A fascinating blog post by Mark of TwoFortyEightAM has me focusing on not just the cost of using Instagrammers, but the ethics of advertising through influencers in this region. In his post last week, Mark published a list of how much Kuwaiti Instagrammers get paid per post by advertisers. To quote from Mark’s blog, here’s a sample of some Kuwaiti Instagrammers and how much they/their agencies charge (note: prices are in Kuwaiti Dinars and one KD is just under 3.5 US Dollars).
@ahmad_asb (134,700 followers) KD450
@alimubarak1 (68,152 followers) KD450
@ameralshaibani (204,455 followers) KD450
@ascia_akf (1,005,559 followers) KD850
@azizbader (497,708 followers) KD850
@basharnoo (342,316 followers) KD400
@batoul_alkandari (224,233 followers) KD450
@bb_alabdulmohsen (59,123 followers) KD350
@dalalid (866,687 followers) KD850
@daneeda_t (358,396 followers) KD450
@dr_shammat (887,156 followers) KD750
@elham_alfedhalah74 (1,758,795 followers) KD900
@faisalalbasri (474,132 followers) KD850
@fawaz_alfahad (111,874 followers) KD400
@groupwanasah_ (444,647 followers) KD350
@hayaalshuaibi_79 (814,972 followers) KD700
@kaftanusman (516,835 followers) KD500
@nohastyleicon (811,541 followers) KD850
@omaralothman (92,482 followers) KD500
@thedietninja (351,952 followers) KD550
@therealfouz (216,096 followers) KD500
@theveeview (631,973 followers) KD500
@yousif_alblooshi (171,520 followers) KD350
You can see pricing lists for one agency, Ghaliah, here.
What fascinates me more than the pricing (and the analytics) is that of the ethics associated with influencers such as the above. In the US, if an influencer is taking money for a post they’ll have to make this known to their audience – it’s a legal requirement to ensure that their audience understands what they’ve just posted online is paid-for and therefore is an advert.
However, there are few Instagrammers here who do the same. As mentioned by one of Mark’s visitors, one of the Instagrammers above does use a * to denote a paid-for ad. But as for the others, there’s no suggestion as to what is paid-for and not paid-for.
Is this right? As a follower, I’d like to know if someone is paid for promoting another brand. It’s honest and forthright. Unfortunately, we will have to keep on guessing whether or not these posts are free or paid-for. Maybe this is one area where we need more government legislation to help consumers know what is really going on.
As for the costs of these Instagrammers, it’d be interesting to know how advertisers track their return-on-investment for sponsoring these paid-for posts. While Kuwait is one of the largest markets for Instagram in this region, it’s still difficult to know what percentage of followers is real and what percentage is fake. Similarly, when you’re spending over $2k USD on an Instagram post what are your intended outcomes as an advertiser?
I’d love to hear your thoughts on the above, as well as how much Instagrammers get paid in the rest of the region. Ta for now!