Kendall Jenner, Selena Gomez, Taylor Swift and Cara Delevigne are all worth $230,000 per social media post when the message appears across Facebook, Instagram and Twitter, D'Marie told Adweek. The celebrities represent a sample, according to D'Marie, of the top 2 percent of social influencers—which includes numerous other big names who can ask for $230,000 per post.
The tech company aspires to be a Nielsen Ratings-style system that brands can use to measure the value of influencers. It has a proprietary algorithm that takes into account 56 factors to determine the marketing success of individual social media posts, including reach, engagement (likes, comments, shares, etc.), clicks and purchases.
"Our system is also going to predict your sales conversions," noted Frank Spadafora, CEO of the New York-based company. "And this is the type of granularity we are talking about: If you are selling a yellow dress for $75 to $100, we are able to look at our system and find the best person, best social platform and best [message]."
Whether or not all of that holds true remains to be seen. A few years ago, Spadafora noticed modeling agencies were charging willy-nilly rates for social endorsements from their talent rosters—there wasn't a data-based system for it. Hence, D'Marie was born, and last month it launched a mobile app that allows marketers to measure sales and other metrics from influencer campaigns.
Runway modeling agencies such as The Lions Agency and LA Models are among 12 companies using D'Marie, a software subscription service. Fashion brands Sunday, Somewhere and Ola Vida have employed the program to attempt to better their return-on-investment with social influencers. Generally speaking, D'Marie claims posts by the likes of Jenner and Gomez will produce 12 times the return-on-investment compared to average digital marketing efforts.
"If a celebrity fits with a brand, drives engagement and inspires action, their earning potential is limitless," said Ted Murphy, CEO of tech company Izea. "Price aside, it is imperative that the brand and celebrity disclose that it was a paid engagement in order to comply with FTC rules so that consumers are not misled."
Meanwhile, Spadafora said 89 percent of the top 8,000 social influencers are on Instagram, 20 percent are on Twitter and just 14 percent have a certified Facebook page. "It's kind of ass-backwards," he said.
"Facebook is the clear winner for influencer marketing—by a long shot," Spadafora added. "There's a lot of interest among retailers with Instagram as well, but the lack of hyperlinks on the [app] tempers [their enthusiasm]."