It’s fairly common to see influencers promoting a brand on social media these days. Sometimes they’ll model clothes, prominently display a product throughout their video, or generally mention a brand in some way.
By having their product prominently displayed in sponsored content, brands are able to get more exposure and let users see the product actively being used by a real person. In return, this gives influencers the opportunity to monetize their content, while letting their followers know about cool new products. Some brands even provide their gaming influencers with special discount codes to incorporate into sponsored posts.
But how much money can gaming influencers really make from sponsorships and collaborations?
That’s the question that we’re going to answer today. The short answer is that it really depends, with some influencers charging thousands of dollars per post, and others charging as little as $20.
Factors to Consider
Here are some factors that might affect how much an influencer charges for a campaign:
- Number of followers.
- Engagement metrics.
- Subject or niche.
- Content format.
- Length of campaign.
The most obvious factor – the number of followers, is simply about how far your content can reach. For a following of 2,000 users, you can expect very few paid gaming sponsorships, although smaller brands might still reach out offering free products in exchange for posts promoting their goods. A twitch streamer with one million followers, on the other hand, could be paid up to $10,000 for a sponsorship deal.
The second factor to keep in mind has more to do with the quality of your followers. Since sponsors are essentially hoping for an end result of more sales, they want influencers that have devoted, active followers. For example, a common form of sponsorship is gaming collaborations between musicians and gaming influencers. Say that an artist wants to promote the new techno soundtrack that they’ve just released.
There are two gaming influencers with similar follower stats on the table, but one has double the engagement rate of the other. Followers that are more actively engaged will be more likely to stay through the whole video clip, click on any sponsored links, or even inquire about the soundtrack used in the video. Therefore, the influencer with the higher engagement rate might be able to negotiate for a higher pay rate.
Another important factor to keep in mind is the genre of content that the streamer is focused on. Typically, the more niche their subject, the more an influencer is able to charge per follower. For example, a gaming influencer that exclusively reviews mobile first-person shooter games might be able to charge a higher price per follower compared to an influencer that reviews games of any kind. That is simply because the former gamer is going to have a more relevant audience to mobile game companies looking to advertise their products.
There are also many different types of sponsored content, both long-term and short-term campaigns with very different requirements. For example, a gaming influencer might get paid to do things like give shoutouts on Twitch, talk about products in Instagram stories, or even wear clothes with company logos. Long-term campaigns with videos and a lot of interactive content will usually pay better than a one-time post.
Here are some ballpark estimates for how much an influencer might expect to make from an Instagram post, according to Andrew Macarthy:
Nano-influencers (<10k followers): $10–$100 per post, or free gift/product.
Micro-influencers (10k-100k followers): $100–$500 per post.
Mid-tier influencers (100k-500k followers): $500–$5,000 per post.
Macro-influencers (500k – 1M followers): $5,000–$10,000 per post.
Mega-influencers ( 1M< followers): $10,000+ per post.
When it comes to sponsored gameplay on Twitch, the pay rate ranges from “1¢ to $1 per viewer per hour”, according to a Wallet Hacks article written by Jim Wang. That means that if you have 10,000 viewers, an hour of streamed gameplay could pay anywhere from $100 to $10,000.
As mentioned earlier, your specific niche, engagement rate, and the type of content being sponsored contribute heavily to the exact pay rate.
Keep in mind that most gaming influencers start off with a tiny viewership audience, and grow it over time by posting consistent and high-quality content. So don’t be disheartened too much if you still find yourself in that early stage of having just a handful of followers. Hope you enjoyed reading about how to make money gaming today.
In case you’re interested in monetizing your followers, don’t forget to give SYFT.GG a try, it’s an influencer marketplace that helps match influencers to brands. As an influencer, the marketplace is a platform that provides a simple way to display your follower stats, while giving brands an easy way to choose from your pre-made collab options or request a custom campaign. Some possible collab formats are integrated videos, retweets, featured soundtracks/songs, products, and much more.