A recent report by SevenSix Agency highlights significant disparities in influencer earnings based on skin color, hair type, age, and follower count, shedding light on the complex dynamics of influencer marketing in the digital age.
The 2024 influencer-pricing report examined pay differences between White influencers and influencers of color in the UK, revealing stark contrasts in earnings. Black influencers were found to be paid 34% less than their White counterparts, marking a concerning increase from a 22% disparity in 2022. South Asian influencers earn 30.70% less, Southeast Asian influencers 57.22% less, and East Asian influencers 38.40% less than White influencers, underscoring the systemic inequalities prevalent in influencer marketing.
Charlotte Stavrou, founder of SevenSix Agency, has spearheaded efforts to address this racial disparity, advocating for fair pay rates and equal treatment for influencers from diverse ethnic backgrounds. To aid brands in negotiating equitable compensation with creators, Stavrou has proposed utilizing influencer earnings calculators and conducting influencer marketing studies to ensure transparency and accountability in the industry.
The report also exposes disparities in earnings based on social media content formats. Influencers with deep tan skin earn an average of $1,187 per reel, while those with lighter skin tones can command $2,142 for the same content, highlighting the influence of skin color on earning potential. Furthermore, there is a notable pay gap linked to hair type, with influencers sporting slightly wavy hair (type 2A) earning $2,191 on average per reel, compared to $1,023 for individuals with extremely curly hair (type 4B), illustrating the intersectionality of race and appearance in influencer compensation.
Age emerges as another significant factor shaping influencer earnings, with younger influencers aged 18 to 39 earning 144% more than their older counterparts. This age-based pay gap reflects broader societal biases against older individuals in digital spaces, with influencers aged 40 to 59 earning $1,978 on average compared to $1,592 for those aged 18-25. Additionally, older influencers report feeling marginalized and treated differently on social media platforms, highlighting the need for greater inclusivity and age diversity in influencer marketing campaigns.
Moreover, the data underscores the pivotal role of follower count in determining influencer earnings, with larger followings translating to higher compensation rates. From feed posts to stories and reels, influencer fees exhibit a substantial disparity based on follower count, ranging from £250-£350 per feed post for smaller influencers to £4,000-£15,000 per post for those with over 300,000 followers. This disparity underscores the importance of follower count as a key determinant of influencer earnings, reflecting the monetization strategies employed by brands to maximize their reach and engagement in the digital marketplace.
