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A highly creative storyteller who can come up with inspired ideas and turn them into even more amazing marketing campaigns, TJ Kiely leads Meltwater's global content efforts. For the past 10 years, he has been executing marketing campaigns and content programs that drive measurable results for some of the world's largest brands. 

Director of Corporate Marketing & Global Content

See all blogs written by TJ Kiely, Director of Corporate Marketing & Global Content at Meltwater. Social media management ★ digital marketing ★ ...

Author: TJ Kiely

Social media never sleeps — and neither do marketers trying to keep up with the latest social media management trends. This time, it’s a showdown between Bluesky vs. Threads, two semi-new social networks that are a far cry from stalwarts like Facebook, YouTube, and Instagram.

It’s a familiar concept: Everyone has a profile. People can follow accounts of their choosing. You can post text, images, links, and even videos, which your followers will see. 

Bluesky and Threads look and feel a lot like X (formerly Twitter). The biggest difference between Bluesky and Threads is their overall audience, vibe, and the potential social media marketing opportunities.

So, which is better: Bluesky or Threads? More importantly, should you dive in and build a presence on one or the other (or both?), or is this just another case of trendy tech that won’t last?

Key Differences Between Bluesky and Threads

Which Platform is Better for Brands and Marketers? 

Boosting Your Bluesky and Threads Strategy with Meltwater

Bluesky is a decentralized microblogging platform similar to Twitter/X. Unlike giants like Facebook and YouTube, where the companies own the data and control the ecosystem, decentralized sites like Bluesky don't have a single entity “in charge.” 

This is a huge draw for social media users who care about transparency, autonomy, and a more open internet. 

On the surface, Bluesky looks a lot like Twitter/X. Jack Dorsey, Twitter’s founder, was originally an incubator of the site.

Did you know Bluesky data is now available in Meltwater's social listening solution? Click here and fill out the form below to see how you could start leveraging Bluesky insights!

Threads is Meta’s answer to Twitter/X. It’s a near clone to the original microblogging platform, but it has close ties with Instagram. Users can sign up via their Instagram profiles, bring their followers with them, and start sharing short-form posts.

It’s like Twitter and Instagram had a baby — a clean, quiet, no-frills baby. The main focus is sparking conversations and making valuable connections with followers.

When choosing between Meta Threads and Bluesky, think about which experience your audience is most likely to favor. 

Transparency and privacy or mainstream chatter?

The goal is to meet them where they already are (or likely to be in the near future) so you can focus on content and connection, not just growth.

TIP: Learn more about Meltwater's Bluesky social listening capabilities right here.

Privacy and control are among the biggest differentiators between Bluesky social vs. Threads. Namely, Bluesky gives its users more control over what they see and how their data is used.

Control comes standard with decentralized tech. It’s no longer about having one entity holding all the cards. With Bluesky, users can customize their home feeds, subscribe to content, mute people or accounts, or even block specific keywords. They can avoid certain content that doesn’t fit their values without unsubscribing from accounts altogether.

For Threads, users should have similar expectations of privacy, security, and data as they do on Facebook or Instagram. And yes, that includes Meta’s track record of illegally collecting and handling data. 

But unlike Facebook and Instagram, Threads is now part of the fediverse, a system of social networking sites on the same open protocol. This network also includes Mastodon and WordPress, and users can like, share, and comment on content from across all of these platforms.

You might wonder, is Threads or Bluesky better? is Threads or Bluesky better? That’s like asking if you should use YouTube or TikTok, or Facebook or Instagram.

Let’s compare the two from a marketing perspective.

Threads launched to massive fanfare as an alternative to X. It’s still building out its features, but the platform allows for easy scaling and quick engagement. 

Simply put, you can sign up for Threads and start posting in minutes.

Typical Threads users are also on Instagram, so there’s mass appeal across multiple niches and topics. 

Users can also tap into their existing Instagram audience, which makes it a great option for campaigns that need traction fast. You also have cross reach with other platforms in the fediverse, like Mastodon and Friendica. 

First, you’ll need to build an audience from scratch, as its open source protocol doesn’t have any other social media networks (yet). It’s also a much more niche community, kind of like a frontier town in the wild west. Growth is slower, but it’s also more nuanced and centric to each account. 

