A “large following” on social media translates to more than the concrete number of followers an account has. Of course, there is qualitative value in 80,000 people subscribing to follow your thoughts, updates, and recommendations. At MyWellbeing, in particular, we have such a unique opportunity to amplify life saving messaging from our community of therapists and coaches. But even more than that, there is a literal dollar value associated with different tiers of followings. Let’s dive in to learn more...
My name is Faith and I make a living working in social media. Specifically, branding, partnerships, strategy…and influencers. I was around during the “days of ole” when brands laughed at the idea of paying an “everyday” person to post on their behalf. I was also around when Kim Kardashian was merely Paris Hilton’s assistant. All of this is to say, I have seen it all.
So what is the dollar value of 80K followers? I have seen influencers of this size paid anywhere from $750 to upwards of $3,000 for a SINGLE POST. Yes, you read that right. One Instagram post can cost $3,000 (or more). You can see how this can incrementally add up! And although this may sound astronomical, let me break down the value.
80,000 followers = 40 million reach/impressions (assuming the average follower has 500 followers of their own)
Even if you only paid $.50 per one thousand impressions (CPM), which is shockingly low, that would still be $20,000.
Now remember: an account like MyWellbeing’s is highly targeted to your ideal customer/client. Their followers have chosen to actively engage with an account centered around mental health care. Read: the people who are actively engaged with this account are primed to want what you are offering. That is even more valuable than an “average” follower on any old account.
This is a gross simplification of the rates for a guest post on different Instagram accounts, but still very relevant and an easy way to conceptualize what this looks like at scale:
Many influential accounts (brands and individuals) are searching for expertise in the mental health industry. By seeking out opportunities that get you facetime on these accounts, you can not only grow your own account, but you can also receive FREE advertising and marketing, all while helping others. Additionally, if you are a MyWellbeing community member, you have numerous chances to be highlighted on our social media channels, to receive thousands of dollars of advertising value, all as part of your membership.
Let me show you an example. MyWellbeing’s founder, Alyssa Petersel, teamed up with ettitude to shed light on how sleep is an important part of self-care. She was able to reach a whole new audience, share her message, help others, and score a new pair of sheets in the process. But instead of paying for advertising, she got it all for free.
If this seems too good to be true, I promise you it isn’t. You do, however, have to put yourself out there. Here are a few ways to get started:
Lastly, begin showing up on your own social channels and creating content that will attract the right partnerships for your practice. At MyWellbeing we are always creating opportunities for our therapists and coaches to post on our social channels.
If you would like to join MyWellbeing as a therapist or coach, please learn more here. We can’t wait to meet you (and feature you on our socials).
Faith Deutschle boasts of over 15 years of social media and marketing experience. She now owns her own agency, Jaybird Creative, that is focused on building brand equity for ethos based companies. Prior to this, she managed campaigns for clients ranging from Marc Jacobs Beauty to Avocados for Mexico. Currently residing in Seattle, she is a mentor for Entrepreneurs Roundtable Accelerator and sits on the board of Reading Partners.