No Filter: How Fashion Bloggers Really Make Money On Instagram
Photo: WENN
Danielle Bernstein of We Wore What had no filter when it came to breaking down the business behind her Instagram account.
The 22-year-old fashion blogger recently opened up to Harper’s Bazaar, and revealed not only how sponsored content works on Instagram, but how much she is making for each post. Currently, she is at 1 million followers, and at the time of this interview, she was still under that mark, so her rates might change due to this huge milestone. However, Bernstein is definitely making the most of her Instagram fame.
For a sponsored post, Bernstein charges between $5,000 to $15,000, depending on the terms of the deal. Bernstein also features products that designers may send to her free, but she is very selective. For example, when Milly sent her a blue bag, it was too bright for her taste, and she asked for it in black. Fashion bloggers like Bernstein may also promise not to feature the brand’s competitors in the post, or for the week following the post.
Photo: Instagram
Most recently, Bernstein worked with Lancome and Virgin Hotels, even posing at the opening of a Virgin Hotel in Chicago next to founder Richard Branson. She even teamed up with Project Runway, and took pictures of herself watching the program and shared on her IG page.
While the Instagram business is just beginning, Bernstein understands how important her brand is, and stays loyal to it, despite the temptations.
“Last year was definitely my most profitable,” she says. “I hate talking about money, but let’s just say it’s more than I could have ever imagined as a 22 year old. I fully support myself, and it’s in the mid-six figures. I save, I invest, I’m trying to be smart about it all and learn as I go.”
Right now, it is estimated that brands spend close to $1 billion on sponsored Instagram posts, especially in the fashion industry. Bloggers with over 6 million followers can especially make $20,000 to $100,000 a shot.
And while brands are spending big bucks for these sponsored posts, they don’t want a editorial-quality photo. According to Thomas Rankin, CEO of Dash Hudson, a program to make your IG shoppable, brands are looking for a moment, not trying to be in a magazine.
So if you want to make money on Instagram, you better start getting some followers.
[via Harper’s Bazaar]
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