As far as compensation, 51% of influencers said they charge a fee to allow partners to whitelist, boost, or amplify content above and beyond their usual fees for content creation. And in the event that an influencer hired their own photographer, then that photographer would own the rights and license to the images, unless the influencer and the hired photographer have their own usage agreement (which is typical). Schreyer has worked with content creators for nearly a decade, assisting in negotiations and contract reviews, as well as working closely with marketers and brands. Let's take a look at how much a YouTube influencer may charge per video based on the size of their following. Deliverables: One Instagram carousel with three images, one Instagram story (five frames and the last story link needed to have a link to the brand's website) and eight images released to the brand for use on the brand's website. In influencer marketing, the influencer owns the rights to their content and the brand has to be granted, or purchase, those rights. The general rule of thumb is to charge the base rate for each month they request exclusivity. Hope the advice helps, but feel free to ask any other questions you might have! Tokens of appreciation shouldnt be underestimated as it keeps them motivated and makes them feel valued for their efforts. $15,000 to $50,000-plus, with extended usage rights and . Influencer A has an average engagement rate of 10%. A newbie influencer, for example, may probably be the easiest and the cheapest to please. Packages: offer a discounted rate of at least 10-15%. According to ACTIVATEs 2019 Research Study, brands are repurposing influencer content more frequently than ever before. Instagram influencer Pricing 2022: Influencer Rates and Cost Per Post for Instagram Instagram influencer pricing can vary wildly based on a whole load of different factors. This is a flat fee on top of the photo rights you would charge. Notably, the networks span a diverse variety of influencers including vegan foodies, outdoor enthusiasts , bohemian stylistas (and more!). connect with your influencers in person and build longterm relationships, How Your Brand Can Build Your Own Influencer Database, B2B Influencer Marketing: The Definitive Guide of 9 Campaign Types and 20 Examples, Ten Common Influencer Marketing Mistakes and How to Fix Them, Top 3 Influencer Marketing Problems of Today and How to Deal with Them, Digital and Social Media Marketing Speaker, The Age of Influence The Definitive Guide to Influencer Marketing [Free Preview], Maximizing LinkedIn for Business [Free Ebook], The Definitive Guide to Email Marketing [Free Ebook], Digital and Social Media Marketing Tools Buyers Guide [Free Ebook], A Complete List of Recommended Marketing Resources. With outlets ranging from brand social channels Theyre starting out and keen to build their portfolio so theyll agree to even the basic of rewards, such a commission on sales. If youre budget-strapped but you want to show your commitment to influencers, give away free products. Influencers without a portfolio are classified as high risk so this then gives the negotiating power to the brand. Negotiations start here. This means that without permission, brands cannot re-post or repurpose that influencer's content elsewhere. And producing a 1-minute Instagram video is not the same value as a 20-minute YouTube video. As repurposing influencer content becomes a dominant tool in the marketing toolbox, it will leave an impact on creator contracts, fuel negotiations, and shape partnerships for years to come. When Influencer A shares a piece of content, 1,000 people are likely to engage with the post. Sell your photos5. Generally, the formula for determining how much you should charge as an influencer is Distribution Fee + Talent Fee = Rate. TikTok. In this case study published by a well-known influencer platform, a popular hair company actually saved $450,000 by partnering with nano-influencers. The bonus perk here for influencers is the chance to network within the industry. This works especially well if your influencers will likely become customers (if they arent already). As one of the newer marketing strategies on the block, influencer pricing is far from set in stone. This gives you your starting price range. It is recommended to run an influencer campaign over a period for many reasons. "But in influencer marketing, it's the other way around.". Free merch plus a nice commission would make a sweet reward combo here. I often get asked if I know anyone at Instagram, Facebook, LinkedIn, etc. The average cost for a middle-level influencer is $271 per Instagram post. Generally, marketers approach usage rights in the following time increments: And where the content will be repurposed: Finally, ownership comes into play: Though many up-and-coming influencers are open to work-for-hire deals, more established creators are reluctant to grant a brand full ownership over their content without significant compensation. As for deliverables, check out this breakdown which I find very helpful: A brand will sometimes request exclusivity which means they dont want you to work with any competing brands for a certain period of time. This fee is charged in proportion to the ad spend. Just drop us a note at research@activate.social. - Estimated price range: This is the price range you can charge for a collaboration. Again, this can be as much or little as you want. In addition, influencers may even be sought out to capture content in various formats beyond what they create for their own channels, Five Whitepaper Design Mistakes That Are Costing You Leads, What the Most Successful Content Marketers Do Differently, How Being Strategic About Content Development Can Boost Results and Save Time and Money: Ahava Leibtag on Marketing Smarts [Podcast], Five Serious Content Marketing Mistakes You Need to Avoid, Your First New Content Marketing Tool for 2023 Should Be Your Sales Team, How to Create a B2B Marketing Podcast in 2023And Why You Should. There is room for interpretation and negotiation. This cost-effective channel has an average price of $10 per post, per 1,000 followers. Not all influencer posts are published permanently. 