When a brand works with an influencer for the first time, it's usually a sponsored post: pay upfront, influencer makes the content, done. That's a reasonable start, but if you're at your second or third collab, it's time to consider another model — sales commission.
Two payment models
Sponsored post (flat fee):
Brand pays €200 upfront. Influencer makes the post. Whatever happens next — how many people come, how many buy — is the brand's risk. If the campaign flops, the money is gone.
Sales commission (CPA):
Brand pays only for real sales. Maybe 10% of order value. Influencer earns nothing if nobody buys, but easily €2 000 if the campaign works. Risk is on the influencer.
Hybrids exist: small flat fee + sales commission. Often the fairest setup.
When sponsored makes sense
When you're measuring awareness more than sales:
- New product launch — you want people to know about it, sales come later
- Brand awareness — new e-shop, getting on people's radar
- "We exist" campaigns for categories with rare purchases — cars, kitchens, vacations
- Image campaigns — you want to associate with a lifestyle or value
In these cases sales commission won't help much — even if the campaign works, sales show up in 3–6 months, not immediately.
When commission makes sense
When you have a working e-shop and know your conversion rate:
- Consumer goods — food, cosmetics, supplements, clothing
- Products clearly under €200 — people decide quickly, buy within days of seeing the post
- Discount campaigns — commission + discount code = fast purchase
- When you need ROI now — you can afford spending only when it returns
The simple math every marketer should know
Say:
- Your e-shop average order is €50
- Your shop converts at 2%
- The influencer sends 1 000 people to your shop
What happens:
- 20 of them buy (2% conv) = €1 000 in revenue
- If you pay 10% commission, you give the influencer €100
- Your profit on those €1 000 after costs depends on margin, but typically 30–40% = ~€350
A sponsored post might cost a flat €250 for similar reach. If you're sure it brings 1 000+ people, the math is similar. If you're not sure, commission is safer — you only spend if something happens.
For creators: when to take what
Take a flat fee:
- When you don't trust the product to convert (expensive, unknown brand, bad landing page)
- When you need certain income
- When the brand has a small or no e-shop (B2B, offline categories)
Take commission:
- When you trust the product and know your audience buys
- When the brand has a good site (fast, mobile, trustworthy)
- When you have a large engaged audience — commissions stack up there
In practice: if you like the collab, a mix often works best — say €100 flat + 8% commission. You lower the brand's risk and share in the upside.
For brands: how to move from flat to commission
First collab: try flat. Gather data — how many people the influencer brings, how they convert.
Second collab with the same influencer: you have data, you can offer commission or mix. The influencer is happy because they know your brand and trust the conversion.
Third collab: if first two went well, go pure commission and pay only when it pays off. Top influencers respect brands that pay them fairly for the work.