Keep this in mind. Inside the Pricey War to Influence Your Instagram Feed In interviews, more than a dozen people involved in influencer marketing expressed concerns over the ethics of the burgeoning industry, where brands routinely shell out well over $60,000 in exchange for one video review—or upwards of $85,000 to publicly disparage a competitor’s product. The activity is not confined to reviews. Influencers with a sizable following rarely have to purchase products in their niche. Makeup, clothing, plants, books, you name it—all come free, often delivered to the influencer’s home or office in a highly Instagrammable box.