Leaked Revolve Campaign Briefs Show Influencer Pay Rates, Requirements – Business Insider

As influencers and celebrities descend upon New York City for the annual Fashion Week, millennials and Gen-Z dressers are clamoring to secure an invite to Revolve’s NYFW-related activities, which include a cocktail party featuring celebrities like Ciara and influencer Remi Bader, and a fashion show in partnership with designer Dundas.
The fashion retailer, which launched in 2003, has focused on reaching its customer base through influencer marketing, offering clothing credits to influencers who post photos and videos in the cut-out mini dresses or leopard-print bike shorts sold on the platform.
It’s been a winning strategy:  The company now has an influencer network of more than 4,500 global partners, and it boasts over 5 million followers on Instagram.
But some industry insiders say Revolve’s “product gifting” is beginning to be out of touch with current influencer-marketing norms. 
“Many influencers are happy to work in exchange for Revolve clothing credits, for example, because Revolve has a very strong brand,” said Lindsey Lee Lugrin, the CEO of the influencer pay transparency platform FYPM. “That being said, this industry is evolving rapidly, influencer-pay transparency is becoming the norm, and Revolve will probably have to start offering more monetary compensation in addition to clothing credits in the very near future to convince influencers to continue working for them.”
Most of FYPM’s reviews for Revolve come from influencers with fewer than 50,000 followers. In exchange for posting an average of seven posts,  these micro influencers receive an average of $500 to $800 in clothing credits. Only one influencer on FYPM reported getting paid by Revolve; the influencer, who had 80,000 followers at the time, said she earned $1,600 for one Instagram post in 2021.
“I think that their marketing strategy is highly aggressive,” an influencer with over 1 million TikTok followers said. “But I do like having a relationship with them. I’m a fan of the brand, and I’ve ordered from them before on my own.” 
Insider spoke with four creators and two creator talent managers about what Revolve is asking of influencers around NYFW — and what those influencers are getting paid. The influencers and managers, whose identities are known to Insider, shared their experiences anonymously because they weren’t authorized to speak publicly about the company’s terms.
Revolve did not respond to requests for comment on its rates or strategy.
These offers are different from the long-term deals Revolve has with select influencers. One talent manager told Insider that they manage clients who have six-month paid contracts with Revolve and that a part of that deal is an expenses-paid trip to Revolve’s NYFW activities.
In August, Revolve’s influencer marketing managers reached out to TikTok, YouTube, and Instagram creators to offer them the opportunity to be dressed by Revolve for the brand’s NYFW event, Revolve Gallery. The event, which is open to the public, will showcase items from brands sold on Revolve and include other “immerse” experiences, according to an email from Revolve shared with Insider. 
An influencer with fewer than 50,000 TikTok followers was required to post:
The payment: $1,000 in clothing credit. No cash payment.
An influencer with over 200,000 YouTube subscribers was required to post: 
The payment: $1,000 in clothing credit. No cash payment.
An influencer with over 100,000 TikTok followers was required to post:
The payment: $1,000 in clothing credit. No cash payment.
An influencer with over 1 million TikTok followers was required to post:
The payment: $2,000 in clothing credit. No cash payment. 
“I think for influencers it really comes down to ‘is this trade worth it?’ To me, it was not,” said the influencer with fewer than 50,000 followers, who declined the offer. “$1,000 in clothing credit doesn’t even begin to cover my rate for the deliverables they requested, never mind usage, exclusivity, etc. The contract is very intense.”
The influencer added that they typically charge at least $1,000 for a single sponsored Instagram Reel, TikTok video, or YouTube Short.
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