Freeto post a job
Influencer marketing is when a brand pays creators to feature its product in posts on their own TikTok, Instagram or YouTube accounts. Most teams now run it in-house: they choose the creators, agree a fixed price per post and approve each one before it goes live.
Updated
01In short
Influencer marketing is a form of advertising in which a brand pays creators to show its product to the people who follow them, usually in short videos on TikTok, Instagram Reels or YouTube Shorts. The creator posts on their own account, labelled as an ad, and the brand can often reuse the video in its own ads.
02The numbers
Figures from the publishers’ own reports, with the day we read them.
| Fact | Figure | Source |
|---|---|---|
| Brands expecting their influencer budget to rise | 87.49% (survey of 600+, 2026) | Influencer Marketing Hub, Benchmark Report 2026Read |
| Brands that run influencer marketing entirely in-house | 66.33% | Influencer Marketing Hub, Benchmark Report 2026Read |
| Brands that run it through an agency partner | 10.71% | Influencer Marketing Hub, Benchmark Report 2026Read |
| Respondents who included TikTok in their influencer plans | 31% | Influencer Marketing Hub, Benchmark Report 2026Read |
| Size of the creator economy | $250 billion in 2023, forecast $480 billion by 2027 | Goldman Sachs Research, 2023Read |
| Monthly fee to hire influencers on Octoclip | €0 | Octoclip termsRead |
| How long a creator post stays live on Octoclip | At least 90 days | Octoclip termsRead |
03The guide
From the first brief to the creators you hire again.
Pick one goal for the first round: show the product in use, answer one doubt, or reach one kind of buyer. One goal makes the brief short and the posts easy to compare.
TikTok, Instagram Reels and YouTube Shorts all reward short vertical video. Start where your buyers already scroll. For TikTok in particular, see TikTok influencer marketing.
A fixed price per approved post keeps the cost known before anyone films and is fair to the creator. Never pay on views: they depend on the algorithm, not on the creator’s work.
Post the job and read who applies, rather than messaging strangers. Smaller accounts are often the best start: see micro influencers.
Check each post against the brief’s must-include points, then let the creator publish. Ask for the ad code if you want to boost it as a Spark Ad or a partnership ad.
Keep the creators whose posts worked and brief them again. Measure the posts you boost with the CPM calculator and the ROAS calculator.
04Two ways to work
Each job is one type. You set the price per video, and creators see it before they apply.
The creator publishes on their own TikTok, Instagram or YouTube, to their own audience. You get the live post to repost and run as an ad.
The creator sends you the file. You publish it on your own accounts, on your site and in your ads.
05How it works
Free until you hire. You only pay when a creator accepts.
01Free
Type, price per video, volume, deadline and the brief, with the must-include points every video is checked against.
02Free
Creators apply with a note. You see their profile, connected account and record on Octoclip.
03Free
The contract is generated from your job’s terms. Hire one creator or twenty from the same brief.
04
When a creator accepts, you pay and they start. You approve every video before the creator is paid.
When money moves
06Pricing
There is no set price: each creator’s rate depends on the platform, the audience and the work. On Octoclip you set one price per post, and creators see it before they apply.
As many jobs, applicants and teammates as you need. Reviewing and sending offers is free too.
Charged when a creator accepts your offer. You see the full amount before you send it.
Never tied to views. You set it, and creators see it before they apply.
An example
10 creator posts at €100 each
An example, not a price list: you choose the price and the number of videos, and you see the full amount before you send an offer.
07Compare
Octoclip against an influencer platform, an agency and doing it yourself.
| What you get | Post a job free | Influencer platformDatabases and subscriptions | AgencyRetainer fees and shortlists | Doing it yourselfDMs, spreadsheets, invoices |
|---|---|---|---|---|
| Creators apply to your job | Yes | No: You search a database | No: They pick for you | No: You message one by one |
| You choose who works with you | Yes | Yes | No: From their shortlist | Yes |
| One fixed price per video | Yes: Set by you, seen before they apply | No: Negotiated each time | No: Set by the agency | No: Negotiated each time |
| No monthly cost | Yes: €0 until you hire | No: Usually a subscription | No: Often a retainer fee | Yes: Your time instead |
| Contracts and payouts handled | Yes | No: Often extra | Yes | No: By you, one by one |
| Ad rights in every contract | Yes: Spark Ads and partnership ads included | No: Agreed case by case | No: Agreed case by case | No: Agreed case by case |
Weighing a UGC platform? See Octoclip side by side with each one.
Compare platforms08Avoid these
Followers say nothing about who watches. Look at the creator’s recent videos and who they are made for.
Views depend on the algorithm. A fixed price per approved post keeps your cost known and the deal fair.
Give one goal, the few points the post must include and what to avoid. Leave the creator room to sound like themselves.
Agree how long the post stays up and whether you may use it in ads before anyone films. On Octoclip it is in the contract both sides accept.
Written by Octoclip. Published , updated .
The review, revision and payment rules on this page are Octoclip’s own, set out in the terms. Usage rights are set in each job’s terms and shown on the contract.
FAQ
What brands ask before they post: price, rights and review.
Influencer marketing is advertising in which a brand pays creators to show its product to their followers, usually in short videos on TikTok, Instagram Reels or YouTube Shorts. The creator posts on their own account and labels it as an ad.
A brand writes a brief, chooses creators, agrees a price and approves each post before it goes live. On Octoclip you post a job at a fixed price per post, creators apply, and you send offers to the ones you want.
Posting a job, reviewing applicants and sending offers are free. You set a fixed price per video and pay only when a creator accepts your offer. The full amount is shown before you send the offer.
On Instagram, influencer marketing is mostly Reels: a creator films a short video with your product and posts it on their account, tagged as a paid partnership. You can then run it as a partnership ad from your own account. See Meta partnership ads.
Mostly in-house: in Influencer Marketing Hub’s 2026 benchmark survey, 66.33% of respondents run it entirely in-house and 10.71% through an agency partner. Octoclip is built for the in-house way: you choose and hire the creators yourself.
In influencer marketing the creator posts to their own audience. With UGC the creator makes a video file that the brand posts on its own accounts and in its ads. See UGC vs influencer marketing.
Yes. The contract both sides accept lets you use approved content in paid ads, including Spark Ads and partnership ads. Ask for the ad code or approval in your brief so the creator knows before they apply.
Brands hire creators because a recommendation from someone people follow is trusted, and 87.49% of brands in Influencer Marketing Hub’s 2026 survey expect to spend more on it. Octoclip does not sell or guarantee downloads, installs or views. You pay a fixed price for each approved video.
Their payment is secured when they accept, before any work starts, and released for each video you approve.
No. You choose and hire creators directly. Octoclip runs the jobs, contracts, approvals and payments in between.
More on Octoclip
Free to post a job
Post a job free and see who wants to work with your brand before you pay anything.
Posting a job is free. You’re charged only when a creator accepts.