This niche approach could be advantageous to brands who want to grow loyal audiences. There are also far fewer brands on Bluesky, which gives early adopters a shot at leadership in specific verticals or communities.

TIP: Need help figuring out how to build your audiences on either of these social platforms? AI can help! Download our free Ultimate Guide to AI for Social Media Management.

For Bluesky vs. Threads users, both platforms offer content versatility, though Bluesky tends to be more text-driven, while Threads sees more variety. 

On Threads, posts can include text, images, and video, which is ideal for accounts that rely on storytelling and visual branding.

Bluesky prioritizes conversation and reputation. You can share text, images, videos, and GIFs here, each of which comes with its own specifications. 

Also noteworthy: Threads uses an algorithm to choose the content users see; Bluesky does not. This is a big opportunity for lesser known creators and brands to make a space for themselves — your brand voice and consistency are your growth engine.

Right now, neither Bluesky nor Threads has invested in monetization. As in, they’re not ad-driven platforms.

Meta is likely to roll out monetization tools in the future, similar to Instagram and Facebook. Bluesky has no immediate plans for traditional ads.

In the Threads vs. Bluesky battle, there’s no clear winner. Each platform has something unique to bring to your marketing strategy, but not without a price. 

Here’s how their pros and cons might affect you:

Bluesky and Threads are still very new in the social media sphere. Neither are fully baked. 

Threads has the backing of its parent company, Meta, a well-established player in social media. The company has plenty of resources to put toward its new platform, not to mention a loyal user base with Instagram. 

With Threads being an extension of Instagram, there’s built-in longevity to win marketers’ trust. It’s more mainstream, and as growth continues, its place in social marketing is likely to grow, too.

The same can’t be said for Bluesky, but the platform brings its own level of potential. It’s built on an open source protocol. Although it’s the only platform using that protocol, there’s opportunity for others to build interoperable networks to augment Bluesky’s reach and power.

Finding your champion in the Bluesky social vs. Threads showdown starts with understanding your audience: Who are they, what do they value, and where are they already spending time?

Meltwater helps you answer these and other questions with its AI-driven social intelligence platform. Zero in on where people are hanging out, the questions they’re asking, and the content they’re engaging with. When you know what they care about, you can spark conversations they’ll want to participate in, whether it’s on Bluesky, Threads, or both!

Smart brands are already using AI to break down their audiences into meaningful segments. Go beyond age and interest to also learn their values, tone, preferences, and trust factors. AI can tell you not just where to go, but what to say when you get there.

Learn how Meltwater can empower your Bluesky or Threads strategy when you request a demo below!

Explore the key differences between Bluesky and Threads. Discover their unique features, user experiences, and how they compare in the social media landscape.

Bluesky vs. Threads: What’s the Difference?

AI-generated content examples are everywhere these days, and they’re becoming more frequent. They’re in the blog posts you read, the social media captions that make you “stop the scroll,” and the emails in your inbox. In short, brands are getting comfortable using AI tools to create copy, images, and video. 

And why wouldn’t they? AI speeds up the content creation process and lowers the cost. And outputs can be surprisingly human-like.

The best way to see how to use generative AI content creation tools is to look at examples from other companies using them. Use these AI-generated content examples to spark your next campaign idea.

Best Practices for Using AI-Generated Content in Business

We define AI-generated content as any content that generative artificial intelligence models create. 

AI models have been trained on huge volumes of data. They’ve seen artwork, articles, photos, books, television shows, encyclopedias, essays, how-to videos, technical guides, web pages, and countless other examples. 

AI tools recognize patterns and connections in the content so it can reproduce something similar when asked.

While AI in marketing is no replacement for human creativity, it can sometimes get your project from 85% or 90% of the way to completion so you only need to edit and refine. And it can do it in a consistent, efficient, and scalable manner.

TIP: With so many AI tools now available, it can be hard to keep track. Don't miss our articles on AI Social Media Management Tools, AI Tools for PR, and AI Copywriting Tools!

AI content creation can take multiple forms, supporting brands across the entire content marketing spectrum. 

Text: Written copy, such as articles, social media posts, emails, web page copy, product descriptions, or content summaries.