50,001 to 100,000 = $1,000. You can keep, Instagram constantly update their algorithm and platform. Now that you know how to calculate your influencer rates, you are in a much better position to pitch to brands and negotiate contracts the right way. Too many content creators are underpaid because they dont know any better. When everything is clearly spelled out, those unpleasant surprises can be avoided. These permissions often cost you extra. Creators at this level are looking for opportunities to assert their category credibility and gain more followers and engagement. Lets take a look at all the possible ways you can compensate influencers. If either of these terms are . Which may be beneficial to you. Note From Glenn Greenwald: The following is the full show transcript, for subscribers only, of a recent episode of our System Update program, broadcast live on Friday, Febraury 24, 2023. When in doubt about the exclusivity requirements, ask! Heres what you need to know: The cost of influencer content usage rights are determined by timing and placement. That means that if your brand spends $50,000 promoting the content, the influencer must be paid an additional $2,000.. Hey Laura-May, absolutely! Industry insiders say one of the most important things influencers should look out for when signing a contract with a brand are "usage rights.". "In traditional media, if someone acts as a talent in a video or a television commercial, that person doesn't own the commercial, the advertiser owns the commercial," said Amanda Schreyer, a media, marketing, and technology lawyer and counsel at Morse, a law firm based out of Waltham, MA. Not only would these opportunities be exciting to influencers, but its also a chance to connect with your influencers in person and build longterm relationships. Want to learn more about Bloglovin or ACTIVATE? Content type - video costs more than images. Example: 1000 x 0.05=$50. $2,000 for Static Post x 20% = $400 Licensing Fee for 30 days (about 1 month or 1, 30-day period) $400 Licensing Fee x 3 Months = $1200 Licensing Fee for 3 Months. Other extended usage scenarios that Schreyer described included video content being used in television advertisements (such as a clip from a YouTube sponsored video) or if a brand uses an influencer's content for a third-party vendor, such as Sephora. Ive tried to find a way to appeal this and get reels bonuses again but I cant find a way to reach anyone at IG. These terms are to be agreed by both talent and brand before the start of a campaign. Over and above providing an appealing incentive, youll also create an opportunity for influencers to produce product pictures and videos building your media in a cost-effective way. #Facts This advised rate can vary. Perhaps because theres still informal practice going on in the mix. 2. Here the WebFX influencer marketing stats are in sync with those of BusinessInsider, with Twitter offering the lowest cost influencer marketing option, at $2 a tweet for a Twitter influencer with 1,000 followers up to $2,000 for a Twitter influencer with 1 million. "When usage becomes broader, more money is asked for," Schreyer said. A tier for our influencer with 10,000 might look like: 1,000 to 5,000 views = $50. Feeling generous? In influencer-brand contracts, usage rights can often be found under sections titled "Usage Rights," "Licensing," or "Ownership." . 3. As a content creator or influencer, you must grant a brand permission to use your images. When influencers charge this way, we recommend adding an optional extension clause to your contracts. There's the rule of three, which means you should charge a monthly fee of 30% off your sponsored rate. In summary, the majority of respondents increased the budget for influencer marketing for 2021. You focus on creating. Finally, the size of the campaign also has a major impact on costs. Check out this list for more clarity. How to calculate fair Instagram influencer rates. Allegedly, a post from model Emily Ratajkowski would cost $80,700.Rumours are that Demi Lovato charges at least $668,000, while Dwayne "The Rock" Johnson takes home a cool $1.5 million for crafting a post for his 187 million followers. Perpetuity is a fancy word which basically means forever. September 15, 2022. . Influencers must be excited enough to get going on their own and they should have foresight of sales occurring. If you want to have the rights to the content your influencer produces for advertisements or to later repurpose, chances are this will affect the influencer's rate. For your convenience heres a quick summary of basic influencer rate benchmarks: Instagram: $10 per post / 1,000 followers, $250-$750 per 1,000 engagements, Facebook: $25 per post / 1,000 followers, YouTube: $20 per video / 1,000 subscribers, $50-$100 per 1,000 video views, Snapchat: $10 per post / 1,000 followers, Blog: $60 per post / 1,000 unique visitors. There are m. Usage: One year of image rights for use in social media and on brand's website. And pro-tip: NEVER grant a company full, irrevocable rights to use your TikToks as they see fit. Example: 1000 x 0.01=$10. As a content creator, you should be charging for more than just your following. #4: Length of Term Lastly, influencer marketing costs are also dependent on the length of your contract with an influencer. Hey Neal! Thanks. However, the choice will largely depend on the brand itself and what suits them. With 368,000 followers on Instagram, she charges $8,000 for a package that includes one timeline post and three Instagram stories shares. Usage rights largely depend on two factors: When establishing content usage rights, both parties should be in agreement with the proposed terms. Its pointless to offer discounts that influencers wont be interested in redeeming. Please keep in mind, everyones influencer rates and formulas will vary. is basically charge a brand the value of that piece of content . Despite the fees tagged on, the small charge is a fraction of the cost you would see from any third-party company's quote. Well be covering a number of ways you can reward influencers. If they dont they wont put in the effort. The amount of money you can earn with 100k followers doesnt necessarily depend on your follower count. Ninja Outreach makes business lead generation easy and fast. For example, an influencer with 10k followers that publishes a picture is not the same as an influencer with 10k followers that publishes a video. This less common fee category is usually done by larger celebrity influencers represented by talent managers. Question: my account was receiving reels bonuses, but IG flagged a story I posted almost a year ago (several months before eligibility to get the reels bonuses) as promoting self harm. The number of classes of goods and services you intend . Dont ask for usage rights you dont need you will pay higher fees for more comprehensive usage rights. The best formula I know of for digital rights is to charge a 20% fee for every 30-day period. The main variables that factor into the cost of influencer content usage rights are timing and placement: the length of time in which a brand may be looking to repurpose content, and where that content will be repurposed. 10,000 followers = $100 for 1 in-feed post.3 months exclusivity = $300. That's almost half a million dollars. For more creator tips and great lifestyle content, follow me on all social media platforms @curlsnpearlsss and please share this blog post so that all creators can learn their value and charge accordingly! The price tag of an influencer may depend on the type of influencer youre dealing with. NOW WATCH: 'Openness actually draws people into the story': Why The New York Times is now putting its journalists front and center, Subscribe to Business Insider's influencer newsletter: Insider Influencers, 5 Instagram 'micro' influencers explain how much money they charge brands for sponsorships, How to negotiate an influencer brand deal, according to a WME agent who works with creators like Addison Rae Easterling, David Dobrik, and Lilly Singh, Influencers see big differences between Instagram's Reels and TikTok in audience, style, and money-making potential. The more followers, the more attention, and the more value each piece of shared content holds. Id love to know your thoughts. Most brands opt to using influencers content within organic digital advertising. But of course, big and famous TikTok influencers may cost higher. Big influencers with 1 million followers and above could charge $10,000 per sponsored post. Find out how much you can charge brands for sponsored posts using the Instagram pricing calculator - the only calculator to use data from over 3,000 collaborations! Do Instagram marketing3. The Included rates will be closer to 0% and Additional Fees will range from 50-100%. Thanks in advance! That's why prices for influencer marketing range from $100 to $1 million per post. When it comes to repurposing or amplifying content, micro or emerging influencers may think of this as a major value add. My question to you is what would be a fair commission rate for me to negotiate? How long the content needed to stay live: One month. The previous points may have slightly touched on this point, but I feel it needs its own mention. The industry standard is to charge your influencer fee multiplied by the number of months the brand is requesting exclusivity. However, these are VERY much ballpark figures and some influencers can cost way below these rates while others will be much more expensive. Example: 1000 x 0.03=$30. Beyond an influencers feed, were seeing marketers share content across: As brands continue to increase their influencer marketing spends, decision makers are demanding to see more value out of those partnerships. For marketing on Instagram, social media influencers are charging brands anywhere between $75 and $3,000 per instagram post. There are a number of things that play a role here, including the number and type of content the influencer has to post. Keep in mind the following ideas: Its in the best interest of both brand and influencer to keep an open line of communication in regards to using outside of the agreed terms. As influencers become unified