The State of Influencer Equality™
The report provides analysis of influencer earnings observed in IZEA’s online marketplace spanning 2014 to 2019. Data is comprised of negotiated rates between marketers and creators spanning the spectrum of micro-influencers to celebrities, and incorporates self-reported gender and race identifiers.
KEY STATISTICS
- Over the past five years, the average earnings for all races and genders has risen dramatically. The average cost for a sponsored Instagram photo has risen 44% from 2018 to 2019 alone.
- In the last two years, persons of color commanded a premium over their Caucasian counterparts, with those of Asian descent making an average of 51% more per post.
- Females dominate the influencer marketing industry, receiving 87% of all transaction volume over the past five years.
- While females receive the lion’s share of deal flow, the abundance of brand-friendly female influencers ultimately drives prices lower, with females earning 47% less per post than males, on average.
- Influencers under the age of 24 command a premium of at least 44% more than those aged 25 years and older.
- Influencers with an annual household income of $100k+ or more per year charge an 80%+ premium for a sponsored post compared to their counterparts earning $50k or less per year.
REPORT PREVIEW
