2021 State of Influencer Equality

In January of 2020, IZEA began publishing an analysis of its own marketplace data as it relates to the sensitive issues of race, gender, and other characteristics. The data represented in this report spans over 50 million dollars in payments to influencers on a variety of social media platforms.

KEY STATISTICS

  • Over the past five years, the average earnings for all self-reported races and genders has risen dramatically.
  • In the last three years, persons of color have commanded a premium over their Caucasian counterparts, with African Americans making an average of 47% more per post than Caucasians in 2020.
  • Females continue to dominate the influencer marketing industry, receiving 90% of all transaction volume over the past five years.
  • Influencers under the age of 17 continue to command the highest premium of all age groups, earning 2.3x more per post vs. those aged 45 to 54 years.
  • Influencers with an annual household income of $150k+ or more per year charge a 1.6x premium for a sponsored post compared to their counterparts earning $20k or less per year.
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