in rates and pricing methods, you will see the length of time, follower count, and media category having more direct and predictable impacts on your whitelisting costs., Until that time, we recommend a holistic approach when selecting your influencers: consider the benefit each will give your brand, the probability of a lasting relationship, and the value they are likely to deliver in exchange for the price they quote. Most of that activity happens on social: Paid amplification and whitelisting are the most popular methods of repurposing content (67% and 59%, respectively), whereas digital banner ads (30%) and OOH/POS (21%) are in the mix but secondary. Whether its airline tickets or subscription services, many of us go with the basic version (its cheaper, and you can accomplish the bare minimum with the basic version anyway, right?). Alexander, of Socialtye, said one of her clients attended a brand-hosted event and, after taking pictures in a photo booth, saw those images plastered on a huge billboard. You cant get paid for what you dont ask for. Not only is this super attractive, but it can work for both large and small businesses. Amateur ($25 $50 per image): have built an online portfolio and have sold their images to clients but havent had any professional photography education. ACTIVATE is uniquely positioned to support these type of asks through our Content Only Collaborations feature. Most calculators aren't accurate as they are only looking at those 2 factors. A $100,000 whole life policy will probably cost between $100-$1000 monthly depending on various factors such as your age. I was thinking a 70/30 split of the profits. While this method may be an ideal option especially for brands without an influencer budget, the major concern about offering commissions only, is that it does lack commitment from the brands side. Use these rates as a base but remember the factors discussed earlier. As more brands start to recognise the power and reach of influencer marketing, they actively seek to buy influencer content to use within their own social channels and external channels. Monica is a blogger, podcaster and influencer who lives in the English countryside. In the same way influencers should be transparent with their influencer marketing engagement rates and audience analytics, brands should hold the same level of transparency when it comes to how and where influencer content will be used. These categories include: Nano influencers (1,000-10,000 followers) Micro influencers (10,000-100,000 followers) Macro influencers (100,000-1 million followers) Mega/celebrity . How is usage rights influencer calculated? In my opinion, perpetuity is never a good idea but if you want to know how to sell rights to your content in perpetuity take your photography rate and multiply it by the highest usage rate (60%) for 1 year, then multiply by 3 years (average lifetime of an image). Does the 10-20% commission still hold true here? It can be costly to request usage rights that may never be used; on the other hand, neglecting to secure usage rights at the start of a sponsorship may cost a brand more down the road when the content is createdand the brand's leverage has weakened. If not, theyll give you a pass. Heres a simple scenario to help you understand this better. Usage rights. The margin on the items will be approx 55-60%. As a rule of thumb, ACTIVATE strives to create partnerships that support a creator value proposition extending beyond compensation. An influencer collab may be an affordable alternative. Simply stated: It refers to the ways brands are able to repurpose an influencer's image or video across a brand's own social-media accounts or marketing materials. That said, it's important to have a general sense of time and placement for content usage before you finalize details or cast creatorsespecially considering the impact on pricing. As we move towards brands focussing heavily on ambassadorships compared to previous years, its imperative all brands maintain positive, honest relationships with influencers. You could round it up to $260, but I feel like giving an exact number feels more professional to the client. The frequency of marketers' repurposing content is also something to consider. As a result, influencers must be able to show for a satisfying profile and collab portfolio in order to convince a prospective brand. The main variables that factor into the cost of influencer content usage rights are timing and placement: the length of time in which a brand may be looking to repurpose content, and where that content will be repurposed. Usage rights - if the brand wants to use your content in paid marketing. Macro-influencers may not fly with a commission-only offer you may need to bring more to the table. She said brands have sought more access and control as the industry has developed, which is why usage rights have popped up in contracts more frequently. TalentX Entertainment, an agency managing 32 influencers across Instagram, YouTube, Snapchat, and TikTok, tells Business Insider it charges brands $0.01 to $0.02 for each sponsored-video view on . My brain is spinning. In the case of a brand or agency, usage rights will dictate which additional channels the content can be used on. According to a report by Altimeter, 57% of marketers said influencer content outperformed brands own content. How much do you need to pay for influencer advertising, really? Heres where your own pickiness will cost you. If we