Understanding the cost and the “fair market value” of a celebrity tweet(s) will help to keep you from overpaying
Like celebrity endorsements, fees for celebrity tweets vary based on the popularity of the celebrity with your target audience, as well as the celebrity agent’s perception of fair market value.
Here are a few things to consider before negotiating a contract:
Fee Ranges for Celebrity Tweets
Celebrity fees for paid tweets are based on several factors such as:
Number of Tweets (how many tweets will they be required to do?)
Exclusivity (does the brand require an exclusive agreement in the category?)
Celebrity Interest (level of personal/professional interest for the cause or brand?)
Non-exclusive fees per tweet can range from:
- $1,500-$5,000 for lower-tier celebrities
- $10,000-$20,000 for mid-tier celebrities
- $20,000-$35,000 for upper-tier celebrities
Fees will significantly increase if you require exclusivity in your brand’s category.
Bundling multiple tweets (wrapping 2-3 together over a period of time) will create a per tweet cost savings. The rule of thumb is 2-3 tweets bundled together but be sure to initially ask for 3-6 tweets.
You want room to negotiate so “test the waters” with each celebrity. You may find a celebrity willing to do more tweets because the increased dollars are more attractive than the risk of too many spokesperson type tweets.
The Agent’s Perception of Fair Market Price
Agents understand the power of utilizing their client’s fan base through Twitter, and recognize that millions of followers look to the celebrity’s lead in terms of fashion, trends, products, home goods, food/bev, etc.
Engaged followers feel like they are friends with the celebrity and are in some way personally connected. Agents are mindful that too many branded tweets can distance their client’s followers and are careful to make sure their client does not come off as the constant spokesperson.
Brands Paying More for Celebrity Social Media Endorsement
Quality over quantity with an engaged target audience.
Brands are paying more per tweet, yet building more awareness. Content is more important than ever with less tweets to work with.
A worthwhile investment, considering the cost of a tweet versus advertising and traditional public relations tools such as media interviews.