Images: Static visuals resulting from a text-based prompt (e.g., Create a flower in the style of Monet).

Videos: Multi-frame video content, such as explainer videos, doodle-style videos, webinars, or animations, often based on text-based prompts.

Audio: Text-to-speech recordings that can be applied to videos as voiceovers or used as standalone audio.

Each of these can apply across a wide range of use cases in marketing, like giving an AI tool a blog post and telling it to create posts for Facebook and X. Or giving it a customer persona and having it write a personalized email. 

And in many cases, you might combine more than one type of AI-generated content for complete campaigns or assets.

TIP: Download our free Ultimate Guide to AI for Social Media Management to see how AI-generated content can transform your social media strategy!

Brands are choosing AI tools to augment their human teams and do more with fewer resources. AI acts like another set of eyes and hands that can offload tasks from your team and work around the clock. 

As a result, companies are seeing several obvious advantages.

AI can create images, ads, videos, audio, or whole articles in seconds. For comparison, the average human creator takes anywhere from one to six hours to create a single piece of content. 

AI outputs almost always need editing, especially to make the content look and sound human and avoid potential plagiarism. But it can still save significant time compared to creating content from scratch, allowing marketers to devote more time to strategy.

When you’re ready to move forward with your content ideas, AI tools are always ready to help. You can produce large volumes of content across multiple platforms without overwhelming human teams.

Meltwater's AI-powered PR Assistant can generate press releases for your team in an instant. See how our solutions can optimize your workflows when you click here to request a demo!

Personalizing content takes time, and the process isn’t easy to scale. AI changes the game by helping you find ways to appeal to niche audiences and make your content more relevant and engaging.

You can share personas and data insights with AI tools, then let AI do its best work in crafting messages and content that reflects your audience segments. It’s faster compared to manual personalization and removes much of the guesswork.

AI tools are trained on patterns and may spot opportunities to improve your content’s SEO. It can analyze top-performing content and find common denominators (e.g., keywords, number of headings, content structure) that you can apply to your content.

Improving your search rankings can help you earn more organic traffic and, ideally, become less dependent on paid ads. It also ensures you appear in front of people who are actively searching for what you offer, giving you more quality traffic that could turn into paying business.

AI tools can create content in multiple formats for various channels with very little effort. For example, once it writes a blog post, it can also craft social media captions, email newsletters, and summaries for LinkedIn to help promote the article. Or, if you’re using generative AI in advertising, it can create short-form ads based on longer landing pages.

AI tools typically understand the requirements of different channels, such as keeping X posts under 280 characters or adding hashtags to IG posts. Marketers can create assets for entire campaigns using a single tool while maintaining consistency across each channel.

Reach more people by translating and localizing content

AI can adapt content for audiences in different countries and cultures, allowing you a greater reach and more opportunities to connect. AI translation tools are growing rapidly and take nuance and context into consideration.

TIP: To really take full advantage of the efficiencies that AI can offer, you need a great prompt. Check out our free guide 80+ AI Prompts for Social Media to start repurposing your content today!

Coca-Cola’s bold move of an AI-generated Christmas commercial ruffled some feathers. Love it or loathe it, the commercial serves as a powerful example of what AI-generated content can do.

Let’s look at some other examples of AI-generated content from real brands:

Toy company Mattel thrives on eye-catching, colorful toys, especially with classics like Hot Wheels. To help the brand create more unique designs, it turned to DALL-E 2, a generative AI tool. Using simple language prompts, Mattel designers can craft multiple iterations of cars before choosing a select few to turn into prototypes — and later, real Hot Wheels cars that customers can buy. 

Mattel acknowledges that quality over quantity is always a top priority. But AI’s ability to generate tons of designs in a fraction of the time compared to human designers allows the brand to scale its efforts. 

Users can start with a basic language prompt, then flesh it out in multiple ways until they’re satisfied with the outcome. According to Mattel, “sometimes quantity can help you find the quality.”

ClickUp’s 150+ articles and 85% organic traffic increase

ClickUp achieved remarkable organic growth using Surfer SEO, an AI-driven content optimization tool. Surfer removes much of the guesswork of optimizing content based on keywords, headings, word count, number of images to include, and other fine details.

