Hi! Welcome to the Insider Advertising daily for September 14. I'm Lauren Johnson, a senior advertising reporter at Business Insider. Subscribe here to get this newsletter in your inbox every weekday. Send me feedback or tips at email@example.com.
Today's news: TikTok's ad pitch reveals new data, Pornhub's mysterious marketing executives, and how much influencers charge for sponsored Instagram Reels.
Instagram Reels copied TikTok's format. But influencers are already seeing clear differences between the two, especially in making money from brands.
- Sydney Bradley reports that creators are experimenting with sponsored content on Instagram Reels, the app's month-old video feature that is similar to TikTok.
- Reesa Lake, partner and executive vice president of brand partnerships at the talent agency Digital Brand Architects, said that creators with 100,000 or more followers charge between $5,000 and $40,000 for sponsored Reels. Fashion and lifestyle influencer Britney Turner with 27,000 Instagram followers prices her sponsored Reels rates at $2,000.
- "Brands are more aware of the returns of investment on Instagram," said an influencer who used both Instagram and TikTok, and asked not to be identified to speak more freely about brand deals. "It's very easy to convince a brand to do a Reel in addition to another package."
More stories we're reading: