Affiliate Programs

Leaked Influencer Affiliate Rates for Brands on Instagram: Beta Test

Leaked Influencer Affiliate Rates for Brands on Instagram: Beta Test
Written by publishing team

  • Instagram began testing a native affiliate marketing tool in June.
  • Retail giants like Sephora and Revolve — as well as a few smaller brands — are now registered.
  • Insiders see commission rates for 32 brands. This is what they pay their content creators.
  • Watch more stories on the Insider Business page.

Affiliate marketing has always been prominent on Instagram, but Instagram is rocking the market with a recent test of its original affiliate program.

Instagram in June began testing the feature, which allows creators to earn a portion of the sales they pay to Instagram’s in-app shopping features, with a small group of creators and brands.

“This is a small test that we are actively scaling up,” an Instagram spokesperson told Insider. “Our long-term goal is to make this tool available to creators everywhere.”

As of September, the program has about 100 creators and at least 30 brands on board, according to several industry insiders.

The content creators testing the new product range from micro influencers with less than 100,000 followers, to some mid- or college-level influencers with over 300,000 followers.

Early brands have signed up for beta testing from big players like Sephora or Revolve, to independent and small companies like DreamGirls Hair or an accessory brand made from MLE.

But how much money do these brands pay their content creators? This depends on their commission rate.

Like many other affiliate marketing platforms – like LTK or MagicLinks – brands set their commission rates on Instagram. Rates range from 8% to 20%, and are in line with industry standards, which are typically 1% to 20%.

The highest prices include beauty brands Elaluz and Kopari Beauty, which offer a 20% commission, according to documents seen by Insider over the past two weeks.

On the low end is Zara, at 8%. But influencer Tanya Zilke said being able to get any commission from Zara was a game changer, as the brand often doesn’t work with affiliate programs.

Instagram declined to comment on any commission rates for testing. However, the platform said that these brands have set their own commission rates “in line with their marketing strategies.”

Here are the 32 commission percentages a brand has paid to Instagram influencers (listed from highest to lowest), according to documents seen by Insider over the past two weeks:

  • Elouz: 20% commission on sales (no comment request answered)
  • Jamal Kobari: 20% (did not respond to request for comment)
  • Yes: 17% (refused to comment)
  • Pat McGrath: 16% (confirmed post, but declined to comment on rate)
  • Abercrombie and Fitch: 15% (refused to comment)
  • bare metal: 15% (refused to comment)
  • Benefit Cosmetics: 15% (confirmed participation and rate)
  • Claire F.: 15% (refused to comment)
  • Charlotte Tilbury makeup: 15% (did not respond to a request for comment)
  • fresh beauty: 15% (did not respond to a request for comment)
  • Laura Mercier: 15% (did not respond to a request for comment)
  • Mac: 15% (did not respond to a request for comment)
  • Made by MLE: 15% (confirmed participation and rate)
  • Nars: 15% (did not respond to a request for comment)
  • outdoor sounds: 15% (did not respond to a request for comment)
  • Ray-Ban: 15% (did not respond to a request for comment)
  • spin: 15% (did not respond to a request for comment)
  • Sephora: 15% (refused to comment)
  • Sunglass Hut: 15% (did not respond to a request for comment)
  • Ted Baker: 15% (confirmed participation and rate)
  • Atelier Westman: 15% (refused to comment)
  • Massimo Dutti: 13% (did not respond to a request for comment)
  • Athlete: 12% (refused to comment)
  • Hair girls dream: 12% (confirmed participation and rate)
  • Anastasia Beverly Hills: 10% (did not respond to a request for comment)
  • Cocokind: 10% (confirmed participation and rate)
  • Essence makeup: 10% (did not respond to a request for comment)
  • Cosmetics GA-DE: 10% (did not respond to a request for comment)
  • Hollister Company: 10% (declined to comment)
  • ancient marine: 10% (declined to comment)
  • very jane: 10% (confirmed post, but declined to comment on the rate)
  • Zara: 8% (did not respond to a request for comment)

Instagram influencers reveal what the platform’s exclusive affiliate marketing beta test looks like – and how much they earn

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