The approach allowed ClickUp to publish over 150 articles and improve the quality and quantity of its content. As a result, the company saw an 85% increase in non-branded organic traffic in just 12 months. 

Cyber Inc.’s multilingual video courses

IT company Cyber Inc. used Sythnesia AI, a video software, to create videos for its online courses. The AI element allowed the company to produce multiple videos in various languages in a short timeframe. 

An AI avatar took the place of a human actor, which helped to save on video production costs and streamline the process. The approach also allowed the company to experiment with different elements and video variations without risking a lot of time or money.

Farfetch’s personalized emails for better open rates

Farfetch, a luxury online marketplace, used AI to improve its email marketing campaigns. It used a tool called Phrasee, which generates and analyzes language in real time to help brands optimize their marketing copy.

The company used AI to optimize email subject lines for abandoned cart messages and wishlist notifications. They saw a 7% increase in open rates for promotional emails and a 31% increase in opens for event-triggered emails. These higher open rates also led to more clicks and traffic.

As you explore ways to use these and other AI-generated content examples in your marketing, you’ll quickly find there’s a learning curve to it. AI models aren’t perfect and may not give you the results you expect right away.

Not to worry, though — all you need is the right set of tools, a little practice, and some patience. These best practices can also help.

AI won’t pick up on your brand voice perfectly the first time, nor will it always be factually correct. Plan to have your team review and refine AI-generated content to align it with your brand messaging, values, ethics, and quality standards.

Balance AI-generated content with human creativity

AI excels at generating ideas, drafts, and assets. But on its own, it’s not enough to power your marketing department. Rely on humans to inject emotion, storytelling, and brand personality into the final product.

Feed your AI tools with brand voice, tone, and style guidelines so it can produce consistent, quality assets. Keep in mind that most AI tools are improving rapidly.

Just as you’d A/B test your human-made content and track metrics like clicks and conversions, you should give the same attention to your AI-generated content. Don’t assume it’s better just because a robot created it based on data or optimized it for search.

AI often pulls from existing sources without properly attributing its outputs. It might also create inaccuracies or biases, both of which may harm your brand if you publish your AI-generated content as is. 

It’s a good practice to run your content through an AI plagiarism checker tool to protect your brand. Make sure you’re also verifying citations and sources, and fact-checking information before publishing.

AI isn’t just useful in generating new content; it also helps you decide what to create. 

Meltwater’s AI-driven social intelligence suite keeps you in touch with what people are talking about online. Stay on top of trends, learn the context behind conversations, and discover the content people are already engaging with — including what they can’t get enough of.

Using AI to inform your content strategy has never been easier. And once you have your findings in hand, you can use AI to bring them to life and ready to share with your audience. 

Request a demo below to learn more the AI-powered capabilities in the Meltwater Suite.

Discover innovative Al-generated content examples to enhance your digital strategy and engage your audience. Here’s how AI can inspire your human creativity.

AI-Generated Content Examples: Unlocking Creative Potential

Long before it was dubbed “influencer marketing,” consumers looked to celebrities and public figures for inspiration. Today, the practice is widely embraced by brands of all sizes, especially as it has become more affordable for smaller companies with smaller budgets. No longer limited to celebrities, influencer pricing spans a wide range depending on the channel, audience size, engagement rate, and other factors.

So, how much does influencer marketing cost in 2025? Let’s break it down by channel.

What to Consider When Researching Influencer Rates

Choosing the Right Influencers for Your Strategy

Tip: Download our free influencer rate card and be aware of the influencer pay gap.

The cost of influencer marketing is an ever-changing landscape, and pricing will continue to change as the perceived value of influencer marketing continues to increase. 

For example, our State of Influencer Marketing report revealed that sponsored Instagram feed posts increased by 26.7% and sponsored Stories had increased by 33.5%. 

Read the State of Influencer Marketing Report!

Today, most marketing teams say that they have a dedicated budget allocated for influencer marketing.  

Setting a budget for influencer marketing

Budgeting appropriately is a critical component to any successful influencer campaign. Here's some tips to help you allocate your resources effectively:

Make sure you establish specific goals for your influencer marketing efforts as this will heavily impact the influencer budget needed. Whether it's increasing brand awareness, driving website traffic, or boosting sales, having clear objectives laid out will guide your budget allocation and help measure success.

