Brands can benchmark influencer costs by considering several factors like industry, platform, and creator tier. Here is a step-by-step approach towards the process:

1.) Industry: Pricing may vary by industry as some sectors have more competition. Use industry reports to check average pricing for influencers in your sector.

2.) Platform: Different social platforms have different pricing scales. Instagram influencers, for example, generally cost more due to higher engagement rates. YouTube influencers may charge based on views. Use platform analytics or a tool like Flinque to evaluate platform-specific pricing.

3.) Creator Tier: Influencer tiers are often segmented as nano, micro, macro, and mega, determined by follower count. Each tier has a different pricing benchmark because engagement rates, audience quality, and content production costs can differ widely.

4.) Response Rates: High response rates can justify higher pricing. Use analytics tools to check out the response rates of prospective influencers.

5.) Quality Content: Influencers who produce high-quality content may charge more, but their content can elicit higher engagement and build stronger brand awareness.

6.) Past Performance: Evaluate the influencer’s past collaboration results. Good performance indicators like high engagement or conversion rates can justify higher costs.

7.) Audience Quality: Analyze the influencer’s followers’ demographics and engagement rates. Genuine influencers with high-quality audiences tend to be more expensive but often bring better results.

To evaluate pricing fairness and efficiency, consider all these factors and balance them according to your campaign objectives, target audience and budget. Flinque can help streamline this process by providing detailed insights and benchmarks about influencers from various platforms and industries. Remember every platform or tool has its strengths and will fit different brands depending on their specific needs.