How much do you need to pay to book a Youtuber with 2 million subscribers and 3.8 million Instagram followers like FreeZia?
FreeZia (real name Song Ji Ah), a beauty influencer with nearly 5.8 million fans, is still a trending name. Despite being embroiled in a controversy over fake high-end fashion items that has seriously hurt her identity, she succeeded in maintaining her fan base. Rather, thanks to the controversy, the number of her followers and subscribers has risen sharply. FreeZia, who went quiet for a while due to critical public opinion and inversely proportional subscriber trends, seems to be returning to the produce paid advertising content market in earnest as of December.
FreeZia admitted to the “fake items” allegations and took a break after setting all the contents she had posted to private. Since then, in June, FreeZia has announced her return by posting daily photos on her SNS account and started producing content to generate full-fledged profits. All her old content that had been set to private for a while has been revived as well. Only photos and videos of her wearing fake items have been deleted.
Shortly after her comeback, FreeZia was cautious about receiving advertising offers, perhaps because she was conscious of some of the rampant malicious comments. To put it correctly, she is not afraid of haters, but “focusing only on making money.” FreeZia shows that she is intentionally reforming her image by wearing luxury brands that were embroiled in her fake controversy.
FreeZia, who refrained from doing advertising, officially starts receiving paid advertisements
Although FreeZia refrained from doing advertising, her YouTube content and other SNS photos were faithful to her past image marketing that made FreeZia a star. These are contents that stimulate women in their 20s and 30s to live a beautiful and colorful life.
In fact, it is said that FreeZia refused all advertising requests even after her comeback. A, head of a viral marketing agency, told TV Daily, “Despite the controversy, FreeZia is still a popular name. I know some brands that still sought after her right after the controversy, but she refused them all.”
However, A said, “Although she did not lose her subscribers due to the controversy, it is true that her image is already damaged,” adding, “In the case of FreeZia, it will be even harder to sponsor her A-class high-end brands due to her controversy.”
According to A, the viral advertising agency’s criteria for selecting a model is not necessarily the number of subscribers.
A said, “It is more important whether the model can actually have a purchasing influence on consumers. There are beauty influencers with more subscribers than FreeZia, and there are influencers with better cost-effectiveness than her.”
In particular, just before the controversy, A mentioned that FreeZia had demanded too high a price for advertising. A said, “At that time, there was a rumor that she demanded about 30 million won per Instagram photo. This is the same price of top girl group members, which was why many brands turned to other celebrities.”
Advertising planner B said, “There is no standard point for advertising expenses for influencers, so it is ambiguous.”
SNS marketing centered on YouTube and Instagram is largely divided into PPL (indirect advertisement) and branded content advertisements that are planned as advertisement content itself. In other words, FreeZia has been only conducting PPL advertisements since her comeback. In the case of cosmetics advertisement videos posted earlier this month, it is estimated that she would have received a lot of advertising money for branded content advertisements.
Advertising planner B said, “If it’s FreeZia, the price will still be high.” Considering FreeZia as an A-class influencer, for a PPL advertisement where she simply shows a product or brand, she can receive up to 20 to 30 million won per case (based on YouTube). However, in the case of branded content, it will be about 40 to 60 million won.
However, B, like A, was also skeptical. They said, “It will be difficult for FreeZia to receive sponsors from luxury brands for the time being. A-class brands will not do such noise marketing.”
Source: TV Daily