The type of influencer you’re working with will greatly impact the kinds of rates you see, but don't let this deter you. While celebrity influencers charge more than nano-influencers or micro-influencers, it’s actually the micro-influencers who are driving growth across the industry.

Another factor to consider is the type of content an influencer is producing for your brand. It takes significantly less work to post a photo on social media than it does to write a long-form blog post or create a product review video.

The type of content produced will be largely driven by the social media platform you choose. Take advantage of unique social media features on each platform, such as Instagram Reels, Instagram Stories, and the exclusivity of original sounds on TikTok.

To gain a better grasp of the cost of influencer marketing, it’s helpful to look at channel and influencer type simultaneously.

Even with other platforms in the mix, Instagram remains a hotspot for brands aiming to get their products in front of engaged audiences. Out of more than 2 billion Instagram users, 90% of them follow at least one brand on the platform. It’s also a platform where ads are welcomed by users: 70% of users say they like or don’t mind viewing advertisements while engaging with Instagram content.

As for Instagram influencer rates, a single post can cost anywhere from $20 (nano-influencers) to $10K+ (mega & celebrity influencers). 

For Instagram Stories, expect to pay anywhere between $53 to $1,205.

Here’s a visual breakdown of Instagram influencer pricing based on feature and level of influence. (Source: Influencer Marketing Hub)

<table class="table-primary alternate-color">
<thead>
<tr>
<th></th>
<th>Instagram Post</th>
</tr>
</thead>
<tbody>
<tr>
<td>Nano</br> 500-10K Followers</td>
<td>$20-$100</td>
</tr>
<tr>
<td>Micro & mid tier</br> 10K-100K Followers</td>
<td>$100-$5,000</td>
</tr>
<tr>
<td>Macro</br> 100K-500K Followers</td>
<td>$5,000-$10,000</td>
</tr>
<tr>
<td>Mega & Celebrity</br> 500K+ Followers</td>
<td>$10,000+</td>
</tr>
</tbody>
</table>

According to our 2022 State of Influencer Marketing report, 53% of brands using Instagram run campaigns via the Instagram Story feature. Most campaigns also include one to four Instagram posts in the feed.

With this in mind, a low-end campaign budget using a nano-influencer averages about $313 for four in-feed posts and one Instagram Story. Using micro-influencers, expect to pay about $780 for the same amount of content.

For further pricing model details, Klear has an excellent Instagram influencer pricing calculator that calculates costs based on specific influencers.

About 32% of influencer campaigns include YouTube, according to the State of Influencer Marketing report. This is the platform where many influencers started their journey.

Although Shorts on YouTube are gaining steam, this platform remains ideal for long-form content. Many brands post on more than one platform, and YouTube’s video-only approach makes it a viable choice for multimedia engagement. However, because of the time and resources it takes a YouTuber to create video content, brands should note that YouTube is one of the more expensive influencer marketing channels.

Based on YouTube audience size, brands can expect to pay an average of...

<table class="table-primary alternate-color">
<thead>
<tr>
<th></th>
<th>YouTube Videos</th>
</tr>
</thead>
<tbody>
<tr>
<td>Nano</br>500-10K Followers</td>
<td>$20-$200</td>
</tr>
<tr>
<td>Micro & mid-tier</br> 10K-100K Followers</td>
<td>$200-$10,000</td>
</tr>
<tr>
<td>Macro</br> 100K-500K Followers</td>
<td>$10,000-$20,000</td>
</tr>
<tr>
<td>Mega & Celebrity</br> 500K+ Followers</td>
<td>$20,000+</td>
</tr>
</tbody>
</table>

Tip: Take a look at The 20 Biggest Australian YouTubers

TikTok has surpassed YouTube when it comes to video influencer content. About 13% of brands use the short-form video platform as part of their influencer marketing campaign. TikTok has seemingly infinite niche audiences to tap into, allowing brands and influencers plenty of creative freedom for content creation.

The app is gaining steam. In 2022, TikTok was the most downloaded app worldwide, earning 672 million new downloads. The app has given rise to a new era of influencer marketing, particularly in terms of content that can’t be recreated on any other platform.

