fee based on their follower count, neither of which serves to accurately assess the value of an influencer marketing campaign.

There is a potential dark side to the CPE model, however. “On occasion, an influencer might also incentivize their audience to engage by using sweepstakes and giveaways,” says Holly Pavlika, SVP of Marketing and Content here at Collective Bias.

The CPE model means an influencer’s income cannot be estimated before the influencer marketing campaign is employed, and this uncertainty could lead to dishonest practices by the influencer to gain higher clicks and shares on their paid campaigns. To counter this, Pavlika suggests the influencer marketing companies assume the risk, working harder to match the best influencers to campaigns and encouraging them to create amazing share-worthy content.

For the complete article on DigiDay, click here.

PIN IT

CPE is a more transparent pricing model for influencer marketing, but hard to implement due to the potential for unethical practices by influencers.

Share on LinkedInTweet about this on TwitterShare on FacebookPin on PinterestShare on Google+Email this to someonePrint this page

Kirsten Thompson

Sr. Content Creator

Kirsten Thompson has been blogging since 2010, sharing her passion for home decor, organization, and crafts with her ever-growing audience. Her blog has become her business, Sweet Tea LLC. She educates bloggers on the power of email marketing & blog strategy through webinars, digital products and coaching.