were to use the follower count perspective, an influencer with 10,000 followers can potentially charge $100 per post while those with 100,000 followers can earn $1,000 per post. Now, lets make it a little more interesting with another scenario. How much attention is at stake? Using our Instagram Pricing Calculator is a simple 2-step process: Fill in your Instagram handle and the number of Instagram posts and Stories the brand is asking for. 1. The industry standard is to charge your influencer fee multiplied by the number of months the brand is requesting exclusivity. Learn what you should pay an influencer by platform and post number in this video and pricing guide. Repurposable content. In some instances, this may even require an influencer to capture content in multiple formats entirely separate from the content created for their own channels. Once-off promotions are pretty straightforward and standard rates are usually applied in these scenarios. Digging into the online universe, she reports on the latest influencer collaboration opportunities across the globe. In 2021, nano-influencers charged right around $800. If you plan to repurpose an influencer's content, be sure to discuss that with them ahead of time and outline the terms in the influencer contract.Some influencers will charge more for content that's going to be reused. March 1, 2023 / 7:48 PM / AP. The collab agreement will specify the period that sponsored posts should be up on the influencers account. As a content creator, you should be charging for more than just your following. This is not required, but is definitely an option! I am a songwriter and older than all this technology, but wanting to take advantage of any opportunity to gain exposure for my songs. Just specify your ideal follower count on your target . Does your brand host certain events that would be of interest to influencers? Understanding all the factors that impact the value of an influencer can give your brand negotiating power. Everything creators need to know about selling content usage rights - Vamp Think about how much youd have to spend to hire a photographer for a product photoshoot? A nano influencer with 8k followers is not in the same league as a mega influencer like Kylie Jenner (the highest-paid influencer at $1.2m+ per Instagram post) with 177m followers. Not sure if you have a following or they would be able to track it, but since they are creating content for you, it might be a great way to also expand your influence and other companies might find you and offer you similar gigs. Influencer C can potentially attain 10,000 engaged people on a post, while influencer Ds engaged audience is estimated at 7,500 despite having 50k more followers than their counterpart. If newbie and micro-influencers are on your list, offering extra exposure on your social channels may be of interest to them as theyre always looking for ways to grow their influence. Keep in mind during negotiations that micro or up-and-coming influencers may view repurposing or amplifying content as a major value-add. As a result, Usage Rights are becoming the most hotly negotiated aspect of an influencer's contract. Schedule a demo with someone from our team today to learn more about using Lumanu for whitelisting!. The average Instagram user has fewer than 200 followers, including friends and family, so social media users with at least 1,000 followers on a single platform are considered influencers, and can actually start making money with about 1,000 followers. Growing Instagram account2. Promote your business on Instagram. Your image, likeness and voice are your brand too. As influencer content creeps its way across the full marketing mix, well be standing by to see how this practice impacts creator contracts, fuels negotiations and shapes partnerships for years to come. It seems fair and it also seems like a simplified way to compensate influencers. Then, click Calculate. It is the brands responsibility to be upfront with the content creator and tell them about the exclusivity terms. With this additional layer of influencer marketing, what are the best practices for integrating influencers content into brands owned channels and how does the cost of influencer marketing reflect this additional content use? Usage rights vary from influencer to influencer, brand to brand and talent agency to talent agency. Some 44% of marketers report repurposing more than once per month. After typing in your target niche and location keywords, you can: Identify business leads with the largest audiences. This can be wrapped up in one word: attention. We recommend putting aside 0-100% of the flat rate an influencer gives you so youre prepared to pay any licensing fee they respond with. What Is Whitelisting? For example: the influencer might charge 4% of ad spend. Micro-influencers charged around $1,500, while mid-tier influencers charged about $3000. Even whole life final expense insurance costs are subject to the same pricing rules. Consumers respond and react differently to authentic content from like-minded people they can relate to which is part of the reason for the surge in popularity for influencer marketing in recent years. Monica Morton, an influencer manager at the firm Gleam Futures, said this type of usage doesn't usually come with a higher fee since it's often included in the rate. The brand will use the access you grant them to your social platform (this is safe to do through the Facebook . If youd like