<table class="table-primary alternate-color">
<thead>
<tr>
<th></th>
<th>TikTok</th>
</tr>
</thead>
<tbody>
<tr>
<td>Nano</br>500-10K Followers</td>
<td>$5-$50</td>
</tr>
<tr>
<td>Micro & mid-tier</br> 10K-100K Followers</td>
<td>$25-$1,250</td>
</tr>
<tr>
<td>Macro</br>100K-500K Followers</td>
<td>$1,250-$2,500</td>
</tr>
<tr>
<td>Mega & Celebrity</br> 500K+ Followers</td>
<td>$2,500+</td>
</tr>
</tbody>
</table>

Nano influencers on TikTok charge between $5-$25

The price for micro influencers on TikTok is between $25-$125, while influencers with larger followings (but not quite Mega) are between $125-$1.2K

Macro influencers have a price of $1.2K-$2.5K

Mega influencers on TikTok charge 2.5K or more

In terms of TikTok influencer pricing, similar rules apply based on audience size. Data shared by Business of Apps estimates that nano-influencers earn between $5 and $50 per post, while micro-influencers charge $50 to $1,250 per post. Mega-influencers are charging upwards of $2,500 per post.

The average cost of a Facebook post from a nano-influencer: $25-$250

The average cost of a Facebook post from a micro-influencer: $250-$1,250

The average cost of a Facebook post from a mega-influencer: $25,000

Category also affects the cost of influencer marketing on Facebook. Lifestyle and food posts tend to be the most expensive.

Tip: Take a look at the best global food influencers to inspire you.

Snapchat continues to play a role in influencer marketing despite its slowdown in growth. It wasn’t until recently that follower count on Snapchat was made public. Before that, marketers used reach and views as a means of influencer marketing measurement.

Using views is still a preferred way to pay for Snapchat influencer marketing. Here’s a breakdown of view-based pricing from Business of Apps:

<table class="table-primary">
<thead>
<tr>
<th>Views</th>
<th>Price</th>
</tr>
</thead>
<tbody>
<tr>
<td>1,000-5,000</td>
<td>$500</td>
</tr>
<tr>
<td>5,000-10,000</td>
<td>$1,000-$3,000</td>
</tr>
<tr>
<td>10,000-20,000</td>
<td>$3,000-5,000w</td>
</tr>
<tr>
<td>30,000-50,000</td>
<td>$5,000-10,000</td>
</tr>
<tr>
<td>50,000-100,000</td>
<td>$$10,000-$30,000</td>
</tr>
</tbody>
</table>


Now that follower count is available, marketing professionals can use the following breakdown from Buffer to estimate marketing costs:

<table class="table-primary"> <thead> <tr> <th>Macro Influencers Following</th> <th>Cost</th> <th>Cost Per Follower</th> <th>Cost Per 1,000 Followers</th> </tr> </thead> <tbody> <tr> <td>3 Million</td> <td>$75,000</td> <td>$0.025</td> <td>$25</td> </tr> <tr> <td>7 Million</td> <td>$75,000</td> <td>$0.011</td> <td>$11</td> </tr> </tbody> </table> 

<table class="table-primary"> <thead> <tr> <th>Micro Influencers Following</th> <th>Cost</th> <th>Cost Per Follower</th> <th>Cost Per 1,000 Followers</th> </tr> </thead> <tbody> <tr> <td>50,000</td> <td>$1,000</td> <td>$0.020</td> <td>$20</td> </tr> <tr> <td>500,000</td> <td>$1,000</td> <td>$0.002</td> <td>$2</td> </tr> </tbody> </table>

Broken down by followers, brands are paying an average of $2 to get in front of 1,000 followers when working with micro-influencers.

Twitter doesn’t claim the same amount of excitement when it comes to marketing with influencers, and that remained the same in 2023 after rebranding it as "X". However, it is still an option for the right brand working with the right influencer. 

The audience here has historically been highly engaged, but brands should be aware of the shifting audience demographics and stay up-to-date on Twitter stats since the platform's rebrand. 

According to WebFX data (link above), brands typically pay $2 per Tweet from an influencer with ~1,000 followers or as much as $2,000 per Tweet from influencers with a million followers.

