More than a fee: how influencer pay is getting smarter in Germany

Do you think the shift to performance-based payment models is a fairer approach? 

It depends on the campaign but it’s definitely helpful to have some benchmarks, especially for smaller brands or for entering new markets. For instance, we’ve found tools like Kolsquare valuable when launching campaigns in markets like Saudi Arabia, where we didn’t have a lot of historical data. 

Benchmarks based on performance data also enable better campaign planning and budget allocation. But you do have to stay flexible and keep in mind that some influencers bring unique value that can’t be quantified easily, like niche expertise or media visibility, which should be factored into pricing decisions.

You can’t overlook the human element. At the end of the day, influencer marketing is still about people. You need to account for qualitative factors when determining fair compensation.

Some people say the industry would benefit from standardised pricing structures. What’s your view? 

There’s a risk in relying too heavily on standardised pricing tools. For example, we recently ran a campaign with the European Patent Office, working with science creators, rather than the typical lifestyle influencers. You can't pay them just based on CPMs. Their content requires much more expertise and time, so the value and the fee need to reflect that.

While standardisation could improve transparency and benefit brands, it risks ignoring important nuances—like content complexity, niche expertise, or public visibility. It’s a double-edged sword. 

Also, it's not fair to assume smaller influencers deserve lower pay. They might spend hours on a video just like a bigger influencer would. That’s why we, as an agency, have a minimum payment policy to ensure fair compensation across the board.

How is the trend to long-term contracts or package deals developing? 

While short-term activations remain common, we have consistently championed the value of long-term partnerships. Building ongoing relationships with creators enables them to develop a deeper understanding of our brands, leading to greater authenticity and loyalty. These sustained collaborations also provide the flexibility to experiment with diverse formats and messaging, ultimately enhancing performance and driving better cost efficiencies.

We often start with one-off collaborations. If they perform well, we try to extend them into long-term partnerships. These help secure strong results over time and also give us the opportunity to negotiate for exclusivity, which is becoming more common in Germany, sometimes with buyouts on top of standard fees.

How are you managing the increasing administrative burden, especially in larger or international campaigns?

It can be quite high, especially with many stakeholders; brands, agencies, influencers, and talent managers. Payment processing varies across countries too. In Germany, prompt payment is crucial. Delays often lead to immediate reminders and late fees. We’ve even seen cases where influencers include late payment penalty clauses in their contracts.

This urgency ties back to the tax system. In Germany, freelancers must pay taxes in advance, often from their own pockets. If they’re waiting on payments, that becomes a serious issue.

The industry as a whole is becoming more professional. There are more contracts, clear payment terms, and better legal frameworks. Non-payment is increasingly rare.

However, influencers are also becoming more vocal about poor treatment. Influencers today won’t hesitate to name and shame unprofessional partners. So, reputation matters a lot; for agencies, brands, and creators alike.