Celebrity influencers paid up to £1m to advertise deodorant on Instagram
Brands are increasingly shifting marketing budgets toward influencer partnerships, with some companies paying seven-figure fees for celebrity endorsements on Instagram. Agencies argue that influencers provide a level of trust and engagement that traditional media currently lacks.
Why it matters
This highlights the evolving nature of digital advertising and the significant economic power held by social media influencers.
Figure caption, How much do influencers get paid to endorse products?
The #ad posts on your feed may look relaxed, personal and spontaneous but behind many of them is a carefully planned campaign, a detailed contract and, in some cases, a seven-figure fee.
For Charlie Bowes-Lyon, the co-founder of Wild, a refillable natural deodorant, influencer marketing has been a huge part of the company's success and he calls it his "secret sauce".
Wild, which was bought by Unilever last year, uses high-profile names including Stacey Solomon, Emma Raducanu and Molly-Mae Hague to promote its products on Instagram.
Bowes-Lyon says the brand has spent millions on its partnership with Raducanu and hundreds of thousands on campaigns with Solomon and Hague.
Hannah Campbell, founder of influencer marketing agency One Twelve Agency, says brands are using influencers over traditional adverts because "they do actually influence".
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