Payment terms may impact influencer rates. Some influencers work for a fee, while others are happy to post content in exchange for free products. There are multiple payment options based on your campaign type, such as:

Performance-based payment (such as affiliate marketing coupon codes, clicks, or redemptions)

The industry also influences cost. Posts related to travel tend to command the highest price, as production costs tend to be higher. Of course, all brands should approach the true cost of influencer marketing on a case-by-case basis and take into account their unique needs and variables.

Clearly, there is no single influencer marketing cost that brands can rely on without doing a bit of research. Influencer pricing is subject to change based on follower count, subscriber growth, type of deliverable, target demographic, and myriad other factors. There are also additional costs involved should you choose to use an influencer marketing agency to find influencer partnerships.

Using an Influencer rates calculator is a great way to go into influencer negotiations with an informed mindset. However, consider these estimates as starting points as you explore the value an influencer can bring to your brand.

What should I have ready before reaching out to a potential influencer partner?

How do I figure out what type of influencer to contact for my campaign?

How do I calculate the success of my influencer marketing campaign?

To figure out what you're comfortable spending on influencer marketing, it's important to know what you want to get out of the partnership. A celebrity-led brand awareness campaign will cost more than working with a micro-influencer. 

Macro influencers may have a bigger audience, but you sacrifice forging a deeper relationship with consumers where relevancy is already baked in to the audience. 

These considerations are going to spearhead how you set a budget for influencer marketing.

Explore influencer costs on Instagram, TikTok, YouTube, and Twitter. Discover competitive pricing and rates for influencers on each channel

Influencer Marketing Costs: Influencer Rates per Channel

Influencer Marketing Costs 2025: Influencer Rates per Channel

Instagram has Stories and Reels. TikTok has Reels, For You page, and original sounds. YouTube has Shorts. And Snapchat has — Snapchat Discover?

It’s not enough to be active on social media channels. To get the most out of your social media management strategy, you need to know all of the features available to you and how they help you reach your audience. 

For Snapchat, you have more options than just posting content (and then watching it vanish in 24 hours). Snapchat’s Discover feature is a prime example of how social media platforms are evolving to help users find and engage with content they care about.

Here’s what the Snapchat Discover feature is and how you can use it to grow your social presence.

Types of Content that Perform Well on Snapchat Discover

Snapchat Discover vs. Instagram Stories & TikTok

Best Practices for Creating Engaging Content on Snapchat Discover

How Brands Can Get Featured on Snapchat Discover

Measuring Success: Key Snapchat Discover Metrics

Building a Snapchat Discover Strategy with Meltwater

Snapchat Discover is a section of the Snapchat app that features content from big brands and publishers. It’s kind of like its own feed, but instead of seeing a mix of single posts from various creators, you see “collections” in story format. 

Think about going to a newsstand filled with magazines. Each magazine comes from a certain publisher with a specific theme. Open it and you’ll find loads of content fitting that theme. 

This is the idea behind Snapchat Discover. It’s a collection of stories from top creators ready for you to explore.

Did you know you can easily track your brand mentions in Snapchat using Meltwater's social listening solution? Click here and fill out the form below to learn more!

On the Snapchat Discover page, you’ll find a few different types of creators and their content: your friends’ Snapchat stories, Our Stories, Publisher Stories, and Shows. 

These creators share similarities in terms of the type of content they create. Whether from a major publisher like Vogue or ESPN or a rising influencer, you might notice several key themes across their Snaps.

Snapchat’s emphasis on interactive content turns passive viewers into active participants. Engagement can help fuel the algorithm and potentially improve visibility on the Discover page. 

Mashable uses interactive polls and other visuals to engage its audience in different ways. In the above example, it discussed the Pixel Buds across a series of snaps, then asked users whether they’d make the switch from AirPods. It also added a fun maze at the end to keep things fresh.

News stories, round-ups, and other detailed content can be repurposed into a series snaps for a “highlights” reel. This gives users the gist of an idea without having to read full articles or watch entire videos. The snaps each contain a specific fact or point, which form a complete narrative when combined.

Learn how brands can leverage Snapchat Discover to engage audiences effectively. Our guide provides insights and strategies for maximizing your reach.

TJ Kiely

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