Each market has its own tariffs! After covering the subject for France and Spain, we have a look across the other side of the English channel, towards a market with huge potential, the United Kingdom. This potential, of course, has a price. Which one? You’ll find the answer below.
The context in the UK
The United Kingdom is Europe’s leading e-commerce market, ahead of Germany and France. It’s the same thing for online advertising, the two often going together (one stimulating the other). Expenditures in this area have exceeded those of TV advertising since 2010. In 2017 they represented no less than 10.5 billion pounds (12 billion euros). Advertising on social media alone exceeds 1.5 billion euros (source: Statista). And all these figure are destined to increase in the coming years.
Certainly, the UK has been experiencing slow growth recently, especially because of the uncertainty around Brexit, but its fundamentals are solid, so it’s advisable to attempt to enter Europe’s leading market.
Cost of an article in the United Kingdom: which criteria?
There are as many criteria as guards in her majesty’s service! In terms of traffic, it seems that the British prefer to reason in terms of page views rather than unique visitors (which changes the order of magnitude, caution!).
Next, the British market is mature, bloggers are very aware of SEO criteria and adapt their rates accordingly! Typically a blog with an excellent domain authority will be able to charge double that of a site with lesser authority, even if their traffic is similar.
Similarly, any sharing on social networks necessarily implies an additional cost. If negotiation is a typically Latin virtue, be warned: nothing can be obtained for free in the English-speaking world.
Finally, many other criteria may impact the total cost of the partnership (more often upwards than downwards), such as:
- The blogger’s experience and / or how long the blog has existed,
- The theme of the blog and the sector concerned (B2B is typically cheaper than B2C),
- The length of the ordered article,
- The presence of one or more links to your website,
- Moderation of comments,
- Curation by the blogger of visuals illustrating the article,
- reuse by the brand of created content,
- The age of the captain (maybe not).
Let’s get down to the numbers!
Of course the echoes from across the Channel on the subject are varied. However, a survey conducted among 100 bloggers by a local influential blog (The Bloglancer not to mention it) gives a slightly more reliable overview, depending on the number of page views per month:
- Less than 1000 pages viewed: less than £30 (€35),
- Between 1000 and 3000 pages viewed: £55 (€60),
- Between 3000 and 5000 pages viewed: £75 (€85 €),
- Between 5000 and 7000 page views: £95 (€110 €),
- Between 7000 and 10 000 pages viewed: between £80 and £250 (between €90 and €285),
- Between 10,000 and 20,000 pages viewed: between £90 and £250 (between €100 and €285),
- Between 20,000 and 50,000 pages viewed: between £90 and £300 (between €100 and €340),
- Over 50,000 pages viewed: £350 (€400) on average, the maximum reached being £750 (€850).
The study pointed out that the standard deviation was sometimes substantial, as can be seen with some segments where giving an average wouldn’t have made so much sense.
The most economical solution is often to go through a platform linking advertisers and bloggers. On getfluence.com, an order with an English blog starts at €107, and the average is around €150 for the micro-influencer (around 10,000 unique visitors). Of course, as explained above, blogs positioned in niche markets can charge more: 450, 500 or even 900 euros (luxury travel in particular).
Are you ready? So get started! Note that if you’re looking at the UK, you can also open up at the same time to the Irish market. English blogs are also visited by Irish Internet users, so let them order too. You’ll add a market of 5 million people to that of the United Kingdom (66 million). The bigger the better!