It is rumored that Kim Kardashian receives as much as $20,000 per tweet to promote products on Twitter. That is $142 per character to reach her 18 million or so fans! She may well earn the highest price per Tweet but there are others out there earning thousands of dollars for what amounts to a verbal scribble. The cast on Jersey Shore earn between $4,000 and $7,200 per tweet. And one source say Ariana Grande, with about 13 million followers, earn $130,000 per Tweet.
So what does all of this have to do with the price of a dime?
Advertisers have always aligned themselves with branded personalities in order to promote their products. And these brand alliances are more valuable depending on many factors – the domain (sports, film, music), their reputation, the arc in their career AND their fans. Talent are brand ambassadors!
LeBron James is one of the two highest paid NBA players and he earns about $40 million a year in endorsements from companies like Coca-Cola and Nike. He has just over 11 million Twitter fans, which is only one of many things that help him help the brands that endorse him. I’m not sure LeBron James is being paid to tweet, but he is certainly being paid by brands and his fans count a lot. Many endorsement contracts are priced based on figures like $1 per Twitter follower. LeBron might be a great example of this.
Knowing where their fans are is now is as important as being a top performing musician or athlete; it is part of the business. Tweeting and posting on Facebook is expected. And yet the value of posts on these social networks is drowned out by the noise of so many others doing the very same thing. Twitter hasn’t yet taken away a celebrity’s ability to Tweet to fans (unlike Facebook, who only let about 10% of fans to see posts without paying), but it might in the future.
But consider this. If a tweet to a million fans could be worth $1,000 or more when there is: 1) no data about where these fans actually are, 2) no assurance that fans will even see the Tweet, as it could easily get lost in the feed, and 3) no demographic information – how much could a post or push notification from within a celebrity’s own brand fan app be worth?
It would certainly be worth more than the price of a Tweet.