They should pay just as they would an influencer. I have been starting to speak up about all the free work I do as a journalist who never gets paid (or even tagged or promoted or reshared) by the subjects I cover. Most companies will tag-brag the magazine I wrote for but not me. And yet they pay influencers to come and create the same content I do, reshare their work, amplifying their voice 50x. Writers need to be promoted (if not also paid for social content) too, since we know do 2 jobs.