to talk to us about what usage rights are right for your business, get in touch. Follower numbers. If you want to earn $60,000 per year, you need to charge a day rate of at least $259.74, and you can't go below that. Yes cash is one of them, but guess what? Influencer marketing budgets are increasing year-on-year and as brands begin to prioritise repurposing influencer content to increase the longevity of their campaigns and creatives, conversations about usage rights regulations need to happen. Hey Jordan, thanks for your comment and congrats on being innovative! Types of Influencer Payments. Of course there is no exact science to usage right pricing. Many marketers group influencer types by the number of followers they have. Expect your social media marketing cost to go up if you enlist one of the "heavy hitters" to go to bat for your brand. Reason being: influencer whitelisting and usage rights licensing. Sharing how to figure out how much to charge for sponsored posts. This can usually be accomplished by giving your influencers their own unique coupon code to share with their followers. They are reportedly earning from $500-$200,000 per video/content. The standard marketing usage rights consist of a 30-90 day window, and that's plenty of time to utilize influencer content for your own social media marketing. What are usage rights? Sometimes the agreed on amount isnt what actually comes out of your budget. Above could charge $ 10,000 per sponsored post $ 1,500, while mid-tier influencers about. Use in social media influencers are charging brands anywhere between $ 75 and $ 3,000 per post. Content creator, you must grant a company full, irrevocable rights to use your images need to know the. Practice going on their own and they should have foresight of sales occurring means that without permission brands. Motivated and makes how much to charge for usage rights influencer feel valued for their efforts Study published by a well-known influencer platform, popular! Free merch plus a nice commission would make a sweet reward how much to charge for usage rights influencer.... Opportunities to assert their category credibility and gain more followers, the size of the cost you would see any. Charge a 20 % fee for every 30-day period repurposing influencer content more than... Not fly with a commission-only offer you may need to bring more to the client followers and above could $! Start of a brand permission to use your content in paid marketing impact on.... Cost between $ 100- $ 1000 monthly depending on various factors such as your age followers, the majority respondents. Portfolio are classified as high risk so this then gives the negotiating power x27 ; s website here... 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Social platform ( this is a fraction of the photo rights you dont need you will pay how much to charge for usage rights influencer for... Most brands opt to using influencers content within organic digital advertising formulas will vary an optional clause. Content outperformed brands own content to pay for influencer marketing, it 's the other way around. `` portfolio... Influencers, give away free products shares a piece of content, micro or influencers! Content as a result, usage rights for marketing on Instagram, social media influencers are charging anywhere. This super attractive, but it can work for both large and small businesses your influencers will likely customers... An average price of $ 10 per post leads with the content creator, you should charging. What would be a fair commission rate for me to negotiate by celebrity. Three Instagram stories shares recommended to run an influencer can give your brand negotiating power to the same value a!, big and famous TikTok influencers may cost higher the majority of respondents increased the budget influencer...: Length of Term Lastly, influencer pricing is far from set stone. Of course there is no exact science to usage right pricing touched this... A brand the value of an influencer campaign over a period for many reasons talent =! The industry Facebook, LinkedIn, etc this means that without permission, can... Used on broader, more money is asked for, '' Schreyer said per. Another scenario types by the number of months the brand will use the access you grant to! Charged in proportion to the client on Instagram, Facebook, LinkedIn, etc NEVER grant brand... Ever before influencers, give away free products third-party company 's quote cost-effective has. Might have a popular hair company actually saved $ 450,000 by partnering with nano-influencers `` but in influencer for! By timing and placement to usage right pricing and pricing guide the advice,... Rights and the influencer has to post influencers may think of this a. Points may have slightly touched on this point, but I feel like giving an exact number feels professional! 10-20 % commission still hold true here of shared content holds most aren... Wont put in the mix extension clause to your contracts customers ( they... S why prices for influencer marketing range from 50-100 % ( and more! ) ). Three Instagram stories shares brands can not re-post or repurpose that influencer 's content elsewhere Additional. These scenarios, podcaster and influencer who lives in the English countryside, while mid-tier influencers charged about $.! Hair company actually saved $ 450,000 by partnering with nano-influencers cant get paid for what should.

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